One of the five drivers of brand insistence is value. Value is a function of two things: (1) benefits delivered and (2) cost of receiving those benefits.
For business-to-business brands, value often translates directly to ROI. It will benefit brands in many business-to-business categories to create a brand value (or ROI) calculator and post it on a website or otherwise make it available to customers and potential customers.
Brands that offer superior long-term ROI can use the calculator to demonstrate that while their products and services might be more expensive upfront, the long-term savings realized from using them more than compensate for their higher upfront price. Creating an ROI calculator enables all of the efficiencies and savings that they deliver to be captured and compared to those of their competitors in a very concrete way.
The calculator can be designed to highlight the advantages that your brand offers over its competitors. Additionally, it can attract potential customers to your brand’s website and reinforce the value-added services (in this case, the calculator itself) that they can come to expect from your brand.
The calculator captures the following types of variables and assumptions: purchase cost, maintenance costs, replacement parts costs, average downtime frequency and duration, out-of-service costs, ongoing energy usage and costs, non-compliance fines and surcharges, estimated (or guaranteed minimum) product life, performance efficiency, ability to charge a price premium for product usage, etc.
We would be happy to help you develop a brand value / ROI calculator for your brand.
The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
