The Importance of Strategic Brand Management (2022)

Managing a brand can (and should) include a multitude of aspects, from centralizing digital assets to upholding brand consistency across various touchpoints. When it comes to the strategic part of brand management, it indicates a more long-term aspect of managing your company’s brand.

This often includes future-proofing your brand – setting up sustainable processes and scheduled iterations to empower your employees in creating, managing, and developing the brand in a way that actually works – without the risk of any harmful brand inconsistencies.

So what is strategic brand management, really?

By establishing a brand strategy that upholds your company’s overall goals and processes, you’ll make sure that your brand can evolve and grow in a way that’s benefitting your business in the long run. A brand strategy is a combination of methods aimed at helping you put into words the uniqueness and identity of your brand – allowing you to increase quality in communication and customer touchpoints, for a stronger brand and (ultimately) enhanced selling power.

When you’ve got a strategy that is both agile and beneficial for your brand, allowing you to add value to its overall perception, you’ve made a long-lasting investment in the future of your company.

Why is it important though? Well, it’ll help you...

  1. Improve brand perception – strengthening selling power – through trust.
  2. Increase retention, customer loyalty, and brand value.
  3. Differentiate your brand to indicate uniqueness to customers.
  4. Allow marketing communication to be more impactful.
  5. Activate employees to up engagements and enable them to feel closer to the company.
  6. Make your company less vulnerable to drastic changes in your market.

How do you create a brand management strategy?

As you might’ve guessed, there are more than a few moving parts to account for when creating a successful brand management strategy. The most important ones are:

  1. Making sure your brand positioning and values are aligned.
  2. Actively monitoring brand reputation (who says what, where, and when).
  3. Centralizing your brand material to ensure stakeholders know what to use where, when, and how.
  4. Frequently measuring and analyzing brand performance – confirming all brand activities are on track.

Let’s look at it from a more detailed perspective.

(Video) What Is Strategic Brand Management? (12 Process Elements)

Brand Positioning & Value

One of the cornerstones of creating a solid brand management strategy is to determine the positioning of the brand, and what the company wants to achieve. Not exactly a walk in the park, this one takes some time and thought. To create a strong brand positioning, researching the positioning of all competitors in the industry to see indications of differentiators is sort of non-negotiable (spoiler alert: you’ll want to position your brand to set it apart from the rest).

The Importance of Strategic Brand Management (1)

By creating your own brand space (your spot in the market), you’ll be able to find a niche position that’ll resonate directly with your audience, making you – when executed well – unmistakably you in every way, shape, and form. This will not only bring your company forward in the sense of recognition, but it’ll boost business goals and consequently, the overall performance of your organization.

Finding your brand’s position can be tricky, but it’s easier when you’ve established and documented the values your company upholds. If you, for example, are a dynamic and what-you-see-is-what-you-get type of company, you might want to position it in a space where you’re transparent and user-centric in your communications. Maybe you value innovation and progressive thinking? Then make sure your company is communicating with a more modern approach than your competition is.

Whatever values you’ll define, don’t let them fall to the wayside; integrate them into the core of the company. Empty words on paper mean nothing if you as a company can’t stand by them, and back your position and values up through every customer touchpoint.

Brand Reputation Management

For brand building and reputation management, media monitoring and social listening are essential tools in constructing a successful future for your brand. Make sure you know everything about what’s being said, where it’s being said, and by whom. That’ll play a vital part in any functional brand reputation strategy.

(Video) Strategic Brand Management

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You’ll need to know if it’s on a blog post, through a social channel, or some other platform you might never even have heard of. Having a good sense of what’s going on will allow you to properly prepare for what’s coming. In turn, you’ll be poised to successfully steer a conversation in the right direction like the pro you are.

Now let’s get to the nitty-gritties. Did you ever hear the expression “Any PR is good PR?” Sure you did. Here’s some news for you: it’s not. Negative publicity can, when left out there, floundering in the world, unopposed, have the power to turn a company upside-down. Your brand’s reputation is based on the image it communicates, which does not need to come from you specifically, but anyone in contact with it. A customer, stakeholder, former employee, a random person with a prickly personality – anyone. When there’s negative publicity hanging around, your brand perception is at risk. A lack of trust in your product or service can permanently damage your company, and with more people believing it, the faster it spreads.

The role of brand reputation management is to take steps in controlling and influencing this – taking ownership of your brand perception, in the eyes of the public – making sure it’s actively dictated by you as a company. This is why it’s essential that you regularly monitor, respond to, and fix predicaments as they appear. Your brand is only as strong as what they think of it.

