Keller’s Brand Equity Model: Step 1

Who Are You? Discovering Your Brand Identity.?

Whether you’re a new business or need to revamp your existing brand, your first order of business is to make your brand stand apart from the competition. Customers need to recognize your unique business qualities.

You need to create an accurate, beneficial awareness of your brand. You need to make sure your customers brand perceptions are correct at all steps of the buyer’s journey.

It starts with researching your customers to get to know who they really are: their needs/problems, the relationship they have with your brand, how they use your brand to meet their needs, how they make their brand choices and decide between you and your competitors.

The discovery of how your product or service satisfies customer needs is your Unique Selling Proposition (USP). This is the essence of your key distinction as a business and how to motivate the customer.

Going through the surveying process of Step One will provide you with the understanding of how customers perceive your brand and which problems need to be addressed in the context of your new brand promise.

?Rick Jourdan is the president of Jourdan Marketing Consultants. He specializes in brand and marketing strategy and message creation.