Brand image and reputation are both tightly linked, but they are not the same thing. Understanding the difference between the two can help companies to focus and prioritize in relation to how they are being perceived by customers. This can be especially important when looking to make data driven public relations decisions. Read on to find out more about the differences between image and reputation and how having this knowledge can help your company. If you are looking to make an important decision that may affect the image or reputation of your company, consult an expert marketing design company like San Diego’s Lien Design to get you on the right path.
To begin, let’s attempt to define image and reputation in relation to branding.
This would be defined as how customers perceive your brand and would encompass perceptions from the past and present as well as considering how potential customers might view your brand. This would include the quality, value, variety and customer service a customer experiences when purchasing and using your product.
Reputation is built on a company’s corporate actions and how they affect public opinion. This could include charitable giving, the business’s potential to build community, their hiring and general policies and citizenship. Companies can be seen as good guys or bad guys in the eyes of the public.
So we see that brand image and reputation are two different entities. However, they are often directly related and can help companies in times of crisis. For instance, if a company does something that may affect their reputation, a strong branding image may help to reverse negative perceptions.
For instance, a company like Walmart may have made some questionable decisions in the past that puts them in a poor light as far as customer perception. However, they are able to keep their customer base by offering low prices irresistibly low prices. In this case, brand image has the ability to make up for reputation. However, quality may be a sticking point here, as the poor quality of a product is rarely able to be overlooked no matter what the company attempts to do in it’s branding and reputation.
So we see that both reputation and brand image are important and careful consideration should be paid to developing both. However, when a company starts out, it’s important to focus on brand image as reputation will be something that will be developed and paid more attention to as a company grows. Technology helps companies to grasp how they are being perceived by the public in regard to both brand image and reputation and can help companies take prompt action in controlling feedback. For more information on what you can do to show your company in a positive light, consult branding and graphic design experts Lien Design. They will always make sure your company is being properly represented.
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