Originally published in Transform Magazine, Jesse Swash, Cofounder, explores how branding acts as a powerful asset for businesses, driving tangible value and competitive advantage.

Harnessing the Power of Brand to Drive Real Value

Businesses are made up of people, equipment, machinery, laptops, servers, buildings, and spaces. They consist of warehouses and showrooms, all contributing to their operational efficiency.

Businesses create products that serve a purpose—whether they are installed, used, or integrated into everyday tasks. They also offer services that enhance productivity, streamline workflows, and save valuable time.

These elements are tangible, measurable, and trackable. They appear on balance sheets, with clear costs for acquisition, maintenance, and replacement. This is known as tangible value—a quantifiable asset within a business.

The Intangible Power of Brand

But businesses are more than just their physical assets. They are also brands—a higher layer of intangible value that, when harnessed correctly, can be an undeniable driver of success. In B2B markets, Gartner recognises that strong brands simplify purchase decisions and reduce perceived risk.

A brand is more than just a name or a logo. It is a promise, an identity, and a differentiator. It creates a unique position in the market, generating loyalty, advocacy, and even allowing businesses to command a premium price. A well-established brand influences customer perception and sets companies apart from their competitors.

Brand is what people say about you when you’re not in the room. It has the ability to persuade, build trust, and shorten sales cycles. A strong brand bolsters investor and customer confidence, ultimately driving business growth.

Brand as an Asset with High ROI

Just like tangible assets, branding requires investment. However, when executed strategically, branding delivers exponential returns. A well-positioned brand, aligned with a company’s strategic vision, can be a key driver of profitability and success.

Metrics to Measure Brand Value:

• Net Promoter Score (NPS): Measures customer loyalty and satisfaction.
• Share of Voice (SOV): Tracks brand visibility in the market.
• Customer Lifetime Value (CLV): Quantifies the long-term financial contribution of customers.

For businesses to fully realise the power of their brand, branding must be a leadership priority. It should align with strategic goals and contribute to commercial success. McKinsey reports that B2B companies prioritising branding initiatives achieve revenue growth 2-3 times faster than competitors who underinvest.

The Key Question: Where Does Your Brand Stand?

Brand is an asset that can unlock real, measurable value. The critical question is: What kind of brand do you have today, and what kind of brand do you need to ensure future success?

If the gap between these two is too wide, it’s time to invest in branding—the most valuable intangible asset that delivers tangible business growth.

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