Building A Brand From The Inside Out
A brand stands as one of a company's most invaluable assets, perhaps even the most crucial. Without robust brand equity, the absence of market share becomes evident.
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 tool that helps promote your goods and services. These are things such as logos, marketing messages, 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 competitor's 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 building three valuable core competencies you can develop 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.
Modern Leadership
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. What you do resonates with them at an emotional level.
The marketplace is rapidly evolving and having this DNA built into your organization ensures that your brand is the real deal powered by the leadership and culture that are extremely difficult to compete against.
This is exactly the high value content our subscribers receive in our monthly newsletter.
