Book a Call
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 the way customers and bystanders interpret your company’s personality. It encompasses every interaction, from product experiences to online chatter. Surveys indicate that nearly 60% of shoppers won’t spend their money unless they trust a brand, making image a critical factor. On the other side, brand identity is the framework you intentionally design, such as visuals, tone, slogans, and core principles to present a specific public persona. The relationship between these two concepts can be described as the difference between what you plan to convey and what people perceive. Striking a close alignment between identity and image leads to greater consistency. If your identity promises quality and your audience regularly receives outstanding experiences, they’ll be more inclined to stick around. Meanwhile, mismatches risk confusion and mistrust.
Relationship between brand image and identity
Consider brand identity your planned script and brand image the reviews pouring in once the show is live. You set the stage with your visuals, voice, and mission statements, but the audience can interpret them in surprising ways. Comments on social platforms, word of mouth, and even news stories all shape how people feel about your organisation. This dynamic can work in your favour if you remain consistent. Show the same tone and look across websites, packaging, and advertising campaigns. When your carefully designed identity matches the public’s experience, you create a stronger, more coherent presence that resonates.
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 the way customers and bystanders interpret your company’s personality. It encompasses every interaction, from product experiences to online chatter. Surveys indicate that nearly 60% of shoppers won’t spend their money unless they trust a brand, making image a critical factor. On the other side, brand identity is the framework you intentionally design, such as visuals, tone, slogans, and core principles to present a specific public persona. The relationship between these two concepts can be described as the difference between what you plan to convey and what people perceive. Striking a close alignment between identity and image leads to greater consistency. If your identity promises quality and your audience regularly receives outstanding experiences, they’ll be more inclined to stick around. Meanwhile, mismatches risk confusion and mistrust.
Relationship between brand image and identity
Consider brand identity your planned script and brand image the reviews pouring in once the show is live. You set the stage with your visuals, voice, and mission statements, but the audience can interpret them in surprising ways. Comments on social platforms, word of mouth, and even news stories all shape how people feel about your organisation. This dynamic can work in your favour if you remain consistent. Show the same tone and look across websites, packaging, and advertising campaigns. When your carefully designed identity matches the public’s experience, you create a stronger, more coherent presence that resonates.
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 clearly defined mission serve as the heartbeat of every business move, whether it’s the daily back-and-forth among your team or a high-stakes product launch. About 53% of buyers show stronger loyalty to companies that share their personal beliefs, making genuine alignment a powerful draw for repeat business. Of course, those values shouldn’t just live on a website page. If sustainability is your rallying cry, then your packaging, suppliers, and partnerships should all mirror that commitment. Transparent principles also set the stage for a united workforce, because it’s easier to feel invested when you know what the brand stands for. Authentic values spark trust; trust paves the way for loyalty; and loyalty becomes the fuel that propels growth.
Core values and a clearly defined mission serve as the heartbeat of every business move, whether it’s the daily back-and-forth among your team or a high-stakes product launch. About 53% of buyers show stronger loyalty to companies that share their personal beliefs, making genuine alignment a powerful draw for repeat business. Of course, those values shouldn’t just live on a website page. If sustainability is your rallying cry, then your packaging, suppliers, and partnerships should all mirror that commitment. Transparent principles also set the stage for a united workforce, because it’s easier to feel invested when you know what the brand stands for. Authentic values spark trust; trust paves the way for loyalty; and loyalty becomes the fuel that propels growth.
2. Creating a uniform visual identity
Visual elements serve as quick identifiers that help your brand pop up in a sea of competitors. Research even suggests that brands with consistent aesthetics across platforms see increase in their revenue. But consistency doesn’t mean repetitive or dull. A set colour palette, typography choices, and design cues can evolve subtly while maintaining a cohesive appearance. Small details like employing the same style of icons or photography filters reinforce recognition each time a consumer encounters your content. Meanwhile, straying too far from established visuals can lead to confusion and diluted impact. A uniform identity looks polished and signals reliability. It sends a subtle message that you pay attention to detail and care about the user’s experience, both of which spark trust.
Visual elements serve as quick identifiers that help your brand pop up in a sea of competitors. Research even suggests that brands with consistent aesthetics across platforms see increase in their revenue. But consistency doesn’t mean repetitive or dull. A set colour palette, typography choices, and design cues can evolve subtly while maintaining a cohesive appearance. Small details like employing the same style of icons or photography filters reinforce recognition each time a consumer encounters your content. Meanwhile, straying too far from established visuals can lead to confusion and diluted impact. A uniform identity looks polished and signals reliability. It sends a subtle message that you pay attention to detail and care about the user’s experience, both of which spark trust.
