As an expert in brand management, I have seen firsthand the importance of brand awareness in the success of a company. It is a crucial component that can make or break a brand. If customers are not aware of your brand or do not consider it when making a purchase, they will likely choose a competitor's product or service instead. This is why strong brands have unique and powerful value propositions that set them apart from the competition. Take Walmart, for example.
Their motto, “Save Money, Live Better”, perfectly encapsulates their low prices that have taken the world by storm. In today's competitive market, innovative thinking is a rare quality. As an entrepreneur or seller, it is important to constantly evaluate different angles and approaches to promoting your brand. Many companies make the mistake of focusing solely on improving profits, often at the expense of product quality. For instance, during a product launch, they may deliver 10 high-quality items but eventually start cutting corners and delivering fewer items with cheaper ingredients.
This is where brand positioning comes into play. By strategically positioning your brand, you can give customers a solid reason to choose your brand over others. But how exactly do you do that? Another crucial factor to consider when building a brand is its personality. This can be communicated through various elements such as tone of voice, email responses, and interactions with the audience. The tone you choose should align with how you want your audience to perceive your brand. You can choose to be quirky, serious, daring, or any other tone that reflects your brand's personality.
But it's not just about the tone; it's also important to align your brand images with its personality. For example, if your brand has a casual and laid-back voice, you should choose colors, fonts, and images that reflect that. It's important to let your audience know that behind the brand's name and logo, there are real people working hard to make their lives easier. This is why it is crucial for all communication channels to have a consistent message and tone. As a brand manager, it is my responsibility to continuously seek innovative ways to maintain the quality of the brand.
This not only helps retain loyal customers but also builds a stronger affinity towards the brand. Brand management and marketing may seem like they have similar goals, but they serve different purposes. While both departments influence how external stakeholders perceive a company or product, brand management focuses on shaping that perception in a positive way. A good example of this is Powerade, which has established a positive association through partnerships with professional sports leagues and mass markets, giving it a higher brand value than a generic brand. Brand management may seem complex, but there are simple and effective techniques that make the process manageable. One of the biggest mistakes companies make is reducing brand management to just aesthetic factors.
It is much more than that; it involves carefully linking all marketing channels to convey a unique and consistent message to consumers. Some notable brands that have established themselves as leaders in their respective sectors include Coca-Cola, McDonald's, Microsoft, IBM, Procter & Gamble, CNN, Disney, Nike, Ford, Lego, and Starbucks. However, for a company to be successful, its brand strategy must be carefully planned, tested, and optimized. While it may be difficult to measure the direct impact of brand management on a company's success, it plays a crucial role in developing three key aspects of a brand: its identity, image, and reputation. For instance, Procter & Gamble has several brands under its trade name such as Ariel laundry detergent, Charmin tissue, Bounty paper towels, Dawn dishwashing liquid, and Crest toothpaste. Brand management involves not only creating a brand but also understanding which products fit under that brand.
