GÜÇLÜ BİR MARKA İMAJI OLUŞTURMAK İÇİN İPUÇLARI

TIPS FOR CREATING A STRONG BRAND IMAGE

What is Brand Image?

The totality of perceptions, thoughts, feelings and interpretations of a product or service in the minds of the target audience, customers or in other words consumers is called brand image. This concept refers to the general impression formed in the minds of consumers as a result of the experiences they have about the brand, the stories they hear and the advertisements they see. Therefore, it is about how a product or service creates a feeling, value and impression in the target audience rather than its technical features or functional benefits.

We can say that creating a brand image or creating a brand image is essentially a comprehensive and strategic perception management process. This process requires a long-term approach and has a dynamic structure that needs to be constantly nourished. Creating a brand is not just about designing a logo with visual identity elements, opening a store, ordering signs or similar superficial works.

Again, becoming a brand involves much more than just finding a catchy name and creating impressive symbols. After creating a brand name and symbols, it is also strategically important to have brand registration done in order to protect the legal rights of the brand and prevent imitation.

In order for the given product or service to gain official brand status and be legally protected, it is a legal obligation to obtain a patent in accordance with the necessary legal processes and to register its name with the Patent Institute. This process is a fundamental step for the brand to grow and develop safely.

What is the Importance of Brand Image?

• It helps your brand become known.
• It is effective in word-of-mouth marketing.
• It helps increase sales.

What to Consider When Choosing a Brand Name?

First of all, you need to conduct a comprehensive self-assessment and ask yourself the following critical questions and clarify their answers in detail in your mind: "What exactly do I do as a business? What is my current position in the market? Does the brand name I have chosen accurately reflect this position and my vision? What are my fundamental differences that set me apart from my competitors? How do these differences add value to my customers?"

Of course, it is very important to evaluate all these questions not only from your own perspective, but also from the perspective of your customers. Try to understand how your customers see your brand through their eyes. If you can correctly identify the features that make you special and unique and strategically highlight them, it will be much easier and more effective to create a strong brand image.

How to Create a Brand?

There are very important and fundamental differences between creating a name and creating a brand. Many businesses think that they have created a successful brand simply by choosing a well-known or eye-catching name. However, this very common way of thinking stems from a failure to fully understand the essence of the branding process. In order to eliminate this misconception and create a real brand, it is of great importance to understand and apply branding criteria in detail.

• Experienced and professional employees
• Quality products that meet customer expectations
• Sustainable and effective communication with the target audience
• Choosing the right name that reflects the essence of the brand
• Brand positioning
• Effective and target-oriented promotion and advertising efforts
• Marketing strategy in line with market dynamics

It is possible to create a strong and permanent brand by successfully applying basic criteria such as. Each of these elements constitutes the indispensable building blocks of the branding process.

What are the Characteristics of a Good Brand Name?

• It should be easy to say and pronounce, so customers can easily remember the brand and pass it on to others
• There should be no risk of confusion with other brands and it should have a unique identity, so that a distinctive and unique positioning can be achieved in the market
• Human names should not be used alone (but it is acceptable when used with a surname), as this can affect the institutionality and professionalism of the brand
• Geographical names should not be preferred, as this can limit the growth potential of the brand and create a disadvantage when operating in different regions.

How to Become a Strong Brand?

• The most important factor in creating a brand is not having a big budget.
• A strong brand means profit, the ability to sell a similar product more expensively than competitors.
• A brand is a promise, in other words, a strong brand should promise good results.
• A brand should have a personality. (Human characteristics such as credibility and trust should be reflected in the brand.)

How to Create a Brand Image?

Brand image is created and developed through the name, advertising, design and effective communication activities that reflect the identity and values of the business. The most important point to consider in this process is that the image created is in full harmony with the real values of the brand and the products or services it offers. The promises and communication of the brand should never mislead the target audience, and an honest and transparent approach should always be adopted.

Let's explain this issue with a concrete example: If you claim "The shoes produced by brand A are waterproof", the shoes produced by brand A must have undergone laboratory tests and have proven waterproof properties. Every promise made to the customer must be meticulously fulfilled.

In the process of creating a strong brand image, the following strategically planned and professionally managed advertising and communication activities will play a critical role:

1. Below the line ads

Below the line advertising includes the basic design elements that create and strengthen the visual identity of a brand. In this context, it includes all visual design activities of the brand such as corporate identity design (visual language of the company and usage rules), logo design (distinctive symbol of the brand), visual communication materials (business cards, letterheads, brochures, catalogs) and packaging designs (product packaging and presentation elements).

2. Above the line ads

These are advertisements that enable direct messages to be delivered to the target audience through effective channels that can reach a wide audience, such as the internet, digital media, social media channels, radio, television, magazines and newspapers. Each of these channels appeals to different user demographics and consumer behaviors. For example, while digital media is very effective in reaching young people, traditional media tools appeal to a wider age range. If you use above-the-line advertisements with strategic planning, the right timing and appropriate content, they make significant contributions to strengthening your brand image and establishing an emotional bond with your target audience.

The basic step in creating a good customer perception is strategically planned and professionally executed advertising activities. In addition to these advertising activities that allow you to reach the right target audience with the right messages;

• Public relations activities and social responsibility projects
• Special event organizations that enrich customer experience and
• Launch events that effectively promote new products and services



Various integrated marketing communication activities such as brand image also contribute significantly to creating and sustaining a strong brand image.

How to Improve Brand Image?

• Create a strong brand identity and reflect it consistently across all your communication channels. Clearly define your brand’s values, vision, and mission.
• Use a consistent brand voice across platforms and communication channels. Maintain the same brand message and tone across social media, website, email marketing, and traditional media channels.
• Take a holistic approach to all your marketing and advertising activities. Visual identity elements, messaging strategy, and campaign goals should be aligned and reflect your brand’s core values.
• Continuously improve and perfect your customer support services. Establish a support system focused on fast response times, professional approach, and problem-solving.
• Encourage positive customer experiences and reviews about your brand on digital platforms. Encourage satisfied customers to share their experiences and actively manage feedback.

Making advertising investments for your brand increases the reliability and prestige of your brand in the eyes of your target audience. These investments strengthen your brand's position in the market and help you create a positive perception in the eyes of consumers. In addition, regular and strategic advertising activities emphasize the professionalism of your brand and reinforce the sense of trust.

When we look at today's successful global brands, we see that each one has its own unique, strong "world brand" image and positioning. These brands have managed to create a clearly defined, unique perception and value proposition in the minds of consumers.

Don't forget to check out our content titled How to Do E-Commerce? to learn more about e-commerce!

To summarize;

•   Brand image is the sum of the thoughts and impressions formed in the minds of customers and requires sustainable strategies for a successful brand.
•   To create a strong brand, basic criteria such as professional employees, quality products and effective communication must be successfully implemented.
•   Below-the-line and above-the-line advertising, public relations activities and customer experience play an important role in the brand image creation process.

  Do You Need Professional Support When Establishing Your Company?

The first step to creating a strong brand starts with a solid company establishment. As İfastürk, we manage your company establishment processes professionally and save you time and energy.

With our experienced team and comprehensive services:

• ✅ Professional advice on choosing a company type
• ✅ Follow-up of all official documents and application procedures
• ✅ Management of tax office and chamber of commerce processes
• ✅ Fast and reliable company registration service

We are with you on the subject. Think of your dream brand, leave the rest to us! Contact us now for detailed information and free consultancy.

  Ifasturk is also with you for your tax and accounting processes after the establishment of the company!

Mesut SENEL | Ifasturk CEO

Certified Public Accountant