Building Brand Power and Brand Equity.....Pt 2...(to Earnings Power for Equity Value.....)

Steve Fleetwood
Feb 13
3 min read

Axiom 2:

“Your natural creative force meets your natural creative potential creates new pathways”.

Brand Power is the starting point for building brand equity leading to earnings power and thus Equity Value for Realisable True Value to the market place.

Reread part 1 to kick you off

Guerrilla Marketing, Target Marketing, Segmenting and service/product matching is foundational steps for brand building.

Once you have completed Step 1 of:

"Create a simple quadrant box (Titled My Business Brand Power), with internal, external and perceptual and demonstrative (concrete) as the four box titles, elements and aspects....the jot down 3 pertinent points within each."

Step 2: Write down your top 5-10 products and services, and then, start putting them into those box's and see if there are any trends or patterns. You will start to see a natural correlation with your Products and Services and where to start reshaping, remodelling and go deeper into those markets.

NB: Make sure this market has high positive natural and social market forces going forward (i.e. a expanding and growing market and NOT a declining market).

E.g. Baby Boomers and Early Gen X are the most profitable markets with the most disposable income and asset base in the current economic climate with at least another 10+ years (BB's) and

Generation X at least 30 years....(<<<<<HINT! I wonder what there needs now and in the future might be???).

Or, you could target career markets e.g. Business Owners, Property Developers, Directors, Doctor/Lawyers, Financial Dealers and so on....the list is endless. However make sure your foundation sustainable competitive advantage are aligned and married up appropriately (positioning and placement).

So now you have a good understanding of your market, social and economic forces and how this matches your current product and services.

Pick one market that is simple and easy to "PUT yourself in their shoes", and think about what can we offer that would help them with time, money and easier lifestyle! Now your utilising Axiom 2 above.

And then create a smaller quadrant matrix box called "Building New Brand Power", but with the same titles/heading as above (internal, external and perceptual and demonstrative (concrete)).

Street research (on the ground, bottom up approach) can be very powerful when redesinging your brand for improved brand power for a new/existing product or service, this can take the form of:

1/ National and International Industry research,

2/ Across Industry Research (one of our Strategic Advantages when we sit down with a new client, as we can see, where your business is operating in either 80's,90's 2000' or infront of the curve, for each different aspect of your business),

3/ High Metric KPI's (internal) formulation for your business and start to see future trends forming in front of your eyes....(but first you have to be able to capture the data first!!....e.g. repeat customers, demographics etc)...

4/ Creating a advisory forum or Networking group, (I did both of these and more in my investment advisory company) for feedback or reach within the market place.

Then simply fill in the the new quadrant matrix......And now you have the starting point for developing, improving and growing (DIG) and thus building new brand power for more equity value!...

A slightly more sophisticated matrix. ..for those who like to dig deep in self/business analysis for building your Brand Power!.....Either way, you will profit with greater self realisation of future markets from brand equity development.

We are now compiling a STAR Consulting month program as those who contact us either want:

1/ Clarity and a quick overview of "Are we on the right track", or

2/ A month long intensive consulting sessions (<<< what we are developing now),

3/ Or a longer term relationship for "Turn Arounds", "Special Situations", "Handing the batton", or

Building for long term sustainability with a durable competitive advantage and Equity Value!...

Contact Star for a consult with our MBA+ consultants....for fast development, improvement, and growth in Strategy, Sales, Marketing, Leadership, and Culture.....

Introductory Consult -50% off

A$250.00

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Or Myself,

Founders Consultation

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We look forward to interacting with you soon.