Book a Call
Brand Identity
Corporate Branding
Brand Integrity
Brand Values
Brand Objectives
Brand Identity
Corporate Branding
Brand Integrity
Brand Values
Brand Objectives
ARTICLE #3
Table of contents
Shaping your Brand Image in 2024
Brand Identity
Corporate Branding
Brand Integrity
Brand Values
Brand Objectives
Brand Identity
Corporate Branding
Brand Integrity
Brand Values
Brand Objectives
Written by:
3 min read
Updated on: March 27, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Stepping into a crowded room, it takes only a few seconds before quick judgements begin—human nature at its finest. That same split-second assessment happens with brands, especially in business circles. According to recent research, more than three out of four people base their purchases primarily on the brand name. Clearly, having a strong brand image pays off in a big way.
In 2024, brand reinvention is speeding ahead faster than ever. Companies are rewriting how they present themselves, and it’s happening so quickly that you can’t afford to lag behind. Whether you are just getting started or you’ve been shaping brands for ages, a standout brand image has become the ultimate currency.
Stepping into a crowded room, it takes only a few seconds before quick judgements begin—human nature at its finest. That same split-second assessment happens with brands, especially in business circles. According to recent research, more than three out of four people base their purchases primarily on the brand name. Clearly, having a strong brand image pays off in a big way.
In 2024, brand reinvention is speeding ahead faster than ever. Companies are rewriting how they present themselves, and it’s happening so quickly that you can’t afford to lag behind. Whether you are just getting started or you’ve been shaping brands for ages, a standout brand image has become the ultimate currency.
Understanding brand image and brand identity
Understanding brand image and brand identity
Brand image is how customers and the general public see your business. It’s a blend of everything—customer experience, marketing efforts, product quality, online chatter—and it can either boost or bust your reputation. A notable statistic: 59% of consumers say they need to trust a brand before parting with their money. That’s why a strong brand image matters.
Meanwhile, brand identity is the foundation you’ve designed to project a distinct persona to your audience. Logos, colour palettes, design quirks, mission statements—these elements work together to help you stand out in a noisy market.
Relationship between brand image and identity
Brand identity is the story you want to tell, and your brand image is the public’s response to that story. Ideally, both line up nicely. However, once your image is out in the wild, it’s influenced by everything from social media rants to inaccurate rumours. Staying consistent across all channels—social feeds, packaging, ads—helps shape the perception you want people to hold.
Branding moves at lightning speed these days, and 2024 is no exception. Below are some tips and trends on staying ahead while keeping your brand fresh and interesting.
Brand image is how customers and the general public see your business. It’s a blend of everything—customer experience, marketing efforts, product quality, online chatter—and it can either boost or bust your reputation. A notable statistic: 59% of consumers say they need to trust a brand before parting with their money. That’s why a strong brand image matters.
Meanwhile, brand identity is the foundation you’ve designed to project a distinct persona to your audience. Logos, colour palettes, design quirks, mission statements—these elements work together to help you stand out in a noisy market.
Relationship between brand image and identity
Brand identity is the story you want to tell, and your brand image is the public’s response to that story. Ideally, both line up nicely. However, once your image is out in the wild, it’s influenced by everything from social media rants to inaccurate rumours. Staying consistent across all channels—social feeds, packaging, ads—helps shape the perception you want people to hold.
Branding moves at lightning speed these days, and 2024 is no exception. Below are some tips and trends on staying ahead while keeping your brand fresh and interesting.
1. Defining the core values and mission of your brand
Core values and a clear mission drive every choice your company makes. They’re more than words on a page—people can sense when a brand is just paying lip service. About 53% of customers feel a deeper bond with businesses that share their personal values. Spend some time clarifying your beliefs and demonstrating how you plan to make a positive impact. Authentic conviction cuts through even the busiest markets.
Core values and a clear mission drive every choice your company makes. They’re more than words on a page—people can sense when a brand is just paying lip service. About 53% of customers feel a deeper bond with businesses that share their personal values. Spend some time clarifying your beliefs and demonstrating how you plan to make a positive impact. Authentic conviction cuts through even the busiest markets.
2. Creating a uniform visual identity
A visually cohesive brand is a major advantage. Surveys indicate that brands maintaining consistent visuals across channels can see revenue climb by up to 23%. Simple things—like using the same shade of green or a familiar font style—stick in people’s minds. Apply this consistency to your website, social media updates, packaging, ads, and anywhere else your brand appears.
A visually cohesive brand is a major advantage. Surveys indicate that brands maintaining consistent visuals across channels can see revenue climb by up to 23%. Simple things—like using the same shade of green or a familiar font style—stick in people’s minds. Apply this consistency to your website, social media updates, packaging, ads, and anywhere else your brand appears.
3. Creating a compelling brand story
Stories can hook an audience faster than any gimmick. Around 55% of consumers are likely to buy from brands with stories they find relatable. It pays to let people see what happens behind the scenes—talk about the challenges you’ve faced, celebrate those ‘aha’ breakthroughs, and share the milestones that keep you motivated. That kind of candour builds trust, sets you apart, and cuts through the never-ending marketing noise.
Stories can hook an audience faster than any gimmick. Around 55% of consumers are likely to buy from brands with stories they find relatable. It pays to let people see what happens behind the scenes—talk about the challenges you’ve faced, celebrate those ‘aha’ breakthroughs, and share the milestones that keep you motivated. That kind of candour builds trust, sets you apart, and cuts through the never-ending marketing noise.
