If the business is considered to be human, the brand can be considered as its character. As you introduce yourself to your new friends and make a reliable relationship with them, the brand also introduces you to customers. It is a beautiful interpretation to say that the brand is a living being and the duty of its development lies on us. Brand building is very exciting. As your business grows, your brand must evolve along with it. This is a brand management process that we’ll look at next.
What is brand management?
Brand management is a process in which business owners manage their brand credit and improve customers’ views of it. Brand knowledge will ultimately help to create brand fairness and loyalty in customers. In other words, branding means brand building and brand management means keeping and handling it.
The brand is a living organism that is constantly changing and very sensitive to external factors such as news, trends, and current events. In today’s world where journalists, influencers, and social networking users influence all virtual narratives. You can control your business story using brand management. You will show your true value to customers, supporters, and followers with the help of branding and the assets of a brand.
Brand management has better performance than marketing techniques and should be merged with sales, human resources, and customer service for better response. Any division that is somehow associated with customers, audiences, and even workers of a business must be involved with the brand management process. If brand management is well implemented, it will provide the following advantages for business owners:
- Brand knowledge improvement
- Allocate more cost to produce products and services
- Influence on customer purchase
- Strengthen customer loyalty
- Increased sales
- increasing customer satisfaction and turning them into fans
brand management principles
Brand management is in two observable and invisible components that we will investigate each.
1- Brand Awareness:
Brand awareness means that the public and audience are familiar with your brand. Customers can’t buy your products or services without knowing your brand.
2- Brand Quality :
Consumers become a value for each brand and do so based on their experiences, perceptions, and interaction with the brand. It is also associated with brand values in the market. A more worthwhile brand offering more expensive products and will earn a higher quality value among investors, shareholders, and potential buyers.
3- Brand Loyalty :
The brand’s loyalty refers to the fact that customers are constantly involved with your brand and buy from it. Usually, the marketing sector in a business cannot influence this. So the customer service division can bring back happy customers for purchase.
4- Brand Recognition :
Brand Recognition means a customer without seeing the brand name via logo, packaging and promotional phrase can identify it. This component is in a direction with brand reminders where the customer can remember without hearing or seeing the brand name.
5- Brand Reputation :
Brand reputation refers to how the public and target audience understand your brand’s personality, status, and quality. Internal factors and external also influence brand reputation. Brand prestige is the first impression of some consumers of your brand so it is very important.
Visible components (brand asset management)
The assets of a brand are visible components of the brand management process. The property of a brand is parts of your branding or marketing, observed by customers, employees, and the general public. Brand asset management refers to the process of developing and maintaining the tangible elements of the brand during branding, which includes the following steps:
- Digital and physical organization of brand assets
- Development of digital or physical storage space for preserving the property of a brand
- Training staff on access and use of brand assets
- Perform routine checks to identify brand discord and correct them
We will discuss some of the assets that most businesses deal with today.
1- Brand name :
The brand name is your business’s primary identity and will usually not change the brand management process. If you register your brand name officially, other companies won’t be able to easily copy your content or products. Your brand is also reflected in the domain of the website and social networks, so non-changing and constant it helps customers to easily recognize your business.
2- Logo and palette color :
Logo and brand coloring show your creativity. This sector indeed plays a key role in branding because it will be linked to emotional marketing tactics. With the intelligent design of the logo and color palette, customers’ conversion rates will also increase.
3- Typography (font design) :
Typography means the font design and the text asset of your brand. This component affects all assets associated with a brand such as a website, advertising, social network posts.
4- Graphic :
In general, anything designed for your brand or marketing is called graphical elements. These assets can be in digital marketing channels or on their own, such as educational slides, overhead, news publications, and marketing videos. The brand’s graphic elements are used by a wide range of people (designers, marketers of social networks, and content producers), so accurate guidelines must be designed to use them.
5- Digital Marketing Channels :
Websites, social networks, and commercial advertising can be the most important brand digital channels. As millions of people have access to the Internet throughout the day and can see your brand. So your dedicated digital channels should have integrated it.
In addition, if your employees want to market for your brand with personal accounts on social networks, their social pages must also follow your brand’s assets and style guides.
6- Packing :
If your business produces physical products, packaging of goods will be one of the most important steps in the process of branding it. Product packaging will be the first customer result of your brand. 30% of customers believe that the final buying will be based only on the type of packaging.
Product packaging is also the most sensible customer interaction with the brand. Therefore, the design, color, size, and feel of the packaging of products must be a brand indicator.
7- Style guide :
Read More: What is business intelligence?
Who’s the brand manager?
A brand manager is responsible for choosing a proper brand plan for the target audience of a business. In other words, the brand manager must maintain the integrity of a brand during marketing innovation and communication; However, the management of the product portfolio is also under his jurisdiction. In general, the brand manager plays the following role:
- Adopt a brand strategy that includes setting the style guide, guidelines, landscape, and the suggested value (value propositions) of the brand for a short and long-term period.
- The Director of the Brand is responsible for planning and implementation of all communication and media measures in all digital channels such as social networks.
- The brand manager will help the company develop, price, and release products. The brand manager also has the responsibility to develop new job opportunities.
- The development and management of advertising are in line with keeping products branding from the duties of the brand manager.
- Brand Manager must manage advertising campaign funds.
- The Company Manager is responsible for analyzing competing companies and customers.
- Sales Assessment and Related Financial Issues Analysis is the responsibility of the brand manager. He should also compile a report on sales of products.
A brand manager must have the following key features to perform:
- A Complete Understanding of Brands and Marketing Mix
- Communication management skills
- Focus on results
- Top commercial flair