3. Creating a compelling brand story
Narratives do more than entertain; they help people see the human motivation behind your products and services. Approximately 55% of buyers prefer brands whose stories resonate with their own outlook on life. That means details about your humble beginnings, your team’s struggles, or the milestones you’ve hit can forge deeper connections. The trick is authenticity. Glossing over every hiccup might look slick at first, but sincerity often holds more appeal than polished perfection. Your story can appear in small ways too: personal anecdotes in a newsletter, quick behind-the-scenes videos on social media, or short blog posts celebrating lessons learned. When done well, a brand story sets you apart from cookie-cutter alternatives, inviting customers to stick around for the next chapter.
Narratives do more than entertain; they help people see the human motivation behind your products and services. Approximately 55% of buyers prefer brands whose stories resonate with their own outlook on life. That means details about your humble beginnings, your team’s struggles, or the milestones you’ve hit can forge deeper connections. The trick is authenticity. Glossing over every hiccup might look slick at first, but sincerity often holds more appeal than polished perfection. Your story can appear in small ways too: personal anecdotes in a newsletter, quick behind-the-scenes videos on social media, or short blog posts celebrating lessons learned. When done well, a brand story sets you apart from cookie-cutter alternatives, inviting customers to stick around for the next chapter.
4. Using social media and digital platforms
By 2024, having a solid presence online is practically expected. According to certain estimates, 57% of consumers end up spending more with brands they feel a personal connection to, and social channels offer a prime avenue for that relationship. Posting glossy images isn’t enough. Engaging in real conversations, responding to queries, laughing at memes, even confronting criticisms shows there are actual people behind the corporate facade. Each platform, whether it’s Instagram, LinkedIn, or something newer on the scene, carries its own style. Adjusting your approach doesn’t mean abandoning your signature voice. Instead, adapt tone and content to fit each channel’s culture while remaining recognisable. As your digital presence grows, you’ll gather insights into audience preferences, which can guide future campaign ideas and product development.
By 2024, having a solid presence online is practically expected. According to certain estimates, 57% of consumers end up spending more with brands they feel a personal connection to, and social channels offer a prime avenue for that relationship. Posting glossy images isn’t enough. Engaging in real conversations, responding to queries, laughing at memes, even confronting criticisms shows there are actual people behind the corporate facade. Each platform, whether it’s Instagram, LinkedIn, or something newer on the scene, carries its own style. Adjusting your approach doesn’t mean abandoning your signature voice. Instead, adapt tone and content to fit each channel’s culture while remaining recognisable. As your digital presence grows, you’ll gather insights into audience preferences, which can guide future campaign ideas and product development.
5. Aligning internal culture with external brand image
What happens behind closed doors can quickly show up in the public eye if employees or insiders decide to speak out. About 77% of adults reportedly research a company’s culture before applying for roles, highlighting how internal dynamics can influence your reputation. If your marketing emphasises teamwork and ethical standards but staff members feel ignored or undervalued, dissonance will eventually surface. A strong internal culture not only helps attract top talent but also transforms your workforce into genuine brand advocates. People are generally proud to share experiences from organisations that treat them well. It’s worth investing in training, recognition programmes, and transparent communication to unify everyone around common goals. When employees truly believe in the mission, that enthusiasm reaches the public.
What happens behind closed doors can quickly show up in the public eye if employees or insiders decide to speak out. About 77% of adults reportedly research a company’s culture before applying for roles, highlighting how internal dynamics can influence your reputation. If your marketing emphasises teamwork and ethical standards but staff members feel ignored or undervalued, dissonance will eventually surface. A strong internal culture not only helps attract top talent but also transforms your workforce into genuine brand advocates. People are generally proud to share experiences from organisations that treat them well. It’s worth investing in training, recognition programmes, and transparent communication to unify everyone around common goals. When employees truly believe in the mission, that enthusiasm reaches the public.
6. Purpose-based brand building
Today’s audience often seeks organisations that act on ideals rather than chasing fast gains. An estimated 57% of people remain loyal to brands committed to social or environmental causes. Taking a stance doesn’t mean plastering slogans everywhere; it means engaging in measurable actions that back up your words. Whether you support eco-friendly manufacturing or fair labour practices, show clear steps you’re taking to drive progress. Real initiative resonates more than shallow PR statements. That sincerity also sparks deeper emotional ties with those who share your viewpoint. However, it pays to be genuine. Performative activism or half-hearted efforts can damage credibility fast. If your purpose stands firm in policies, partnerships, and daily decisions, you’ll naturally attract customers who appreciate principled dedication.
