The importance of brand management for marketers

Brand management is the ongoing process of ensuring that every time someone interacts with their business, they have a consistent, positive, and value-driven experience.

Frémont, California: Every marketer understands the importance of brand management, but not everyone agrees on why. This is because the strength of its brand is determined by the perception of the customer, and influencing how a market perceives it is extremely difficult. Creating a brand that customers prefer over competitors begins with establishing a clearly defined brand vision, followed by organizational self-reflection and company-wide discipline.

Brand management is the ongoing process of ensuring that every time someone interacts with their business, they have a consistent, positive, and value-driven experience. Every touchpoint, from their website pages to product campaigns to customer service chats, needs to communicate their company values ​​so that their audience thinks of one first when they need to purchase this. that we sell. This is an essential business practice for anyone looking to become and stay relevant in today’s ever-changing digital landscape.

In short, everyone in a company. Branding and brand management are more than just marketing and creative efforts. Of course, the consistent use of its logo, brand colors and messaging is critical to the success of its brand. But it must also be understood, adopted and implemented on a daily basis throughout the organization.

How will we succeed in rallying the whole company? Start by providing everyone with up-to-date brand assets through their DAM system. This makes it easier for everyone to contribute to the customer experience so as to systematically build their brand over time. Everyone benefits when their brand is adopted across the organization:

  • Marketing communicates the value of its products and services more effectively.
  • Sales are given a lead pipeline that begins with a better understanding of the value they offer.
  • Potential customers understand what to expect from the business.
  • Current customers are confident in their decision to stay (become) loyal to a business.
  • Future employees will be drawn to the culture of the company.

Cathy W. Howerton