March 12, 2018 • digitalmedia • Branding • Comments Off on The Importance of Brand Management
When you hear the word, “brand,” what comes to mind? A catchy slogan? A logo on a product? Though these are key aspects of twenty-first century brand management, they no longer express the whole. Brand management today is a far more complex business than recognizable logos and catchphrases, as it has come to encompass every aspect of a company’s engagement with the world, both online and off. A good brand requires careful management. Here’s why it’s important to manage your brand, and why a good brand is so valuable to all your other efforts.
As a business, you always want to clarify your identity over and against the competition. Being the largest, oldest, or most established organization in your field no longer necessarily cuts marketing muster. Though brand evolves, it will always serve to succinctly express to clients and prospects the heart of your identity and what makes you unique in your industry. You do not and cannot serve everyone. Brand is where knowing your limits as a company also defines your strengths, as good brand management keeps your character and capabilities specific. It forces you to hone down your corporate identity into the sharpest possible point and aim your services at a specific target market, so people can recognize who you are, what you do, and whether you’re a potential match for their needs, at a single glance. Your brand also reminds you who you are. It expresses your identity to employees and recruits. What are they promising to support with their work every day? They need only look at your brand to remember.
In the process of building your brand, your insight increases. The beginning or renovation of a brand requires a close look at your corporate identity and vision, refocusing if necessary, and figuring out how your messaging, images, and communications strategies align with this basic vision. You are also building insight about customers, clients, and prospects as you identify your target audiences and continue to seek to understand their needs. You will understand your competition better as you examine how your brand speaks uniquely in comparison to theirs, and may even discover potential for partnerships or collaborations. And if you’re part of a local context, geographic and cultural factors will play into the development of an extraordinarily insightful brand. As you build greater insight about your identity, audience, and contacts, your gained wisdom will show.
A well-managed brand also builds insight about who you want to become. Just as examining the roots of a plant give you a good idea about the fruit it will produce, clarifying the foundational principles of your organization include the implicit promise that your product or service will live up to those principles and continue to strive toward that identity. It points clients and prospects to a positive end they can expect and reminds you and your staff of the big picture vision they are contributing to over time. Brand, when based on a truthful and accurate assessment of identity and goals, also centers your organization as time passes and other aspects of business evolve around it.
People identify with brand. This identification is where conversions are made and client loyalty begins. Without a single customer service rep present, brand speaks. And a good brand speaks the language of the people who need to hear it. It connects to target audience personality, preferences and values, and to a real need or desire. Brand also connects univocally across platforms: social media, direct mail, television commercials, website, and uniforms, just to name a few. Anywhere your brand is seen and heard, you are creating crucial points of connection with your target audience and communicating with a single voice.
If you are fulfilling the promise made by your brand, your brand becomes your reputation in a nutshell. This flows two ways. First, your brand builds your credibility by expressing excellence at all points, by looking and sounding great, and by accurately representing you. What encourages initial engagement from clients? How do customers come to you? Where do prospects first see you? Brand curates that first impression and subsequent impressions. Second, once a person experiences your service, if it is a good experience, this, in turn, builds the credibility of your brand. A great brand encourages initial engagement, and then vouchsafes, and eventually expresses positive client experiences.
In sociology, the persons and communities with strong, particular identities are the ones able to build characteristic cultures and meaningful alliances. With so many marketplace choices, brand is not primarily about standing out generally, but only about standing out to those best positioned to benefit from a relationship with you. This requires knowing who you are and projecting that identity in your clientele’s best interests. It’s about building the personal connections that keep you top-of-mind for a particular product or service. In other words, it’s about leveraging identity for alliance and loyalty.
Your brand is your ambassador. It requires care and development. Fontis Solutions has been building and supporting brands since 2011, providing a single source for reliable and dynamic brand management. We’re full-service planners, managers, and solvers. And we always respect your bottom line. Give us a call today.
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