Brand management is the analysis, planning and implementation of how that brand is perceived in the market.
Your brand represents who your organisation is and what it stands for. Brand management includes how 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 are delivered. 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 committed to your business.
A solid brand differentiates its products from its competitors. It 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.
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 incorrect graphic usage but also tone and what your brand believes. We recommend using a centralised resource or (DAM) digital asset management; Digital brand management takes traditional best practice principles and applies them to customer experiences across multiple digital mediums. We use Basecamp as our go-to platform, but many others, including Bynder, Brandworkz or Frontify, much like in traditional, physical marketing, successful digital branding ultimately depends on consistency – it’s how your brand remains memorable.
Technology moves fast, and you need to update your website to ensure it appears correctly online constantly.
Ensure that your website is up to date with the latest trends, such as responsive design, to ensure it appears on different platforms and mobile devices.
Also, updating your company profile with certifications and awards can increase the legitimacy and trust of your business.
Many other marketing vehicles can drive home your brand message, including:
• Public relations and publicity
• Trade shows
• Phone directories
• Online (apart from your website, do you also have a blog? social media such as Twitter and Facebook? and of course, online advertising)
• Broadcast media (television, radio)
• Print media (newspapers, magazines, specialty publications)
• Print displays and direct mail (brochures, flyers, signage)
• Professional assistance (consultants, designers, and agencies)
It’s best to choose the communications vehicles in your brand management plan that you’re comfortable implementing and that will reach your intended audience.
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. Managing a brand 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 or directed to connect with important values to your market, it raises the cost of acquisition per customer. It diminishes the returns on your marketing spend.
• Once you discover what works, stick to it so that customers will know what to expect regardless of which location they visit
• Amplify brand awareness using obvious offline marketing tactics
• Achieve specificity and relevance to target customers by assisting local partners in marketing around their location in real-time
What are the benefits of Brand Management?
Without strong brand management, 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 important values 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 allow you to put your best foot forward toward your ideal customers.