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Brand management is a broad term used to describe marketing strategies to maintain, improve and bring awareness to the wider value and reputation of a brand and its products over time. A strong brand management strategy helps to build and nurture closer relationships with its audience.
That’s why companies of all sizes adopt brand management practices to build, control, and safeguard their company’s narrative.
What is brand management?
If your team has ever struggled to keep branding cohesive, or felt like you ‘lost control of the brand’ entirely during periods of rapid growth, a clear brand management strategy can help.
Brand management is the steps taken to monitor your brand image, grow brand awareness, and build a strong brand community.
Strategic brand management is all about translating your company’s brand purpose into every piece of content you need for sales and marketing strategies, from business cards to presentations to social posts. By building a cohesive brand, you can develop a strong reputation and improve awareness, both online and offline.
What is a brand management process?
The brand management process starts with a strong brand identity, and involves ongoing monitoring, updating, and analyzing of brand performance. Many brand managers measure brand sentiment and awareness as benchmarks for growth.
Examples of brand management
Companies who have successfully grown their business through brand management strategies have a deep connection with their target audience, and a strong digital presence.
For example, Zappos is known for its customer service, which is communicated through prompt responses on social media, flexible return policies, and accessible customer support throughout their website.
Dropbox increased brand awareness and reached a $10B valuation in 10 years using a referral program and clear branding carefully crafted by the marketing team.
Dropbox increased brand awareness and reached a $10B valuation in 10 years using a referral program and clear branding carefully crafted by the marketing team.
Brand management vs. brand marketing
Brand management is how you shape the perception of your brand and strategically develop your brand to help meet business goals — and brand marketing is all of the efforts that you take to sell your brand and products.
The brand team is in charge of creating the brand, building and updating brand templates, creating and updating brand style guides and disseminating them to the entire company, planning and leading on rebrands and other types of brand strategy, and ensuring brand compliance on every kind of content.
From in-app copy to social posts to internal presentations to sales collateral, everything created by any employee needs to represent your brand properly. And it’s the mission of brand teams to make that as easy as possible.
Brand principle
A brand is recognized by its logo, brand fonts, and brand colors, but those design choices alone don’t make up the whole brand. Your company’s personality, its product offerings, its voice and tone, its packaging, and its social media presence all contribute just as much to your brand’s success. Incorporating unique elements like a custom box mockup or paper bag mockup can further distinguish your brand’s packaging, adding another layer to your overall identity.
The goal of the brand decisions you make are to create a personality and relay a set of values that resonate with your target audience. Trying to appeal to every person on the planet won’t work, so making bold design decisions and taking calculated risks when it comes to building your brand and values can help you grow your business among your target audience.
Defining your brand’s core values and personality is an important early stage of the brand creation process.
Brand management involves intentionally selecting and leveraging a wide range of brand elements to shape the public perception of your brand. Seek out feedback throughout the process, too: Finding out how the public reacts to every choice you make when building your brand — and acting on their feedback — helps you keep your brand current and effective.
