Branding goes beyond a logo or graphic element. When you think of your brand, you really want to think about your entire customer experience, everything from your logo, your website, your social media experiences to your way of answering the phone. Looking at this broad definition of the brand, it can be a little difficult to think about what’s included in your brand. In short, your brand is the way your customers perceive you. It’s important to be aware of your brand experience and have a plan to create the brand experience you want to have. A good brand does not only happen on its own, it is realized in line with a well-thought and strategic plan.
Your brand is not just a product or service. Its reach is much longer than anything tangible offered by other companies in most cases. “Brand” also includes the core values of your organization and extends to every relationship and interaction with customers, suppliers and employees. In other words, your brand image is your company’s mark of exclusivity. Brand management can play an important role in protecting your reputation and making people experience it the way you want.
WHAT IS BRAND MANAGEMENT?
Brand management in marketing is a set of techniques used to increase the perceived value of a product or service. Effective brand management creates loyal customers through positive brand relationships and has a positive impact on your profitability. Why is brand management so important? Many businesses will succeed or fail simply based on their ability to successfully market their brands.
Developing a strategic brand management system to manage your brand value in your target market requires a clear and comprehensive understanding of three things: the brand itself, the target market, and your company’s overall vision and goals. A good relationship with your target market is a must for brand management. If you have bad branding, poor sales will be reflected in poor customer retention and sluggish growth. To be effective, brand management must take a full look at your brand, using marketing techniques so that all techniques are highlighted, maintained and promoted. Ultimately, it’s about making a commitment to your customers and then keeping that promise.
Among the concrete elements of brand management, the product itself; its appearance, price, packaging, etc. However, there is another aspect that requires more effort: keeping brand guidelines at all company touchpoints both internal and external. In other words, it’s about managing how customers experience your brand and how employees represent your brand. Marketing professionals know that both customers and employees can create emotional bonds that later translate into strong loyalties into a brand and even a sense of partnership or ownership. For your brand to reach its full potential with customers, it is important to have an engaged and committed internal team that understands the customer’s role in their journey. From top management to customer service, your brand should realize the customer experience vision for everyone. Many companies focus their branding efforts on marketing businesses such as packaging and advertising. But if your organization doesn’t inspire its employees to become brand ambassadors, you’re missing one of your strongest assets: your employees. Whatever product or service you offer, building a strong brand requires employees to feel connected and be a part of it and understand the role they play in making your brand’s vision come true.
Your brand is a living, breathing entity. It is your job to help it grow and develop. We call this brand management. Creating a brand is exciting, but not enough. As your business scales, grows, changes, and is successful, your brand must adapt to it. That’s why we created this guide to cover the basics of brand management and equip you with the tools you need to manage and maintain a fantastic brand.
While you may not always be in control of what they say about your brand, strategic brand management is the process of responding to them while staying consistent across your teams and channels while raising your brand and staying true to your core brand values. Brand management should be intertwined with sales, human resources, and customer service, basically any department that “touches” your followers, customers, and even potential employees. When done successfully, brand management can: Increase your brand awareness. It allows you to charge more for your products or services. It affects your audience’s purchasing decisions. Builds customer loyalty. Increases sales. It creates happy customers who become brand advocates.