The 3 Cs of Effective Brand Management
What really makes your brand the most valuable asset of all? Excellent track record for one, but also that positive feeling consumers get about your brand when they purchase from you.
It accumulates over time: The more you give them a good impression about your brand, the better they can trust you to continue offering them quality service. This means your brand strategy has to run according to these positive feelings you want your consumers to keep getting.
Such loyalty can be a very powerful advantage for your company against your competitors, but at the same time very difficult to keep. In that case, you need to structure your marketing efforts so that your audience continues to hold an unwavering perception about your brand. Meanwhile, you must continue to change and adjust your strategy in order to stay relevant. You don’t want your customers to question themselves what else is currently out there besides your brand. As you compete against other businesses, your brand has to keep thriving amidst the rapid advancements of our mobile era.
As the most valuable asset of your organization, managing your brand well can be pretty challenging. It requires commitment on your part to organize creative campaigns, reach out to communities, and to consistently monitor and maintain your brand reputation.
There are 3 qualities we constantly see from the most powerful brands in the world. Whether you’re starting a new company or rebranding an old one, here’s a tried-and-true tactic to construct and deliver a promise that no one will ever forget:
The 3 Cs of Effective Brand Management
Today, people don’t just buy your products. They want something beyond their functional needs. They want a unique experience - the feel, the smell, the touch - and it’s your job to give them a compelling story that answers all the “why” questions behind your business.
Have you ever wondered how the basic slip-ons become so trendy these days? That’s because TOMS shoes has had a worldwide storm of success in recent memory.
The company’s foundation is based on their commitment to philanthropy. For every pair of TOMS shoes purchased, a new pair is given to a child in need. What differentiates them from other shoe manufacturers is their focus on building a sustainable business. Thanks to the company’s nonprofit affiliations, TOMS continues to thrive as long as they stay committed to run humanitarian efforts around the world.
This strong sense of responsibility is an important character of your brand. Ask yourself: What is it about my company, product, or service does that makes it stand out? How can others tell you apart from your competitors? Just as every person has a unique character of their own, your brand has to have something that only you can provide for your target market.
What is your company’s overall vision? What is your brand objective? Outline the brand you hope to establish in the back of your audience’s mind.
Now the questions becomes – how do you keep your brand in the back of their minds?
This is when the emotional attachment comes in. A strong brand creates and continues to develop a deeper connection with their audience to fulfill the human’s psychological needs. One of the most valuable brands in the world has recognized this fact, and they’ve been doing a terrific job taking advantage of these needs.
Nike’s most successful marketing strategy has always been their sponsorship agreements with celebrity athletes and other professional sportspersons. Avid sports fans turn to Nike because they identify with these athletes. They look up to these public figures and instantly they find inspiration – a human drive to be better and be like them.
The more they see the iconic swoosh worn on these athletes, the more visible and discoverable the brand becomes. Eventually, they associate these positive feelings with the logo itself, thus converting the fiercely loyal Federer fans to become the most devoted Nike customers.
And that’s how Nike has been smoothly keeping their reputation in tip-top shape.
It’s important to remain visible to your target market. It’s not just about outshining your competitors – it’s also about keeping your brand in mind and letting people know what your brand has to offer. To do this, take advantage of all communication channels, both verbally and digitally. Choose the mediums you feel most comfortable for marketing your business.
When people think of Apple, innovation comes to mind.
Apple has successfully instilled the “Think Different” message in the last decade. Even though the slogan is officially no longer used in advertising campaigns since 2002, consumers first look into Apple products for something different in the market.
This is why a consistent image is essential. A mark of distinction differentiates your brand from other companies, thus positioning yourself high in the public perception.
In order to maintain your brand integrity, establish a monitoring system to gather all the possible data you can get. Hold interviews, distribute surveys, hold questionnaires, and ask questions directly to your audience on social networking sites. This is to measure how much your intended impact is working in the marketplace. Then you can move on to adjust accordingly as to how your brand strategy plans to evolve.
The last thing you want to do is confusing others. Consistency breeds brand loyalty – repeat your brand story over and over again. Adopt a consistent look and feel for your brand. Use it to convey a clean, crisp message about your brand vision.
If you don’t already have one, create a logo through Sribu.com and find a catchy tagline to match it with. Use them in all your materials – your business card, your brochures, your website – anything and everything to get people talking about your brand.
The 3 Cs of Effective Brand Management written by StaciaPriscilla