Growing business by building solid relationships.
Hi Friends!
I know you love your customers, and you definitely do not want them to feel that they’re being ‘sold’ to. In fact, I bet you don’t even consider these folks customers. If you described them, it would sound a lot more like they’re your neighbors, family, friends– people who you want a genuine and loving relationship with.
And I bet you think that you can’t both build genuine relationships AND grow your business revenue at the same time. But, I’m excited to tell you that you can. And I’m doubly excited to tell you that it’s so much easier than you think.
So, if that sounds good to you, keep reading below.
A simple understanding of Brand Equity.
I teach this concept to all of my clients. It is SO HELPFUL when they’re moving from passion project to intentional revenue generation.
Brand Equity is essentially the value that is built through building and nurturing relationships with humans who find value in your brand. It’s directly related to the sustainability of your business. It places customers as partners in your business growth, not as people to ‘sell to.’
How you create value for customers directly reflects how much brand equity you can build.
There are 4 main components to Brand Equity.
1- Brand Awareness- Aka Be a Flower for the bees that love you and see you as a vital partnership
Imagine your brand as a blossoming flower, catching the eye of busy bees. Just like a flower's bloom attracts bees, brand awareness is about getting noticed by potential customers. Just as a flower's scent lures bees closer, your brand's presence draws people in. And like bees spreading pollen, brand awareness helps your message travel, creating connections and conversations. Just as a flower takes time to bloom, building brand awareness is a gradual process of growth. Let your brand bloom and captivate, offering an experience that resonates with your audience. And here’s something– both bees and flowers find this process valuable. It’s symbiotic. Some flowers bloom in some wild and fragrant ways. Some bloom for just one day and they’re gone. But no flowers are apologizing to bees for being attractive. For offering something. Bees like the experience. They aren't tricked into it. They’re offered something they truly want. And they help flowers grow and expand to other regions. You and your customers are the same.
2- Brand association– Intentional Communication is key
Brand Association is about the conscious and unconscious associations / couplings that folks have when they encounter every part of our brand, from our product to our social media to our in-person presence. Our customers exist within a vibrant world of inspiration and influence, especially in the online and commercial realms. Sensory cues, like specific words or visuals, trigger connections to other brands or even evoke emotions in ways they might not immediately recognize. This is precisely why our brand holds immense significance – it communicates a wealth of information. Just as in the natural world, certain colors signal danger, while others signify safety in food. We, as beings, rely on associations to comprehend our surroundings. And in the realm of commerce, visuals and language are in constant flux. Previously, customers could rely on the term 'green' to indicate alignment with particular values, but now it has evolved into a mere trend. Customers must delve deeper, and brands must adeptly employ nuanced ways to convey their values.
3– Brand Loyalty / Reciprocity– Connection and mutual support over time, not just over the course of one transaction.
At its core, brand loyalty (and I prefer the term reciprocity) refers to the strong bond between customers and a brand, over time. It's when customers consistently choose your products or services over alternatives, not just based on price or convenience, but because they genuinely believe in your brand and what it stands for. Think of it as a heart-to-heart connection between your brand and your customers. Nurturing this means caring for folks before, during and after their clients not just when they’re pushing purchase. It’s also a way to think about the revenue of your business over time. Just like you tend a garden before and after harvest season, you can nurture your customer base in the same way. And just like a garden, it will provide sustenance based on the care you provide.
4– Perceived Quality / Value– What your customers think is more accurate than what your product actually costs
Like I’ve said above, folks do not live in a vacuum. This is great news! No one wants to live there. But we often forget that our customers are seeing the rest of the world and (whether they are doing it intentionally or not) comparing our products, services and pricing to other stuff that’s out there. You’re responsible for helping your customer understand the true value of your product so that their perceived value and the true value align. This will often mean that you pay a lot of attention to details– from how you sign off your emails to how you package items. We all know what it feels like when someone has considered us in detail- it feels luxurious and special and thoughtful and high quality.
A note of encouragement on pricing:
If you’re a small business owner committed to quality and treating humans, animals and nature well, your pricing might likely be more expensive than anything created by cutting corners or oppressing others. Much of what we find out in our own economy reflects what companies have done to increase profits AND lower prices so that products are easier to sell and more competitive in the market (based on low-cost alone). If you’re doing business ethically, then you won’t want to use the same extractive and oppressive tactics in your business. AND that also means that you’re going to have to challenge some long-held beliefs that folks have about women making money. Your products and services will be more expensive than others AND you will have to be ok not caving to the desire to get out of that discomfort of being judged for your pricing.
So, what do you think? Are you ready to Build Relationships and Build Revenue? Spend an afternoon with me and we will Deep Dive into your Brand Equity Planning! Here’s what you’ll walk away with after a 3-hour power session with me.
You’ll be an expert at understanding your Brand’s Equity
You’ll have clarity about what your next steps will be
You’ll feel much more connected to both your business AND your customers which will lead to more brand equity
You will feel capable of tackling the next steps, too!
Just click that Deep Dive button below and you’ll be on your way to truly connecting, serving and making money with your business.
Hi, I’m Steph.
Over the past 10+ years, I've been immersed in creating, sharing, and nurturing my own business. It's been my main source of support, along with the occasional credit cards and loans to keep things going. Why am I sharing this? Well, my journey has always carried significant weight. Without the fallback of a partner, family safety net, or a traditional day job, my business has been my unwavering foundation. This has shaped my approach, making my commitment resolute and unwavering.
But why am I laying this out for you? Because I'm all in. My journey is marked by a deep sense of purpose. There's no room for half-hearted efforts. I've had to step up, dig in, and make things happen because there's been no backup plan for me. This has influenced my perspective significantly. When life's demands are pressing, there's no space to let emotions veer me off track. It's been about keeping the essentials covered – bills, housing, health – and yes, the essential ingredient of joy.
Let's be honest; joy isn't just a luxury in my world. Even though society might suggest otherwise, it's an integral part of my equation for a fulfilling life. It's right there alongside the basic necessities, seamlessly woven into the fabric of my journey. So, when I share advice, it's not just pragmatic – it's grounded in reality while maintaining that spark of joy. My journey started long before Instagram's spotlight, and now, it's a pleasure to connect with you!
I'm excited to get to know you and engage in discussions that blend authenticity with that touch of delight. Let's converse, let's discover, and let's navigate this path together – because honestly, we've got the capacity to thrive!