Brand management is the continuous process of keeping all content, products, and other brand expressions in line with your brand identity to inspire growth and greater loyalty within your target audience and organization.
What is brand management?
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In the end, we all want to be unique and different from our competitors, right? Because we want people to remember us and come back to us to keep using our services and products.
When we think of a brand we always think about the big companies like Coca-Cola and Nike. Why? Is it because they are selling more? Maybe, but why do you think they sell more? Because they are nice, no? Again maybe… but besides these points, they all focus on managing their brand and making sure that people keep using their products. The brand stories that these companies create help them a lot because what matters is “how you do it” not “what you do!”
For example, when we think of Coca-Cola we think about “sharing and happiness” the same as “Just do it” from Nike motivating people to take action.
Now, we have the general idea of the importance of brand management, but let’s dig into it and learn more about its 5 main reasons.
Create awareness
Are you selling products or services but not getting the traction you want? It could be that your potential customers don't know your brand. Think about the brands that you know and love. How did you become aware of them? Was it through advertising, word of mouth, or seeing their products in stores? Whatever the case may be, you likely didn't purchase from them until you were aware of their existence.
The same is true for any brand including your own. If you want people to buy your products or services, they need to be aware of your brand first. Brand awareness is key to getting people to buy what you're selling as well as the process of developing and maintaining the image and reputation of a brand. It includes all aspects of marketing from market research and brand strategy to advertising and public relations. There are several ways that people can be aware of your brand such as:
- advertising your brand on billboards, social media channels, TVs, radios,…
- seeing other people use your product/service
- hearing from other people
So, you need brand materials to create awareness in general and yes, awareness of your brand is key to selling your product or service, but what about the first impression?
The first impression is important
Love at first sight? It happens sometimes, right? So, it can happen with your product too, but first, you need to have something unique to attract the attention of the people because people barely have a second chance.
“After all, a brand’s main function is to express its difference from its competitors. Due to the overload of choices that Generation Y is confronted with, they are more skeptical of new products than ever. More than 6 out of 10 think new products are not really different,” as mentioned in the book, called “How cool brands stay hot” by Joeri van den Bergh and Mattias Behrer. That’s why you have to use your first chance wisely and focus on your brand management!
Through brand management, you have the chance to maintain your branding as modern and memorable so that it leaves a lasting impression on customers as they interact with you. Brands should provide significant value to the customers to connect their products/services with them.
The best way to make your brand memorable is by creating an association between your business and its brand. It can be anything from its style to color or taste to packaging (like Coca-Cola and red packaging). This way there will be a high chance that people will remember your brand and think of buying it when it is needed.
Availability of your brand is important to sell your product/service
Similar to creating awareness, you should pay attention to the mental and physical availability of the product. “Building distinctive brand assets” book by Jenni Romaniuk explains this perfectly, “building physical availability is about making the brand easy to buy, so that mental availability can easily translate into sales”. There is also an Olympics analogy there, “if mental availability is a qualification for the race, physical availability is the brand’s performance on the day: that is, whether the brand is good enough to beat the competition in that race.”
Overall, mental availability is related to the connection of 2 things. For example, when we think about Kadanza, we think of brand management. So, try to create at least one connection and make it obvious. On the other hand, physical availability is making your brand easy to notice and buy as well as making it findable everywhere. When your brand exists physically, it is easier to advertise it as well.
According to “How brands grow” book by Byron Sharp and Jenni Romaniuk, there are 7 ways of creating mental and physical availability:
- broadening distribution
- gaining a new distribution channel
- consistent use of a brand’s distinctive assets
- consistent advertising
- broad-reaching media
- gaining self space in another area of a store
- broad range of product varieties and pack formats and sizes
And, there are 4 ways where it is unlikely to create mental and physical availability:
- coupons and price promotions
- packaging changes
- loyalty programs
- inconsistency (one point from us)
Consistency is key
If you want people to remember your brand and customers to keep coming back to you, you need to be consistent with how you present it. That means making sure that every touchpoint – from packaging to marketing campaigns – is on brand. That means making sure your products and marketing materials always send the same message.
It sounds like it is a lot of work but it is not and it’s worth it. After all, brand consistency is key to maintaining customer loyalty and keeping your business top of mind. So, if you want to stay ahead of the competition make sure your brand is always on point.
With Kadanza Layouts, you can easily create consistent and on-brand documents in a few minutes!
Curious? Create an account for free!
