What Is Brand Equity And Why You Should Grow It
What Is Brand Equity And Why You Should Grow It
Greetings, fellow brand builders! Have you heard managers throw around the term “brand equity” in meetings, yet when pressed, they fumble to articulate its meaning? Does brand equity sound like another meaningless business buzzword to you? Well, let me demystify this critical concept for you.
Brand equity may seem nebulous, but it holds immense, tangible importance for business growth. In this blog post, we’ll unpack the meaning of brand equity and why actively growing it should be a priority for your brand.
So brew a fresh cuppa, put your feet up, and let’s dive into the riveting world of brand equity together. Fair warning though – this won’t read like your average blog post unless you find branding strategy as thrilling as a page-turner by Stephen King!
Demystifying Brand Equity: More Than Meets The Eye
Brand equity may sound like yet another business buzzword, but it’s so much more than that. Brand equity is essentially the value of your brand – it’s the special something that makes a customer choose you over competitors or happily pay more for your brand over others.
You can think of brand equity as the culmination of all your branding efforts. It encompasses your brand identity, personality, positioning, messaging, visual assets, and every other element that makes your brand unique. When all these components work synergistically, you build equity that sets you apart.
However, brand equity remains an elusive concept to pin down concretely. We know it when we see it – when customers are willing to pay a premium for Starbucks over another coffee shop or wait in line for the latest iPhone model. But getting to that enviable position is a winding journey with many twists and turns, much like a mystery novel!
You may assume you fully understand what builds brand equity, but there are always new factors emerging. Powerful storytelling, authentic values, and market monopolies all certainly help. But sometimes it’s that ineffable emotional connection that catapults a brand into legendary status.
So while the origins of towering brand equity have familiar elements, there are still intangible, unexpected ingredients in the secret sauce. As brand builders, it’s our job to experiment and uncover what makes our brand irresistible to customers. That may mean stepping out of our comfort zone at times. But the rewards of unlocking distinctive brand equity make it well worth the effort.
Brand Equity: The Hidden Intangible Asset
When assessing a company for acquisition, you’d naturally evaluate their balance sheet – assets, liabilities, revenues and costs. But there’s one crucial asset often overlooked smack bang in the middle: brand equity.
Brand equity is an intangible asset, yet it can have an outsized impact on a business’s overall value. You can’t physically touch it like a piece of machinery or a factory. But the willingness of customers to choose one brand over another – that’s equity you can take to the bank.
Let’s relate this to a game of Monopoly, where players buy and trade properties and assets. The board has visible assets like railroads, utilities and real estate. But imagine also finding a hidden “Chance” card that doubles the rent of all your properties. That’s essentially what differentiated brand equity does – it exponentially increases the value of your other assets.
Of course, brand equity isn’t built overnight. Like a magnificent oak tree, it takes years of nurturing brand identity, positioning and experiences to grow equity. But with focused effort, companies can shift from commodity providers to premium brands that customers covet.
Think of aspirational brands like Apple, Nike or Starbucks that elicit almost religious loyalty. That equity allows them to command higher prices while expanding into new products. It also makes these brands prime takeover targets. Because as an institutional investor knows, while physical assets have a shelf life, brand equity can compound value indefinitely.
So although intangible, brand equity has very tangible business impacts. It can mean the difference between a middling company and an industry leader. Between a small acquisition and a multi-billion dollar one. It’s like catching a coveted Chance card in Monopoly – a hidden move that can change the course of the game.
The Brand Strategist as Master Chef
Your brand strategist is far more than a pixel pusher or website builder. They are the architects and master chefs of your brand, concocting an identity that stands out from the crowd.
Through their understanding of positioning and messaging, brand strategists create differentiation amidst a sea of similarity. They analyze the competitive landscape to carve out a unique brand niche, much like a Michelin-star chef sources rare ingredients for their signature dish.
Brand strategists are also the conductors of the branding orchestra. They bring harmony between visuals, tone of voice, experiences and touchpoints. Defining the brand personality provides a north star for teams to align behind in a coherent manner.
This coherence accumulates into equity over time. Positive brand impressions build familiarity and affinity until customers actively prefer that brand. Like a captivating dish at a fine dining restaurant, strong branding leaves customers wanting more.
And that’s the crucial impact of a brand strategist – guiding brands from commodity to community. From being a passive choice to an active preference. From being an option to being an obsession.
Through brand architecture and identity, brand strategists transform brands from ingredients into recipes. They combine visual and verbal elements until a differentiated brand dish emerges. One that stands out on the menu of customer choice.
So see your brand strategist as more than an executor or builder. See them as a master chef – blending branding ingredients until your distinctive brand flavor shines through. That’s how brand equity goes from bland to brilliant.
Elevating Your Expertise Through Brand Equity
Understanding brand equity is crucial for any professional in the branding space. It elevates your expertise beyond being just a logo designer or website builder. Brand equity comprehension makes you a true business advisor who grasps the value of strategic assets.
Much like a pilot needs to understand aerodynamics to land a plane, you need to comprehend brand equity to properly guide branding decisions. It shifts branding from being visual communication to being business strategy. You progress from creating aesthetics to cultivating equity.
With brand equity expertise, you can connect the dots for clients between branding choices and financial outcomes. You become a navigator of intangible value rather than just a creator of tangible assets.
This higher perspective is invaluable to strategic brand builders in multiple ways:
You can justify branding investments through linking them to brand equity growth and business valuation. This makes you a trusted advisor rather than just an external vendor.
You can course-correct ineffective branding by tying it back to diminishing brand equity and lost revenue. This makes you a branding diagnostician rather than just a creative executor.
You can spotlight branding opportunities that are aligned to boosting brand equity, not just communications. This makes you a growth strategist rather than just a marketing tactician.
So pursue a clear comprehension of brand equity beyond just building branding outputs. Shift from being a technician to being a business strategist. Apply an equity lens to all your branding guidance and gain exponentially more influence and impact.
That’s how you progress from creating fragmented branding tactics to constructing an equity-uplifting brand strategy. One that drives preference, premiums and profits for your clients’ businesses. One that cements your status as an elevated branding expert focused on growing this invaluable intangible asset.
The Crown Jewel of Business Value
Brand equity sits at the apex of business assets, the crown jewel in a company’s valuation. Far beyond a fancy phrase tossed around in boardrooms, brand equity is the key indicator of preferential demand, pricing power and future profit streams.
It reflects years spent sowing seeds of brand familiarity and nurturing blossoms of brand affinity. Efforts that eventually grow flourishing trees with extensive roots and expansive branches.
Trees that bear the ripe, lucrative fruits of willingness to pay more, buy more, recommend more and defend criticism more. The fruits of brand loyalty and brand value – harvested as tangible revenue and intangible equity.
This is why experienced business acquirers place such emphasis on quantifying brand equity. They recognize brands that command preference are more resilient, reliable growth engines, whatever the weather.
And resilience matters greatly in the turbulent, ever-changing business climate we operate in today. As many a startup has realized, even the shiniest technology still needs a branding backbone to scale sustainably.
So as you craft, curate and communicate your brand, keep the crown jewel of equity in your sights. Let it guide your decisions to reinforce relevance, distinctiveness and intimacy daily.
Stay patient with the long road ahead and stay confident in the worthiness of your ambitions. For one day, your brand will grow far beyond you to become a thriving tree of its own.
With deep roots of customer connection, a strong trunk of employee alignment and fruitful branches of revenue generation. All nurtured by the lifeblood of brand equity circulating through its veins, protecting and providing for generations to come.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!