The image of a product is conveyed through its name, appearance, slogan, brand features, how it communicates with consumers, and how it supports the core values of society. To build a clear image it is necessary to make it simple and understandable, memorable. I read a lot of interesting information for myself here https://www.nopio.com/blog/marketing-company-logo/. The image should be built around one clear idea - your mission or what your product does best. Think about what is the most important thing you want to tell the consumer?