How can you build brand equity through effective research and strategy?

If you start building your brand or defining your strategy you can use the 4 BuildBridgeBond-pillars: BRAND IDENTITY (reason to be) - revolves around all physical and mental assets that represent the brand, incl. your brand name. BRAND POSITIONING (reason to believe) - is about all the distinctive associations that your brand occupies in the consumer's mind, maximizing brand knowledge and value(s). BRAND EXPERIENCE (reason to act) - is about all brand experiences and behaviors that elicit positive emotional responses and trigger automated routines. BRAND LOYALTY (reason to trust) - is about the motivation for committing to a brand over a longer period of time creating brand value for the organization and personal value for the customer.

When discussing brand equity and its establishment, it is crucial to concentrate on defining your brand identity. This identity can be broken down into distinct stages. The verbal brand identity involves articulating your vision, mission, and the values customers derive from your brand. Moving on to the visual identity, it should authentically represent you, serving as a reflection of your mission, vision, and values. This is because the initial encounter with your brand is often visual, encompassing elements such as the logo, colors, and typography. Ensuring these components accurately portray your brand is essential for creating a positive and lasting first impression. Remember, First impression lasts.

Brand identity defines why you exist. Factors that defines your brand like social followers, tagline, recall jingles, packaging colour, flagship product or service, mascot, brand ambassador defines brand identity.

What brand identity is not: a logo, a name, a fancy packaging, loads of followers. Your brand, is just and only you. It's actions over words. It's not stating your values. It's showing how your values guide your behaviour and your choices. And your team's. Brand is how consumers/friends/colleagues/family talk about you when you're not in the room. It's what they miss when you're not there. It's your edge over competition when they compare you out in the wild. When you have a strong brand, it is very difficult for a packaging to harm it (exceptions do apply!). But when the brand, your essence, is missing, no packaging can compensate for it (at least in the long run).

Brand is not only a Name. Brand Identity can be created by adding value to the Brand. Such value addition gives a different Brand Experience. Such experience will create different brand memories. Such experience can create a special place in the mind and heart of consumers. Such practice can create brand Identity for marketers. Through such practice an image created in the mind of the consumer is Brand Image.

Just as we look to understand our external audience and what drives them (their brand identity) it is vital to define your own brand identity to leverage the brand equity this will build in your sector. Through thorough research of your market, where you stand it, what your CVP is, and how you articulate this internally as well as externally, this will help in defining your brand identity, which also allows your customer to clearly understand your offering, culture, and vision.

Establishing a strong brand identity is the foundation for building brand equity. It encompasses your vision, mission, values, personality, and voice. This identity must be authentic to what your brand represents and consistent across all customer touchpoints, ensuring a unified perception of your brand.

Another thing to take note of is a consistent brand identity, including a memorable logo, tagline, and messaging. Ensure that your brand's values align with your target audience's values. Consistency across all touchpoints, from marketing materials to customer interactions, helps reinforce your brand image. Building brand equity is not a one-off assignment but an ongoing process, so regularly reassess your market position and adjust your strategies as needed to stay relevant and meet your ever evolving consumer expectations.

Poucas pessoas entendem isso 👇 Estes são os 4 elementos de identidade que TODA marca deve ter: 1. Propósito 2. Visão 3. Valores 4. Personalidade 5. Associações ⚠️ Importante: identidade de marca NÃO é a mesma coisa que a identidade visual.

Defining the brand identity includes defining the main elements of the brand like its, purpose, values, characteristics, voice, messaging, design guidelines, etc... This can be developed through a few discussions involving different stakeholders, conducting a market study, competitive research, etc. Also, there are multiple exercises that can be done during these discussions that can help bring out the best results.

Marketing is a very dynamic function and needs feedback and evaluation to stay relevant to the audiences. MR is the best way to know how the ever evolving market is responding to the brand communication. Market research is an important investment that must be undertaken time to time to input and decide the brand journey.

