Brand equity is the added value endowed on products and services, according to Philip Kotler, aka the father of modern marketing. “It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm.”
Now if you think of the equity of your personal brand – one of the key concepts is brand loyalty.
Or in other words: Do people follow you?
“Followership is a very important aspect. Today the audience is not easily convinced as data is at their fingertips and if you are not providing value to them, they quickly move on. Most audience is intelligent to differentiate average vs. good,” writes Rahul Gupta in “What is Your Personal Brand Promise?” http://www.businessworld.in/article/What-Is-Your-Personal-Brand-Promise-/26-08-2018-158369/
Or as Jessica Zweig, the founder and CEO of SimplyBe. Agency, a personal branding and full-service brand management agency tells Forbes, “Your vibe attracts your tribe.”
Loyalty breeds loyalty – it needs to be a two-way street.
“You root for people when they're real,” says Zweig, who was named one of the Top Digital Marketers to Watch by Inc. Magazine, “because everyone's going through something. Everyone's a human being on the other side of this.”
Building and maintaining brand loyalty requires constant effort.
You must deliver what is expected – all the time. As Gupta writes, “When the experience differs from the image of your personal brand, it often leads to confusion followed by brand erosion in the mind of others.”