Do we now have the biggest opportunity in history to properly build brand equity?

Remember this whole ‘brand’ thing started in the days when a cobbler or baker hung their shingle in front of their store. Customers came into the store, talked to the craftsman, saw other things he was doing, felt confident and assured, agreed on a price and business was done. If it worked out they told others to go to the store and brand advocacy and equity were established. Or not depending on the experience.

This then evolved centuries later into the world of ‘mass media and marketing’ with TV, print, radio etc. and the modern concept of branding emerged. Interestingly though most of this was really about the ‘shingle’…the name, the personality, the benefits. Everything was conceptual. It was hard to really emulate the actual in-store experience of the old days.

Then in the last decade ‘digital’ and ‘social’ happened and now for the first time you can get a lot closer to the actual in-store experience. With a few clicks or swipes you can see inside the company, meet the owner/craftsman, see how the products are made, see the full range of their products or services and prices, interact and get instant reviews and references.

Now with the combination of ‘mass, digital and social’ you can attract people to the brand and also walk them through the entire shopping process…brand marketing nirvana.

So how do you ‘rocket’ brand equity with all the weapons we have now?

Without ‘building a clock’, I would start immediately with one clear thought in mind.

Content clutter is going to be a huge issue. Everyone is rushing more videos, pictures, blogs, tips into all mediums.

So brand equity rule number one…

Do not just add to the noise ….. find your voice

It’s not just about your ‘shingle’ and out-shouting, out-contenting, out-mobiling your competitors.

It’s now all about who you really are as a brand and why ‘I’ should care….what’s in it for me? And execute this seamlessly across the entire brand experience.

There is a lot more to this discussion and we can certainly help you find your ‘brand voice’ and grow your ‘brand equity’ in this brave new world.

Visit us www.rocketbranding.com