5 Simple and Effective Brand Management Principles

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Brands must distinguish themselves in the market to make their products viable. The top brands don’t spend tons of money on branding. Instead, they use strategic brand management to enhance their brand. Furthermore, brand value dictates purchasing decisions in the current digital market. Let’s explore brand management further and ensure you understand how to utilize it.

What Is Brand Management?

Brand management is the development of brand perception in the market. Constructing a positive relationship with the target market is vital. Brand management encompasses the customer’s brand association and purchasing process relationship. This includes tangible brand elements.

Brand management is an important aspect of marketing and boosts product value. Similarly, it creates devoted customers by utilizing brand affirmations with images or key messaging.

How do you get started on building and improving brand? Here are five simple and effective brand management principles.

Leverage Your Unique Selling Proposition

Your unique selling proposition (USP) sets you apart from competitors. A timeless example is M&M’s “melts in your mouth, not in your hand”. This USP-turned slogan distinguishes M&M’s from other candies. Furthermore, this brand contrast has been key to the success of M&M’s.

To create a unique selling proposition, understand where your product fits into the market. What makes it different from its competition? Is it more durable or cost-effective? How is your company different? Is it more innovative or stable? Whatever it is, define it and write it down. For example: “Our company is the most creative and the product is the most stylish”.

Once you’ve defined your USP, leverage it by turning it into a sexy key message. Use this as the backbone of your marketing activities – you’ll be surprised at how often it pops up.

Innovating a brand management strategy as a team
Get creative and innovate a key message that incorporates your USPs.

Use Marcom to Push Brand Awareness

Take your USP-powered key messaging and use it to promote your brand. Every marketing activity should promote brand awareness. This is true across every channel and is essential for brand management. Market brand by measuring performance of these marketing activities.

Market your brand by choosing the appropriate medium and means. If your brand is innovative and fresh, promote it through content marketing. Become a technological innovation thought-leader and use your brand as the ‘calling card’ in your key messaging. Above all, be subtle. For example, a short message in your byline with the brand position is a great strategy.

A couple of marcom specialists are organizing their strategy.
Getting buy-in from Marcom is a vital brand management strategy.

Develop Your Brand Internally

It’s critical to evolve your brand from the inside. Get buy-in from other departments and external stakeholders. This incorporates potentially overlooked views into the brand. For example, the Product team knows how customers use your product. Therefore, integrate this information to simplify the buying process.

All employees are brand ambassadors. Get buy-in from the entire organization to communicate your brand. This internal adoption is essential for maintaining brand consistency. Above all else, ensure that every department represents the brand in all communication with customers, partners and suppliers.

Getting brand adoption from the company is bolstered by solid brand asset management. Provide internal brand partners with a central location to download and share brand assets. This makes it easy for them to distribute and maintain brand assets within their own teams.

Colleagues discuss the details of a marketing strategy while sitting at a table covered with papers and cups of coffee.
A key brand management principle is getting internal adoption.

Entice Influencers to Circulate Your Brand

A great way to market your brand is have someone else do it. Who better to do it than an influencer the target market already trusts? This is called the third-person effect. The theory is simple – someone without vested interests is more trustworthy and believable.

Establishing and maintaining a relationship with an influencer is challenging. However, with the right touch you can sustain a beneficial partnership. Engagement is key here. Like any other relationship, you need to communicate. This is done over social media and other important venues like live events or webinars.  Most importantly, remember that engaging with influencers requires you to respect their impartiality.

An influencer is speaking at a conference about a brand.
Getting influencers to evangelize your company is a key brand management strategy.

Utilize Brand Management Software

People come and go, processes and products change, but your brand is the rock. Steady brand evolution is important but the core brand never changes. Aid brand progress by managing the visual elements that represent the brand. Color schemes and logos should be stored in branding software to transform your organization’s brand.

Digital asset management (DAM) is the most comprehensive brand management system on the market. DAM stores digital assets like images, presentations, logos, and other brand elements with rich metadata. This enhances a team’s potential search and share capabilities. Chances are you’ve already outgrown your current cloud file storage system. Therefore, it’s time you move on to an advanced solution.

You now know how important brand management is to company success. Therefore, focus on key principles throughout your process in order to thrive.

Cory Schmidt - Head of Marketing I Canto

Cory’s an SEO and SEM expert who loves discussing brand management, marketing technology and web development.