4 Steps to Enhance Brand Equity
Every brand has something unique to bring to the table. For some, it’s the top-notch materials they use to create their products. Meanwhile, others might set themselves apart with affordable items that the average customer can relate to. No matter what makes your brand stand out from the crowd, it’s essential to hone in on these defining characteristics. These traits will help give you a leg up on the competition and convince consumers to take an interest in your business.
Once you’ve determined what makes your business unique, you can use this to add value to your company. This is a process known as brand equity. When implemented correctly, brand equity can boost your company’s influence in your target market, help you win over more customers, and increase your revenue. Here’s everything you need to know about brand equity, including four actionable steps to enhance it.
What Is Brand Equity?
Brand equity is the overall value that your brand adds to your products. The more recognizable your brand is, the more weight your products will have in customers’ eyes. Therefore, a brand with high equity has a greater level of influence on consumers in its target market.
A crucial aspect of brand equity is brand perception. Brand perception refers to the way customers view your brand. This includes the specific beliefs that consumers hold, such as what your brand represents and the type of message it sends.
It’s important to note that these beliefs are distinct from your marketing efforts. You might perceive your business in a certain way, but your customers likely have their ideas about your brand. These ideas represent the way your target audience views your business as a whole. By improving these perceptions, you can add more value to your brand and boost brand equity as a result.
4 Tips for Enhancing Brand Equity
There are a few key steps you can take to improve brand equity. By following the proper guidelines, you can identify your brand’s most defining characteristics and leverage them to capture customers’ attention. Here are four tips to help you add more value to your brand.
1. Build Brand Recognition
Brand recognition refers to the features of a brand that make it recognizable to consumers. High recognition is directly linked to high brand equity. When a brand becomes more visible and influential, it becomes more valuable to your target audience. This drives customers to purchase more of your products and form a stronger, more meaningful relationship with your business.
Every aspect of your brand plays a role in its overall value, from its logo to its slogan. To make your business resonate with a broader audience, be sure to optimize each part of your brand so that it reflects your company’s overarching mission. Whether you decide to polish your jingle or develop a new line of innovative products, each step you take plays an integral role in improving the way customers think of your business.
2. Build Brand Awareness
Another crucial element of brand equity is brand awareness. Although this concept may seem similar to brand recognition, there are a few key distinctions between them.
Unlike brand recognition, brand awareness involves the relationship between your brand and your customers. Additionally, while brand recognition measures how easily customers can identify your products, brand awareness indicates how many customers trust your products as an effective solution to their problems.
As a result, building brand awareness is crucial to forming a lasting relationship with your customers. Brand recognition allows you to get people to pay attention to your business, but brand awareness empowers you to convert those buyers into loyal, long-term customers.
3. Engage With Your Customers
Communication with your customers is a two-way street. To show consumers that you value them as part of your business, engaging with them in meaningful ways is essential. Engagement helps you give your customers an active role in your brand and communicates that their thoughts and opinions matter.
Interacting with your customers regularly also allows you to learn more about them, including their likes, dislikes, and personal tastes. This information is crucial to cater your products to their individual needs.
There are many different ways to engage with your target audience. First, it’s important to remember that your customers will be much more eager to communicate with you if you develop an emotional connection with them. You can accomplish this by using profile pictures of team members on social media and posting detailed author bios on your website. This helps customers put a face to your brand name and makes your business seem more human.
You can also use a variety of mediums to get your message across to consumers. If you’ve only stuck to blog posts until now, consider branching out into infographics or short video clips. It’s also a good idea to harness the power of social media if you haven’t already. You have the chance to connect with customers from all around the world via social media, which can help you expand your target audience considerably.
4. Build Your Brand Reputation
Every decision you make regarding your business influences your brand reputation. From the messaging you put out in advertisements to the types of products you sell, each aspect of your brand influences the way customers perceive your business.
If you’ve successfully built a positive reputation, you’ll have more satisfied customers who are eager to spread the word about your business. Alternatively, if you’ve made poor decisions that have harmed your reputation, customers will likely move on to another company that is more closely aligned with their interests and values.
To enhance brand equity, it’s essential to work on building a positive reputation for your brand. One of the most effective ways to do this is by optimizing your online reviews. Reach out to past customers and gently nudge them to leave a review for your product or service. Once you gain more checks, take a moment to leave a quick response on each one. This simple step helps your customers feel valued and cared for.
Another powerful strategy is to personalize the consumer experience as much as possible. Each buyer is a unique individual with their wants, needs, tastes, preferences, and goals. By tailoring your brand to these needs, you’ll put your business in a better light and improve your reputation as a result.
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How To Measure Brand Equity
To measure brand equity, you can use two effective metrics: financial metrics and consumer metrics. Here’s how each of them works.
Financial metrics help measure the quantitative success of your brand. Some examples of these metrics include:
- Growth rate
- Cost to acquire new customers
- Cost to retain existing customers
- Data market share
- Branding investment
Once you understand your brand’s role in the business, you can take the necessary steps to grow your business and attain higher marketing budgets.
Your customers are the heart and soul of your business. To improve brand equity, you need to dedicate just as much attention to consumer metrics as you would to financial metrics. This data will help you better understand your customer’s behavior and how much value they attribute to your brand. Here are some of the most vital consumer metrics to consider:
- Customer purchasing behavior
- Customer acquisition cost
- Customer satisfaction score
- Customer effort score
- Customer interactions
By analyzing each of these metrics, you’ll be better equipped to measure your brand’s overall relevance and value. Consumer metrics is also a valuable tool that you can use to determine how you can improve your brand in the future and how you can continue doing what you do best.
Take Your Brand Equity to the Next Level
Now that you understand how brand equity works, you can take the proper steps to enhance your own brand’s value. From building brand awareness to engaging with your customers on a deeper level, there are numerous ways to improve brand equity and expand your target audience. In addition, remember to use financial and consumer metrics to measure the success of your brand. This will enable you to make the appropriate changes to improve every area of your business in the long run.
With 24 years of creative experience in leadership, planning, and executing performance-based branding and web design strategies, Propr and I help small and medium-sized companies and organizations grow revenue, attract new customers, manage and scale their brands, and improve marketing performance.
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