Having a positive brand is a process that must consistently go through refinement. Rarely is marketing ever done in a vacuum. Even well established brands need to go evaluate the attributes of their product or service that make their customers pick them over the competition.

Evaluating your brand’s equity will give your company insight on the value of its brand. For companies looking to grow or maintain their business, it’s important to have a firm grasp on how your brand can help (or hinder) you meet your goals.

Nike: The Power of Branding

Few brands come close to the success of companies like Nike. They’ve leveraged their channels to communicate a perceived value and fostered an emotional attachment that has led to a cult following. Nike’s decision to sponsor star athletes like LeBron James and whole teams like the USC Trojans gives their product credibility when they succeed. Customers will continue to buy Nike so long as their athletic wear is associated with athletic success.

But aside from developing brand loyalty, how does building brand equity impact the bottom-line?

Brand loyalty is one of many factors of brand equity that allow a company to raise its margins. If you walk into a shoe store and place generic footwear next to the latest pair of Nike’s Air Jordan’s, you’ll notice immediately that the price of the Air Jordan’s is considerably higher than the generic brand. However, the release of a new pair of Air Jordan’s continues to be one of the most anticipated products of sportswear in the market with people paying high prices for their perceived value.

Building strong equity is effective in increasing the worth of your products or services. All of which is a process that needs consistent refinement and attention to the customer.

What’s in Brand Equity

Brand equity is the influence, both and negative, that customer knowledge and experiences of a brand have on a company’s products or services, impacting the bottom-line. The important thing to understand is that brands are built by the people who engage with your product or service.

When building your brand’s equity, your company needs to clearly communicate the value that your product or services offers its customers. The price that the customer will pay must accurately reflect the knowledge and experiences given by your brand. To help understand the makings of brand equity, we must first understand it’s 5 main factors:

1. Brand Loyalty – Qualities that create long-term customers.
2. Brand Awareness – Differentiating yourself from the competition.
3. Perceived Quality – The internalized value of your product or service.
4. Brand Association – Reaction to your brand’s perceived quality.
5. Other Proprietary Brand Assets – Your company’s properties, trademarks and patents, channel and business relationships.

Each of these five factors play a major role in the equity of your brand. The most impactful factor of these five is your company’s perceived quality. Without a positive perception of your products and services, all other factors don’t launch off the ground. This is where website content becomes a valuable tool in building your brand equity.

Using Blogs for Brand Equity

Increasing the placement of your website in the search rankings is an effective goal for hosting blogs. However, it is crucial that your blog content reflects the promises that your brand is making to your customers. This is best done through the use of a blog. Blogs allow your brand to directly communicate with your customers. It provides your company with a voice that speaks to the success and legitimacy of your product or service.

While it’s always recommended to always have fresh and consistent content to move up in search rankings. It’s becoming increasingly important for your brand to stand as an authority in your market. This involves harnessing the social effects of your company’s social media profiles to engage your customers with your content and improving your shareability.

Creating a presence within your market that allows your customers to engage with your brand provides you with insight on the attributes of your product or service that create the most value. Maintain your authority with informative blogs about your product or service that communicate how your brand provides a solution to a need. This builds the perceived quality of your product or service, giving your brand more leverage to fuel future growth and sustainability.

 

With expertise in generating organic traffic, Strongpages has worked with clients to realize their true SEO potential. We offer full SEO services, specializing in content creation to maximize your organic traffic and brand equity. For more information about how content creation can offer your company more leverage in the value of your product or services, contact us and an SEO expert will contact you within 24 business hours or less!