Unless your brand was born yesterday, you need to understand how people already perceive it. Conducting market research may unearth some surprises -- both good and not so good-- about what your audience thinks and feels about your brand. What was "cutting-edge" a decade ago has now become establishment. Or you may be out of step with trends like sustainability. Apple has somehow magically maintained its individualist, upstart, "outsider" brand perception, while becoming one of the world's biggest companies. And they've reduced packaging and waste in their products to meet the moment, just one example. If you have a brand heritage, let market research tell you what they love about it, and gently evolve the rest.

There is no point in trying to develop a brand without conducting market research. Understanding the needs, aspirations and wants of the market is key. In a recent rebrand project I led on, we spent months on market research, stakeholder engagement and competitor research before even considering putting pen to paper on the brand proposition. It can be tempting to assume you know your position in the market place and understand your USPs and what your customers need - but you must check in regularly to make sure you're right. There are bound to be some surprises and opportunities that present themselves.

Market research is essential to understand your target audience, their preferences, and perceptions. It also involves analyzing competitors and industry trends to identify market gaps and opportunities. This research helps in effective market segmentation, positioning your brand appropriately, and tailoring your marketing strategies to meet customer expectations.

A regular problem with many clients is the lack of interest and budget to conduct research prior to embarking on branding. Many assume they know their market and forego this stage of a project which creates problems at a later stage of unsuccessful marketing sales.

Sometimes when people think of Market Research, they may think there's a significant cost for it. This is not always the case. There's so much value in connecting with your target audience on the channels you already use (i.e. a survey on social media, an email campaign with a survey connected to it, A/B testing tools, searching on social and search platforms, etc). Conducting market research is necessary and is an insightful data collection avenue that can not only save you money in the long-term, but help you dedicate marketing dollars that generate the growth and scale you need.

Getting market research done is the best way to understand the market opportunities, the customers, competitors, etc. This will further inform you when creating the marketing, sales, and brand strategy. Also, market research will help in understanding the opportunities for market penetration of a new brand as well. The market study thus makes it easier to spread the messaging and values of the brand and thus lead to better sales and leads.

Tools include focus groups, telephone interviews, and questionnaires. The results of market research inform the final design of the product and determine how it will be positioned in the marketplace. Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Diving into market research is like unraveling the complex tapestry of your customer's lives, seeking to understand their hidden needs and preferences. It's a journey beyond data, delving into the human stories behind the numbers. Simultaneously, analyze your competitors not just for their market position but for the narratives they craft in customers' minds. This in-depth understanding helps you uncover untapped opportunities and shape your brand's role in the market's story, ensuring your strategies resonate deeply with your audience.

The most important thing to do when defining and creating a UVP is to ask three questions: What?, Why this? And Why Us? A UVP goes beyond a slogan or a baseline for your brand. Let's take Airbnb as an example. The brand's UVP is centered on providing authentic and unique experiences when you travel. So it's not just about them giving you an apartment, you can stay in a treehouse if you wish with Airbnb. That's unique, that's memorable, that's authentic. The UVP has moved from just 'stay anywhere' to 'belong anywhere' – to feel like a local when you stay at any part on the globe. Move experience to emotion, and you have a brand UVP that becomes more resonating.

There in no succesfull brand in the worls that does not answer effectively to the question: "What problem you solve for me?" So, you must provide a reliable, understandable answer to this question. And then deliver the solution you promised. And then some! The benefits you provide to your consumer must be real, hοnest and true, for you can be sure that they will be tested and will be discussed. your performance will be compared with the result that the consumer considers to have and based on the promise of your brand and if the result is positive, he will project it to his social circle. And this is your real profit for the future.

Develop a clear and compelling UVP that differentiates your brand from competitors. It should succinctly convey the unique benefits and value your brand offers, aligning with both your brand identity and your customers' needs. This UVP serves as a crucial element in persuading customers to choose your brand.

A value proposition is about the added value that a company promises to deliver to customers. It differentiates and is the direct promise that the brand makes to the user, and therefore forms the core of brand trust. A value proposition has an internal and external function. Internally, the brand promise is often used to inspire employees to implement the value proposition for customers as best as possible. Externally, the value proposition is a persuasively worded statement that a company uses to summarize why a consumer should buy a product or use a service. This statement should resonate trust and convince consumers that a particular product or service will add more value or solve a problem for them better than other similar offerings.

