The Importance of Your Brand Image

All major companies have built their customer loyalty through a good brand image. Companies that have created a positive image support issues that are important to their customers. Nike did and still does an amazing job of creating a positive culture around them. Nike is known for having the best shoes since they started up in the early 1960’s, not only that, Nike is invested in what is happening in the world. Colin Kaepernick protested the national anthem that sparked a revolution in the NFL, dividing the population with some who support Kaepernick, and some that don’t. Nike saw an opportunity to be on what they thought was the right side of the argument. Nike came out with an advertisement that Kaepernick narrated. “Believe in something. Even if it means sacrificing everything.” This advertisement was extremely impactful. Not only did Nike get a lot of praise for this advertisement, the campaign did what advertisements are supposed to do, Nike’s profits soared after this campaign. Nike also got a lot of free advertising because they were being talked about all over the country. Standing up to issues is important for companies, and it is important to let your voice be heard.

I understand a majority of companies don’t have the advertising power that Nike has, but just because your company may have a small budget for advertising doesn’t mean you can’t build a good brand image. Your brand image is much more than a logo, colors, fonts, etc. Even though that is important, when the public see’s your logo you want them to think positive thoughts. If your company supports a local issue, voice your support. Companies have a strong presence in the community, you can raise awareness for issues and it won’t break your bank.

Typically companies are very eager to hire an advertising agency and go straight to find the best campaign to get their products in the hands of their consumers. This step is important, don’t get me wrong but before companies should look into advertising they should take a closer look at the image that surrounds their company.