As an organization, your brand is what consumers associate you with or perceive you as. This is often the culmination of numerous interactions, both human and digitally. While many aspects go into creating a brand, it boils down to the overall impression that consumers are left with – whether they are your customers or not. Your brand is how people see you. It is what they think about you. It’s what they associate you with. Your brand is even their feelings about you based on their interactions with you online, over the phone, or in person.
While much of your brand is rooted in the perception of others, it doesn’t make its necessity any less of a priority. Your brand is quite possibly the most important aspect of creating a successful business. To sustain your business and generate long-term growth, your brand must be seen as a leader within your industry and have a certain level of brand loyalty. To ensure your brand is creating the consistency and trustworthiness factors that consumers seek, brand management is a vital component of doing so.
What is Brand Management?
Think of your brand as the personality of your business, and brand management as the monitoring and maintaining of said personality. Your brand is the compilation of your brand guidelines – the style, color schemes, brand voice, brand messaging, etc. – that make up your brand identity.
Your brand identity is what consumers view you as. Consistency and transparency in this realm develop consumer trust, a vital component for long-term business success. So, what is brand management then? It’s exactly how it sounds – the ongoing management and monitoring of your brand.
What brand management comes down to though, is trust. Consumers expect a level of consistency and follow-through. If your organization cannot deliver its promises and meet the needs of the consumers consistently, you will end up losing potential customers and their loyalty. This, in turn, can affect your bottom dollar.
Is Brand Management Marketing?
Brand management is often thought to be a marketing strategy, however, it is an entirely separate component of a business. While the two are linked together, brand management can be seen as the blueprint for your business, while marketing is the action.
Brand management is the creation and monitoring of the brand itself. Marketing then uses the components of the brand and implements them into individual campaigns to create engagement. A successful business depends upon both of these components to function. Losing one will ultimately affect the other, resulting in a brand that doesn’t quite meet the mark.
Brand Management’s Impact on Your Business
As we’ve touched upon thus far, your business brand is directly linked to your business reputation. Therefore, having a positive brand is a necessity for the growth and overall success of your organization. This makes brand management an important aspect of your business plan, regardless of your industry.
Brand management has an impact on more than just the marketing department. It can affect your sales, current and prospective customers, your current employees, and future recruitment.
Your Employee’s Role in Brand Management
While you may think that brand management is an external affair, you can make the most impact internally. Your employees work with your organization’s brand day in and day out. That makes them potentially the biggest advocates of your brand. In fact, employees are often researched 10 times more than the company itself. This increases with the higher ranking of the employee.
Your employees are the protectors and defenders of your brand. They increase the visibility of your brand and instill trust in other consumers. Your employees often have reach and access to hundreds, if not thousands, of individuals that your organization may not currently be reaching. Working with your employees and encouraging them to become brand ambassadors can increase your brand awareness and grow your business exponentially.
Developing a Brand Management Strategy
Business brand management will often require the development of a brand management strategy. As we delved into earlier, brand management is more than just marketing and actions like responding to negative reviews online. Brand management at its best is both proactive and reactive.
In addition to the development of the business brand, crafting a strategy that incorporates social media, content, search engine optimization (SEO), and review management will allow you to actively manage your brand after its implementation. The combination of these will help you further establish brand trust, build consumer confidence, and create a positive social media presence online.
Working with a Brand Reputation Management Agency
In this digital age, social media has become a vital component of branding. Good or bad, the way consumers perceive your business can spread like wildfire – and can be the determining factor when it comes to the success of your organization. Maintaining your brand and crafting a brand management strategy can be the difference between you reaching your target market and leaving them with a favorable impression or not.
For some, this can seem like a daunting task. Others may not find value in it. Whichever spectrum you fall on, one thing is for certain though – brand reputation management is essential to the long-term growth and success of your business.
If you want more information on how to get started, our experts are here to help. Schedule a pressure-free consultation today, or give us a call to get started right away: 646-863-8282.