4. Using social media and digital platforms
By 2024, a strong presence on social platforms is practically mandatory for your brand identity. About 57% of buyers spend more on brands they feel a personal connection with. Use these platforms to spark conversation, show off some behind-the-scenes fun, and respond directly to your audience’s questions. Keep your voice consistent, but don’t be afraid to drop in a bit of wit—it reminds your followers there are actual humans behind the brand.
By 2024, a strong presence on social platforms is practically mandatory for your brand identity. About 57% of buyers spend more on brands they feel a personal connection with. Use these platforms to spark conversation, show off some behind-the-scenes fun, and respond directly to your audience’s questions. Keep your voice consistent, but don’t be afraid to drop in a bit of wit—it reminds your followers there are actual humans behind the brand.
5. Aligning internal culture with external brand image
A major component of brand consistency lies in making sure the inside of your company mirrors what you project publicly. An impressive 77% of adults check out a company’s culture before sending in a job application, and when employees believe in your mission, they become your best brand champions. If your internal culture and external image clash, people will notice—and that mismatch can quickly erode trust.
A major component of brand consistency lies in making sure the inside of your company mirrors what you project publicly. An impressive 77% of adults check out a company’s culture before sending in a job application, and when employees believe in your mission, they become your best brand champions. If your internal culture and external image clash, people will notice—and that mismatch can quickly erode trust.
6. Purpose-based brand building
Today’s consumers want companies to stand for something more than their bottom line. In fact, 57% of them remain loyal to businesses that take clear steps to address social issues. Demonstrating a meaningful purpose that aligns with your values can reshape the way people view your brand. It’s a straightforward formula: show you care about causes that matter, and the right audience will stand behind you.
Today’s consumers want companies to stand for something more than their bottom line. In fact, 57% of them remain loyal to businesses that take clear steps to address social issues. Demonstrating a meaningful purpose that aligns with your values can reshape the way people view your brand. It’s a straightforward formula: show you care about causes that matter, and the right audience will stand behind you.
7. Data-based approach for brand positioning
Data can be a game-changer in refining your brand strategy. Companies tapping into shopper findings often outperform their competitors by 85% in sales growth. Whether it’s social media comments or buying patterns, the numbers highlight how customers really feel. Use this knowledge to evolve your messaging in ways that resonate—without coming across like you are pandering for quick sales.
Data can be a game-changer in refining your brand strategy. Companies tapping into shopper findings often outperform their competitors by 85% in sales growth. Whether it’s social media comments or buying patterns, the numbers highlight how customers really feel. Use this knowledge to evolve your messaging in ways that resonate—without coming across like you are pandering for quick sales.
8. Adapting to rapidly changing market conditions
It’s no secret that things can shift in the blink of an eye. About 60% of executives say that being flexible is a key factor in staying relevant. Keep tabs on new trends, consumer habits, and whatever else might impact your market. Tweaking your brand approach—while holding onto your core values—gives you a better shot at staying appealing even when the broader scene feels out of control.
It’s no secret that things can shift in the blink of an eye. About 60% of executives say that being flexible is a key factor in staying relevant. Keep tabs on new trends, consumer habits, and whatever else might impact your market. Tweaking your brand approach—while holding onto your core values—gives you a better shot at staying appealing even when the broader scene feels out of control.
Frequently Asked Questions
How regularly should I renew my brand image?
No single timetable works for everyone. Some companies do an annual review; others make smaller, periodic tweaks in response to market shifts. Consistency still matters, so avoid frantic overhauls every few months.
Can a small business have the same brand image as a big one?
Definitely. Smaller outfits often excel at forging personal bonds with their audience. Building a reliable brand isn’t about bankrolling expensive ad campaigns; it’s about being genuine in what you say and do.
How can I know if my brand image resonates with my target audience?
The easiest way is to ask them. Launch surveys or polls, watch how people talk about your brand online, and measure loyalty indicators like repeat purchases or positive referrals. If you are seeing encouraging signals, that’s a solid sign you are on track.
Conclusion
Creating a standout brand image in 2024 goes way beyond glossy visuals or catchy lines. It demands sincerity, clear purpose, and the courage to switch gears if conditions change. The brands that truly shine are those connecting with people on a personal level—through shared beliefs, genuine storytelling, and open dialogue. Combine that authenticity with adaptability, and you’ll shape a presence that sticks with your audience.
Frequently Asked Questions
How regularly should I renew my brand image?
No single timetable works for everyone. Some companies do an annual review; others make smaller, periodic tweaks in response to market shifts. Consistency still matters, so avoid frantic overhauls every few months.
Can a small business have the same brand image as a big one?
Definitely. Smaller outfits often excel at forging personal bonds with their audience. Building a reliable brand isn’t about bankrolling expensive ad campaigns; it’s about being genuine in what you say and do.
How can I know if my brand image resonates with my target audience?
The easiest way is to ask them. Launch surveys or polls, watch how people talk about your brand online, and measure loyalty indicators like repeat purchases or positive referrals. If you are seeing encouraging signals, that’s a solid sign you are on track.
Conclusion
Creating a standout brand image in 2024 goes way beyond glossy visuals or catchy lines. It demands sincerity, clear purpose, and the courage to switch gears if conditions change. The brands that truly shine are those connecting with people on a personal level—through shared beliefs, genuine storytelling, and open dialogue. Combine that authenticity with adaptability, and you’ll shape a presence that sticks with your audience.
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®