Articles

‘Image’ or ‘brand’ are simply different terms for ‘personality’. Creating your company image is all about developing a company personality around your name, your packaging, your staff, your price, the style
of your website, your office, your retail space. Everything you do is a reflection of your ‘image’.

Like people, every company has a different personality. Why would a customer be attracted to your product or service rather than another company offering a similar product or service? What makes you different? Try to think about your business in a different way and reflect on how people actually perceive your business.

Potential customers who are looking at your business from the outside peering in, with no knowledge of who you are, may perceive you very differently to how you may think you’re perceived. They will have an instant reaction or gut feeling about your business based on the image you are portraying. They are reacting to your image and forming their own opinion as to whether they trust you, believe in your service, are inspired by your message or believe that you can offer a solution to a need that they may have.
 

For example, David Jones has created an image as the upmarket provider of luxury brands like
Armani and Boss. They have successfully positioned the store as the one stop destination and home
for new and iconic designers and premium fashion brands. I find this message is constantly reinforced
whenever I open up the Age Good Weekend magazine and see their double page advertisements showcasing the upmarket brands they offer. Style and sophistication and a sense of ease around the shopping experience as the designer brands are under one roof, saving me the trouble of having to travel around to view and compare, are all conveyed. This is the DJ image, and it is consistently conveyed in all their advertising and through the face that represents that image, Megan Gale. She is a sophisticated spokesperson for the brand but also someone that people can relate to.