The Importance of Image: Conveying the Right Message to Your Customers

Sep 8, 2013 | Brand, Communication, Content Generation, Marketing

Man opening a door to bright light

Your image is impacted by everything you do. If you’re diligent and skillful, you’re generally considered a good worker. If you are confident and smile when you meet new people, you’re often seen as intelligent and attractive.

Some people work very hard to create an advantageous image. (Think politicians.) Others earn their image based on their true colors and what they do for others. Your image usually comes from a variety of factors.

To test this theory, watch this video of a grandma playing drums. Pay attention to your thoughts and the image you initially have of her—and how this changes as you watch the video.


I initially saw the title and had my doubts. I expected her to play a little, hit the drums in a rhythmic manner, and that’s about it. When I saw her white hair, glasses, and pink sweater, I thought it had to be a joke. But the video started with her playing and sounding pretty good. By the end of the video, after her stick tricks, drum fills, and different styles, I was very impressed. My image of her went from, “There’s no way she can do that,” to “Wow, that is one cool grandma!”

Now apply the same ideas to your business’ image. People have an opinion of you based on what they see, hear, etc. So, consider your brand management when laying out your marketing strategy. Anything and everything you put on a billboard, in a brochure, on your website, or on social media must be carefully thought out. Make sure it protects and positively impacts your image.

Are your billboards, radio commercials, and social media outlets telling the same story? Don’t spend hours on a billboard, only to post completely unrelated content on social media. Ensure proper brand management by thinking cohesively. You want your customer to know the billboard is yours after seeing your Facebook page or hearing your commercials. They are all pieces of the same story.

A great example of a company that does this well is TaylorMade. (For those of you who know me, this reference is no surprise. I love golf!) When you see TaylorMade’s in-store displays, social media posts, and TV commercials, you know you’re viewing Adidas products. See the below examples of its line of adizero golf shoes. I also included an ad for the launch of its latest clubs (the RocketBallz Stage 2) to show the consistency across its marketing strategy. (All images are property of Adidas Golf and are used only for illustration purposes.)

Adizero commercial:

Adizero banner ad:

Adizero banner ad

In-store display:

Adizero in-store display

Rocketbladez irons promo video

You’ll notice that the product marketing strategies, terminology, and overall feel differ slightly. But, you know you’re watching a TaylorMade commercial.

TaylorMade knows the importance of image. It sells millions of dollars in products every year in a very difficult market. You may not be a large corporation selling a global product, but that doesn’t mean you can’t take a couple pages from its marketing book to maximize your customers’ view of your business.

  1. Set a brand identity and build your marketing strategy around its management.
  2. Only use the cream of the crop for your marketing. Display your very best in front of potential customers.
  3. Don’t forget about social media. Your posts must match your other marketing efforts.

Our drumming grandma friend may not be selling anything, but she gives a great example of how you can transform your image. Show how you stand apart from everyone else. Tell your story.

What are you trying to convey to your customers? What are you actually telling them with your current image? Do what it takes to keep a positive image in the eyes of your potential customers. Maybe you need to create a strategy. Or perhaps it’s as simple as painting your building so it’s more appealing to passersby. When it comes to brand reputation, go the extra mile.

Dustin Hickle
Social Media Director
Learn more about Dustin!

About 212 Media Studios

212 Media Studios is a full service marketing agency, based in Warsaw, IN. Providing services such as SEO, social media management, print marketing, branding, and videography, 212 Media Studios specializes in helping businesses of all sizes catapult their marketing and brand awareness to the next level. To learn more about 212 Media Studios’ services visit our services page or contact us with special requests or for more information.

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