Brand management strategies for the post-pandemic era

Martech Insights | Monday, August 29, 2022

There is more need for adopting new strategies in the post-pandemic era, as consumer behavior has transformed and basic brand management strategies are no longer applicable.

FREMONT, Calif.: While there is a drastic change in consumer behavior, especially due to the pandemic, brands must put in place innovative management strategies. There is a need for revolutionary ideas that constantly challenge and reorganize thoughts.

Use the Unique Selling Proposition (USP)

A brand’s USP sets it apart from its competitors. Companies need to understand where their products fit in the market to create a unique selling proposition. They must identify what differentiates their products, whether they are sustainable or profitable. The answers to these questions must be defined and written down. Once the USP is defined, companies need to convert it into key messages that help drive benefits. Using it as the backbone of a marketing strategy will accelerate brand growth.

An alternative method of evaluation

The evaluation of certain brand elements is essential. However, many brands believe that brand management is a process that begins and ends with an assessment. A more effective approach would be to develop a foundational plan for review and then maintain that plan for ongoing reassessment in the future. Everything would then be detailed in a precise timeline to ensure that none of these measures stagnate. It is best to adopt a three-pronged process.

Organizing and listing brand items and assets is where a brand should manage various items and assets. Therefore, they should create a list to keep them organized. Then they have to come up with a plan for all the teams. Each plan should be accessible to relevant team members. This will ensure that everything is assessed on time, which helps in achieving goals. Finally, brands need to reevaluate the overall process. They must ensure that processes receive extra attention even after they are built. This requires reviewing the implementation of a plan.

Extra care for brand assets

There are many assets that are part of a brand. These brand assets require special attention to create a successful brand management strategy. Some of the important asset types that are considered brand assets are visuals, brand messages, social media accounts, and websites.

There are a few aspects to consider when managing different visual elements. The first initiative is to take note of the visual elements over which brands have control. This includes logos, layouts, and color schemes. When the rebranding happens and the visuals are changed, there will be subtle transformations of the visuals in a new direction. It is important to maintain brand consistency even with these changes.

The brand message should be specific and showcase the brands ideals and principles. Many different factors make the brand message valuable. This includes conveying some kind of story, energizing customers, and acquiring more customers, which can be achieved through learning and understanding audiences. Once a message is created, brands must continually evaluate new projects and campaigns to ensure it is accurate.

Likewise, creating accurate social media accounts is also imperative for effective brand management. Brands must provide truthful and consistent information on every social media platform. They must reflect the values ​​and principles of the brands. Businesses are usually unaware of the potential power of their website or app. A better brand management system includes maintaining the well-being of a business website. It includes in-depth analysis and ongoing reviews, which will provide more insight into how effectively the website is branding.

Cathy W. Howerton