5 reasons from strategic brand management are necessary for marketers

Posted by prajval rajeshirke on August 17th, 2019

One of the strongest factors that differentiate organisations from other firms is their brands. Revenues, funding, and the size of the company does matter, but the sales of the company are primarily dependent on the brand. Three elements set your company’s brand apart from its competitors: self-reflection, discipline, and focus. This is where strategic brand management enters the picture.

Brand management is an ongoing process that requires constant attention and should reflect the organisational values to the audience. The various facets of brand management are customer satisfaction, packaging, promotion, comparative analysis, and more. The graduates and postgraduates from a media school secure degree in brand courses, aspire to become brand managers or marketing managers.

By opting for brand management, the organisation benefits in the following way:
•    Marketers can easily communicate their brand value
•    Sales of the company boost
•    Prospective customers have an understanding of what to expect from the organisation
•    The current audience feels confident in their decision
•    Potential hires are drawn to your culture

Why should marketers implement strategic brand management?

1)    To create brand perception: From the people your front desk reps interact with to sales representatives they communicate with to the website page they visit to the support people they chat or e-mail to, your organisation is sending a crucial message every time. Your brand is not just limited to a logo. It goes beyond taglines or campaigns. It is the experience the person has with your organisation that forms perceptions. You cannot influence these perceptions.

2)    To understand the organisation: You cannot have a positive influence if you do not know who you are and what is the essence of your brand. You should ask difficult questions, gain consensus, and reflect on your organisational values, as well as, traits. Need be, asks the following questions to the team leaders of your company:
•    Which three words describe your organisation?
•    Who are your competitors today?
•    What three meaningful stories can you encompass the brand which will connect with the audience?

3)    To gauge the audience: You need to create a brand that resonates with the audience. This is the basics that brand management courses impart to the students. Ask the following questions to get a better understanding of your demographics:
•    What is your core audience?
•    Do you talk to your audience regularly?

4)    To connect employees with brands: Employees form an integral part of brand management. They interact with the customers, buyers, and partners regularly. The more you inform them about what the brand stands for and how to make it better, the more they will contribute to its success and assist in growing the business. Stellar strategic brand management not only produces real and tangible results but also drives the sales for the concerned product and services. Other products and services also benefit from success.
 
5)    To measure brand performance: This is where marketers and the staff of the employees should participate in full swing. Talk to your customers and employees simultaneously. Use the brand message and ask the employees their reviews concerning the following aspects:

•    Message resonance
•    Brand recognition
•    Brand loyalty
•    Culture confidence

Every school of communication has a separate subject on each of these pointers. Some are part of one subject.