A brand is among a company’s most valuable assets. But what are the elements that create this value?
It might not be what you think. There is a common misconception that a brand is the marketing tools that help promote your goods and services. These are things such as logos, marketing message, persona, or color that come together to form your brand identity.
It is true that these are part of your brand. But it is not what creates true brand equity. The necessary experiences and expectations need to exist for your brand to have meaning and a connection with your audience. This is how you tell your story and it determines whether the customer chooses to purchase what you are offering over a competitors product or service.
Are they willing to pay a premium for what you offer? If the answer is yes then you enjoy the success that comes with brand equity. If not then you have some work to do.
By developing three valuable core competencies you can build a strong brand from the inside out. It is then that your logo, marketing campaign, and persona will begin to click with your audience.
These necessary fundamentals for establishing valuable brand equity are:
Off-the-charts authenticity and a commitment to make a meaningful impact.
A Connected Culture
This is a powerful combination that results in the emotional connection necessary for an audience to pay attention to what you are doing and to want you in their world.
The marketplace is changing at a blazing fast pace and we would love to talk more about how to help you create a brand building DNA.
Keep your eye on future insights for a deeper dive into these three pillars or connect with me to learn more: https://www.dtdmanagement.com/team/darren-gurr