Craft a unique value proposition by pinpointing what sets your brand apart—whether it's innovative features, exceptional service, or exclusive benefits—ensuring it resonates with your target audience's needs and desires. For instance, Apple's "Think Different" campaign highlighted innovation, setting it apart in the tech industry.

Crafting a UVP is key for any brand. It's a concise statement summarizing why customers should choose your brand over others, highlighting its benefits and advantages. A compelling UVP should resonate with your brand identity, emphasizing what sets you apart while meeting your customers' needs and expectations. An examples is Nike's UVP which emphasizes empowerment and performance: "Inspiring athletes with high-performance gear." This statement highlights Nike's dedication to empowering athletes through superior performance gear.

The importance of developing a distinctive value proposition (UVP) lies in its ability to set our business apart from competitors and attract customers. By creating a unique selling point that clearly communicates the value and benefits of our product or service, we can effectively differentiate ourself in the market and capture the attention of our target audience. A well-crafted UVP can help establish our brand identity, build customer loyalty, and ultimately drive business growth.

Keep it simple. Far too often are brands tempted to include everything in their summary. It’s in the word, unique. That one thing that stands you apart from the brand on the left or right of you – speaking in shelf terms. Again do the research and spend the appropriate time crafting your UVP. Don’t be just another, be THE option.

The value proposition canvas is one of the most complete matrices to build this, which I consider to be one of the pillars of the brand. This canvas captures the tasks, pains and joys of the user (customer segment), and then proposes generators of joy, relievers of sadness and finally the product or service to be offered (value proposition). If all the edges coincide, the third phase arises, which is the fit. From then on, the brand has matched its customers.

Everyday is more difficult to be unique and different. And is a mistake intending to do it. Value propositions need to be authentic and honest, not unique or different.

Use the power of emotional brand storytelling. We have difficulty remembering individual data, such as a number of words. As soon as we provide context and associatively connect these words into a compelling story, it becomes a lot easier, especially if we link them to previously stored experiences and our deeper emotions. Brands not only use stories to better remember information and feelings in the minds of their users and potential customers, but also to evoke matching feelings, shared values, kinship and trust. Successful brands consistently incorporate their story into all touchpoints through which they interact with their customers, users and stakeholders.

'Authentic' deserves to be the Merriam-Webster word of the year: and crafting an authentic narrative for your brand guarantees resonance with your audience. If you cannot put together a brand story built on a foundation of genuine human emotions and values, get right back to square one and start over.

Your brand story should emotionally connect with your audience, encompassing who you are, what you do, and the value you bring to customers’ lives. It’s about showcasing your brand's personality, values, and culture, and should be communicated consistently across various channels like websites, social media, and content marketing platforms.

Desde mi experiencia, he notado que las marcas más valiosas son aquellas que han mantenido su esencia, han evolucionado con su audiencia y han contado historias auténticas y relevantes. La consistencia en la narrativa es fundamental para reforzar la percepción de la marca y contribuir a su valor a largo plazo. Entender a la audiencia, definir una estrategia auténtica y contar historias relevantes no solo crea clientes, sino también defensores de la marca. En un mercado saturado, construir valor de marca es clave para el crecimiento, generar lealtad del cliente y destacar en un mercado competitivo.

Convey your brand story by highlighting its origins, values, and mission through various channels, ensuring consistency to foster emotional connections. Nike, for instance, effectively communicates its brand story of empowerment and perseverance, inspiring consumer loyalty through powerful storytelling in its "Just Do It" campaign.

Emotion not only moves people to laughter or tears. It also moves their money from their wallet. By this stage the brand engineering should be in place, leaving the 101 ways to tell a story and show the world who they are. How you show up is a vital part of the process, particularly speaking from a CX perspective. Brands not only need to be showing up consistently at every touchpoint but also with the right message at the right time. Look at the shopper & consumer journeys analyzing where to be emotive but also when to be functional. This considered strategic approach will be be the difference of being added to basket, bookmarked or shared.

