There are many facets to brand equity, including awareness, attitude, image, preference and satisfaction. All of these areas need to be considered in order to craft the appropriate marketing strategy for developing a brand. Some brands may merely need to raise awareness of their name, others may need to work on building confidence, while still others may need to work on differentiating themselves from competition.
A solid system for measuring and diagnosing brand equity includes a wide range of measures, including usage and satisfaction. Our team of experienced researchers knows what measures to use and how to weave them into a survey to minimize bias. Working with such information, we are then able to craft a message strategy and direct resources to develop a brand over time. Our Brand Development Model is a diagnostic tool that integrates many proven metrics into a framework that guides strategy. We consider six stages of development for a brand, each equating to a different marketing priority, starting with creating basic awareness and concluding with building customer loyalty. The following identifies these stages, recommended metrics, and strategy implications for brand management.
Building Brand Awareness
Brand Identity is all about good first impressions. The most important aspects to consider when building an online presence are the following: profile consistency (username), visual consistency (logo), voice consistency (message and tone). A solid foundation is required to build an impressive, long-standing brand. By gaining insight into your company we will help you to identify those issues and in doing so, we’ll be sure to create a brand that best represents you and speaks to your target audience.
A good brand will not only help you build business recognition. It will earn you loyal customers and increase your sales.
Identifying Target Audience
In terms of social media, identifying target audience is equivalent to community building. In order to create a successful brand, you need a group of loyal followers that love your business and want to tell other people about you. These are the people we want to focus our marketing efforts on: your target audience.
By spending time focusing on them (rather than everyone) we’ll save you money, earn more clients, and convert more prospects. Plus, when we know exactly who you’re trying to reach, we’ll have an easier time writing your marketing copy, developing a design that will make an impression, and creating an overall marketing strategy that works.
Working with a client, we develop the marketing strategy and creative direction. Depending on client’s needs, these tactics may include marketing to specialized online communities, video and audio promotion, print, broadcast, direct, environmental, experiential and guerrilla initiatives.
Finally, since consistency is the essence of a branding process, managing the brand on a daily basis and its monitoring and evaluation are the keys to long term success.