From the course: Designing an Authentic Brand
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What can you build off of?
From the course: Designing an Authentic Brand
What can you build off of?
- When working on defining, creating, rebuilding, or updating a brand, understanding your own brand's equity and the brand equity of your main competitors is vital. This is a valuable exercise in aligning your brand with its truest form. Let's focus on an existing brand and what needs to happen to understand its equity or perception in the marketplace. Note all of the activities that we're going to talk about should happen on a yearly or bi-yearly basis. Why is the value of your brand's equity important? Your brand's equity means that when your ideal customer thinks about a service, product, or another need, your brand comes to mind. You want that perception to be aligned with quality, great experience, expensive but worth it, or whatever your ideal perceptions are. If you're not sure, we first need to figure that out. Here are three ways to do just that. Consumer perceptions. Simply put, this is how your current…
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