We hear a lot about image and brand so let’s define the two words. These definitions will provide us with a foundation from which to enhance. Image is a mental conception, vivid or graphic representation or description of a person or thing. For example, you drive up to a restaurant and immediately you see the image. That image will either be positive, negative, or neutral and will affect your decision to dine there or not to dine. If the decision is to dine then the continued experience that you encounter gives you insight into the restaurant’s brand. I always like to say it is what you see, hear and experience with a person, company, product or service.

What are attributes or drivers of choice? These are a brand’s visual and sensory descriptions, both positive and negative. We choose brands based on a whole host of complex attributes, both physical and emotional. They create meaning, help you stand out from competitors, create value which in turn gives you loyalty, customer retention and hopefully gives you cheerleaders. How are these attributes or drivers of choice being supported by your employees? Are their behaviors and attitudes supportive of your vision and mission? Remember that your employees are your greatest marketers.

Make sure there is a connection between your marketing tools and their use by your employees. Every marketing piece that you utilize whether it is traditional (print, media) or social media (Internet based such as LinkedIn, Facebook, My Space, website, blogs, podcasts etc.) must help to establish and support the brand and culture.  The goal of any communication for a company/organization is to create perception and brand reality. We want to create “affection” with our brand.

In summary, the answer to the question we began with seemed quite simple. How much does image and brand affect the bottom line? Through the answer is complex, intriguing, challenging and exciting.