Branding ≠ Brand Value: How to Make Your Brand More Valuable

Building a valuable brand requires more than logos or slogans. True brand value stems from a purpose-driven strategy that aligns your business with your customers’ unmet needs and consistently delivers on that purpose across all touchpoints. Brand identity is crucial in making a great customer experience more memorable but cannot compensate for poor or generic experiences. As Michael Eisner said, “A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” This article outlines how companies can build real brand value by addressing customer needs and ensuring consistency in every interaction, supported by Forrester’s research on the impact of customer experience.