Your brand represents who your organisation is and what it stands for. This includes your name, logo, messaging, merchandise, design, and just about everything else that identifies your company and its products and/or services to make it different from the competition. Your brand is a promise and conveying this promise consistently needs ongoing checks and maintenance.
Brand management is the art and science of sustaining your brand in an ever changing world. This means defining the brand, positioning the brand, and delivering on the brand promise constantly. Doing this consistently means your customers understand you and if you’re consistent they commitment to your business.
A solid brand differentiates its products from the competitors and helps you stand out from the competition (or at least the others considered by your customers), allowing you to increase sales and grow your business.
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Where do I start with managing our brand?
Start by assessing the alignment of your brand to your organisations’ strategic objectives. Then you can start by recognising which communication tools will be most effective in portraying a unique value proposition for your brand to your customers. You can also boost the image of your organisation to prospective customers and making the product or service as attractive as possible.
As mentioned before consistency is key, not just in correct graphic usage but also tone and what your brand believes. We recommend use a centralised resource or (DAM) digital asset management, Digital brand management takes traditional brand management principles and applies them to customer experiences across multiple digital mediums. Much like in traditional, physical marketing, successful digital brand management ultimately depends on consistency – it’s how your brand remains memorable.
What is the best type of Brand Management?
Brand management includes managing the tangible and intangible characteristics that surround your brand. For product brands, this includes the product itself, packaging, pricing, availability, etc. With service brands, tangibles include customers’ experience. The intangibles include emotional connections and expectations with products and services. Brand management also involves assembling a blend of the right marketing campaigns to create and reinforce your brand promise. Done right, you’ll have a brand that breaks through the noise and creates brand loyalty by delivering on your brand promise.
The best type of brand management is one that connects your business to your target market in a magnetic attraction of values and beliefs. If the brand is not consistently managed nor directed to connect with values that are important to your market, it raises the cost of acquisition per customer and diminishes the returns on your marketing spend.
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What are the benefits of Brand Management?
Without a strong brand, your promotions, advertisement, content packaging or public relations are wishy-washy, forgettable and make no impact – making it extremely difficult to achieve your goals.
A consistently well managed brand can connect with values that are important to your market, and lower the cost of acquisition per customer.
Having an external professional evaluate your brand through a tried and tested process can help repair gaps and all you to put your best foot forward toward your ideal customers.