It is important to know your true equities as a brand. It strengthens the brand and customer relationship and identifies the individual characteristics that make your brand unique. Begin this process by identifying what makes your brand recognizable, memorable and distinctive.
Identify what makes your brand recognizable. The more recognizable, the more trust can develop between brand and consumer. When customers recognize a name they are more likely to reach for that product. Get your name out there. Advertising and publicity should reinforce brand voice.
Continue on to make your brand memorable. It is important for buyers to associate your brand as the top choice. Consumers base decisions on price and past experience with a brand. Build a quality emotional and functional value for your product.
Determine your brand promise and how it answers to the customer. Appeal to the personality of your ideal consumer and craft your promise accordingly. Customers respond to a strong brand identity. The more distinctive and unique the more you relate to your ideal customer
By identifying the true equities of your brand you determine what value you bring to your customers. It helps you to answer: Who are you as a brand? What your brand story is? What strengths your brand has? and What your relationship to your customers?