brand management
Consistent brand management will drive your business success more efficiently and effectively. A successful businesses doesn’t just have one good year or one good product range. Success – long-term success – is about consistency, the ability to be good (or great) year after year.
This doesn’t happen by accident. Like everything else in business, it’s the result of good management. A key element of this – which is often overlooked or undervalued – is good brand management.
Your brand strategy creates a plan. But your brand management delivers it. Brand management translates your brand strategy into a series of activities that will deliver your brand proposition to your customers.
The five elements of brand management
Brand management is more than a set of brand guidelines and consistent use of our logo. It’s the active review, analysis and development of every aspect of your brand experience, to make it as effective as possible.
To keep this simple, we focus on five elements, which reflect the core functions of your business: Operations, Human Resources, Marketing, Sales and Finance. Each plays a crucial role in the experience of your customers, so it is essential that you manage them effectively.
Operations
Your products and services are the most significant aspect of your brand experience. This is what your customers are paying for, so it will play a major role in their assessment. For this reason, understanding how they influence the experience of your customers – and the opportunities you have to manage that, is crucial.
Human resources
Your ability to recruit and retain the “right” people for your business will have a significant influence on your customers’ brand experience. It is your people who create and deliver your products and services, so building a team with the right skills, experience and attitude plays an essential role in developing your brand experience.
Marketing
It’s likely that your marketing will be the first experience that customers have of your business. As a result, your marketing will be responsible for laying the foundation of your brand experience. It’s likely that someone will see your logo, read your social media or look at your packaging before they use your product, speak to your staff or visit your premises. So it’s important to make a good first impression.
Sales
Your sales process is the ultimate test of your brand experience: a good brand experience should generate sales. But sales is the culmination of the business process, it doesn’t exist in isolation. Your sales activity is built on a foundation that combines each function of your business. The more effectively each of these elements works together – the more consistent they are – the better the brand experience. And this will make it easier to sell.
Finance
The brand experience you deliver to your customers has the potential to drive the financial success of your business. There are two ways it can do this. The first is through a positive impact on your income: by helping you to sell at a high volume, at a high value, or at a high margin. The second is by influencing the value of your business. If you are considering the possibility of selling your business, this might be more important to you.
How we deliver your brand management
Brand management is our commitment to your success. It’s a longer-term relationship, to maximise the impact of your brand strategy. To do this we need to spend time with you, regularly. Either face-to-face or online. We’ll look at your targets and figures with you, so together we can see what’s working – and what isn’t. We’ll give you advice and guidance on what changes that need to be made, to maximise the impact of your brand strategy.
If you would like to know more about brand management, and what it can do for your organisation, drop us an email, or call Jonathan on 07816 870842. It would be great to hear from you!
OUR SERVICES: HOW CAN WE HELP YOU?
BRAND STRATEGY
Your brand strategy is a plan for how to change what people think, believe or understand about your organisation. We’ll work with you to create a brand strategy and bring a clear focus to your business. This will allow you to communicate more efficiently and effectively.
BRAND IDENTITY
Your brand identity will help you to raise your profile and stand out from your rivals in a competitive environment. We’ll work with you to design a strong brand identity that is distinctive and memorable, so you can make an impact, in print, in person and on screen.