Creating Brand Equity

By Zea Wintersong, SHRM-SCP, Human Resources Manager at Audigy

Do the products you offer support your brand or detract from it? Consumer culture has changed dramatically over the past few years. Patients are now armed with more tools than ever to make choices concerning their hearing destiny. Today patients can access the information and education they need on their own and can delay engaging with your practice until they know almost as much as you do. What differentiates and gives higher value to your service is something called “brand equity.”

Brand equity is the perceived value of a brand name, rather than the product or service itself. Basically, perception is reality. Brand equity is made up of the following factors:

  • Public knowledge and perception of your practice
  • Practice communication of its value through marketing efforts
  • The overall experience patients have in your practice
  • The connection your practice maintains with its patients over time

So how does an independent private practice generate brand equity when you are selling the same product as your competitor down the street or your local big-box store? You must create brand equity around your practice, not the individual product.


It’s about patient experience, not products.

You know you provide the finest patient care, with exceptional service and superior recommendations. Talk about the service, the experience — and don’t focus on the widget.


AGX® Hearing differentiates us from our competition.

Price shoppers cannot compare AGX Hearing products to anything else out there. You have a unique offering that brings your patients only the most up-to-date, state-of-the-art technology.


AGX Hearing isn’t solely a technology brand. It’s an experience, a service, and a technology brand.

Why promote a manufacturer brand that any competitor can also sell? Instead, place the emphasis on the experience and the treatment plan, which help build brand equity for your practice.


AGX Hearing allows us to center the conversation around treatment rather than price.

In shifting the conversation away from the brand and price of the hearing device and instead focusing on the recommendation for treatment, you will control the narrative and communicate the value and expertise you offer as a hearing care provider.

For every patient, lead with your professional expertise and recommendations, and let AGX Hearing be a tool for establishing brand equity in your market.