A compelling brand story can have your audience begging to be part of your community because they perceive it to be larger than life. Crafting a brand story lies in having firstly a robust brand identity that deeply connects with your audience. This story embodies the brand's character, values, and belief systems, conveyed through diverse mediums like imagery, videos, articles, ad campaigns, product types, and the intentional essence behind each product. Nike stands out with an intriguing brand story summarized in three words—'Just do it.' The emotional pull evoked by Nike's videos or ad campaigns ignites the desire to engage with their brand narrative and become part of their story.

The Keys to a Great Brand Story 1. It’s meaningful: If you want to tell a good story, it has to be interesting and relevant to the people you’re trying to reach. 2. It’s personal: People need to feel personally connected to them; how does your brand improve their life? Why should they take the time to invest in this story? 3. It’s emotional: It’s not just about what you do but how you affect people. 4. It’s simple: Focus on one person or one problem at a time so you don’t confuse or distract your reader. 5. It’s authentic: When you share your brand story, people should know it’s your story. That means being open, honest, and transparent.

Creating a brand universe has become an essential tool to connect in an emotional way with your target audience and reach both consumers and stakeholders in a deeper way, creating authentic and long-term relationships. Brands should not only tell the world who they are (values, mission, etc.) but also talk about their purpose and show a unique defined personality and lifestyle that people can identify with and want to be part of, thus creating a community of brand lovers. Storytelling and what differential value can we offer is key to seeking the differentiation and positioning of your brand in a world where consumers receive thousands of daily inputs.

Customer engagement is key to building loyalty and brand equity. Regularly interact with your customers, actively seek their feedback, and provide consistent value and support. Leveraging tools like email, social media, and loyalty programs can enhance engagement, and encouraging user-generated content and referrals can further amplify brand awareness and credibility.

We all want to feel loved, heard, and seen. Engaging with your customers is essential, and if business owners do not have the capacity, I highly recommend hiring someone or a team to manage engagement.

Creating awareness and credibility in brand engagement starts with how trust works in the brain. Using brand assets already known to users (based on how much the audience is already exposed to the brand) creates faster recognition, thus trust. Therefore you need consistency in all sensory brand assets over a longer period of time. Successful brand engagement is not only about conveying the right values in all touchpoints, but also offering a positive experience based on a meaningful purpose and relevant brand promise. Once consumers have experienced a product or service and their expectations have been met – because the brand promise has been delivered – the brand has the potential to create brand involvement, value, trust and loyalty.

A huge determinant of the success of a brand is how they engage with their customers. Effective communication plays a pivotal role in every business, shaping the brand's reputation positively or negatively. From the initial introduction of the brand to customers, through the brands messaging to persuasive selling, and even when addressing issues, how a brand engages with its audience impacts brand equity. Great customer engagement involves making customers feel seen, heard, and understood. It entails speaking to them in a language they resonate with. Achieving this involves comprehending their preferences, needs, and delivering resolutions beneficial to them. Always remember that the customers come first and The they’re always right.”

Clear mesaging(aligned throughout creative team/ vuisual and copy -creating a red thread throughout brand/communication whilst allowing for diversity

Engage with your community through events, sponsorships, and partnerships. Build a strong community around your brand to enhance loyalty and advocacy. By combining effective research with a well-defined and executed strategy, you can create a strong foundation for building and enhancing your brand equity over time. Regularly reassess and adjust your strategies based on market dynamics and consumer feedback to ensure ongoing success.

It is absolutely essential to ensure that your brand identity is authentic. It can be aspirational, but has to be rooted in the real, authentic experience stakeholders have with the business - otherwise the brand will not be trusted and the whole project doomed to fail. At each point of the project, check back with stakeholders - internal and external - to make sure you're on the right track. Customer engagement is fundamental to the success of any brand development.

Communicating your brand story should start from understanding how your ideal client feels and what he/she really needs. This ideal client is your hero in your story, not your brand, and your goal, as the guide, is to improve his/her life by something powerful, which is what you give in products and services. So in order to build a powerful story brand you need to connect with your hero's heart to be always there in his/her journey. It is not about you, it is about them.

