Brand Management: Process and Responsibilities

Your brand is what differentiates you from the competition. You want to stand out, and your branding is your tool that allows you to be unique. Your brand identity should be a key strength of your business, however to make the most of it, you need to actively work on it and keep your message and identity clear and consistent.

What is brand management?

The term gets thrown around a lot so let’s be clear on what it means. Brand management is an ongoing and active process. It is the steps you take to maintain a clear and consistent message about your brand. It should support and build positive associations between your brand and your customers. All businesses should be doing it.

Why is brand management important?

When you have a clear brand that is well-managed, it gives your company a cohesive identity. This has positive effects on the whole company. Your marketing team has a clear message to follow making it easier to communicate about your products and services. The sales team know who to target. Customers, old and new, know what to expect and begin to feel a sense of loyalty to your brand. When hiring new team members, they know what the culture of your business is based on.

The brand management process

To manage your brand, there are a few things that you need to embed throughout your company. These will give you the base on which your brand is built.

Clear identity

If you want to stand out from the crowd, you need to know who you are. This comes from your leadership team. Your whole leadership team should be able to agree on who you are as an organisation. You should know who your competition is and how you are different from them. Most importantly you should have a clear brand story to tell. A genuine brand story is the best way to share your brand identity.

Positive perceptions

You want the outside world to think positively about your brand. This means that every interaction your company has with customers or other businesses or service providers needs to leave a positive impact. The best way to influence perceptions about your brand is to do what you say you are going to, be customer-focused and act like your mother is watching. If you treat your customers well, then that is the message that will spread.

Employee buy-in

There is no point in deciding what you want your company to be if that vision isn’t shared by your employees. They are the ones who will be building your brand image and identity. So, not only do they need to understand the brand identity, but they also need to agree with it and in some degree embody it. This means you need to have your brand identity woven into the culture of the company. You should keep it in mind when hiring, and promoting staff.

Monitor your success

Check in with your customers every now and then. Ask them what they think about your brand. If your message isn’t getting out, then you might need to make some changes. But the only way to know this is by asking your customers.

Does your brand management need a boost?

Get in touch with the branding experts team at Liquid today to find out more about our bespoke brand management process.

FAQs

1. What is Brand Management, and Why is it Essential?

Answer: Brand management involves overseeing and guiding all aspects of how a brand is perceived by its audience. It encompasses the development, maintenance, and enhancement of a brand’s identity, reputation, and value. Effective brand management ensures that the brand remains relevant, competitive, and aligned with the company’s strategic goals, ultimately leading to customer loyalty and long-term business success.

2. What Are the Key Responsibilities of a Brand Manager?

Answer: A brand manager is responsible for:

• Developing Brand Strategies: Crafting and implementing strategies that align with the brand’s goals and values.
• Monitoring Brand Performance: Analyzing market trends, consumer feedback, and sales data to assess the brand’s performance.
• Ensuring Consistent Brand Messaging: Maintaining consistency in all brand communications across various platforms.
• Managing Brand Equity: Enhancing the brand’s value by building strong relationships with customers and ensuring a positive brand image.
• Coordinating with Other Departments: Working closely with marketing, sales, product development, and other departments to ensure a unified brand experience.

3. What Are the Steps Involved in the Brand Management Process?

Answer: The brand management process typically involves:

• Brand Research: Understanding the target audience, market trends, and competitive landscape.
• Brand Strategy Development: Defining the brand’s mission, vision, values, and positioning.
• Brand Identity Design: Creating visual elements (logo, color palette, typography) and brand messaging that reflect the brand’s personality.
• Implementation and Execution: Rolling out the brand across various channels and ensuring consistent application of brand guidelines.
• Monitoring and Adjusting: Continuously tracking the brand’s performance, gathering feedback, and making necessary adjustments to the strategy.

4. How Does Brand Management Impact Customer Loyalty?

Answer: Effective brand management fosters customer loyalty by consistently delivering on the brand’s promise and creating a positive emotional connection with customers. When a brand consistently meets or exceeds customer expectations, it builds trust and encourages repeat business. Brand management also helps in creating a strong and recognizable brand identity, making it easier for customers to connect with and remain loyal to the brand.

5. What Challenges Do Brand Managers Face, and How Can They Overcome Them?

Answer: Brand managers face several challenges, including:

• Maintaining Consistency: Ensuring that the brand’s messaging and visual identity remain consistent across all platforms and touchpoints.
• Adapting to Market Changes: Staying relevant in a rapidly changing market while maintaining the brand’s core identity.
• Managing Brand Reputation: Protecting the brand’s reputation in the face of negative publicity or social media backlash.
• Balancing Innovation and Tradition: Introducing new ideas and innovations without alienating loyal customers. To overcome these challenges, brand managers need to stay informed about market trends, continuously engage with their audience, and be proactive in addressing potential issues.