As stated in our previous blog, an effective brand creates an emotional feeling or attachment, providing a better chance the everyday person will identify, use, and stay loyal to your company/brand. This is the goal. Your finalized logo is only half the battle. The other half: you need to practice an effective form of brand management.
What is brand management?
Brand management allows you to control and supervise all the tangible and intangible parts of your brand. There are concrete things like the product itself, print materials, publication relations (PR) and the not so concrete things like that emotional reaction to the actual product that we keep mentioning. Managing is a constant process of gathering all the various ways your brand is being used on all media fronts. You want to capture the attention of your niche market, you want them to buy your product, remember you, and most importantly, become a returning customer.
So how do you go about this? Here are some key points to effective brand management:
Create brand guidelines
- Gather brand colors, logo, and the voice you’re going for
- What is your brand’s agenda?
- Use your brand in different scenes and settings
- Find the ways your brand works appropriately – what works and what doesn’t
- What sets you apart from your competitors?
Consistency is key
- Once your logo and/or tagline have been created use it everywhere your brand appears.
- The more your brand appears, the easier it is for people to have that memorable relationship with it and that’s the goal, to be memorable
- Be consistent with your brand over time and across different platforms
- Achieve consistency and credibility with your brand and company
Find your market and place yourself accordingly
- Position your brand into similar areas for what your brand represents
- Figure out what sets you apart from your competitors who are reaching out to the same market
- Utilize social media and communicate and keep up with your target markets
In essence, an effective brand is only as good as its competent management. Be prepared to constantly push your brand. One successful push doesn’t equal a successful brand. Monitor your brand as the world perceives it. Press for a strong and clear message for the market you are trying to reach and make sure they have just as clear an understanding of your company as you do. Make a lasting impression.
Need help managing your brand? Contact us today!