Brand management

For this purpose, you do NOT have to spend a lot of money on branding. What you need to do is use smart and strategic brand management to support your business in a sustainable way.

What is brand management?

Brand management is the development of the way the brand is perceived on the market and by consumers. Creating a positive relationship with the target audience is of great importance for brand management.
Brand management is an important aspect of marketing that uses sophisticated techniques to increase the value of a product. Depending on the marketing strategy implemented, it can increase product prices and create loyal customers using appropriate images or key messages.

Types of brand

Product : A tangible product is the thing that is most often associated with a brand. If your brand offers more than one product, you must have a unifying attribute. For example, Coca-Cola is a brand, but the various drinks it offers are also part of the brand.

Service : Services are intangible products, such as courier service, software, etc .. A brand that offers a service can be positively or negatively affected by the people who offer the service, how the service is performed, where the service is performed, how individual customers understand and interact with the service.

Personality : People can have their own brand based on character, charisma, fame, position or influence. This type of brand can be an expression of natural character or an image that is deliberately created.

Organization : Organizations that offer services or products can be brands. The qualities that people associate with the company are the main ones of the brand. The perception of the brand depends on the user experience.

Events : These brands are related to the consumer experience they had during an event, or to a strong connection to the purpose of the event. Small or large, these brands are associated with entertainment, a professional relationship or a social cause. Example: The Olympic Games.

Strategies for successful brand management

1. A unique commercial message

Your unique trade message (UTP) is what sets you apart from the competition. To find your unique sales message, you need to know where your product and your company are in the market. What makes your product different from the competition? What distinguishes your company from others in your field? Define these answers and write them down. For example: "Our company is the most creative and our products are the most stylish." Rephrase the sentence into an eye-catching message. Use it in all your marketing activities.

2. Internal brand management

When developing your brand, you need to start from the inside of your company - your employees, then - your partners and current customers. This will help you incorporate other points of view into your brand that you may not have thought of. For example, the team that developed your product knows how customers use it, and you can incorporate this information into the sales process.

Make sure that each department represents your brand in the right way in all possible communication channels with customers, partners and suppliers.

3. Maintain brand consistency

It is important that your brand evolves, but the core of the brand never changes. We know it's hard to manage the visuals of your brand, but you have to use them consistently.

4. Connect with users on an emotional level

The brand is not just a name, a logo, a website, an advertisement. These are tools, not a brand. The brand is something much bigger - a desired idea that manifests itself in products or services, places, people, experiences.
So try to meet not only people's physical needs, but also their emotional needs. Thus, they will gradually begin to identify with your brand.

5. Reward your loyal followers

Give rewards to those users who like your brand - to be part of the process of building your brand.

6. Build community

The community is an effective platform that can engage customers and build brand loyalty. In active communities, members feel the need to connect with each other, and what unites them is the fact that they use the products of the same brand.