Intangible Business Assets and How to Use Them

Figuring out how to manage tangible assets is usually a pretty manageable task, but intangible assets are a whole other story. Intangible assets can be harder to understand because they don’t represent physical objects, but instead are more abstract. Understanding and taking advantage of your intangible assets can help your business to achieve great success.

Your Brand Name

You have spent a huge amount of time and energy establishing your brand and becoming recognizable in your community and beyond. That makes your brand name an amazing asset that you can use to your advantage. Though you can’t exchange it for monetary value, you can use your brand to attract new customers and extend your reach. Different people may have very different ideas about what your brand means to them, but they likely will share some key elements that help to establish your brand overall. Figuring out how to leverage your brand to expand your reach will allow you to use this asset to its best possible ability.

Backlinks

Backlinks are an interesting asset because they can often feel out of your control. That is because backlinks are links to your website or pages on your website from other sites and companies. Having a significant number of backlinks points to your business is a trusted resource for other businesses. Backlinks also can make your SEO more effective and help your site to pop up higher in searches. By taking time to reach out and build relationships with other businesses and even news sources, you can cultivate a collection of backlinks that support your business through the help of others.

Reviews

Reviews are incredibly useful resources and assets because they are one of the main tools potential customers use to evaluate your business and decide whether to make a purchase. To take full advantage of your reviews, you must take the time to respond to reviews, especially negative ones. When you respond to a negative review, you have an opportunity to help that customer which can often result in them replacing their review with a positive review instead. Make sure that you are friendly and helpful, not defensive when responding to reviews so you can make it a positive experience for your customer.

Customer Data

Your customer data is an incredible marketing tool and can help you to improve your business in a variety of ways. That’s why you must protect your customer data so that you don’t experience a breach. Robust IT support can help you stave off threats to the cybersecurity side of your business. Customers will trust you more with their data if they know that it is well protected. In addition to keeping it safe, use customer data to support your marketing efforts and use contact information to distribute newsletters, and keep your customers abreast of any sales or events you may be holding.

Your Reputation

Although it is closely related to your brand, your reputation is another important intangible asset that you should take advantage of and continue developing. Your reputation is the way that people feel about your company and the trust that you have established. If you already have a solid reputation, it will do a lot of work for you, but if you have had problems in the past, it is never too late to make repairs. Repairing your reputation often comes down to reestablishing trust and resolving past issues so that your customers know that they can depend on you to follow through with any promises you may make.

Trained Employees

Having employees who are well trained and good at their jobs is a huge asset to your company. Developing training methods and materials that can improve the training process and help your employees get up to speed is an invaluable asset for your company. To get the most out of this asset, make sure to value your employees for the work they do and the expertise they have. When your employees feel appreciated, they are much more likely to continue with your business and continue adding to your value as a business. Empower your employees to learn and grow at your company and they will return the value to you.

Patents

Any patents that you hold are additional intangible assets that you should take full advantage of. Patents can protect your company by preventing others from profiting from your intellectual work. If you don’t currently have patents but you do have intellectual property that is new or have invented products, it is worth going through the process to get a patent. There is nothing worse than spending your time and energy to create something new only to have someone else take your idea and earn profits off of your work. A patent can protect you from this situation.

Your Website

It may not seem like an asset, but your website is a huge asset for your company, especially if it is well designed and easy to use. Your website is how customers can find you and how they interface with you online. That means that your website is invaluable to your company and its upkeep is one of the best things you can do to keep your business in the best possible shape. If your website isn’t currently as good as it can be, you should invest in professional design services, or even hire an in-house designer to help improve your website so it can be the asset it has the potential to be.

Every business is made up of a variety of tangible and intangible assets that help them to stay afloat. The more aware you are of your tangible assets, the better able you will be to improve your business and keep moving forward towards your goals. Taking some time to get familiar with your assets is a great way to deepen your understanding of your business and increase your abilities.

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