Understanding Brand Image v. Brand Reputation in 2019
Knowing the difference between Brand Image and Brand Reputation can impact the way you run your business and PR. The two are linked to one another, but most often confused. In order to grow your business, you will need to understand the two independently and how they work together. You can measure them separate from one another, allowing you to use the data to improve your business and PR.
Brand Image
Brand image is the perception of your company’s current, past, and potential customers. It is how they view what you sell and how you sell it. The question that relates to brand image is, “What’s in it for me?”. This can be measured by people based on your company’s product, quality, value, variety, service, and status.
For example: Most people disagree that Chipotle is real Mexican food, but the brand prides itself on being a quick, healthy alternative to fast food chains such as Taco Bell. Chipotle’s image is seen as being a “healthier” version of a Mexican fast food chain. They may not sell the typical Mexican food found in authentic Mexican restaurants, but their customers pride on the healthier, non-GMO options they have.
Brand Reputation
Brand Reputation on the other hand is how the public views the company’s corporate actions. They way companies obtains their sources, do business internally, etc. all falls under its brand reputation. A business’s practices, engagement, diversity, transparency, and leadership are all accounted for.
For example: If your company CEO decides to publicly take action against abortion laws, and you see a significant decrease in sales, your brand reputation decreases. People keep tabs about what goes on internally and personally with a company. They want to know that the business they support aligns with their personal views.
Why is this Important?
In order for you to grow your business, understanding these PR terms properly can help you with your strategy. Creating a strong brand image and reputation can help you grow in your niche. By balancing and analyzing the two you will be able to see what works best for the company.
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