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Amadeo Tusell - 06th september 2022

Your brand has been more than a name or symbol, it really is that image with which your product is recognised, identified and searched for, differentiating it from the competition.


All the ideas, values, feelings and experiences that consumers associate with the product are implicit in the brand image.


Brand image Vs. identity


The tangible elements or not, representative of the values of a certain brand, are developed and contained in the logo, the color used in it, the design created for the brand, etc.


The emotions and values that are transmitted by the brand to its consumers are actually the elements that differentiate them and create a reaction of rapprochement and loyalty to your product.


Brand management ensures that your brand has an image that represents the emotions that lead to preference, standing out among the multiplicity existing in the market.


Today, more than a product, it seeks to sell a sensation, pleasure or solution to each customer's expectation.


We can find differences between the identity of a brand and its image.


The image provided in the brand is the perception that consumers have regarding the product and its brand.


The identity, unlike this, comes to be the set of the various and different characteristic elements of the brand, and that are perfectly managed through brand management.


It is formed through a visual and verbal identity, brand positioning and its values.


Image importance


It must be valued that the image of your brand is a value of the company, with a valuable amount in the long term. It is a very relevant part, when it comes to impacting the minds of potential consumers.


The image becomes, as the term indicates, the face of the company. It is what is first appreciated when making contact with the product, it impacts us and creates, almost automatically, an opinion of the brand.


Branding uses certain tools to create a certain image of the brand, always focusing on settling in the preferences of each potential consumer.


Advertising and marketing strategies, the relationship established by those in charge of customer service with each of the consumers, and the value given to each brand management action, have an impact on people's minds.


This is how an opinion and image of the brand is formed, which for the purposes of branding, are intended to promote a position of preference and choice.


Selection of strategies when forming the image


Brand positioning experts carry out an exhaustive study of what are the strengths of brands.


This is how they also observe their weaknesses, to match these and those with the needs of the consuming public.


The selection of the correct tools to design and strengthen the image of a brand, establishes a point that marks the destination in the preference and loyalty of the clients.


Seen in this way, it is known that the decisions related to the formation of the image must be made in view of the consequences that they trigger. This is only achieved by branding experts.


Let's not forget that the correct selection of strategies will trigger multiple advantages for the image of your brand.



Advantages of a good brand image


As we have been mentioning, obtaining a perfect image for your brand translates into greater penetration in the minds of consumers.


Impacting their preference, and allowing the product to stand out, among the many that are presented in the market, is the first and most obvious of all. Here we review the advantages of having a good brand image.


Differentiate your brand from others

Getting your brand to have a differentiated image allows you to recognize the company and distinguish it from others that provide a similar service or product.


By displaying a trusted image, the choice and preference will be automatic.


Other products

Placing your product, distinguishing your brand through the perfect image, causes costs that may seem high.


However, when you connect with consumers, getting into their minds, the placement of other products that bear your brand will be a simple process and with less investment in marketing.


Everything will be the result of the initial construction of the brand image.


Product placement

Once the brand management has achieved the objective of placing your brand image in the preference of the consumer, the acceptance of the distributors will be quite fluid, to take your product to the different points of sale.



One of the most outstanding advantages of obtaining a good brand image is that the product is placed in the confidence of each user or consumer, and we know that this is one of the main objectives of marketing.


We can conclude that when excellent brand management is obtained, which places its image in everyone's preference, the main objective of the entire branding process will have been achieved.