
Why is it crucial to invest in my company's brand image?

Anaïs Ribeiro
Explore why investing in brand image is essential for attracting and retaining your customers, by building trust and establishing lasting emotional connections.
Why is it crucial to invest in my company's brand image?
Did you know that 81% of French consumers (1) say they prefer brands that uphold brand values? This figure clearly shows that brand image is not limited to a logo or a slogan: it is the central pillar of your marketing strategy.
Whether you are a small business or an already well-established brand, working on your brand image is essential to capture your customers' attention, earn their trust, and, most importantly, retain them.
In this article, let's dive into the keys to building a strong brand image and understand why it is so crucial for your success.
1. What is brand image?
Brand image is not just a logo or a color palette. It is everything your customers perceive and feel about you. This includes:
- Your brand identity: logos, colors, typography.
- Your message: the brand values and mission you communicate.
- The customer experience: interactions, products, services, and even your after-sales service.
💡 In other words, your brand image is the story your customers tell about you when they talk about you. It encompasses your brand reputation and brand perception in the market.
2. Why is brand image crucial?
a. Stand out in a saturated market
In a market where thousands of brands are vying for consumers' attention, a strong brand image can make all the difference. It enhances your brand awareness and helps you stand out.
b. Establish an emotional relationship with your customers
A strong brand image goes beyond simply presenting products or services; it creates an emotional bond with its customers, based on shared brand values and authentic experiences. This connection influences customer choices and strengthens their loyalty.
Emotionally connected customers are more likely to recommend and advocate for the brand. To establish this bond, it is crucial to understand the emotional needs of your audience and communicate authentically at every touchpoint, ensuring brand consistency.
c. Influence purchasing decisions
Customers do not always choose the cheapest product: they opt for the one that aligns with their brand values and worldview. If your brand is perceived as authentic, reliable, and aligned with their needs, you have a huge advantage.
3. How to build a strong brand image?
a. Define your values and mission
What does your brand represent? What brand values do you want to share with your customers?
b. Create a memorable visual identity
Your logo, colors, and graphic style should reflect your mission and brand identity.
c. Refine your communication
Ensure that your tone and style are consistent across all your channels, maintaining brand consistency.
d. Offer an impeccable customer experience
Brand image does not stop at the product: every interaction with your customers counts and contributes to your brand reputation.
4. Brand positioning and perceived value
Your brand's marketing positioning not only attracts customers; it also influences the brand perception of your brand's value. Perceived value is the assessment your customers make of what they receive compared to the cost of your product or service. In other words, it is what justifies your prices, retains your customers, and distinguishes you from your competitors.
Let's take the example of Bonne Maman, an iconic brand that has established a solid positioning through a deep understanding of its audience and its brand values.
Bonne Maman's positioning: a balance between authenticity and modernity
Thanks to Persona Builder, we were able to analyze the foundations of Bonne Maman's positioning. Here is how the brand positions itself to reflect a high perceived value:
- Position: Premium French artisanal delights for modern convivial moments.
- Target audience: Urban professionals concerned with quality, who value authentic experiences.
- Category: Premium French gastronomy online.
- Differentiation: Authentic French craftsmanship combined with modern convenience.

Example of Bonne Maman
(the image is from Persona Builder)
This positioning highlights specific characteristics that enhance the brand's perceived value among its audience:
- Authenticity: Bonne Maman relies on its French culinary heritage, celebrating traditional recipes and natural ingredients. This reinforces credibility and attracts consumers seeking artisanal quality.
- Modernity: By adapting to contemporary consumer expectations, Bonne Maman enhances the experience of convivial moments with premium offerings designed for modern dinners, gourmet gifts, and even digital experiences like virtual tastings.
- Strategic spaces: By exploring opportunities such as seasonal subscriptions and online tasting experiences, Bonne Maman addresses unmet needs in the market, increasing its relevance and appeal.
Measuring value with precise scores
With impressive scores such as a Relevance Score of 9 and a Credibility Score of 9.5, Bonne Maman validates its premium positioning. These results show that the brand is perceived as relevant, credible, and aligned with its customers' expectations. This allows it to justify its higher prices while establishing a trustful relationship with its audience.
Why is this important for your business?
A clear positioning allows you to justify the perceived value of your product or service. If your positioning is well-defined, you can:
- Avoid price wars by showing why you are worth more than your competitors.
- Attract an audience willing to pay a premium for offers aligned with their brand values and expectations.
- Consolidate your brand image as a leader in your category.
For example, in the case of Bonne Maman, customers are not just paying for a jar of jam, but for a piece of French craftsmanship, a culinary experience, and a story they can share.
To deepen your understanding of brand positioning, we offer enriching articles:
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Discover what marketing positioning is and its usefulness --> Read the article.
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Learn how competitive analysis can strengthen your marketing positioning --> Read the article.
5. Inspiring case studies
a. Burt’s Bees: nature at the heart of the image

Image of Burt's Bees
(Official image of BURT'S BEES FOR PETS)
Burt’s Bees, a personal care brand, has highlighted its commitment to nature and sustainability. With products made from natural ingredients and recyclable packaging, the brand has attracted environmentally conscious consumers. Their storytelling, which includes anecdotes about founder Burt Shavitz, has reinforced their authenticity.
Thanks to this strategy, Burt’s Bees has become a leader in the natural care sector, particularly among younger generations sensitive to environmental issues.
b. Peloton: fitness reinvented
Peloton has revolutionized the concept of indoor bikes by offering an immersive and connected experience. With their live classes and virtual community, Peloton has created a strong sense of belonging among its users. The brand has focused on emotional campaigns that highlight personal transformation stories. Discover their campaign here --> Peloton Campaign.
This positioning has allowed Peloton to become much more than just a bike manufacturer: it is a global fitness community. In 2020, their revenues jumped by 66% in one year, proving that their brand image resonates with their customers.
Conclusion
In conclusion, brand image is much more than just a logo or a catchy slogan. It is the reflection of the identity, values, and promises that your company embodies.
A clear and authentic positioning, as demonstrated by the examples of Bonne Maman, Burt’s Bees, and Peloton, can transform a brand into an entity respected and loved by its customers. By investing in a solid brand strategy, you can not only justify premium prices but also create a lasting emotional connection with your audience.
This allows you to stand out in a saturated market and build a loyal community around your brand. Remember, a strong brand image is an invaluable asset for the growth and sustainability of your business.
Need a boost for your brand image?
Don't worry, we are here to support you. With Persona Builder, discover your brand's strengths and leverage them to enrich your strategy and strengthen your brand image. Click here: Create my persona today.