BizSugar.com › Marketing › Building Brand Equity: A Long-Term Business Investment

Just like a home builds equity, your brand builds equity over time. The process begins with choices on color palette, logo and tagline, and is reinforced over time with careful planning, positioning and consistency.

Many years ago, I worked in marketing research. It was always interesting to see how many consumers could pick out a specific brand or product by its package design or color. Still others could make the connection simply from a font.

When you frame those results within the context of expert branding, the results are actually not all that surprising.