You’ve probably heard of brand management, but what does it actually mean? Have you ever seen a company with confusing branding like in the image above? If you want to build brand recognition with your audience and increase conversions, your branding needs to be clear, consistent and managed.
“Every company has an existing brand, whether or not it is in the company’s control is a different story.”
What is brand management?
Brand management is control. That seems simple enough, but there is a lot that needs to be accomplished to get that full control of a brand. Every company has an existing brand, whether or not it is in the company’s control is a different story. Having complete control over the company’s brand message and appearance can be very daunting without the proper experience.
“Brand management is the source of the necessary cohesion.”
Why is brand management necessary?
A brand must always have the same look, feel, and voice. This is accomplished with one cohesive mission behind it. Brand management is the source of the necessary cohesion. Understanding all the outlets that the brand will be used in, as well as knowing how to write/design for those outlets is what the goal that brand management aims to accomplish. It allows for little confusion in the minds of customers, current or future. The brand must always be consistent so it is easily identifiable and reliable.
“Managing two powerhouse creative sides of a brand takes quite a bit of work and finesse.”
What aspects of the brand are being managed?
There are two strong aspects of a brand that need to be consistently managed: The Voice and The Design. The voice is copy that has to be written in the correct tone of voice, one that falls in line with the brand mission. The design is the visual look and feel of a brand; they must all be styled and treated the same so that the brand is visually unified. Managing two powerhouse creative sides of a brand takes quite a bit of work and finesse. This is why having an expert help is always valuable.
“If clients know what the brand means, then the company has a habit of sticking in their brains.”
What will the results be when a brand is correctly managed?
The results will be huge. The brand will be clear to anyone who has seen it before or is experiencing it for the first time. This means that new clients can find out what the company’s mission is with plenty of ease, making it an easy decision for them become a customer of this competent company. If customers know what the brand means, then the company has a habit of sticking in their brains. These customers will check in or look back to see what the company has been up to. This habit of coming back is called brand loyalty, which it is something that comes along when a brand becomes stronger. In the end, the sales outreach will become easier because the targeted demographic will know what the brand is and want to work with a recognized brand. A strong brand means something to a consumer. Besides what you have been telling them (we’re really good/passionate about “x”) they also see that that the brand is reliable and honest. Reliability and honesty allows a client to feel secure with the company they have chosen to work with.
Where Can we Find Someone to Help us With Our Brand Management?
Brand management is one of the things that Spin350 Creative does, and does well. We have a strong understanding of all the different brand channels from print to web to viral. In addition, we have a huge capacity to manage brands and the multiple assets that come with branding, which need to be sorted in order to get the full benefit of a strong brand. With a very strong background in design and social marketing, we are a great fit for a company that wants to grow using a stronger brand. To discuss what Spin350 can do for you give us a call at 617-910-9875