Brand Image

Brand Image explained

You want to be seen as easy to work with. Customers talk about long waits. That gap creates a concrete brand task. A new line of copy alone is unlikely to address it usefully; first establish which experiences shape the perception.

Start by asking openly what people associate with the brand. Then add specific questions about characteristics relevant to its positioning. Separate existing customers, prospective customers and other groups where their experiences differ. A single aggregate can hide useful distinctions.

Reviews, comments and service feedback provide clues about those experiences. They do not automatically represent the market. Combine them with appropriate research and check the findings against the actual offer.

In Creative Engineering, we translate intended characteristics into decisions people can experience: what the campaign promises, how the website explains the offer and what happens after an enquiry. The creative expression should communicate something the product and service can support.