People love to associate products with a recognizable brand. When you talk about things like shoes, laptops, or even food, you probably have a name in mind already. That recall is brand equity. Brand equity is the retention scale of your company or products. In this time and age where social media becomes the yellow pages of services and products, you have to stand out. Amplifying your brand equity online is the foundation of your business to grow and become successful.
When you have positive equity, consumers prefer you to be their first choice against similar competitors. Brand equity can influence consumer behaviours by several factors, but one of the most important notes you need to pin down is to connect with your target audience.
It is one thing to have a communication plan for your brand online. But to make it more targeted on your specific market, putting them at the centre of your brand equity plans will lead you to create loyal customers.
So, here is a guide to help you build brand equity in the most effective and popular means nowadays—social media.
Talk through your looks.
Choose a pleasing look and palette to create a visual identity that reinforces your brand. Match your logo with the colour you decide to use in your products and advertisements.
Always position your product within your messaging the same way with visual collateral. Use the same colours, fonts, and imagery, if you prefer it, in your social media posts. When you market your products and consistently convey your message, that is when you build your identity. Customers will have an increased chance to remember your brand and buy from you–again!
A guideline that is tailor-fitted and unique for your brand can help you produce more enticing materials that can boost your social media presence.
Collaborate with other recognizable brands.
People love seeing their favourite artists work together on a single project. It creates a strong impression and unique satisfaction to long-time and starting fans alike.
Brand equity generates value if you partner with other companies that align with your marketing plans and products. It will make consumers trust your companies’ names. Marketing together in social media sites develops increased impressions through hashtags or keywords. Partnership with brands for co-branding or long-time commitments and having a successful brand strategy can help increase profits and create more elevated brand equity.
Give excellent customer experience.
Before, customers only experienced customer service inside the store. But, in the modern era where ordering online is one of the top options, customer service is often overlooked.
A product is not the endpoint of a customer experience. It extends through services you can give to your consumer if they have concerns. People become repeat customers if they know that you can accommodate their requests or complaints if they have one, especially when they are accessible on their preferred social media sites.
You can create a loyal customer base simply by giving a positive user experience online and having people who value the feedback of your customers, not just AI responses. When they feel that they are heard and attended to, they tend to be loyal to your business.
Produce behind-the-scenes content.
Time-lapse videos are a trend nowadays. Producing a behind-the-scenes video of your best-selling products or an unboxing video can help to gain more traction to your consumers.
You can also share stories of your employees on how your company changed their life or just a glimpse into their everyday life. It humanizes your business, making your company connected to people individually.
Posting videos of your employees and their testimonials can help your brand to garner consumer trust through these holistic means. Make sure to align your online content with real-life company values as well.
Speak and show your values.
It is easy to jump on the next bandwagon or social media trend. But putting a trademark positioning at the heart of your brand and practising it can give your business a more holistic take.
Being vocal in campaigns for the greater good and giving back to communities is a great way to show that you care–not only for your brand but also for the world.
These initiatives will help your brand relate to marginalized communities. But, this can backfire too because big companies often abuse this and participate in advocacies just for the sake of it. To resonate with your audiences truly, be authentic with it.
Practice what you present online. Show that you care by prompting employees to align with your core values. Transparency in social media should also replicate in real life. By standing on a mission in balance with marketing, you can earn customer loyalty–not just because of your products, but of your good morality, too.
Bottom line: Brand equity is how you foster customer loyalty.
You do not need to bombard your audiences with many posts in just a day. You need to have an impactful and meaningful message every time you communicate online.
Before, brand equity took a long time to develop. But with the accessibility of social media sites, brand equity nowadays can affect your business in a single post, literally. So, build positive impressions with your audiences as much as you can. It offers a lot of positive consequences like having a loyal base, higher profit margins, and a larger company’s market share.
By being connected with your customers and putting them in mind every time you want to convey a message, you are making your business the premium choice for your products–not just today, but in the decades to come.