Reality is Perception: How the Car You Drive Impacts Your Brand Image?

Your brand image is one of the most important ways you can build value and distinguish your company from competitors. With businesses becoming even more digital – customers have an upscaling array of options for where to purchase goods and services. 

Your Brand image is more than a logo that identifies your company, service, or product. In 2020 brand image is a blend of associations consumers make based on every interaction they have with you and your business. 

Most CEOs and small business owners don’t really think about their brand image until there’s a problem with the image they’re developing. 

Business owners tend to associate the brand image with unnecessary fluff and expenses that add no value to their existing services or products. There are many moving pieces that attribute to the brand image when you’re operating your own business. In the beginning, believe it or not, half the battle is marketing yourself, but as you gain experience in your career, you learn more and more ways to develop and improve your appearance. Today, you’ll focus on one aspect: the car you drive.

 Let’s face it, the way you present and dress says a lot to anyone you come in contact with daily. Whether it’s someone that you’re formally meeting with for the first time or just a simple passer-by, your image goes a long way when it comes to making a first impression. Apparently, so does your car for your brand image. 

We know that making a good first impression is vital, especially in business. Customers will create an impression of your brand and company based on a variety of factors, such as the way your website looks, your employees are dressed, your business cards, and the car you drive. 

Call it superficial, but such small details are points of contact you have with potential investors, customers, and business partners. In this case, your car is everything. 

And while you might not care that you drive a slummy 1997 Hyundai Accent since it gets you from point A to B without any hiccups, just as it has done for the last couple of years, the business partner that you’re meeting for coffee might have some initial thoughts about it. That doesn’t mean you’re going to lose the deal because of the car that you’re driving, but your loyal Accent could either make you look very cheap or pragmatic. 

Of course, you can fill that Lincoln SUV dealership anytime, but the choice you’re making today will have long-lasting effects on your brand image. 

You can probably spot an Apple device or a can of Pepsi from afar. It may look simple, but it takes a lot to make your brand this recognizable. It’s not just about the slogan or motto; your brand image encompasses both brand association like reliability, speed, and quality and your personal image. 

Cars are often big attention grabbers. That’s particularly true when it comes to what a CEO drives. How the boss gets to work might seem a relatively harmless thing. But people pay great attention to what the CEO of their chosen brand drives. According to a survey, only 10% of almost 3,000 people asked didn’t know what their employer drives. Since those numbers might not represent the typical employee, it shows a strong interest in what kind of car the person at the helm of the company has. 

Believe it or not, the image you display for your business is paramount to building loyalty and credibility among potential customers. If you constantly work at preserving a stable brand image, be it the quality of the products, packing, and personal image, it promotes a healthier consumer relationship with your brand. That said, the more often you can deliver on your brand potential with a steady image, the easier it will be for consumers to remember your brand and what it stands for. 

Cars are an extension of ourselves

That doesn’t mean that buying a luxury or a sports car will immediately improve your brand and self-image. However, a study at Temple University proved that the way people perceive cars affects our psyche. Simply put, if we perceive automobiles as an extension of ourselves, then it will even affect the way that we drive – meaning that if you drive a luxury car, then you’re likely to have a higher sense of confidence and self-esteem. And if you drive a sports car, then you’re more likely to drive faster and more aggressively. Whatever the case is, we recommend driving the car that fits you and your lifestyle the best if you want your personal image to influence your brand image in a great way. 

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Ashley Macdonald
Ashley has recently joined the FeedsPortal content writing team and brings with her a wealth of journalistic experience, which we believe our readers will find extremely useful.

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