What Is Brand Management: A Guide To Strategic Brand Growth
Unlike outsourcing brand management, an internal team lives and breathes your company culture, ensuring your brand reflects your true values and vision at every touchpoint. Brand equity is measured by assessing factors like customer perception, brand loyalty, and market performance using methods such as surveys, financial analysis, and customer feedback. Tools like Qualtrics, YouGov BrandIndex, and BrandZ provide data and insights to quantify brand equity effectively. Nike built a strong brand by consistently delivering high quality products, leveraging celebrity endorsements, and creating powerful marketing campaigns like the “Just Do It” slogan. And utilizing the strategies of some of the world’s most successful brands can help paint a clear picture of how a successful brand management strategy might look. Your brand identity includes everything like your logo, color scheme, typography, imagery, and any other visual elements that represent your brand.
Maintaining brand consistency should be included within your brand asset management processes. Managing all of your brand components to create a consistent image with your customers takes a coordinated effort from your entire organization. A strong brand makes it easier to acquire new consumers since it is more likely to be included in word-of-mouth recommendations and ineffective marketing campaigns. Brand equity, which is the value a brand adds to a product or service, results in a higher price and the possibility of brand expansion. Brand management reduces risks by giving reputation management a strong base during crises or conflicts.
Strategize And Implement Brand Marketing Campaigns
Needless to say, every business shouldn’t think twice about investing in brand management, as it is crucial to building a successful brand that lives and breathes in the minds of the consumers. It’s through this process that brand management increases brand equity and brand loyalty to lead the business toward success. These values should reflect what your brand stands for and resonate with your audience. Consistently communicating and living these values helps build trust and loyalty among consumers. Establish clear, measurable goals for what you want your brand to achieve. These objectives should align with your overall business strategy and include targets such as market share, customer acquisition, and brand awareness.
Its goal is to elevate the perceived value of a company and its products or services. If you want to grow your business and maintain an image that will cultivate customer loyalty, you need brand management. Social media assets are everything you need to manage your company’s social media presence — page header images, profile photos, and more. Your followers (and even paid influencers) share content and opinions that play a part in molding audience perceptions of your company. Managing the social media assets your influencers have access to will help present your audience with a consistent experience.
Nike has succeeded in establishing a name for itself as a symbol of excellence in sport, innovation, and high performance. Celebrity endorsements and collaborations with players like Michael Jordan and LeBron James are two important strategies used by Nike. Nike strengthens its connection to sporting prowess by partnering with these recognizable personalities.
Customers who like you will write reviews and spread positive word-of-mouth, increasing your visibility and reputation while giving you free publicity. It’s important to start by creating your branding so you can project your company image and create awareness. But, in general, it requires analyzing, monitoring, and providing input on a number of departments and processes, alongside creating and curating brand assets, such as Tone Of Voice guidelines. With Frontify, the Chiefs centralized over 200 logo files and brand assets into one platform, making it easy for internal teams and external partners to find, use, and stay aligned on the brand. This initiative resulted in smoother collaboration, time savings, and a more cohesive brand presence across all channels.
With a marketing communication and creative strategy background, she earned a master’s in marketing at SNHU. She found her coursework in quantitative and qualitative analysis to be particularly beneficial to her work in brand. The brand sits at the center of the organization and is reflected in every aspect of the product and experience a customer has with that brand, according to Long. While some jobs may lean more analytical or more creative, brand management unites both “sides” of the brain.
Digital Marketing
It’s the unique value your brand offers to customers that they can’t get anywhere else. Now you have a clear understanding of your competitors, your industry, and the market you can identify your strengths. Having a comprehensive knowledge about your competitors can help you position your brand effectively across your industry. Next, consider conducting a full-scale competitor analysis to familiarize yourself with your competition. Take a look at their websites, social media accounts, and any advertising efforts to fully understand their goals and output.
As you’ll see in this article, outlining a strategic plan that not only distinguishes your brand, but raises its brand equity, is the key to successful brand management. Making it as relevant today as it was in 1896 when the J Walter Thompson advertising company first began to develop it as a concept. Another critical goal of Brand Management is to establish brand consistency across all touchpoints and interactions. Its consistency includes message, tone of voice, and customer experiences, in addition to visual components like logos, colors, and designs.
Anyone who comes into contact with your brand, be it customers, stakeholders, employees, social media followers and even competitors, will create their own associations based on how you manage it. To fully understand how your target audience perceives your brand, identify key metrics to track, run brand health surveys, and monitor mentions and sentiment on social media and review platforms. Effective brand management fuels long-term growth by helping brands build recognition, deliver consistent, high-quality experiences, and earn customer trust. It ensures that your brand shows up the same way across every touchpoint, from social media to in-store signage.