Engaging with your customers not only boosts your profile and brand awareness but also gives you insight into your consumer's psychology, which is helpful when it comes to collecting information for market research into your audience. A brand that consistently engages with their customers through their different platforms has a better chance of retention and staying on their customer's mind, especially when it comes to referrals. It also boosts brand loyalty for your brand. A monthly e-newsletter is one excellent way to let your customer know that you are thinking of them and appreciate the business they give you. It builds and strengthens your relationship with your customers and shines a positive light on your community engagement.

Building better relationships and increasing customer loyalty are directly impacted by customer engagement. Businesses can establish a strong bond with their audience by actively engaging customers across several channels and touchpoints, surpassing simple transactions. The fact that engaged customers are more likely to stick with a brand and lower churn rates is a major benefit of customer engagement. Businesses may increase customer satisfaction and loyalty by continuously fostering customer relationships and resolving issues.

Continuously monitor and evaluate your brand equity using metrics like brand awareness, recognition, loyalty, and profitability. Analyze data from various sources to track performance and identify areas for improvement. Regular benchmarking against competitors and industry standards helps in refining your strategy and maintaining a competitive edge in building brand equity.

Brand equity is a constantly changing aspect that can be affected by many factors. Regular monitoring and evaluation are essential for making data-driven decisions. Brand equity is related not only to how people perceive the brand externally but also to how it is perceived internally. Therefore, assessing the level of employee advocacy and engagement is essential. Employee surveys, focus groups, and the Employee Net Promoter Score are some of the ways to it. Company team members play a vital role in delivering the brand promise. Positively contributing to the overall brand perception is more likely when employees are happy and engaged.

Monitoring and evaluating where your brand is will never stop. New ads, new marketing and new messages can change fortunes. Speaking creatively I would be clear on your key and most important metric. We had an instance with a brand called Galbani who had all of the product creds you could dream for when it came to quality however they needed a boost to stand out from the crowded cheese category. Recall the core aim. With a humorous set of idents the agency managed to boost the brand recall by almost 90+%. Loyalty, satisfaction, reputation and ultimately profitability all came after thanks to a clear mission and brief from client which led to a simple but powerful creative solution.

Regularly assessing performance is essential. Utilising market industry reports and analyses can provide valuable metrics and trends. This data helps businesses track their brand’s performance, identify areas for improvement, and benchmark against industry standards, enabling strategic adjustments to enhance brand equity.

Transforma los datos en tu brújula para el éxito con un enfoque meticuloso de monitoreo y evaluación. Inicia con el Análisis de Resultados, donde las herramientas avanzadas de análisis se convierten en tus aliados, descifrando el rendimiento de cada estrategia de marca con precisión quirúrgica. Este es el arte de convertir números y tendencias en narrativas significativas. Luego, en el dinámico tablero del mercado, juega el rol del estratega sabio. Con los insights obtenidos, realiza ajustes y mejoras, no solo para seguir el ritmo, sino para estar siempre un paso adelante. Adapta y evoluciona con cada cambio y nueva tendencia, asegurando que tu marca no solo sobreviva, sino prospere en el constante fluir del mercado.

Supervisar y evaluar el valor de marca implica establecer métricas clave como reconocimiento, lealtad y percepción de calidad. Recolecta datos a través de encuestas, análisis de redes sociales y estudios de mercado para entender cómo los consumidores ven tu marca. Compara tu marca con competidores para determinar tu posición en el mercado. Evalúa el impacto financiero de tu marca, considerando ingresos atribuibles y el precio premium que los clientes están dispuestos a pagar. Realiza un seguimiento regular y ajusta tu estrategia de marca según sea necesario.

Monitoring factors like awareness, preference, and loyalty, along with utilizing diverse data sources, enables informed decision-making for continuous improvement.

