Brand management is critical to grow confidently and stand above your peers in the marketplace. When the brand inadequately communicates what the business does, it becomes much harder to gain sufficient traction to compete well.
Here are 4 quick tips for effective brand management.
- Position or Reposition the Brand for Success
Brand positioning is a skill in itself. It is perceived by people as something alive in the same sense as humans and animals are. People give brands certain attributes or identifiers like trust, honesty, value, and even quirkiness based on positioning, marketing, and employee communications.
Tweaking the current brand positioning in the marketplace can be done carefully in-house. However, to make a major shift to the current positioning strategy to change perceptions, it’s advisable to hire an agency to assist in (or completely takeover) this process. The JBD agency is one such agency that has the experience to provide insight, guidance, and perform this service if needed.
- Manage Social Media Carefully
It only takes one slip-up by a staff member to ruin a hard-won brand image. For this reason, it’s important to guard social media and other public-facing systems against access by people not authorized to speak for the company.
Brand reputations can be ruined far quicker than people realize. So, a dedicated team must manage all the social accounts to provide a consistent message through all communications. For instance, this might be a solemn and serious response to all correspondence, a slightly comical one, or something that shows the human side of the brand while remaining professional.
It depends on the brand, the products and/or services offered, and the brand plan as to what the consistent message should be. The team should know that they’re the ambassadors for the business and the buck stops with them.
- Refresh the Brand Image Over Time
Just like how many corporate logos will get tweaked every so often and occasionally completely redesigned, it’s necessary to refresh how the brand appears over time.
This might mean adjusting the typography on the brand’s printed communication to switch to a more modern-looking font face while retaining the brand’s colors. It could also mean changing the sponsorship strategy to engage with newer sports or events that appeal to a younger audience or a different demographic.
- Work with Social Influencers of All Kinds
New audiences have come to social media in various forms. It’s important to keep current with that by engaging on these new platforms and reaching out to social accounts where your brand can connect with their audience.
For instance, sharing a product for review by a popular YouTuber and interviewing with them introduces the business to a new audience. It also puts a face and voice to the brand in a positive way.
Similarly, work with social media influencers that have a considerable audience. See which ones will be willing to try out your service or product and co-promote it.
Look for other opportunities to extend and expand the reach of your brand to make more people aware of it. Always protect the brand’s reputation through all brand management activities because it’s too expensive to rectify later – if it’s possible at all.