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The Leading Business Advisor to New Zealand Growth Companies. Grumley+Company assists New Zealand businesses with every phase of the business lifecycle – from launch and growth to maintaining and thriving.
Our key business advisor Toss Grumley guides over 200 New Zealand companies with the right advice, plans, strategy and structure. His insights are based on growing his own businesses and a coaching framework developed from his MBA at Warwick Business School in the UK.
Toss’s management career began early, when he became general manager of a leading wholesale supply company at the age of twenty-five.
As a Director & Shareholder Toss has helped grow multiple eight figure businesses and has successfully exited three businesses to date.
Proactive and innovative, Toss brings clarity, confidence and a structured approach. Passionate about helping business owners, he shares his experiences and insights widely as a regular contributor to national business media.
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We’ve worked with clients all over New Zealand, and something we see time and time again is that business owners don’t spend any time thinking about their brand unless they’re updating a logo or refreshing a website.
The problem is, your brand equity is at play whether you want to give it your attention or not. And whether yours is in the red or the black has a bigger impact on your success than you might realise.
Brand equity affects everything from how seriously your offer is taken to how much room you have to grow without constantly being asked to prove yourself. Which is why a big part of the Grumley+Company process is to review where yours is sitting.
What Brand Equity Actually Means
So, what is brand equity from a business perspective?
Essentially, it’s the value of what people already think, feel and expect when they come across your business. That could be a reputation for quality in your sector, or a customer’s confidence that you’ll do what you say you will.
Building brand equity puts your business in a strong position before the first enquiry or sales conversation because people already have an idea of who you are and why they might choose you over someone else. Half the work is already done for you!
Strong Brands Make Business Easier
When you have a good reputation, you get warm leads through referrals. When customers already trust you, they need less convincing. And when they understand your value, they’re less likely to make a decision on price alone. All of those are reasons that strong brands experience less friction in growth.
Brand awareness directly improves acquisition, retention and pricing power. It can also set your business apart in a crowded market, which is handy if your products or services appear similar at first glance.
You Build Brand Equity Through the Whole Business
Don’t relegate your brand value to the marketing team, it’s everyone’s responsibility. How your team answers the phone, how quickly you respond to issues, how consistently you deliver, and whether the customer experience matches what your marketing promises will all impact your brand equity, so make it part of your wider business strategy.
That was the approach we took with jewellery brand Nick Von K, starting at the foundations first, from systems and staff workflows to small details like gift-wrapping every order, before layering on a digital growth strategy.
Treat Your Brand Like an Asset
If building brand equity can influence sales, margins, customer loyalty and long-term growth, you’d be doing a disservice not to give it the same level of attention as your other business assets.
That starts with measuring where your reputation is strongest, and identifying the inconsistencies that might be undoing that hard work. It also means investing in the parts of the business that strengthen your brand, even if they’re not the exciting departments. From service delivery and team behaviour to messaging and customer communication, it all moves the needle.
If you want to understand whether your brand value is supporting your business goals, book a consultation with Grumley+Company today.
Brand Equity Is a Business Asset, Not a Marketing Exercise
We’ve worked with clients all over New Zealand, and something we see time and time again is that business owners don’t spend any time thinking about their brand unless they’re updating a logo or refreshing a website.
The problem is, your brand equity is at play whether you want to give it your attention or not. And whether yours is in the red or the black has a bigger impact on your success than you might realise.
Brand equity affects everything from how seriously your offer is taken to how much room you have to grow without constantly being asked to prove yourself. Which is why a big part of the Grumley+Company process is to review where yours is sitting.
What Brand Equity Actually Means
So, what is brand equity from a business perspective?
Essentially, it’s the value of what people already think, feel and expect when they come across your business. That could be a reputation for quality in your sector, or a customer’s confidence that you’ll do what you say you will.
Building brand equity puts your business in a strong position before the first enquiry or sales conversation because people already have an idea of who you are and why they might choose you over someone else. Half the work is already done for you!
Strong Brands Make Business Easier
When you have a good reputation, you get warm leads through referrals. When customers already trust you, they need less convincing. And when they understand your value, they’re less likely to make a decision on price alone. All of those are reasons that strong brands experience less friction in growth.
Brand awareness directly improves acquisition, retention and pricing power. It can also set your business apart in a crowded market, which is handy if your products or services appear similar at first glance.
You Build Brand Equity Through the Whole Business
Don’t relegate your brand value to the marketing team, it’s everyone’s responsibility. How your team answers the phone, how quickly you respond to issues, how consistently you deliver, and whether the customer experience matches what your marketing promises will all impact your brand equity, so make it part of your wider business strategy.
That was the approach we took with jewellery brand Nick Von K, starting at the foundations first, from systems and staff workflows to small details like gift-wrapping every order, before layering on a digital growth strategy.
Treat Your Brand Like an Asset
If building brand equity can influence sales, margins, customer loyalty and long-term growth, you’d be doing a disservice not to give it the same level of attention as your other business assets.
That starts with measuring where your reputation is strongest, and identifying the inconsistencies that might be undoing that hard work. It also means investing in the parts of the business that strengthen your brand, even if they’re not the exciting departments. From service delivery and team behaviour to messaging and customer communication, it all moves the needle.
If you want to understand whether your brand value is supporting your business goals, book a consultation with Grumley+Company today.