O uso de métricas e indicadores específicos, como reconhecimento de marca, recall, preferência, lealdade, satisfação, reputação e lucratividade, oferece uma estrutura abrangente para avaliar o impacto da marca. Isso é essencial para entender não apenas como a marca é percebida, mas também o seu impacto direto no sucesso do negócio. Além disso, a sugestão de coletar e analisar dados de várias fontes é um conselho valioso. Utilizando dados de sites, mídias sociais, CRM e ferramentas de análise, as marcas podem obter uma visão holística de seu desempenho e identificar áreas para aprimoramento contínuo. A comparação do valor da marca com concorrentes e padrões do setor é outra prática recomendada que adiciona profundidade à estratégia de marca.

It's important to differentiate Brand Value than Brand Health. The first one is consumer perceptions plus financial value. The second one is just consumer perceptions.

Tu marca es la percepción que tienen las personas. ¿Cómo te ven en comparación con la competencia? Realiza encuestas, escucha comentarios y mantente al tanto de las tendencias del mercado. Esto te dará insights valiosos sobre cómo mejorar. No olvides la coherencia. Asegúrate de que todos los puntos de contacto con tu marca estén alineados. Desde el tono de tus mensajes hasta el diseño de tu sitio web. Y, por último, sé flexible. El mundo evoluciona, y tu marca debe evolucionar con él. Ajusta tu estrategia según lo que funcione y lo que no. La supervisión constante asegura que tu marca no solo sea fuerte hoy, sino que también crezca aún más fuerte mañana.

I live by Peter Drucker's quote, "culture eats strategy for breakfast." The best brand work maps the realities of how far the founder, leaders, culture carriers of the company want to be pushed. And set up those realities up front as a discussion of what you see vs. what they feel; this will allow you to set the right guardrails around the process and product. It's all subjective work so anchor on shared realities in order to move work forward.

I firmly believe that nurturing a brand culture which encapsulates your brand identity, values, and mission, and promotes collaboration, innovation, and customer-centricity, can motivate your employees, align your operations, and attract your target audience. The role of emotions is vital in influencing consumer actions and choices. Aim to spark favorable feelings in your audience via your brand interactions, customer support, and promotional strategies. This approach can strengthen emotional bonds, enhance customer contentment and fidelity, and boost your brand's value.

First & foremost, it's important to focus on understanding consumer perceptions, market trends, and the brand's unique value proposition. Followed by a thorough market research, competitor strategy analysis, and key touchpoints identification, which are imperative for brand engagement. Consistent brand messaging, visual identity, and customer experience add to the equity, not to miss leveraging consumer feedback and adapting strategies accordingly. While the positive brand associations are reinforced through targeted marketing campaigns, it is also important to regularly assess and adjust the brand approach based on evolving market dynamics and consumer preferences.

Your BRAND is a LIVING THING! It's not what you want it to be, it's what people say it is! Listen to what people are saying, adjust your strategy, and figure out how to take advantage of your audience perception. It takes years to build a brand! It takes a minute to kill it! Take good care of it!

My thoughts are following ways helps customers- Invest in quality products/services to deliver on your brand promise. Customer satisfaction is crucial for positive word-of-mouth and repeat business, contributing to brand loyalty. Engage with your audience through various channels, both online and offline. Leverage social media, content marketing, and other communication channels to create a strong brand presence.

It's important to build brands in a very strategic way, but it's more relevant to let brands share stories. Brands need to be more storytellers and less authorities.

I found helpful keeping up to date with what is happening in the world and in different communities at the moment and to be ready to amend creative accordingly to that - would be excited to discuss more on the side- ty

Building brand equity involves leveraging research and strategy. Conducting market research to understand customer needs, preferences, and market trends aids in creating a brand strategy aligned with consumer desires. Consistent communication, quality products, exceptional customer service, and strategic brand positioning further enhance brand equity, fostering trust and loyalty among customers.

Keep iterating.... Always go through all your brand touchpoints at regular intervals. Notice what can be improved based on the new information you know and keep adding that 1% improvement. They add up to something very valuable....

The key to creating a remarkable brand is always having a specific person in mind, with specific values and beliefs that resonate with yours, being vulnerable and authentic in communicating your ideas, helping this person with your knowledge and creating a sense of belonging and community for this person. Your personality will naturally attract like-minded people and push away the ones who don't resonate with you. The answers are always inside. Self-knowledge is the key to a successful brand.