Leveraging Brand Equity

Identifying when, where, and how Brand Equity influences decisions made within the Buyers Journey.

The Brand begins with a product or service developed and target market identified. The Buyer exists within a specific Industry and Market. Once a Buyer becomes aware of a need to address a situation, whether positive or negative, they will enter the Buyers Journey process. The goal of every Brand should be to exist concurrently with every step of the Buyers Journey in order to maximize the potential of being meeting the Buyer at the finish line when a decision to purchase is ready to be made.

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Brand Equity

Perception

How the public perceives the brand and what is believed that it represents – not necessarily what the company says it does.

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Marketer Responsibilities:

Reputation Management: Monitoring public sentiment and proactively addressing issues to uphold the brand’s credibility.

Awareness

The level of recognition or familiarity with the brand, whether consciously or subconsciously within a market, industry, community, or professional circles.

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Marketer Responsibilities:

Advertising & Promotion: Creating and executing campaigns to increase brand awareness and drive engagement across channels.

Association

Feelings about the brand, including opinions of products, services, and even personnel. This cant be controlled or dictated by the company at all.

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Marketer Responsibilities:

Storytelling & Messaging: Using narratives to create emotional connections and enhance brand recall by crafting consistent and impactful communication that conveys the brand’s values and voice.

Value

Perceived confidence in the brand’s product/service quality and ability to deliver on promises. This decision is based on the buyer’s research, first-hand experience, financial factors, customer support and overall communication up until the point of decision-making purchase.

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Marketer Responsibilities:

Quality Management: Enhancing the brand’s value by consistently demonstrating and communicating product or service quality to build trust and credibility.

Loyalty

Brand loyalty is formed based on preference and on past or current experiences with the brand, product, and/or service received.

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Marketer Responsibilities:

Loyalty Development: Fostering repeat engagement/purchase and long-term preference for the brand through exceptional experiences and consistent value delivery.

The Buyers Journey

• Unaware
• Aware
• Consideration
• Decision

After the Decision

Buyer Picked You

• Retention
• Loyalty
• Advocacy

Buyer Picked Another Company

• Evaluate the Journey
  
  • Were they even aware of you? Were you even aware of them or their need?
  • Was point of contact ever made?
• Adjust Approach

The Journey Never Ends

Whether you won or lost the final decision, as long as the Buyer is operating, they will enter the Buyers Journey every single time they become aware of a need for a solution to a specific situation. By consistently providing a high level of quality, service, and attention, promoting all of the factors that feed into your Brand's Equity, you will have established a strong presence in your industry and market, making new and old Buyer's decision to go with you that much more prominent.

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