Brand Name, Identity and Equity: How to be the go to brand for your target audience.

Brands are the sum of all tangible and intangible factors that make them unique. A brand in its' simplest form is the promise of a unique benefit to your target audience through products and services. As an organisation or a person (if you want to work on personal branding), your brand name and brand identity are what you need to create brand equity. Brand equity is the power that your brand has in the business world. Brands that have a lot of brand equity are Apple, Samsung, Coca-Cola, Beyoncé (the brand) to name a few.

Brand equity to your business means the commercial value that derives from consumer perception of the brand name and other attributes, of a particular product or service, rather than from the product or service itself. In other words, it is attaching emotional and personal values as well as reputation to something or someone. 

To have great brand equity, your target audience needs to relate to more than just the product. Take super fans of any celebrity you would like, they relate to that celebrity more than they relate to the music or movies they bring out, so much so that they will go to extreme lengths to protect the image and idea they have of that person.

To create brand equity you need to go to the core of what you are selling and what you are doing and subject your audience to that. The simplest way to do so is to look at how, what, why, model. The model created or revolutionised by Simon Sinek explains the reason the "WHY" of your business is more important than anything else.

Why do it? Why do you do what you do? Those two questions will be the driving force as to why your audience will buy from you. There are so many other brands out there doing the same as you, why do you do what you do and why should a customer pick you?

Be Authentic

The original is better than a copy, always. So when people say be who you are in a see of imposters is very important. Yes, you can look at people that you follow for guidance but at the end of the day your story, your truth and your experiences can only be told the way you can.

If you are unauthentic your audience will tell and will call you out on it. Give yourself time to find your voice and be able to share what you have to know and a little bit of you are with your audience.

Be Distinctive

In a sea of brands and in a society full of noise you will need to stand out. Everything that you have put out there, your logo, your name or the colours of your website, what makes you different? What message and unique selling point do you offer that is different and or better than your competitors.

Be Compelling

Being attractive to customers, do something or be someone that commends the attention of your audience. It is the time of year where all your favourite retail store tries to create the most inspiring and heartwarming Christmas adverts that get people talking about them. The more attractive the adverts are the more people will love, share and talk about the brands.

Be Excellent

Being excellent simply means being the best you can be in your field. Doing it better than the competing brand is an advantage for you to gain market share. Notice that it has nothing to do with being perfect, simply because perfection is not what the customer is looking for. Just be the best you can be at what you are trained to do. 

While you are not always in charge of the way customers see you, you are always in charge of the messages and ideals that you put out. So every time you want to speak of your personal or commercial brand ask yourself why and if you are being authentic, distinctive, compelling and excellent. 

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