Is your company creating a memorable enough experience, for your customers to build enough positive equity in your brand, in order to return?
Many successful companies have terrible logos. They do not, however, have terrible brands. A brand is not just a logo.
Everything is ‘brand’
In the world we find ourselves in, companies strive to be transparent, everything your company does, says, reacts to, inhabits and exudes, is your brand. Your CEO is part of your brand. Your cleaner is part of your brand. The visual expression of your is important. Of course, this is not everything. Your tone of voice is important, but again, it is not everything.
Your brand is the sum of every touchpoint that a customer can touch, see, hear and feel. From your product, your staff, advertising, in-store experiences, packaging, everything!
Your brand equity is the compound effect of these experiences over time.
Focus on brand expression
→ How does your company communicate purpose to your audience?
→ Do you have clear values?
→ Do you express these values honestly?
The brand-compound effect
→ Companies always underestimate the equity and love that their stakeholders hold for their brand.
→ To build equity in an audience, brands must be both purposeful and consistent. This equates in memorability, and recall over time.
To build equity, brands should focus on
→ Being purposeful and honest - to resonate with the audience
→ Express clearly and consistently - to build trust
