Building Your Brand’s Equity

Your company’s brand equity is the value of your company in excess of its value if it had the same operational capacity but was unbranded and had no reputation. You build your brand equity each year by doing quality work and effectively communicating your Quality position. Consistent repetition creates reputation.  By building your brand equity, you’re creating a DOUBLE WIN. You first win by gaining Pricing Power, so you get quality pricing for quality work and are more profitable. And as you build your brand equity each year, your company becomes much more valuable.  “First, seek to understand,” wrote Covey.  2025 Key Factors 1. You need Pricing Power to get quality pricing for Quality work. If you don’t, you’ll spin your wheels on thin margins and end up with little. 2. You need to be sharply and powerfully presented to consumers whose Dominant or Secondary Value Driver is Quality—more sharply and powerfully than your competitors.  3. Your best potential customers are living in analog and using digital. They want helpful interactions with real people, so when they look online, they must see positive third-party research on your company. 4. Finding and choosing companies like yours is changing because Google is pushing down organic search results. LLMs (like ChatGPT) will be used for recommendations and AI Agents will be tasked with the search, reasoning, recommending, and booking of work.  Our Strategies to Make You Win 1. Get Diamond Certified and we’ll <ins>Elevate</ins> your brand for Quality and Helpful Expertise. We each have a role in this.  You’ll consistently do this by using your Diamond Certified Tools: brochures, signage, labels, Expert reprints, links to your company report page in your emails, etc. We’ll create your Diamond Certified Company Report, the best presentation of your company. It’s better than your own website because it’s not your company making claims about itself. It’s highly trusted and it proves your Highest in Quality and Helpful Expertise rating. <ins>It gives your potential customers (whose Value Drivers are Quality or People) everything they need</ins>, including a boost of confidence to choose you when they’re researching you online. It’s your most powerful bottom-of-the-funnel closer. <ins>Get Diamond Certified and we’ll keep updating and boosting your Company Report, adding videos, SUMMARY UPDATES and press releases</ins>.  2. We’ll <ins>Expand</ins> and <ins>Sharpen</ins> your brand’s meaning for preferred customer segments. Value Drivers are the things that matter most to your potential customers. It’s how they weigh the value of the info they get on your company and decide to choose you.  The Quality-Seeker most values your Diamond Certified status for Highest in Quality meaning.  The People-Person most values your Diamond Certified status for Helpful Expertise meaning.  The Health-Cautious will most value your HealthSafety Qualified status if you choose to get it. The Logical-Choicer most values the Deep Info in your Diamond Certified Company Report, specifically your quantitative rating scores, your capabilities table and your comparative summary.  <ins>Get Diamond Certified in 2025 and we’ll do more reporting on your company and add Deep Info to expand and sharpen the meaning of your brand for Quality-Seekers, People-Persons, and Logical-Choicers</ins> (also for the Health-Cautious if that fits your company).  3. We’ll <ins>Strengthen</ins> your brand by presenting you with more power in more places. The more places your company is presented in a way that strongly appeals to your preferred customers’ Value Drivers, <ins>the more brand equity you build</ins>.  Also, by putting you in new places with our sharp, brand-defining reporting, <ins>we’ll send link juice back to your website</ins> to give you better ranking and <ins>feed the LLMs with more positive info on your company</ins> from American Ratings Corporation (trusted source), which will cause them to recommend your company more often. Our positive reporting on you is the food the coming AI Agents will eat to recommend you.