5 Ways to Control Your Brand Image

Your brand image is so important these days. It is everything. You need to get the right message across, whether through social media, packaging, merchandising, your e-commerce platform, or collaborations. These are all the different ways in which you can actually start to perceive and receive a better perceived value for your brand and really control the narrative of your story.

1. Your E-Commerce Platform

When it comes to understanding your e-commerce platform, it’s your brand hub and really where your entire brand lives. When you’re controlling your e-commerce presence and thinking about that perceived value and perceived brand messaging, your website can’t just be a template. You need great images, great templates, great copy… all of these elements are going to be critical for making sure you control your brand image on your website. Also be mindful of the user experience- as well as the checkout process. Your website is golden, regard it as such.

2. Packaging

Packaging is another very important way to control your imaging. A lot of people do not consider packaging as such a high priority on their lists. They think, “Oh, I can just put it in a box, polybag it, maybe put a little ribbon on there, and call it a day.” That just doesn’t cut it anymore. Packaging is actually your opportunity to really reinforce your brand to your consumer on a regular basis. Meaning, if you have some amazing postcards, catalogs, maybe a hand-written note card or other types of collateral that might stick around or have a longer desk-life than just a regular box, your branding will hold strong for longer. This creates higher odds that the customer will come back to your site and purchase more.

3. In-Store Merchandising

In-store merchandising presents another important opportunity. When you do get your product spot, it’s always a great idea to ask your retailers, “Hey, where is this going to sit on the selling floor? How do you think it’s going to be merchandised?” Be a part of that collaborative process. You’ll find it’s actually going to help you tremendously when you start to think about your products in terms of that retailer and that merchandiser.

4. Social Media

Social media is equally crucial- it’s not something you want to hand off to your interns. In fact, it’s something you want to have clear and close control over. Do not let that brand messaging go anywhere else.

5. Collaborations

Last but not least, your collaborations, who you choose to align your brand with is so important.

If the collaborator is an influencer:

  • Who is this individual?
  • What kind of influencer is this person?
  • What is his or her niche?
  • What else are they posting about?

Where your brand gets seen is really relevant for crafting the right brand message. Choose your partners wisely.

We hope you have a great handle on your brand messaging and how you’re going to push your brand message across your brand platforms. In need of branding support for a soon-to-be-launched brand or a fashion business needing a revamp? Send us an email at hello@scalingretail.com, we’d love to hear from you.

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