How to build brand equity every day

Authenticity is an overused term, but the power of a brand that’s the same on the inside as it is on the outside is profound. The benefits include a happier, more productive workforce, more loyal and engaged customers – and profits that follow.

But one incredible benefit that isn't acknowledged enough, is that in a company where everyone is connected to the vision and values, brand equity naturally builds up over time. Simply by virtue of the fact that everyone is making decisions based on delivering a certain brand experience – to customers, to colleges, suppliers and partners.

Quality decision-making is improved, meetings become more efficient and micro-managing becomes less necessary as anyone feels connected and empowered to deliver an overall objectives.

Here are three things you can do today to start building brand into your culture:

1.      Align your brand and marketing strategies. Often the aspiration is there but the marketing KPIs are entirely based on selling certain products and hitting commercial targets, so naturally building the brand becomes a ‘nice to have’. Commercials are crucial, but so is the health of your brand. You have to have realistic brand and marketing strategies that fit together because otherwise you are simply pulling your business apart everyday and whoever shouts the loudest wins.

2.     Make sure your frontline staff understand the brand experience – and how to deliver it. Connecting your employees to the brand is essential to create an authentic brand (and loyal customers) so make sure that everyone – especially your frontline staff – understand how the brand relates to their role and are trained to deliver on-brand experiences.  

3.     Incorporate your brand into touchpoints beyond marketing. Recognise the power of consistent brand experience in ‘hidden’ interactions, like employee on boarding, chasing debt, paying suppliers etc. These are all experiences that are helping to build up your brand’s reputation – and if they don’t align with your marketing comms, then you are in trouble.

READ MORE: Connecting all employees to your brand