Why do I need Brand Management?
We usually have the idea that the brand is just the logo, but the reality is that the brand is the print we leave in people’s minds. Either because they used our product, received our service, saw an advertisement or were contacted by one of our partners. Proper brand management will ensure consistency at every touch point, contributing decisively to business results. Understanding this and deciding to do so is the first step in a process of continuous improvement, which will ultimately lead us to effectively reach our audiences. Branding is a discipline and as such requires constancy, consistency and focus.
There are two work spheres: from the inside and to the outside.
Starting by defining the brand strategy, which includes key aspects such as: the differentiation of my offer, the tone of communication, the target and what it brings to the world, will lay a very good foundation that will help us define specific goals over time. Developing the brand architecture in line with the business strategy will allow it to grow in a proper way. At the same time, it will warn us when it goes down different paths that could confuse our audiences. Working on our brand storytelling, starting with our employees, will turn them into the best ambassadors. Having good message kits for the sales team will give us key tools to make our value offer known. Allowing us to share the same message towards the same direction, working together.
All this requires good structure, involving the entire organization (innovation departments, trade, sales, marketing, production, logistics, new business, etc.), working in sync. Each one from its own area, leading the company towards the goal defined by the General Management.
If you want your brand to grow and contribute to your business goals, start with a diagnose of how you are managing it, WE ARE READY TO HELP YOU!