네이버상위노출 Brand management is the technique used by business owners to curate and protect a company’s image. It involves marketing practices to improve brand awareness, build equity, and nurture loyalty.
A successful brand relies on consistency. Whether customers walk into your storefront, interact with customer service or follow your Twitter account, they should always get the same experience.
A brand’s identity is the way it wants to be perceived by its target audience. Identifying key business goals and the message they want to convey can help entrepreneurs construct an authentic identity that is unique in its market. Brand elements such as culture, imagery, color schemes, and even the tone of voice can help establish a distinct personality and deliver a consistent perception.
Branding can be a complex process, particularly for larger companies with multiple divisions and affiliates. Effective brand management includes ensuring that all materials, both internal and external, adhere to branding guidelines. This could include ensuring that all social media posts and email communications carry a similar brand tone or feel. It can also mean ensuring that a company’s website maintains the same look and feel as its marketing collateral and brochures.
Many brands have a brand manager who oversees all aspects of branding. This person can also be the point of contact for internal marketing teams who need to access branded assets such as logos, templates, and images. Technology can assist with this process by enabling teams to share and manage content and messaging in a central place. One example of this is when shoe giant PUMA worked with Bynder to create a digital asset management solution for its global team. This made it easier for PUMA’s team members to access and use the resources they needed, while staying within branding guidelines.
Brand experience encompasses the whole of a company’s interactions with consumers. Whether it’s in person, on the phone, or through e-commerce, brands aim to create positive experiences that encourage loyalty and repeat business.
This involves planning and executing branding techniques that make an organization stand out to consumers in the best possible light. For example, a brand that focuses on eco-friendly products may provide their customers with reusable packaging or offer free delivery options to offset the carbon footprint of shipping.
Effective brand management requires the ability to adapt to changing consumer preferences and market trends. It also includes a keen awareness of popular culture and customer feedback. In addition, it requires the use of technology to support branding efforts and streamline workflows.
For example, a brand could invest in Digital Asset Management (DAM) software to ensure that all employees have access to up-to-date branding materials. This way, they can avoid mistakes that may occur when employees work with outdated files. PUMA, an international shoe company, and Icelandair, an airline, both invested in DAM software to give their teams a simple and user-friendly solution to work with branded marketing materials. As a result, these brands now have the advantage of increased brand recognition and loyal customers.
Brand reputation encompasses all aspects of your brand image and reaches far beyond the actual product or service that your company offers. It includes your company’s core values, every relationship you have with your customers and clients and the way that you interact with them. It’s important to understand the importance of brand management because a bad reputation can cause sales issues and client retention problems. A good one can inspire brand loyalty and help you develop products and services that meet consumer needs.
There are many brand reputation management techniques that your company can use to build and maintain a strong brand image. For example, content marketing, such as writing white papers, a blog or contributing articles to industry research journals, can help boost your reputation by positioning your company as an authority in the field. It can also help you create a solid web presence and increase traffic to your website.
A strong brand reputation can make or break your company. If people don’t recognize your brand when it comes time to purchase something, they will likely choose a competitor instead. To ensure that your brand is always at the forefront of consumers’ minds, you can leverage tools like Google Alerts, Reputology and SEMrush to monitor and analyze online mentions, reviews, visual user-generated content and sentiment.
Brand equity is the added value that a brand name brings to a product. It is sometimes referred to as a “sway,” a “good standing,” or a “commercial value.” Brand equity allows brands to charge premium pricing, and it drives customer loyalty, which can lead to long-term profitability for the company.
A good brand management strategy should include the development of a strong brand identity that will help build customer loyalty. This will also make it easier for the company to add new products to its portfolio, as customers will already know and trust the brand.
Building brand equity requires a deep understanding of the target audience and its needs. It is important to keep in mind that the brand experience should be consistent throughout all marketing channels, and it should reflect the personality of the brand. For example, if the brand’s personality is playful and quirky, its marketing materials should use witty language and whimsical imagery.
It is crucial to know when it is time to discontinue a brand that has lost its appeal. It is a mistake to hold on to a brand that has become irrelevant or no longer offers a competitive advantage, even if the company has invested heavily in it. For example, it makes little sense to continue spending money on a Paracetemol brand that has lost its market relevance to the point where its customer base is dwindling.