7 Benefits of Efficient Brand Management
The digital age has transformed the way brands must interact with consumers. Therefore, efficient Brand Management is a necessary path to positively impact and make the most of opportunities to build loyalty with your target audience .
However, there are many challenges to be overcome in the day-to-day marketing process. This content aims to shed light on these challenges for professionals who are looking for more organization, control and strategic vision of the entire marketing process.
What is Brand Management?
Branding or brand management is the set of strategies that aim to represent a brand in the market. This includes the planned choice of elements such as positioning, visual identity and the way in which products and/or services are advertised to the public.
The more coherent, assertive, well-structured and in tune with the interests of the target audience the brand management is, the more likely it is to win over, delight and remain present in the consumer’s mind, which, in the long term, means greater profits .
It is through brand management strategies that the company or individual can present the value of the business to the interested public.
In addition to expanding the brand’s authority, credibility and relevance in the market, branding is also responsible for helping to cultivate a good reputation for the company or individual among potential customers and investors.
The two main pillars of brand management are strategy and operation .
- The strategy is responsible for defining brand guidelines such as visual identity, tone of voice, positioning, fonts, and application of brand elements, which is usually made tangible by creating a brandbook (a type of book or brand manual).This work is usually developed by the company’s marketing team or by a specialized agency (or both).
- Operation is the day-to-day work of maintaining the brand. It involves using the right elements, in the right way, according to what was defined in the brandbook .
But why should you do brand management in your company’s marketing? Find out more below!
7 Benefits of Efficient Brand Management
The strongest and most acclaimed brands on the market have such efficient Brand Management that it directly impacts the other end: sales .
The most respected companies know the importance and advantages of this branding strategy and apply it to their daily routine. We have listed some below, check it out!
Boosting brand awareness
In practical terms, it is the way your audience sees your brand. It is not about your product or how you communicate, but about how your company is perceived.
Some companies have a mistaken perception of how they are perceived by consumers.
According to a study conducted by Bain and Company , 80% of brands believe they are offering a “superior experience” to their customers. However, respondents indicated that only 8% of them actually deliver a truly differentiated value proposition .
To increase your brand awareness, you need to offer authentic experiences, create storytelling strategies, invest in the brand’s personality and, most importantly, deliver the basics very well.
For example: a hamburger joint can and should invest in a strong digital presence with a structured strategy. However, you should never forget to make a delicious snack.
Create a competitive advantage
Brands that execute this strategy tend to get ahead and create a strong and consistent brand.
In such a competitive market with so many similar options, standing out or gaining even the slightest competitive advantage can be the deciding factor in being chosen.
Optimizing processes
Good management can only be achieved through organization. And for this to happen, optimizing processes is the only viable way to reduce constant errors in the workday.
With better alignment, it is possible to be more accurate in creating materials and more agile in deliveries. This way, it is possible to prevent other internal and external clients from creating artwork on their own, deviating from the correct visual identity. An interesting solution is to apply agile methodologies
frameworks in your routine, in addition to always counting on technology as an ally in your daily routine processes. However, you need to be careful when choosing the right tools so that technology management hinders more than it helps. The secret is to dedicate time and study to choose the one that delivers the most added value and that centralizes several functions in one.
Ensuring brand consistency
When starting a brand management process, it is of utmost importance to keep in mind the need for commitment to brand consistency.
The role of preserving the elements that make up the brand belongs to all employees, suppliers and professionals in general who are involved in the day-to-day end-to-end processes of the business.
Building customer loyalty
Efficient brand management delivers a superior customer experience. This increases the chances of customers becoming loyal and loving your brand.
A good example is Apple, which has always had innovative management and has more than 100,000 customers. People literally line up to buy a new product from the brand. Without even watching comparison videos or expert reviews.
Often, love for the brand overrides the quality of the product/service when making a purchasing decision. Bet on this to differentiate yourself.
Maintaining and building your credibility
We all know that credibility takes a long time to build, but seconds to lose.
How many famous people, who are also brands in their own right, have achieved a high level of credibility, but after a few scandals or even small mistakes, lost space and trust in the industry?
It works the same way for brands. A few mistakes can compromise your brand’s reputation in the market and cause you to lose credibility forever. Brand
Management requires you to take care of processes, organization and the application of good practices on a daily basis.
Communicating brand value and educating the market
Perception is how people perceive your brand. And to do so, communicating your value proposition, purposes and the messages you want to convey is essential to help the market have a more appropriate view of what you want to convey.
Everything communicates something. Be it the way you see the world, the causes you defend or even the brand’s personality.
In addition, there is always an opportunity to educate potential consumers on topics related to your universe of activity and contribute to your brand being seen or recognized as an authority in the market.
A smart way to do this is to have a strong online presence to generate conversations and connections with your niche .