There is value in the product or service that you offer. But that is not the greatest value of your brand.
Your brand’s value goes beyond what you do or what you make. It goes beyond a logo or a rallying cry. These can be valuable elements, but there is something even greater. Something that plays a larger role in making your brand beloved.
That something is the value that your brand creates by building an emotional connection with those you hope to serve. This is important to understand because this can be a powerful tool for attracting prospects, winning customers, and building loyalty.
But before we get too far ahead of ourselves, let’s take a closer look at this value behind the brand value and why it is important.
What exactly is it?
Your brand’s value is not necessarily the same thing as the functional benefit your products or services deliver. While these things certainly contribute to your overall value, there’s often much more to the story. For example, Apple’s real value isn’t just in its products (although they are certainly excellent), but also in how those products make their owners feel (empowered, creative, etc.)
At its core, the value behind a brand’s functional value is its intangible worth. It is something that…