Brand Management System

Keeping your communications on-brand is one of the most vital aspects of a fine-tuned brand management strategy. Whether you’re a one-person show or a global enterprise (especially then, actually), centralizing your brand definitions, assets, creatives, and essentials is crucial.

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(Video) Strategic Brand Management | CurtinX on edX

Building a brand system like that can be done in different ways. Traditionally, you’d create PDF brand guidelines to show relevant stakeholders how to use your brand. This would often be associated with a set of creatives and assets – either on a Google Drive or in Dropbox.

The other solution is to create a digital brand home for your company, living in the cloud. There are currently a few alternatives for this, allowing you to set a space up with centralized, always-up-to-date brand guidelines that can be shared throughout an organization with no more than a link. In addition, these cloud-based brand systems provide you with libraries that host your creatives and assets, helping employees use the right assets for the right project – you might know this as digital asset management.

Whichever way you choose to go, making sure you’re centralizing and facilitating your brand flow seamlessly through your organization is your golden ticket to getting on the right track for creating and carrying out a winning brand management strategy.

Brand Performance & Analysis

Once your brand management strategy is well defined and active, you’ll need to analyze and optimize its performance for the best impact. There are several ways of doing brand audits; you can do it in-house, or with an external agency – all depending on the amount of time and money you have on your hands.

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Regardless of who’s behind the wheel, make sure you cover these three areas:

(Video) Strategic Brand Management - What Is Brand Management?

  1. Internal branding – brand values, positioning, and company culture.
  2. External branding – print and online advertising, marketing materials, public relations, social media, website, newsletters, and content marketing.
  3. Customer experience – sales process and customer support; online and offline.

When looking at these aspects of your brand, analyze them from every vantage point. Is it all brand consistent? Does everything looks and feels the same? Is everyone in the company living and breathing your brand, both in the creation of brand material and real-life interactions with customers?

Some things are easily measured in terms of conversions and traffic, but some things will require you to have proper sit-downs with customers. Ask them how they see your brand. This way, you’ll know if what you’re trying to communicate actually is what’s perceived on the other end – that goes with every part of your brand audit.

These brand audits should, ideally, be conducted regularly. Make sure you revisit the topic at least once every quarter. That way, you’ll avoid being shell-shocked when things start heading the wrong direction – instead, you’ve anticipated it and controlled it to the extent that no harm will befall your brand.

(Video) Strategic Brand Management | What is it | Importance of Strategic Brand Management | Master It

FAQs

What is the importance of strategic brand management? ›

Strategic brand management is meant to support companies in getting (or improving) brand recognition, boosting revenue, and achieving long-term business goals. Managing a brand can (and should) include a multitude of aspects, from centralizing digital assets to upholding brand consistency across various touchpoints.

What is the importance of brand and branding? ›

Branding Creates Loyal Customers

Branding allows you to build relationships with your audience, which can eventually turn them into loyal customers. You can create a brand that people actually care about and put yourself ahead of businesses that aren't using this to their advantage.

Why is it important to have a brand strategy in marketing plan? ›

Branding is crucial for products and services sold in huge consumer markets. It's also important in B2B because it helps you stand out from your competition. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers.

What is the strategic brand management process? ›

Strategic brand management revolves around building brand equity and ensuring its growth over time. Therefore, the brand management process involves the planning, executing, and controlling marketing and branding strategies, including activities to promote brand equity building, measurement, and control.

What is the purpose of brand management? ›

Brand management is a broad term used to describe marketing strategies to maintain, improve and bring awareness to the wider value and reputation of a brand and its products over time. A strong brand management strategy helps to build and nurture closer relationships with its audience.

What is a strategic brand? ›

A strategic brand is one with strategic importance to the organization. It is a driver of reputation, differentiation, loyalty, sales and cash flow. Identifying your strategic brands will be a huge step toward ensuring that brand-building resources are not misallocated.

Why is branding important with examples? ›

Your branding is the first thing your customers will experience and will help them to form an opinion on what you're about. For example, it provides a visual clue about the products or services you offer, your intended audience and your values.

What is the importance of brand name? ›

Your company name is often the first element of your brand that customers will encounter. It's vital that the name is distinctive, authentic, memorable, and enduring, so it resonates with your target audience.

Which strategies are important for branding? ›

Components of an effective brand strategy
  • Core values. ...
  • Strategic positioning statement. ...
  • Ideal customer profile(s) ...
  • Brand promise. ...
  • The look and feel of your brand identity. ...
  • Prioritized brand touchpoints and awareness-drivers. ...
  • The voice and tone of your brand, as well as specific messaging.

