Why Brand and Image Benefit Marketing Strategies

Published April 17, 2015 by Mayrbear's Lair


Today we conclude our examination of the role a company’s image plays in the development of their marketing strategies. Many company leaders run into obstacles operating their business and think they can solve them by coming up a new logo and cleaning up their website to help change their image. The truth is, creating a trustworthy, relatable company image requires a great deal of strategizing and planning rather than merely engaging in a simple form of stagecraft like updating the logo and website.

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In his book, Brand Real, Laurence Vincent (2012) suggests that developing a successful company image also means keeping promises that deliver simple, yet powerful experiences. He postulates that a company’s image should represent these significant elements, whether it is a small business, a large corporation, or personal brand, like Beyoncé, Dr. Oz, or Senator Elizabeth Warren (Vincent, 2012). To create a successful company brand, smart leaders develop strategies that integrate marketing campaigns to support the promises companies make offering explanations on how they intend to keep those promises. These integrated components serve to build trust and a positive experience for consumers.


When developing a company’s image, leaders must define their market. In her webinar, Marketing What Matters, Dr. Meggin McIntosh (2015) states that in order to win consumer trust, companies must know what people want, how they feel and find ways to get them excited to entice them to take action. Therefore, in order to achieve successful outcomes, a company must communicate that information from the image they present and include that concept in their marketing efforts, so that audience members feel confident in moving forward to experience that brand.

That’s it for this week. Next week we will begin to take a closer look at six strategic practices Dr. McIntosh suggests to help leaders develop tactical and straightforward methods to get the word out about who a company is, what they do, and why it matters. Until then … stay organized!


“Self-trust is the first secret to success.” – Ralph Waldo Emerson


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Dr. Meggin McIntosh, P. (2015). Marketing what maters. Marketing What Matters (p. 21). Reno: Meggin McIntosh, PhD.

Vincent, L. (2012). Brand real: How smart companies live their brand promise and inspire fierce customer loyalty. New York, NY: AMACOM.

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