Create a strategy for developing brand equity.
As in traditional marketing, your executive brand should remain consistent throughout all of your marketing channels to build brand equity. The positive feelings your target audience accumulates about you is what makes your brand a valuable asset. Building a brand requires you to gain name recognition for your promise of value and convince your target audience that your brand will deliver value.
Equally important is measuring your brand. You should measure your brand’s awareness and associations through the many stages of recognition and top of mind recall. Similarly, the functional and emotional associations of your brand are important drivers of brand equity. Your brand should score high on both awareness and association attributes.