Building brand equity is all about creating an image that is recognizable in your key audience. This extractable value exists if your brand can use its identity to charge a premium for what it offers, or to speedily bring new products to market. The brand equity building process does not always relate to what you sell, though. The value of your brand equity comes down to your corporate branding tactics and how your customers perceive them.
Set Your Brand's Identity
Building brand equity is all about establishing your identity and holding a stance within your respective market. The more identifiable your company is, the better your products and services come across. This brand awareness is going to take time to build, but there are ways to make yourself known. You can also think about this process like brand storytelling. You craft the narrative that you want people to see.
First and foremost, people want to see real solutions to their problems. Your company can dominate its niche by becoming an expert on certain things. Provide explainer videos tailored toward your target audience and share them across the appropriate marketing channels.
Speak to Everyone
Establish one-to-one marketing content and pin your customers to specific marketing personas to better address your audience on an individual level. From there, you can determine which type of video content will hold the most value and when this content format is worthwhile.
What are marketing personas?
A marketing persona is an in-depth overview of who you believe your target audience is. Once you’ve developed a marketing persona, then fact check it against the people you interact with daily.
For a more comprehensive answer, check out the blog we have linked above.
Your company also needs to offer real solutions to your target audience. In many cases, this means forming one-to-one style relationships and customizing sales content and social media campaigns to fit your whole customer base.
Capture All Marketing Channels
Your target audience is people, and everyone uses different parts of the web for various reasons. The goal should be to dominate all of the marketing channels you have available to use, especially when trying to get your brand known. Therefore, it might make sense to run Facebook, Instagram, YouTube, or Reddit ads, get active on your social media profiles, guest host radio shows, publish podcasts and so on.
Building brand equity is all about staying as visible and as consistent as possible.
The specific efforts will depend on your industry and what you offer, but you need to get out there for people to recognize you. Even just guest posting quality content on the web can help. The key is for your name and branding materials to get seen by your target audience on multiple occasions and in different places of the web.
Start Building Brand Equity and Turn Your Brand to Gold
Stay consistent when you’re building brand identity and start marketing with video to enjoy the results that follow (i.e. success). Soon enough, you will be able to charge a premium while getting leads to your site without running a pay-per-lead style campaign. The biggest and best brands are gold because they look or sound so, and you can do the same! Your brand story starts here!