How can branding strategies be improved? ›

  1. Build Relationship Capital. Relationships between people are any brand's most inimitable asset. ...
  2. Tell Stories. ...
  3. Show Audiences What's In It For Them. ...
  4. Reframe It As Building Credibility. ...
  5. Align Branding With Your Vision. ...
  6. Build A Unique Selling Proposition. ...
  7. Strive For Focused Consistency. ...
  8. Be Accessible, Relevant And Trustworthy.
15 Apr 2021

What are the important decisions in developing a branding strategy? ›

Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development. Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

What is the first step in strategic brand management process? ›

The strategic brand management process can be defined as involving four main steps (Fig. 1): 1) Identifying and establishing brand positioning and values, 2) Planning and implementing brand marketing programs, 3) Measuring and interpreting brand performance, and 4) Growing and sustaining brand equity.

What is brand management example? ›

Examples of brand management

A car insurance company develops a brand management strategy to promote brand awareness and recognition and foster familiarity within its target audience.

What is strategic brand development? ›

A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.

What is most important brand management? ›

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.

How important is brand management in an event process? ›

By making them branded, you inform the audience about the company and therefore attract new clients. Build engagement. With creative event branding, you don't simply build great brand affinity, but also keep people engaged.

How do you maintain brand management? ›

7 Tips for Effective Brand Management
  1. Submit rules to your team. ...
  2. Create a unique brand strategy. ...
  3. Pay attention to customer experience. ...
  4. Make customers your top priority. ...
  5. Keep brand assets together. ...
  6. Use one brand style for your content. ...
  7. Encourage collaboration of departments. ...
  8. Keep up with trends to stay relevant.
23 Aug 2022

What is strategic brand analysis? ›

Brand analysis is a set of steps and strategies that you can use to assess your company's current branding strategies. You can use this analysis to find your marketing strengths and identify areas of improvement.

What is new brand strategy? ›

The new brand strategy means developing a new product line and a brand that would be associated with it. The product line needs to be outside the scope of the current brand offering, that's why it requires a new brand.

Why is it important for the brand managers to consider brand positioning strategy? ›

Brand positioning is defined as the conceptual place you want to own in the target consumer's mind — the benefits you want them to think of when they think of your brand. An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value.

What are the key strategic brand management decisions? ›

Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development. Before going into the four branding decisions, also called brand strategy decisions, we should clarify what a brand actually is.

What are the components of strategic brand management process? ›

Strategic Brand Management Process has four main steps:

Identify and Establish Brand Positioning and Values. Designing and implementing brand marketing programs. Measuring and interpreting brand performance. Growing and sustaining brand equity.

What are the brand elements in strategic brand management? ›

Elements of the brand include logo, symbol, images, and slogans. A marketer of the company will use these brand elements to promote the brand in the market. It also includes creating strong, unique, and favorable brand associations that can support the marketing programs and activities.

What is your strategy for effective brand positioning? ›

7-Step Brand Positioning Strategy Process

Identify your direct competitors. Understand how each competitor is positioning their brand. Compare your positioning to your competitors to identify your uniqueness. Develop a distinct and value-based positioning idea.

Why is strategic positioning important? ›

A company's relative position within its industry matters for performance. Strategic positioning reflects choices a company makes about the kind of value it will create and how that value will be created differently than rivals.

Why is a brand positioning statement important? ›

Positioning statements are valuable, because they give a product or company an identity. The customer should be able to grasp what the brand, product or business is about. If the company is about providing savings, the statement should imply price value.

What is the first step in strategic brand management process? ›

The strategic brand management process can be defined as involving four main steps (Fig. 1): 1) Identifying and establishing brand positioning and values, 2) Planning and implementing brand marketing programs, 3) Measuring and interpreting brand performance, and 4) Growing and sustaining brand equity.

What is brand management example? ›

Examples of brand management

A car insurance company develops a brand management strategy to promote brand awareness and recognition and foster familiarity within its target audience.

What is an example of a branding strategy? ›

A great example of their branding strategies is their “Think Different” campaign. They realized that their customers wanted to be great, innovative, game changers and different. They knew that their competitors were strong and could deliver good quality products, so how can they convince their customers to choose them?

What is strategic brand development? ›

A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.

What is the more important in brand equity? ›

Brand equity is generally thought to be more important for services that are dominated by experience and credence attributes. The presence of search attributes helps to make the service more tangible and so makes purchase less risky for the consumer.

What is value of a brand? ›

Brand value is the monetary worth of your brand, if you were to sell it. If your company were to merge or be bought out by another business, and they wanted to use your name, logo, and brand identity to sell products or services, your brand value would be the amount they would pay you for that right.

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