How do you achieve brand consistency? First, set some guidelines for yourself and your team. What should the brand voice sound like? What kind of messaging should be used? Which visual elements will we use to express our identity? Once you have a clear idea of what you want, it'll be easier to stay on track.
Second, train your team members on the importance of brand consistency and give them the tools they need to stay on brand. This could include templates, style guides, or even just regular check-ins to make sure everyone is on the same page.
Finally, don't be afraid to course correct if you find yourself veering off brand. It happens to everyone, but it's important to get back on track as soon as possible. By being consistent with your brand, you'll build customer trust and loyalty that will last for years to come.
Did you know?
You can easily store your brand guidelines on the platform so everyone that needs them is aware!
No more, explaining or sharing things for minutes or hours!
It can be tempting to try to be everything to everyone, right? But when it comes to branding, less is more. Focus on what makes you unique and make sure that comes through loud and clear in everything you do. Since “A brand’s perceived uniqueness is mainly the result of executing a consistent positioning strategy”. (Book, “How cool brands stay hot” by Joeri van den Bergh and Mattias Behrer)
Brand loyalty
Brand loyalty is simply the emotional attachment that people feel towards a brand. It's what makes customers come back time and again despite cheaper or more convenient alternatives being available. And it's this sense of connection and allegiance that you need to tap into if you want to create brand loyalty.
So, when your brand is managed successfully you will see a definite increase in brand loyalty. This is because customers will appreciate the consistent quality and service that they receive, and will be more likely to recommend your brand to others. It's important to focus on providing value to your customers by offering exclusive discounts, perks, or simply by delivering exceptional service. By making your customers feel valued, you'll be sure to keep them coming back for more.
Also, brand management contributes to the growth of employee loyalty which can have several tangible benefits for your business. For one, it can lead to higher levels of employee engagement and commitment. Brand-loyal employees are also more likely to stay with your company for the long haul which can save you money on training and turnover costs. But what exactly is brand loyalty, and how do you foster it among your employees? Let's take a closer look.
There are a few key ways to do this. First, you need to ensure that your employees have a clear understanding of your brand and what it represents. This means communicating your brand values & mission clearly and making sure that everyone in the company is aligned with them.
Second, you need to create a work environment that reflects your brand values. This means everything from the physical space to the way that you interact with customers and clients. Creating a brand-aligned workplace will help to instill loyalty in your employees.
Finally, you need to show your employees that they are valued members of the team. This means providing career development and growth opportunities, offering competitive compensation and benefits, and creating a culture of recognition and appreciation. When your employees feel valued, they will be more likely to be loyal to your brand.
Start working on fostering loyalty today and you'll be reaping the benefits for years to come!
Constant maintenance of the brand - restyling and recreating (refresh brands)
Modern marketing has had to adapt to the digitalization of the world. This means that brand management has become more important than ever and overall maintaining a brand is no easy feat. It requires constant vigilance and care. But it's worth it because a strong brand can be the difference between a successful product and one that flops. Here are some tips on how to keep your brand relevant in a constantly changing landscape.
Keep your finger on the pulse
The first step to maintaining a strong brand is to stay up-to-date with industry trends. This way, you can anticipate changes and adjust your marketing strategy accordingly. Use social media, attend trade shows and conferences, and read industry news to make sure you’re always in the know.
Be adaptable
In today’s rapidly changing world brands need to be adaptable. This means being willing to experiment with new marketing channels, strategies, and tactics. Don’t be afraid to try something new—it could be the key to taking your brand to the next level. Whether it's tweaking your messaging or coming up with new product ideas, stay proactive and keep your brand fresh.
Keep your brand identity strong
As you adapt to changes in the marketplace, it’s important to keep your brand identity strong. This means staying true to your core values and messaging. Your customers should always know what your brand stands for, no matter how the landscape shifts.
Constantly evolve
The only way to stay ahead of the curve is to constantly evolve. This means regularly revisiting your brand strategy and making sure it’s still relevant. As the world changes so should your brand, but make sure your logo, tagline, and other messaging always adhere to your brand guidelines. This will ensure that your brand remains consistent across all channels.
Work with an experienced team
Managing a brand is a complex task, so working with an experienced team is important. From marketing experts to social media gurus, ensure you have the right people in your corner to help you navigate the ever-changing branding landscape.
Resources
Book, “How cool brands stay hot” by Joeri van den Bergh and Mattias Behrer
Book, “How brands grow” by Byron Sharp and Jenni Romaniuk
Book, “Building distinctive brand assets” by Jenni Romaniuk
