brand reputation

Brand Value – What Does Brand Value Mean To A Small Business?

/ Bailey Burk / Leave a comment

The most common understanding of brand value is a percentage of financial value assigned to the brand’s name. It is an educated guess based on how much more a customer will pay to be associated with the brand.

Let’s move past the educated guess part and toward the trust factor associated with the brand.

Nike, BMW, Pampers, and Southwest Airlines all covet their brand value because it represents a repeatable and trusted experience associated with the brand. In essence, it’s the brand’s reputation.

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Why brand reputation matters in large sales

/ Bailey Burk / Leave a comment

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Brand reputation sells long after the sales call

In the book Spin Selling by Neil Rackman, sales methodology is explored and documented. One of the findings, supported by research, is that in large sales, the selling process is often pushed through the sales funnel by personnel internal to the buyer of the product or service, due to the number of influencers and decision makers that must approve large capital expenditures. During this extended sales cycle, it would be almost impossible for the sales rep to be present for every meeting and address every objection or question that might arise. For that reason, the value of a strong brand reputation plays a critical role in the sales process. Continue reading →

What’s your brand’s reputation worth?

/ Bailey Burk / Leave a comment
The customer’s emotional connection to a brand’s reputation reflects their values and beliefs

It has been documented by several top-flight management consulting firms that B-to-B brands can achieve brand loyalty by providing positive experiences across multiple touchpoints. While I agree with this statement, it fails to take into account the customer’s emotional connection with the brand’s reputation. Their emotional connection is the real estate between the customer’s ears. Owning this can be a competitive advantage because it makes the competition work harder and invest more to be considered in the evaluation segment of the considered purchase process.

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