When we refer to a specific brand within a social setting, people will immediately jump to their own convictions and conclusions about that brand. These convictions are built on either personal real-life experiences or what they have heard from others’ experiences with that brand.
This emphasises the importance of your brand, and brings us to a key talking point, which is brand equity. This process starts with introducing your brand to the world and getting people to recognise your brand more easily. Such a process will lead to your brand carrying a specific reputation that might not even be linked to your products or services at all.
What is Brand Equity?
Brand equity is a term that is used to refer to the commercial value of a brand, specifically from a consumer point of view. In other words, it refers to the reputation of the brand as opposed to the brand’s quality of service or products being sold to the public.
To put this into perspective, if someone mentions a famous brand, people can talk about such a brand, even if they have never interacted with that brand personally. This is because of the specific brand equity that is connected to that brand. Such equity can lead to brand conviction, which will lead to more revenue in the end.
How Does Brand Equity Turn into Brand Conviction?
Once a brand becomes a popular household name, people will start choosing that brand’s products/services more frequently. If such a brand conveys trust and delivers products/services that correspond with their ads, people start to become familiar with that brand. In most cases, this leads to brand conviction.
Once an individual is sold on a specific brand, they are more than likely to always choose that brand. We see this with clothing brands, where people will live and die by their brand of choice. This stems from a myriad of positive personal experiences that came from hearing about that specific brand from either a commercial or someone talking about it within a social setting. Once again, this comes back to brand equity.
How Does Brand Loyalty Come into Play?
A brand’s equity will simply be non-existent if nobody talks about that specific brand. Those who would regularly talk about their brands of choice, are those who are loyal to such brands. They are the proverbial spark that drives brand equity, even if they aren’t aware of that. In other words, they become spokespeople and walking billboards for their brands of choice.
For a brand to cultivate loyalty among its followers and customers, it must deliver on what is expected from them. For example, people would buy specific brands of soft drinks because they prefer the taste over other similar brands. This also applies to clothing and other consumables that can be compared in a similar fashion.
Conclusion
The real power of brand equity can pave a way to success for your brand and business. By getting people to believe in your brand and trust in your products/services, even before they’ve had a personal experience with it, will always lead to generating revenue and ensuring business continuation.
If your business is looking for a professional online marketing company to assist your online marketing efforts and campaigns in 2026, Clickwise Agency is your solution. Let us assist you with your brand reaching new heights on digital platforms throughout the upcoming new year.
