The business of brand management

brand managementbrand management
brand managementbrand management


The business of brand management

Successful brand management is the concern of every business manager out there as it deals with the public perception of the company as a brand. No company can afford to ignore the difference that proper brand management makes, especially in a society where all it takes is a status on Facebook about your company to go viral to make or break your reputation.

Therefore, the business of brand management is every businesses business.


Why brand management is important

When companies create their brand, they are doing so through every interaction, message, advertisement, image, product, phone call and email. And through each of those interactions between company and customer, the brand’s reputation is under scrutiny.

The importance of brand management is then to monitor and approve each of these interactions to make sure that the message is the same across all platforms, is positive and creates an experience that will bring customers back. Consistency is important because that is how people are going to start trusting in your brand. If your logo, values and unique design are always changing with the seasons, you aren’t putting a lot of faith into your brand and you can’t expect customers to do the same.


The brand experience

All this talk about a brand experience, but what does it all mean? Brand experience can be understood in terms of the customer experience. Whenever a customer is exposed to your brand, there is a predetermined way in which they will react, based on their previous experiences with your product, company or even radio advertisement.  

People are investing in valuable experiences and there's hardly any room for second chances. Promising to live up to your brand’s value and not following through, is a one-way ticket to a bad reputation and a social media blow up on behalf of the customer. This is why brand management is necessary throughout every process and department in a company. Every message that goes out needs to be the same and brand promises need to be delivered through these messages.


Relationships through the brand

Brand managers need to be focussed on creating and maintaining relationships with customers through their products and other elements of the brand experience. Through these brand experiences, it’s possible to predict customer behaviour and together with brand management, there is an opportunity to increase customer satisfaction and positively influence the brand personality assigned to your brand by customers.

Building positive relationships through the brand will only better the brand’s reputation and increase overall sales at the end of the day.


The role of technology

Brand management is an easier process thanks to the development of certain technologies. Through technology and analytical software, it’s possible to accurately monitor and analyse the data that has to do with who, where and how people are interacting with your brand on a digital level. This means that business managers can personalise content for specific audiences (with the same core message), and make the brand experience an integrated and interactive one.

The role of a website in brand management is extremely valuable to customers who want to experience a taste of your brand before choosing to do business with you, as one reason that people might visit your website. Having a website that correlates with the physical brand experience you promise with your product is a stepping stone in building a respected brand and sought after brand experience.


The role of brand manager

Being a brand manager requires a complete and flawless understanding of the company you work for. For that reason, it’s understandable that business management courses include brand management in the syllabus, so the role of brand manager can easily be filled by the business manager themselves.

A brand manager knows their customers, isn’t afraid of utilising technology and is open to making use of all the different channels through which customers can interact with their brand. Catering to mobile marketing through mobile-friendly websites and smartphone applications, for example, is a smart move for any brand that wants to stay relevant in the technological environment.


How to know if your brand management needs rethinking

It’s not always easy to come up with innovative ways to keep your brand on the top of a customer’s list and, sometimes, you need to do a bit of rethinking with regards to where your brand is at and how it’s performing.

Look at your brand and ask yourself a few questions. Does your brand understand its target audience and relate to them? Does your brand live up to its promises to all audiences? Is your brand efficiently communicating its unique qualities? And are your customer values reflected by your brand?

When you are certain about what you want out of your brand and what customers have come to expect, it will be easier to tailor your marketing campaigns to complement and achieve that brand experience.


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