Increasing the Brand Value of your Business

Does your company work at increasing brand value?

  • Do you consistently and repeatedly communicate your message like a mantra?
  • Are you consistent in the use of the style of your logo? (don’t change colors, shape or style on a whim)
  • Do your customers get what they expect? Or do you often hear things like: “Oh, I didn’t know that’s what you guys did.”

After watching the commercials at the SuperBowl this weekend, I’m reminded that communication has to be clear, focused and consistent with the brand. You shouldn’t leave the intended customer wondering what you stand for, what you’re selling or why you’re even communicating it to them. If you are currently trying to work on your brand, then you could always check out this article here for more information and to help you make sure that your brand is perfect. When a customer is confused, you can tarnish your business’s reputation, as the customer will have no interest in your business. It’s important that you maintain your brand value and realize the importance of protecting your online reputation. Luckily, companies like Universal Business Reputation can help build your reputation online positively and protect your brand value. Every business needs a good online image.

Oh! You run a B2B business, so you don’t think you need to consider brand value?

Think again.

Josh Levine, Epiphany Engineer/Brand Coach at Neutron (a thought leading agency in San Francisco says this about invisible branding for the B2B company:

{invisible branding}… can have a huge impact on your company’s reputation. The list includes items such as CEO vision, employee training, pricing strategy, customer relationships, and sales force communications.

What does your brand stand for? Great Quality? Great Service? Great Price?

If you’re not sure, then what do you think your potential customers are thinking? And how can you increase the brand value if you’re not sure of the positioning? Not to mention how your employees must be feeling. If you don’t know how they are feeling then it might be easier to make use of something like this employee review form to help better understand your employees, you might find that this is helpful in the long run. However, with no brand value, there’s nothing for them to work for, which can tarnish morale. To keep employees on board whilst you’re building your brand value back up, you can read Sparkbay’s blog; employee morale will improve.

If you were to start the business again from scratch, would you find value in using the same name, philosophy and offerings? Would customers prefer to buy from you instead of the competition at the same price? Knowing why helps to give you the edge in increasing your brand value.

Other brand value blogger’s opinions:

What do you do to increase the brand value of your business? Leave your comments below:

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

2 thoughts on “Increasing the Brand Value of your Business”

  1. There have been a lot of organisations in denial about this for a long time, but slowly they’re comming around to the realisation that the brand is the business.

    Every organisation is a marketing organisation. Every function in every department of every organisation has a marketing role to play and successful organisations are built around brands and have marketing firmly in the driving seat. Those are the facts!

    One of the topics I cover in my Full Effect Marketing seminars is the “Iceberg Imperative”. Its self explanatory really, but in a nutshell the imperative says that ninety per-cent of your communications go on below the surface in the un-paid-for and often unplanned areas of your communications repertoire.

    You can’t switch them off so you need to manage them and few companies do. The end result is that to some extent (different in each case) the effect of these unmanaged communications is neutralising some of your paid-for efforts. The bottom line – inefficiency, which we know no company can afford in this day and age.

    Consistency is a pre-requisite of a successful brand and therefore a successful organisation. That’s consistency with your brand model, but between communications too. Of course, few organisations realise where and how they are communicating, which is another chapter in my seminars, but many of these touch-points are “invisible” until you look for them. Delegates regularly list fifty or more in my workshops.

    The kick-off for all of this though, as you allude to, is the Brand Model. Those that I produce in the first stage of my Brand Discpvery programme identify nine elements of the brand. I don’t see how you can reduce this to fewer and you have to establish them all in order to address all the issues of brand development that arise later. Once you have them though, and not before, you can start.

    As for the difference between consumer and business to business marketing – there is none. Same principles apply, they are just different stages in a single process. The only reason that I can fathom for BtoB organisations continuing to raise this issue is that there are still a lot of rubbish marketers in the BtoB sector.

  2. I’ve done a lot of work with a lot of companies over the years helping them to understand their brands.

    One of the issues that comes up over and over again is a failure to understand that the age of “brand = whatever you say in your ads and press releases” has been over for a long time.

    The dirty little secret of branding is that a company doesn’t get to decide what their brand is – the market does. A brand is ultimately an abstraction that exists in the mind of the consumer (or B2B buyer). It is the “handle” that lets them access their thoughts and feelings about all of their interactions with a company or product.

    Sure, companies can (and should) be relentlessly consistent in the story they tell. This means having a well developed and comprehensive marketing communications plan where each part amplifies the others. It also means ensuring that the customer’s actual experience lives up to the expectations created by communications. This is where many fall down.

    To pick on a few examples…

    Watch the TV ads for Target and you would think its the coolest, most hip store going. Walk into a Target store – well, you get K-Mart with red paint.

    Home Depot’s ads would have you believe that their stores are filled with experts just bursting with enthusiasm to help you. Ever been in a Home Deopot and try to ask a question? Those stores in the ads must have been in some parallel universe somewhere.

    The bottom line?

    The brand is about ALL of the market’s experiences. Nothing destroys a company’s credibility (and brand) faster than a customer experience that doesn’t live up to the hype.

    What does that mean for a business? Pay at least as much attention (ideally more) to making sure that every person in the business is living the brand. The word-of-mouth that generates will be worth more than any advertising you could ever buy.

    Does that work? Until recently, about the only advertising Starbucks ever did was the logo on their cups.

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