Do you know why managing your brand is so important?

Today it is not just about products, consumers are looking for new experiences and values in line with their personality. What that means is that people choose brands, and not just products or services anymore.

Everyone knows the importance of brands, but the challenge is to manage it properly. After all, in order for businesses to run smoothly it is necessary for all branding management processes to be integrated on a strategic level with the core business. If you have a high quality product and decide to invest on marketing, and yet your business seems to be going no where, beware that the problem may be with how the brand is being managed. In today’s post, understand how doing it right may prove vital to the success of your company.

How to start managing your brand properly

First of all, there has to be significant time involved in creating a proposition in line with a strategic business vision. That vision can be understood as the reason for the brand to exist in the first place. In this sense, it is worth looking for inspiration from well-established brands: what does Copenhague sell – chocolates? More than that, Copenhague’s business is all about presents. That is why if you want to understand what your brand means to your clients you have to research and look for insight on how they perceive it and what they use it for. Questions like: whom do we want to reach and how do we want them to feel about our brand, are very important for the process. After all, we are looking to create meaning between the brand and its public. After that, you will be able to better position your brand, in case of a new brand being launched, or reevaluate the need for repositioning or to strengthen it, in the case of a brand that is already out in the market.

The second phase of your branding strategy has to do with creating a sense of identity, differentiation, added value and new experiences for the consumer, in order to create bridges between people and brands. It is important to say that these strategies have to be unique and can’t be replicated from other companies, as they should reflect the specific needs of each organization. There are no cookie-cutter solutions.

Integrating your brand in order to achieve consistency

This is the moment to integrate the branding strategy with the business strategy in order to define a unique personality and directives and achieve consistency with how the brand interacts with its publics in a confluent manner.

After we have established which strategic actions will take place to create a strong brand, it is time to materialize them into communication materials in order for the brand to have a physical representation that makes it stand out from the rest. After all, creating a good looking brand is just not enough, it has to make sense for the consumer. Every detail is very important in order for it to deliver. If it is all done in an integrated matter, what you get is a brand with a sense of purpose.

Finally, it is important to invest in measuring results through performance indicators that allow you to understand the efficiency of each strategic action created. What makes branding a good management model is that it is capable of doing such measurements. Without measurements there is no managing.

And if you think branding is only for big companies, you are wrong! small and medium-sized companies can also apply Branding to their businesses and can even use it as a starting point. Whatever your business, it is important to remember that Branding is an ongoing management model, and should always be open to improvements.

So do you see how managing your brand can be of value to your company? Do you have case, consideration or any questions about the subject? Leave a comment and join in!