Four-Part Process to Build an Effective Brand

Keller’s Brand Equity Model: Four Steps to Build a Better Brand

The process of creating or improving your brand isn’t done through some magical process. And it isn’t based on luck.

It is a process whose success requires delving deeper into who and what you are as a company or organization, who your customers are and how you meet one another’s needs.

There is a very effective four-step process called the Keller Brand Equity Mod el, developed by marketing professor Lane Keller of Dartmouth College. It is an excellent and effective method to cover the key information you need to work through the steps to begin creating or revising a more effective brand.

The process boils down to four distinct steps:

Step 1:??????Brand Identity…

??????????????????Answers the question, “Who are you?”

Step 2:??????Brand Meaning…

??????????????????Answers the question, “What are you?”

Step 3:??????Brand Response…

??????????????????What do your customers/clients think or feel about you?

Step 4:??????Brand Resonance…

How much connection would your customers like to have with you?

The Brand Equity Model may be the most effective and direct way to super charge your brand. In coming posts, I will go into more detail on each of the four steps.