How to Create a Long-Lasting Brand Impression

Saphyte Team

2 min read

Updated: May 17th, 2022

Brand impression is important when it comes to creating leads and encouraging repeat purchases. Find out how to create a long-lasting impression here.

Everyone needs to buy something in order to survive. That need is the starting point for many businesses— like man’s need for clothes for a retail clothing company, the need for transportation for an automobile company, or the need for food for restaurants.

But when many businesses cater to the same need, it creates competition. And when there are too many options available for customers, it becomes easier to forget brands that don’t stand out.

What is brand impression and how do you stand out?

What you should know:

Brand Impression is usually associated with consumers’ feelings or perceptions towards a brand during the first contact, discovery, or engagement.

Long-lasting brand impressions result into top-of-mind awareness, which keeps brands “on top of mind” when customers’ needs arise. This is the starting point for brand loyalty, which is essential in securing repeat purchases for the business.

Workflows that are needed to create long-lasting impressions can be fully automated using CRM technologies. It’s like having a trusty assistant that actively engages with leads and customers for you, so you won’t have to.

What is brand impression?

When customers need something, oftentimes a specific brand comes to mind. For example, Nike for shoes, Red Bull for energy drinks, or BMW for luxury cars. The ability of customers to remember one brand over the others is referred to as brand recall.

Companies fight to get top-of-mind awareness, as this is the first step to building brand loyalty and securing repeat purchases in the future. Impression is usually associated with a lead or customer’s feelings or perceptions about a brand during their first contact, discovery, or engagement.

And it’s the starting point for any business’s goal of being the first brand that comes to mind when a customer is asked a question about a product or service category (ex: What comes to mind when you want to eat fried chicken? What comes first to mind when you want to buy pants?)

How to create a long-lasting brand impression

Brand impressions can make or break a brand. Create a long-lasting brand impression that helps you improve your sales with these five steps:

Create a brand identity that stands out

Actively engage your leads and customers

Communicate your value proposition

Create a smooth and unforgettable experience

Assess and evaluate your strategy

Create a brand identity that stands out

To create a game-changing brand identity, the business must be able to determine where they stand in the marketplace and understand who their customer is. They also must analyze their competition. This lets them understand who they are amidst a sea of brands that offer the same product and service and stand out.

Brand identity also involves choosing your brand’s logo, color, and design. A good brand identity helps businesses achieve better brand recognition and brand recall.

Actively engage your leads and customers

Businesses must know when and how to engage leads and customers as this can result in better conversion rates. Keeping communication lines open also lets companies know how to cater to customers’ evolving needs and determine trends in the market.

The task of keeping leads and customers engaged can also be automated, which means leaving repetitive and mundane tasks (such as sending email or content on a regular basis) to a software, as if you have an extra assistant, so you won’t have to do it. (Find out more about workplace automation here.)

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Communicate your value proposition

As mentioned above, it’s easier to be forgotten when facing a sea of competition. What would make you stand out is your value proposition. What do you have to offer that can be easily replicated by others? What makes your business unique and special?

Create a smooth and unforgettable experience

Modern consumers are all about experience— and this is especially true when it comes to experiencing the brand online (like when a customer shops using your website).

Investing in hardware and software that gives customers a smooth and unforgettable experience (online and offline) not only encourages them to come back but also increases the chances of them recommending your business to their circle of friends.

Assess and evaluate your strategy

Any business strategy needs to be assessed and evaluated for its performance. Find out the weak spots and strengths of any strategy. Tweak what needs to be tweaked and don’t fix what’s not broken. If possible, get a third-party company to make the “auditing” for you.