Brand Management, a Guide for Haters

Brand Management, a Guide for Haters


Have you ever considered hiring a brand manager
in your team? A campaign that should’ve never been launched
can seriously damage your brand. That’s why we’ll discuss why you need
a brand management team, and how to prevent your brand from going on fire. What’s up marketers! Luciana from Planable here presenting the
latest episode of People of Marketing. People of Marketing is a show with and about
marketers: the struggles, the industry, and the solutions. People of Marketing is powered by Planable,
a content collaboration platform to help you preview, collaborate, approve and schedule
all of your content in one single place. In this episode, we bring to you the evergreen
topic of brand management. Yes, the company’s brand is still the supreme
concept in marketing and as shiny as VR, experiential campaigns, and viral content is, without the
brand, we’ve got nothing. I won’t assume you need a 20 minutes long
definition of what brand management is. But, I do feel the need to scare fellow marketers
into turning around and taking another good look at their brand and how it’s kept. In case you’re a skeptic, and don’t believe
in the importance of brand management, hang on. I’ll convince you. Yes. You really really do. As Brand24’s Community Specialist Gloria
says: The company’s brand is everything to its
customers and prospects. You have to manage it. And do so responsibly, with calculated planning,
and taking into account any detail that could affect or improve something. Us marketers have creative souls and a constant
eagerness to get the ball rolling. Launch that idea. Publish that content. Run that campaign. It’s amazing what we marketers manage to
achieve with little resources and close to no time. But, as amazing as we are, our work can be
dangerous to the brand if it’s not well managed. If our company’s branding strategy is vague
or not well communicated, we put everything at risk. communication workflow, there should have
never been fire at Dove, Pepsi, and H&M. But I understand what you might be thinking
– ok these are doomsday scenarios. A brand that’s not well governed by brand
managers doesn’t always turn into a huge PR crisis, right? True. But there’s still a lot of consequences
that may have a major impact on your brand and efforts. They resonated with what you seemed to be
through one of your public displays. Whether that was a piece of content, a social
media post, a speech, a meme, it was something That something should be a core part of your
brand. And it should be reflected in all your future
outputs. There’s no particular end or final goal
it can achieve. The issue with that is that every brick should
be put in the right place. Otherwise, it’ll quickly turn into a bad
game of Jenga. A moved brick can tear down the entire thing. Yes, strong brand management strategy isn’t
important only because when it lacks, it can go very very wrong. On its own, it can highly benefit the actual
results of your marketing and overall business. The math is simple. The more your prospects understand who you
represent, the more they trust you. The easier they buy. The more they stay. It can in many ways. If you don’t believe me, see what Eugenio
says: This has been already shown in so many ways
and so often. Each PR crisis, each time a company took a
step outside the direction their brand was perceived in, their sales paid the price. But if you’re not working for one of the
giants of this world, bouncing back is a bit harder. The pillows aren’t as soft for companies
less known. And so strategic brand management should become
an even higher priority. I’d say there are two concepts that lay
at the base of successful brand management: persistence and consistency. And because charts make the world a better
place, at least my world, here’s one that should shine some light on this: You’ll achieve success with high persistence
and consistency and become lovable, a brand that the prospects know about and can relate
to it because they understand what it stands for. Long story short, in order for a brand to
not only stand out but also capture the hearts since they can’t relate or figure out what
the brand sta nds for. In order for a prospect to answer these questions,
they have to understand what the brand actually is. And don’t expect them to do their own homework
to understand a brand they’ve barely heard of. Without persistence in content and promotion,
you’re forgettable, and best-case scenario, it takes a very long time for the audience
to feel a connection. Ok, so the reason I assume my skeptics would
ask this is because we’re all tired of vague concepts with no clear action plans. So it’s time to move on to the actual how-tos. I’ll split these principles into strategy-wise
and principle-wise: Let’s start with the Strategy-wise:
When it comes to the strategy of your brand and marketing, it’s important for it to
be clear, flexible, and transparent. A beautifully written doc covering the brand’s
strategy that gets shared across the team will not guarantee clarity. In order for the branding strategy to be truly
grasped by the marketing team, it needs to For example, don’t just say our brand is
friendly and assume every marketer will understand “friendly” in the same way your brand
manager does. How should that be reflected in the tone of
voice, design, copy, colors, channels, content formats. Yes, in order for a brand to be consistent,
it needs clear guidelines and a somewhat rigidity to how it’s portrayed and communicated. Real brand management shouldn’t be implemented
through guidelines such as: “our photos are always red”. These kinds of statements underestimate marketers,
limit their creativity, and ultimately sends great talent away. Be open to exploring how your brand should
communicate and present itself to the world. Branding strategy shouldn’t only be clear
and communicated well, but it should be as transparent as possible within the company. Transparency, in this case, refers to the
‘reason-whys’ behind your strategic brand management. Involve the critical part of your marketers,
not only their execution skills. Explain why your company wants its brand to
be the way it is. ideas and campaigns and have a tendency to
just jump into it. It’s hard to be hands-on and eagle-view
at the same time. That’s why the processes have to be put
in place in order to achieve stable offline and digital brand management. culture and make sure your team truly understands
feedback is good for everyone. Stakeholders within the company should be
involved in whatever the team creates and it’s good for the quality of the output,
the relationship with stakeholders, and the brand’s consistency. Who gives feedback? Why? a marketing process from ideation to planning,
creation, design, publishing, promoting, and repurposing. It’s important to truly mark who gets involved
when. If the brand manager is involved, when is
he looped in? Should PR know as soon as the idea came to
the team? These answers will eliminate unnecessary lags
in marketing plans and will avoid mistakes or PR crisis. And that’s it for today, make sure to subscribe
wherever you’re watching or listening to us and share this with your marketing friends. Good bye!

5 comments

Leave a Reply

Your email address will not be published. Required fields are marked *