Over the last ten years, we’ve discovered 16 factors that, in sum, form the relationship people have with your brand. We call these our 16 Equity Drivers. These Drivers give you granularity into how your brand is performing, what areas need improvement in comparison to competitors, and what you can do to supercharge your brand’s growth.
The breakdown of our 16 Equity Drivers:
Proposition vs Activation and Emotional vs Rational
How much your brand’s character draws people in.
How strong your brand is at giving people an emotional reaction.
How much people like the information you put out into the world about your brand.
How powerful your brand’s offering is.
This Driver is all about how your brand presents itself, and the senses, the aesthetics – the look, feel, even the smell or sound of your brand. Think about how your consumer encounters and experiences your brand; about every single touchpoint they have with your brand.
Aspiration is about how special and desirable people feel your brand is. Any brand, in any category can be high on Aspiration. There’s something in making people feel excited about a brand; thinking that this is a brand to be seen in company with.
This driver is all about your brand being seen as forward thinking. Brands doing well on this driver are either those disrupting an old category, inventing a new one or are always iterating and finding new ways of doing things.
This Driver is about whether a brand understands a person’s needs. It’s a far more personal Driver than Connection which is about how someone relates to behaviours. This is more about the degree to which a brand understands people's wants and needs.
Performance is all about your brand’s delivery. Delivery against what has been promised; what is expected. If you say your brand delivers refreshment, then Performance will tell you whether people agree. It is the only Driver that changes its meaning according to the brand in question and its category.
This Driver is about providing for the wants and needs of the buyer. Does your brand have a purpose which in some way is beneficial? This isn’t just a matter of inventing something that fulfills a need. It’s more about how you take your product to people, making it the most Relevant in its category – because you understand the need most.
Clarity is a purposeful Driver and is about knowing exactly what role your brand plays in people’s lives. Ask yourself: what is your brand absolutely perfect for? What is your brand’s role in a buyer’s repertoire? Be sure to articulate your brand’s purpose inside your own organisation first. If you are not clear about who and what you are, the outside world will not be.
This may seem like an easy Driver to understand. It’s a long word but the clue is embedded in it – different. Just how much does your brand stand out from the crowd? This Driver concerns a brand’s uniqueness in its category.
Connection is all about how a brand behaves and whether your consumers can relate to this. This is less about your innate proposition and much more influenceable by your brand’s responses and actions. Think about what your target market is motivated by and what are your brand’s behaviours around these?
This driver is all about doing the right thing, however this can ironically mean very different things. Your brand’s Integrity needs to spring from your brand’s core ethos. It must be unwavering and authentically true to that. Any brand with high levels of Integrity will be seen to have a real purpose and voice.
This driver focuses on openness and honesty. Do people feel they can see inside your brand? The more people feel they know about every aspect of a brand the more Transparent they will consider it to be.
Popularity is all about the sense of buzz or cultural momentum around a brand. Human beings are social animals and we gravitate towards things we believe other people also like. Remember, you don’t necessarily have to be a big brand to score well on Popularity.
Value for Money understands the extent to which people feel that your brand is worth the money that they are paying for it. It’s an understanding of worth. It’s not simply about price. A premium brand can still be regarded as good value for money; so long as their brand justifies its cost.
This Driver is not going to shock you by changing its mind. It’s about reliability and being something your buyers can depend upon – every time – across all touchpoints. A brand that scores well on Consistency is not going to be a chameleon, it’s going to be who it is, everywhere.
This driver is all about your brand’s ease of use, and how hard your brand is working to ensure accessibility across all touch points. It covers the whole customer journey – so map it out and ask the question: how easy to use is your brand?
Familiarity can sometimes be confused with Popularity, but they are quite distinct. Familiarity is all about consumers, themselves while Popularity is about everyone else. Familiarity is how much people feel they know your brand. It is not awareness – but refers to the depth of knowledge people feel they have about your brand.