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Before Building Brand Awareness, You Need to Assess Brand Value. Here's How to Do Both.

by Dara Treseder  |  
January 24, 2018
  |  3,198 views

Imagine you're planning one of those epic cross-country road trips with your family. The group has picked out the various stops and activities along the way. And you've been tasked with charting the course and drafting a budget before the vacation adventures can begin.

Now imagine trying to do that without knowing anything about your trip's point of origin. You could be starting out from anywhere—Seattle, Boston, Anchorage... You have no idea. But you've still got a job to do, or you'll let your family down.

If you're thinking that feat seems impossible, you're probably right. There's little to no chance your trip will be a success if you don't first have all the relevant information at your disposal.

That's why you should now be asking yourself: Why would I launch a brand awareness campaign without first having a full assessment of my starting point—my brand's position in the market?

It's easy to have a vision, but it's impossible to make that vision a reality unless you know your starting point.


Dropping Your Pin on the Map of Brand Value

How your brand is perceived has a huge impact on its success. Strong brands instill confidence in investors, consumers, media outlets, employees, and even free-agent talent. All that confidence translates into steady growth and rising profits.

On the other hand, brands perceived as weak, vulnerable, or broken will face problems. Everything will be harder: securing strong partnerships, retaining customers, and fixing mistakes.


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Dara Treseder is the chief marketing officer for GE Ventures. She's passionate about all things related to marketing and technology.

LinkedIn: Dara Treseder

Twitter @dara_johnson

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Comments

  • by Ford Kanzler Wed Jan 24, 2018 via web

    Some good ideas. Suggest being concerned with "brand esthetics" comes much later. What seems to be missing above and in many branding efforts, is a focus on competitive differentiation. And yes, in some cases a company does have to reinvent themselves, especially if research shows poor or inconsequential attributes verses competing brands. Also most essential is not attempting a copycat positioning. If your competitor owns a key value to customers, your company needs to define itself differently. One one brand cannot own a particular position.
    The item at: http://www.marketingprofs.com/tutorials/kanzler1.asp - discusses a successful method for establishing a communications strategy. Once that's in place, executing it requires the actions discussed in the article above.

  • by Gigi Wed Jan 24, 2018 via web

    Great article - just an FYI, the author's Twitter handle does not appear to be valid. Would like to follow her!

  • by Vahe, MarketingProfs Wed Jan 24, 2018 via web

    Hi, Gigi. The twitter link is working for me, but here's the full URL: https://twitter.com/dara_johnson

  • by Steve Wed Mar 21, 2018 via web

    Great article and I like how you pointed out how companies like Walmart say one thing and do another then act like the consumer will not notice. Companies have to come to realize that today's consumers are listening way more then they realize.

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