Nowadays, successful brand management can make your company stand out from the rest of your competitors. However, it’s not easy to build a brand that your target clients will easily remember. It requires time, dedication, and the proper habits to develop a brand that resonates with your market.
Understanding Brand Management
Brand management is a marketing component that starts with assessing how a brand or a product is currently recognized by the public. It also continuously uses different strategies to align the product’s or brand’s perceived value with its objectives or goals.
Brand management also aims to increase the company’s overall desirability. In addition, it seeks to build a stronger relationship with customers while making it possible for the enterprise to maintain a positive image.
Reasons You Need Brand Management
Think of the famous brands nowadays. For instance, you may immediately think of Starbucks when you’re craving coffee. Or you may prefer to buy smartphones from Apple. Why do those brands come to mind first? Well, that’s because they’ve established resilient brand management.
While many similar businesses emerge each year, most people still remember such brands before others. Without brand management, the most well-known companies may not be able to establish a long-lasting effect on their target market.
With that said, you need brand management for the following reasons:
1. Enhance The Business’ Image
As mentioned, brand management impacts how the business is perceived in comparison to its competitors. Additionally, it controls how consumers view your company, and it opens doors that would allow the business to expand. If done correctly, the company’s branding becomes its most important asset.
If you want your brand to be stronger, start improving your branding strategy. In doing so, you can gain control over how your company is situated in the market.
2. Build And Maintain Credibility
A brand’s perceived value ultimately comes down to the confidence and faith clients have in it. Having a higher customer confidence rate means better recognition, which results in credibility.
The brand’s credibility then determines the kind of relationship a company has with its investors. Moreover, it sets what’s to be expected from a company depending on its market standing. Delivering on that expectation then increases the trust that stakeholders have toward the company.
3. Protect The Company’s Reputation
Companies aren’t exempt from gossip and negative information. Worse, companies may also fall victim to illegal activities. Chain messages aiming to spread false information or malicious rumors about the company are some examples of such. However, a solid brand identity ensures a positive reputation, which informally lets the audience ignore those fallacious assertions.
Thus, when you establish a strong brand identity, you can safeguard your company from unnecessary disputes that may not directly require the intervention of the public.
Effective Strategies For Stronger Brand Management
Whatever your business is, your brand management should be adequate. This means you must be able to make your target market and investors trust your brand. But as mentioned, you need to do this right. Below are some of the habits you may want to start developing for successful brand management.
1. Leveraging Digital Asset Management Software
Digital asset management (DAM) is a software system that automates the storing, collation, and management of a company’s media or digital assets. DAM also aggregates the data coming from multiple sources into a single location, making it easy for anyone in your company to access up-to-date brand collateral. This is what marketing teams refer to when looking for digital assets previously produced for the company.
Digital assets may include but aren’t limited to images, videos, audio tracks, and similar files. Without a proper system that consolidates and oversees them, the company is at risk of running into technical difficulties such as lost data and inconsistency in branding methodology. To prevent such instances, companies need to protect their brand identity using digital asset management software.
Using DAM also ensures that the whole team isn’t operating in silos. Teams nowadays function through a variety of devices and channels. Content writers work on publishing blog articles for the brand. The graphics team creates dynamic content such as videos or infographics, which the social media manager then posts on social media platforms.
All of those tasks are necessary for your branding, but they can easily be a tangled mess. Without a system that streamlines all data and information, you may not be able to produce branded materials. Or, if you manage to do it somehow, the outcome may be inconsistent with what your brand’s all about.
On top of that, here are other uses of digital asset management software that help protect your brand:
- Providing one source of truth for every member of the team
- Maintaining clarity among different brand representations across multiple platforms
- Providing easy but safe access to necessary brand metadata, guidelines, and assets, including logos, images, and graphics
- Allowing teams to create expiration dates for specific assets to ensure that outdated ones are disregarded
- Ensuring that all members of the team are using the latest version of the assets
- Providing more than one storage system that serves as a backup for important data
- Creating a streamlined workflow for all members of the brand management team
2. Taking Advantage Of Unique Selling Propositions
A unique selling proposition (USP) can separate a company from its competitors. Great USPs include a brand’s tagline to make the company stand out. An example is Nike’s ‘Just do it.’ Anybody who hears that phrase automatically thinks of Nike.
Thus, creating an effective USP requires a comprehensive understanding of where the product is positioned in the market. Strong knowledge of the product itself, including its utilization and features, is equally necessary.
Moreover, whatever makes the product unique and different from its competitors must be used to its advantage. You can then use the USP as the foundation of all the marketing activities that come after.
3. Being Consistent With Brand Identity
Aside from the USP, all marketing strategies moving forward must contain a consistent message that aligns with the brand’s identity. It’s the brand manager’s responsibility to make sure that all aspects of marketing activities match the company objectives. Those activities include campaigns, product quality, service quality, packaging, and emotional encounters of the clients with the brand.
This means that a strong brand identity outright mirrors the organization’s core values and vision. It should represent what the company stands for, and it should appear in any media from websites to copies to social media posts.
To maintain consistency, companies need to use the same brand aesthetic, which extends to a logo, color palette, or fonts and the use of words, taglines, and other similar information. Most importantly, proper brand management carefully analyzes the particularities of a brand and ensures that those are appropriately communicated before any of the branding materials developed are shown to the public.
4. Considering The Future
While it’s a good move to focus on the present, it’s also essential to plan for the future. This means you need to create daily branding habits that’ll impact future goals and growth. For instance, you shouldn’t spend all your profits during the first few months of success. Instead, you should equally invest and save your cash flow to prepare for the long haul.
However, this could only happen if your brand management has future growth strategies. One way to do this is to upskill or learn possible trends that may affect your brand. For instance, digital marketing may not have been a practice before, but now it’s everywhere. You should analyze that sort of change and consider its possible benefits. Then, you should invest your resources to learn how it works. That way, when it becomes trendy or popular, you can quickly shift to it.
On the other hand, if you continue marketing your brand in traditional ways despite being aware of digital marketing, you’re more likely to miss out on growth opportunities. Even famous brands adapt to newer methods to increase brand awareness. From email marketing to social media marketing, most brands now use such to keep their brands more visible instead of sticking to print ads. They go where their target audience is; they don’t stay in the place where they started.
5. Getting To Know Your Competitors
Determining your brand purpose and identity isn’t enough. You also need to research competitor brands to keep up with them. Without knowing what makes your competitors’ brands more visible, you may not know what to improve in yours.
Researching your competitor brands also helps you create a brand that’s unique from theirs. To do so, you need to understand what makes your competitors different.
Moreover, your research should include what your competitors offer as well as their strengths and weaknesses. Most importantly, you should be able to identify their position in the market. By knowing this information, you can compare your brand strategy with what they’re using. Then, figure out the factors that make their brand great so you can make those even greater. It’s not about copying them but knowing where they fail so you can avoid those setbacks and look for better solutions.
Without brand management, you won’t be able to let customers know what your business is all about and what you have to offer. But with the proper branding habits, you could gain traction and give customers a reason to think of you whenever they need services or products that are similar to or the same as yours. Try the practices above and see how big of a difference they’ll make to your business.