Monitor Brand Performance And Perception
It develops from many layers of visuals, photo styles, brand colors, and typography. It’s molded by voice, language, and tone, and managing it means ensuring every layer is consistently represented across the entire omnichannel experience. Finally, a DAM solution allows for better analysis of content performance, helping you understand what branding strategies work, and what needs to change. Next, establish your brand voice — how your brand sounds in written and spoken communication. Whether you’re launching a product or writing website copy, branding management ensures that everything aligns with your identity. A strong platform supports everything from asset organization to enforcing brand mgmt strategies, ensuring consistent rollout of campaigns and visuals.
One of the leading philosophies on brand management comes from the renowned marketing professor and consultant, Philip Kotler. He asserts that brand management should be centered around the idea that a brand is essentially a promise to a customer and the company behind a brand, has a responsibility to fulfill that promise. Brand management success can fuel your company’s growth, fostering brand loyalty, bringing in more customers, and driving sales. For example, an environmentally conscious brand’s reputation would be damaged if they were found to be using unsustainable palm oil in their products. A good way to prevent this damage would be to be transparent about what ingredients or materials you are working to find ethical alternatives to.
This is where your brand messaging will come to play as well, as you can really highlight what you want your brand to say and be. Brand recognition can be self-explanatory but is still a key factor for the success of your business. You want your brand to be recognized by more and more people in a positive light to attract more business. They won’t even have to know your brand name and can still recognize your product. Decades later, the Pepsi Challenge remains a strong ongoing marketing strategy for the soft drink company, and has been featured on TV ads and social media under hashtag PepsiChallenge.
All of these aspects work together to create a particular image or reputation for a brand. The goal of brand management is to create a robust and positive reputation for a brand that will result in increased sales and market share. Brand management and brand marketing are related, with marketing often feeding into management.
It won’t look exactly like your competitors, or another company in your industry, but instead it should suit your business goals, aims, and objectives. When a brand consistently delivers on its promises, it cultivates trust among its customers which means they are more likely to stick with that brand over time – even in the face of competition. Clarity in positioning helps guide all branding decisions, from marketing campaigns to customer service. Some essential techniques are market analysis, strategy analysis, consistency, ethical branding, advertising, PR, website and social media.
- Negative experiences or inconsistent messaging can erode consumer trust and attachment to a brand.
- Graphics, images, and videos are powerful branding tools that can illustrate your brand values and communicate a story.
- Good brand management ensures your messaging resonates across diverse customer segments without losing its core identity.
It’s about fostering a deep, enduring connection with customers so they remain committed to your brand, even when competitors try to lure them away. Achieving brand loyalty involves consistently meeting customer needs and providing exceptional customer service throughout the product’s lifecycle. When customers feel valued and satisfied, they are more likely to remain loyal, ensuring long-term success for your brand. A well-managed brand presence sets you apart, nurturing deep connections with customers and promoting your offerings to the forefront of the market. That’s where brand management comes in, ensuring your brand image remains vibrant and effective over time. A brand identity kit includes all the information and tools anyone needs to represent your brand consistently.
It can detect off-brand content before it goes live and even generate on-brand design or copy suggestions. These capabilities reduce manual work and help brand teams focus on higher-impact decisions. While this might not seem like a big deal, nearly 80% of consumers in a Redpoint Global survey named inconsistent messaging as a pain point. And that means that even a seemingly minor issue like using the wrong language in a social media ad can https://beacons.ai/murafa_digital hurt the brand in the long run. And in a recent report from Marq, they found that consistency can increase a brand’s profitability by over 20%. When executed well, brand management translates directly into long-term revenue growth, market differentiation, and customer lifetime value.
Simply put, brand management is all about managing the brand and shaping the consumer perception. This process involves every part of the business, from the creation of the products to marketing strategies, advertising campaigns, and brand identity. Brand equity is the perceived value of your brand in the minds of customers. It includes brand awareness, customer loyalty, brand association, and reputation. When managed well, strong brand equity enhances pricing power, drives repeat business and supports long-term growth. Brand management involves maintaining and enhancing a brand’s image, reputation, awareness, and equity across channels.
And, don’t forget your brand story, a compelling narrative that highlights your origins, purpose, and vision. With DAM software, you can speed up workflows, reduce content duplication, and gain insights into what works — while keeping your brand protected. A clearly positioned brand differentiates you in the marketplace and attracts more attention. Manage multiple brands or sub-brands from a single dashboard, with separate asset libraries, style guides, and user permissions. By automating approvals and tracking usage, these tools reduce errors and strengthen overall brand compliance. When Fabletics partnered with influencers like Demi Lovato, Khloé Kardashian, and everyday fitness creators, it boosted visibility and trust.
But when you understand how brand management works and have the right tools, it’s easier for everyone to collaborate and get it right. Brand management is the practice of creating, maintaining, and optimizing how a company communicates its values, personality, and products to the world. Marketers and creative organizations use brand management software to ensure that internal and external teams represent the brand with consistent messaging and imagery. Digital brand management covers various digital platforms, including websites, social media, and online marketplaces.
