Why is brand management important? Well your brand is everything to your company from your PR to your marketing all rolled into one. If you don’t have brand management, then quite simply you have a range of unconnected products that no one can associate with each other and that you are going to find very hard to promote. Your brand is the glue that holds it all together and it’s what allows you to build a successful company and a successful business model rather than one successful product.
Let’s say you launch something and it’s a hit. It might be a viral YouTube video, it might be a product that takes off and is hugely popular or it might be a service that is very useful. If you have no branding then this is going to make your business money for a while, but eventually it will die out and your company will have to scrounge for another hit.
However if you have strong branding then this product or video or idea will not only be a huge success in itself, but it will also elevate the status of your business and improve it to the point where people will start seeking out your products. They will assume that if you created one milestone then your other creations have also probably got the same value and the same ingenuity and as a result they will want to try these as well. Anything you now release in future will likely be huge even if it’s not as big, and you might even find that consumers end up looking through your back catalog of work in an attempt to try and find what you have produced previously.
This then means that the success of any one thing will have knock on effects that make your whole product line or list of services. At the same time if someone sees your brand name in the shops or elsewhere then they will not only instantly recognize it, but they will also see it as a guarantee of quality. If you offer a consistently promising line of products then people are going to choose to use things with your brand stamped on them because that way they will know what they are getting. If you are in the street and you see two coffee shops – one being ‘Nero’ or ‘Starbucks’ and the other being an unknown quantity, then many people would choose one of the brands because they would be concerned that they might not enjoy the one they don’t know, or that they wouldn’t have the same comfortable seats or level of privacy.
Your brand can then also be used as a form of marketing and advertizing. You can place your brand on things like clothing or stadiums and when people see them they will then be immediately reminded of your company. This way with one color or image you are able to evoke the emotions and thoughts associated with your entire product line. If you don’t have a recognizable brand then you won’t be able to promote yourself this way as people simply won’t know what they are seeing.
It is a good idea to bring a Branding Agency on board to help out with boosting your companies image. Brand Management agencies are everywhere and you are sure to find someone that will help.David Wheeler