Today’s audience often seeks organisations that act on ideals rather than chasing fast gains. An estimated 57% of people remain loyal to brands committed to social or environmental causes. Taking a stance doesn’t mean plastering slogans everywhere; it means engaging in measurable actions that back up your words. Whether you support eco-friendly manufacturing or fair labour practices, show clear steps you’re taking to drive progress. Real initiative resonates more than shallow PR statements. That sincerity also sparks deeper emotional ties with those who share your viewpoint. However, it pays to be genuine. Performative activism or half-hearted efforts can damage credibility fast. If your purpose stands firm in policies, partnerships, and daily decisions, you’ll naturally attract customers who appreciate principled dedication.
7. Data-based approach for brand positioning
Metrics can reveal where your brand excels and where it could do better. Companies that leverage consumer feedback often outpace competitors by around 85% in sales growth, showing the impact of fact-based strategy. Monitor comments on social platforms, review buying trends, and spot recurring themes to gauge genuine preferences. Then refine your messaging without seeming driven only by short-term wins. Data, coupled with a clear feel for your audience, offers a strong guide to staying relevant. By continually adjusting your approach, you keep people interested and position your brand for ongoing success in a marketplace that never stands still.
Metrics can reveal where your brand excels and where it could do better. Companies that leverage consumer feedback often outpace competitors by around 85% in sales growth, showing the impact of fact-based strategy. Monitor comments on social platforms, review buying trends, and spot recurring themes to gauge genuine preferences. Then refine your messaging without seeming driven only by short-term wins. Data, coupled with a clear feel for your audience, offers a strong guide to staying relevant. By continually adjusting your approach, you keep people interested and position your brand for ongoing success in a marketplace that never stands still.
8. Adapting to rapidly changing market conditions
Markets can shift with little notice, prompting 60% of executives to say flexibility is vital for staying relevant. Sudden changes in consumer habits, technological breakthroughs, or global events can disrupt your laid plans. Instead of seeing volatility as a threat, treat it as a call to keep exploring approaches while protecting your core values. Adjusting your brand message or launching new product lines might seem risky, but complacency can be worse. Being alert and ready to pivot can help maintain your progress when everything seems uncertain. Keep your principles intact, and you’ll stay compelling no matter how the broader environment moves.
Markets can shift with little notice, prompting 60% of executives to say flexibility is vital for staying relevant. Sudden changes in consumer habits, technological breakthroughs, or global events can disrupt your laid plans. Instead of seeing volatility as a threat, treat it as a call to keep exploring approaches while protecting your core values. Adjusting your brand message or launching new product lines might seem risky, but complacency can be worse. Being alert and ready to pivot can help maintain your progress when everything seems uncertain. Keep your principles intact, and you’ll stay compelling no matter how the broader environment moves.
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
Crafting a memorable brand image in 2024 involves more than a fancy logo or occasional online shout-outs. It’s about staying clear on your values, sharing meaningful stories, and making sure internal realities match external promises. Flexibility also plays a big role: audiences appreciate brands that adapt to shifts without abandoning their core identity. Data offers valuable clues about changing preferences, helping you refine campaigns and engage new markets. Meanwhile, steady guiding principles stop you from veering off track. Striking that balance isn’t about latching onto fads; it’s about earning trust at every contact point. When your outward message matches what people experience, loyalty tends to follow naturally. Stay focused on those core beliefs, and you’ll develop a brand image that endures, regardless of changing trends.
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
Crafting a memorable brand image in 2024 involves more than a fancy logo or occasional online shout-outs. It’s about staying clear on your values, sharing meaningful stories, and making sure internal realities match external promises. Flexibility also plays a big role: audiences appreciate brands that adapt to shifts without abandoning their core identity. Data offers valuable clues about changing preferences, helping you refine campaigns and engage new markets. Meanwhile, steady guiding principles stop you from veering off track. Striking that balance isn’t about latching onto fads; it’s about earning trust at every contact point. When your outward message matches what people experience, loyalty tends to follow naturally. Stay focused on those core beliefs, and you’ll develop a brand image that endures, regardless of changing trends.
Work with us
Click to copy
work@for.co
- 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® 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
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®