Marketing Prose: Articles that give insight into issues facing businesses today.

How to build brand equity

Building brand equity

Much more than a professionally produced logo, a company’s brand is its appearance, personality and the ongoing impression it makes on the marketplace. The key to building brand equity is establishing a strong brand identity and communicating it consistently over time.

A strong brand represents a company’s unique selling proposition and communicates to target customers how they stand to benefit. Reinforcing the brand can be done in a myriad of ways—through brand profiles, a brand promise, a positioning statement, retail space designs, the overall customer experience—even how the telephone is answered.

Above all, the entire company must stand behind the brand in every aspect of its operation. It becomes part of your company’s culture. Over time this dedication will allow the company to reap the benefits of brand equity—attracting loyal, long-term customers and fulfilling its market share.

Contact GREENCREST today to learn more about creating and building powerful brand equity for your company.

Leave a Reply