Brand management includes managing the tangible and intangible characteristics of brand. In case of product brands, the tangibles include the product itself, price, packaging, etc. While in case of service brands, the tangibles include the customers’ experience. The intangibles include emotional connections with the product / service.
Branding is assembling of various marketing mix medium into a whole so as to give you an identity. It is nothing but capturing your customers mind with your brand name. It gives an image of an experienced, huge and reliable business.
Your brand should:
Make your product or service distinctive from the competition
Identify what customers can only get from your brand (Don’t camouflage your strengths!)
Trigger instant recognition with customers and prospects
Position yourself as an expert
Be present when and where it matters (Queue your integrated marketing campaigns)
Remind people of the reputation for which you are known. Show up locally to reinforce this
Place your company top-of-mind with your audience
See better return on investment, more brand awareness
Capitalize on mind share to help drive sales
Why brand management matters?
Customers will recognize your company, your product, your service and your status through your brand. You can build an incredible brand through messages, images and ads but whether you realize it or not, your company is creating this reputation with everything that you and your local affiliates do. So you need to make sure you are consistently living up to your brand promise each and every day.
The most important part of brand management is ongoing maintenance and control. Proper brand management involves making sure that each promotional piece, touch point and every usage of your name, logo and message supports your organization and goals by reinforcing your brand in the way you intended. This allows you continue to strengthen the association your brand imprints on your customers. Even the best brands can fall apart if not managed properly.
Many large corporations hire a full-time brand manager to ensure the brand is held in high regard, and not diminished or misused. Even with a brand manager, developing high quality promotional pieces that consistently strengthen your brand and controlling its use can be a challenge for anyone.
How does Sentrita manage your brand?
At Sentrita Labs, this is one of the primary aspects of branding where we have dedicated a lot of resources in terms of research & development, technology and strategy formulation. It has been our observation that brand promotion is an aspect that businesses don’t hold anything back in. Now once that is in place, the next step is controlling the image and expectation that has been set following the promotion. It is extremely sensitive and micro, that the amount of observation, analysis and measurement that this area commands. We have specifically developed tools in house which are implemented after identifying individual needs and analysing the areas that may trigger the maximum results.
