8 tactics for building brand equity
Every business owner strives to build a company loved by many, ensuring customer loyalty. This is a challenging task that requires a comprehensive approach – creating brand awareness, providing effective customer service support, and building brand equity.
The latter is perhaps one of the most important things to focus on, as brand equity is directly connected with the way your clients perceive your company. In this article, we will discuss what brand equity is, why it is essential for your business, and what it takes to build it most beneficially. Read on to find out 8 tactics for building brand equity for your business.
Tell the brand story
A brand story is a brief description of how your company came to be. It should focus on what you offer, but rather on what makes you unique. The story is a great way to differentiate yourself from competitors and build a connection with the customers.
You can use videos, photographs, or any other types of visual material, to tell the story. Customers love hearing about the struggles that went into building successful businesses.
Post on the right social network platforms
There’s no point in posting on social platforms if you don’t have an audience on these networks. Before posting anything on social media websites such as Facebook or Twitter, think about where these messages will reach their target audience most effectively.
You can also create a page on LinkedIn to promote your brand. LinkedIn is a professional network, so keep your posts formal and professional – this will increase the chances of other professionals being able to relate to your business model.
However, you can post some fun updates on Facebook or Twitter as long as these updates don’t compromise your brand image. Online presence on social media platforms can help you enter foreign markets more easily. If you decide that you want to expand your company’s activity to other countries, you might be interested in legal translation services.
Use “we” rather than “I”
Your customers are part of your brand, and they should feel a sense of belonging. You can achieve this by using “we” instead of “I” in all your marketing materials. This will help your customers see themselves as part of your brand, rather than outsiders.
Using “I” creates a distance between the business owner and the customer. To ensure successful branding, try to avoid using personal pronouns such as I, me, my, and mine. Instead, use the plural form and talk about the company’s team and its vision.
Add personality to your messaging
Incorporate your brand’s personality into all communications with potential customers. Don’t concentrate solely on selling your product or service – try to make your audience care about you and your business. For instance, you can use humor in your marketing materials or even create some entertaining YouTube videos.
Don’t be afraid to embrace silence
When crafting your messaging, don’t be afraid to embrace silence and let the message speak for itself. Repetitive messaging may not have a positive impact on your brand equity, so be careful while choosing what appears in your marketing materials.
Don’t be afraid of going against the grain
There’s no need to stick to the latest trends in order to gain a strong presence in the market. If you truly believe that your product or service is revolutionary, don’t be afraid to go against the grain and do things differently. However, make sure that you’ve done enough research before you go against the flow. It’s better to do things right, rather than simply follow what everyone else does.
Use the same language as your customers
If you want to engage with your audience on social media, there’s no need to communicate in an overly formal way. Make sure that your social media posts use the same language as your customers do. This will help build trust between you and them, and make them feel at home when interacting with you. On social media, it’s also important to post useful content, not just promotional material. Try to respond to questions and comments in a timely manner – this will show that you care about your customers’ needs.
Spend time on thought leadership strategy
Thought leadership is a strategy that shows you’re an expert in your field and helps build trust between you and potential clients. If you write blogs or articles for industry publications, share them on social media and integrate them into your website to establish yourself as an authority in your field. Also make sure that each of your posts contains valuable information that customers can use in their daily lives – this will draw them in and show that you care about more than just profit.
Creating a product or service that stands out from the crowd is not the easiest goal in the twenty-first century. Regardless of the niche, customers can find similar products within a couple of seconds – that’s the power of the internet. That’s why business owners should put a lot of effort into creating brand equity that will help them convince their customers to choose their services.