
We can recognize a well-known business or company just by looking at the advertisement. Even in digital advertising, some consulting businesses that are just starting are even easier for their followers to recognize because of the brand image they present. You could say that brand image is an important thing that must be owned by a business, even when the business is still in the form of a pilot.
Building a brand image not only has a big influence on the consulting company but also on its target audience and buyers. When forming a brand image, consumer perceptions of a consulting business begin to form. They will assess the business based on the brand image carried by the business.
This advantage leads to the public or customers who are easily familiar with the business. When the ad is launched, they immediately recognize who owns the product being advertised just by looking at the ad being served. There are also advertising audiences who like the services of a consulting business or company because of the brand image that is conveyed through the service or advertisement itself.
From the description above, it can be concluded that brand image brings many advantages to consulting business. For this reason, we will explore more deeply the importance of brand image within a company, including how to build a brand image so that it is better known by the public.
BRAND IMAGE
Simply put, brand image is the perception that customers or audiences have of a business through the brand that is presented. The consumer’s perception then continues into the brand association phase, where the brand image he sees begins to enter into the consumer’s memory. Finally, customers also know the brand through the brand image conveyed through advertisements or services presented.
Brand image is formed in the minds of clients, their experiences, and interactions with the brand actively or passively. They can see a company’s brand through the advertisements that are delivered or when the business is promoting its brand. The process of forming a brand image is based on what clients see, so it is not only formed when they hire your services.
Brand image is more than just a business logo that is displayed on the products or services we offer. More than that, it is a combination of brand associations by customers based on all interactions with our business. Unfortunately, there are still many businesses that think that brand image is only in the form of a logo, so they ignore the process of building a brand image in other communication media. There are two reasons, brand image is not needed or the costs are getting more expensive, even though it can be done efficiently.
The main concept behind brand image is that customers not only use the services offered but also ‘buy’ the image attached to it. Many consulting businesses provide the same services and bring about the same benefits. What makes a brand‘s service more desirable is a strong and unique brand image in it.
That is the reason why consulting businesses, both large and newly started, must have a strong brand image. They must make every effort so that the image presented looks more unique and positive compared to other brands.
THE IMPORTANCE OF BRAND IMAGE FOR CONSULTING BUSINESS SUCCESS
As previously explained, many consulting companies or businesses still forget the brand attributes in it. Even though they have built it, they often neglect to improve their brand image during the process. There are many advantages to be gained in building a brand image for consulting business.
1. Creating a Positive Impression in the Eyes of clients
The first impression is always important for anyone and that also applies to consulting businesses or companies. Just as the first impression of any person is seen from its appearance, the brand image also creates the first impression in the eyes of customers. That is the main function of brand image, which is to build a positive first impression for customers.
Brand image is usually formed when customers see a published service or advertisement. However, many other factors can shape consumer perceptions of a brand. For example, our business name, cards, office decorations, how employees dress, and so on. You could say brand image is not only for businesses that market their services online, but can also be built by offline consulting businesses.
2. Create Recognition of the Business
A well-known brand has a strong brand image even though not everyone hires the services. Thanks to the brand image that is built, it is easier for people to recognize the brand through the interactions they make.
The brand image does not only talk about the logo or slogan that is carried, but also the visual elements in it. Service quality is also included in the brand association component.
3. Creating a Unique Business Image
A brand image that is unique and easily recognized by customers is also born based on the brand image that is carried. Things that are considered trivial in business, such as flyers design, advertising materials, and the like, actually create strong signals for customers. E-mail domains and business websites also influence customers to trust your business. The attitude of business employees in serving customers can even become a unique brand image, thus producing a distinct impression in the eyes of customers.
In essence, a brand image that is built consistently will show that your business is running well. In the eyes of customers, a business that always builds its brand image will get a positive impression and be easy to trust.
4. Build Credibility and Trust
Still related to point number three, this brand image ultimately establishes customer credibility and trust. Build a consistent brand image from any perspective, because it will build customer perceptions of your brand. The more often it is built, the more embedded the brand is in clients memory.
A strong business must have values and a code of ethics that must be owned by its employees while working. These values and ethical codes will later be manifested in their attitude at work. This attitude can give birth to a brand image only with the services provided to customers.