Most creatives are predisposed to disliking math, but this “formula” is a powerful tool for marketers, copywriters, designers, and anyone creating brand experiences.

Increasing brand value means increasing

• Brand awareness
• Brand recognition
• Customer loyalty
• Expected brand behavior
• And so much more

Use this formula as a guide to increasing brand value.

B= Brand Identity

Define who you are.

Your brand has an identity; a personality.

Everything your brand says, does, how it looks, and how it functions must be in alignment, or you cannot grow brand value.

C= Customer’s Identity

Identify your target customer.

Who are you trying to attract?

I know you want to sell to everyone, but in order to sell to anyone you need to appeal to someone specific.

M= Market Position

Understand your position in the marketplace.

This is more than knowing your USP. This is a matter of knowing your brand identity in comparison to the brand personalities of your competition.

G= Goals

Filter everything through your brand communication goals.

The possible goals are endless. But, as the saying goes, “if you aim at nothing you hit it every time.”

The goals for your brand experiences are your source of inspiration, and evaluation, for all ideas.

S= Story

This is the foundation of your brandstory.

Your brand identity, plus your customer identity, plus your market position, filtered through your brand communication goals, is how you determine your brand story.

Your brandstory determines your expected brand behavior, brand values, voice, tone, image, and so much more.

R= Repetition

The power of repetition.

There is an exponential power that comes from aligning your brand voice, values, tone, personality, identity, and behavior through all of your brand experiences.

That’s how you create amazing brand value.