Story: How to Increase Brand Equity

Welcome to another episode of How to Drive Profit with Purpose. On today’s episode, I unpack a case study that demonstrates the powerful impact that marketing can make within a company. After working with Advantages, Eventus Advisory Group was able to increase their brand equity by a significant amount. If you believe in marketing and are willing to make the investment, any company can achieve the same level of success through marketing. You can’t argue with metrics. 

Here are the key takeaways from the episode: 

• In order to clearly identify what aspect of marketing your company needs help with, you need to first understand what your business objective is.
• It’s important for professional services firms to increase brand equity as it gives validity to who you are, what you stand for and what you believe in.
• As a brand, you project yourself in a certain way. Ask yourself: Am I perceived in the same way? If not, then that needs to change.
• We aimed to increase Eventus Advisory Group’s web visitorship, engagement and website session duration.
• We began by looking at what they had. We unified their brand book from a verbal and visual perspective, from their color palette to their 3 Keys to their photos.
• We ensured that they had an aligned Three Keys on their website that reflected their brand and services that would resonate with potential buyers.
• Seeing this information listed clearly on Eventus’ website inspired these potential buyers to read more, listen more, and begin to care, which eventually led them to consider Eventus as an option.
• The results? We increased brand equity by 22%, web visitors by 60%, engagement by 77% and session duration by 40%.