To be considered valuable. It's about the degree to which consumers choose the expectations, memories, stories and relationships of one brand over the alternatives.
Any business should have a consistent brand message that cuts through the clutter and builds loyalty and trust with the consumer. Done correctly, consistency brings clarity and purpose that consumers want to invest in. In turn, consumers become loyal to and invested in the brand.
Creating positive Brand Awareness and establishing Brand Value; and driving these appropriately to the relevant audiences ongoing, should be a Key Performance Area for driving successful outcomes for any brand.