There is no shortage of scientific research indicating the importance of familiarity and brand awareness in customer decision making. Advertisements appear everywhere we turn – from window decals to television and social media. Brand management is essential to differentiate yourself from the competition. Here are seven elements to successful brand management:
1. Construct a strong foundation.
Design and build your brand. A branding exercise can help you define essential elements of your brand. Explore who you are, what your vision is for your brand, and how it is relevant to your target audience.
2. Define your USP.
Once you understand how you fit into your target market, determine how your brand is different from the competition. This is your unique selling proposition (USP).
3. Build the cornerstone.
Use your USP and create a short message defining your brand position. The message should be subtle and easily recognizable to your audience. Use that message as the cornerstone of your marketing.
4. Manage your brand from the inside out.
- The best ambassadors for your brand are its team members. Collaborate and communicate with them. You need them to buy-in and be trained for any interaction to maintain brand consistency.
- Create standards and policies to use internally outlining how marketing materials are to be named, stored, and utilized. These include logos, slogans, previously used concepts, etc. Guidelines can help your brand maintain consistency and stay efficient in times of employee turnover.
5. Build a community. Develop relationships.
- Social media has become a principal source of customer service. Engage consistently and continuously with your audience to build a connection and a reputation for authenticity.
- Influencers can be a strong ally in growing your brand. As with any relationship, you have to make sure the influencer is a good match for your brand and then work to keep the relationship healthy and growing.
6. Protect your investment.
Your brand’s reputation is hard-earned. Once you’ve developed it, protect it.
- Set up Google Alerts so you may be instantly informed if there is news impacting your brand. Be vigilant on social media.
- Crises will happen. Take ownership. Be honest and transparent with the information you have and how you are working to mitigate any damages.
7. Update and polish regularly.
Track the results of any marketing campaign. If needed, polish existing fixtures and upgrade as needed.
We would love to help you design, build and manage all aspects of your brand!