Developing and managing sustainable brands requires a disciplined system of delivering exceptional and relevant experiences for the customers and stakeholders through effective connections and ongoing engagement as well as creating brand advocates driven by your brand promise.
The five drivers of brand management
|The following 5 elements are critical for creating and continuously managing successful brand: 1. Experience
When planning brand management you should think through the process of creating an ongoing customer and stakeholder experience. It is the experience that you are supposed to manage in order to manage you4r brand successfully. There is no single driver which is more important than thinking in terms of customer experience.
The next important term in brand management is connection. Online media including social media platforms like Facebook and Twitter as well as LinkedIn for B2B marketing offer incredibly efficient and effective processes for marketers and brand managers. Building a presence and connecting with your target market through online channels offer enormous reach and speed to spread your message across in a very targeted way.
Connecting with your target market is only a first step, next is ongoing engagement which includes listening! This is a two-way communication, not a traditional promotion and advertising channel. Understanding and incorporating brand listening into your brand management and marketing systems and processes is crucial for success. Continuous engagement with your target market creates emotional attachment to the brand and people follow your activities daily. Emotional feeling of being a part of the community is the ultimate outcome for marketing – this powerful process creates loyalty and advocates.
While branding is the main activity for brand managers, managing successful brands require organized approach by all employees. Brand managers must develop brand advocates who understand, believe and trust the brand and share their opinions with the community. In addition to employees, successful brands create advocates outside the organization – customers of successful brands become advocates on their own when they believe and respect the brand. For instance, Apple is a great example of successful brand having customers as its main advocates – people talking online about how cool their products are and waiting in line in front of their stores to get the latest product is the most powerful type of branding.
Finally, an important factor in any brand management is understanding the perspective of promise. In its simplest terms brand is a promise – what you stand for and what you live for as a brand or company. This attracts like minded individuals and organizations and brings support from external entities which delivers value for your brand.