Brand equity marketing should be a top priority of your business. It’s essentially your reputation, which can be easily destroyed these days in one negative Tweet, Facebook posting or interaction with a rogue sales rep.
But brand equity is not so easily defined. It’s more than just your reputation. It’s also who you associate with and how honest you are. These factors and more will either add value to your brand or discredit it.
Your prospective and existing customers will tend to have interaction with a variety of your employees, everyone from customer services representatives to your sales team. That means that during any one of these communication points, your brand should be consistently conveyed.
How can you encourage successful brand equity marketing? Here are four tips to ensure value:
- Know what people are saying – The most effective measure of your brand — and your reputation — is what customers say about you, particularly when you’re not around.
- Carefully select associations – If you’re partnering with another business, be sure that its reputation will not negatively affect yours.
- Be transparent – As the saying goes, honesty is the best policy. Over-promising on your products and/or services almost never leads to customer satisfaction or an effective brand message. Clearly define the benefits and features of your offerings, and you’ll deliver a higher level of brand equity.
- Use a program that furthers brand equity – With a well-thought-out program that helps you convey your brand through every marketing touch point, you’ll increase ROI, helping your team work from one playbook.
Continuity Programs has established itself as a leader in the marketing industry with its turnkey customizable marketing solutions. What’s the foundation of your marketing campaigns? Hopefully your brand is the answer. Our programs help businesses across more than 20 industries develop a consistent way to communicate with all customers — prospective, one-time and loyal customers — so that your brand message is clear.
Call Continuity Programs today, and find out how we can help boost your brand equity marketing programs for a higher ROI, while generating exclusive leads and referrals for you.