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Your complete guide to brand management

14 min read
What is brand management and how do you plan and execute it effectively? Learn how to create memorable moments for your customers and increase your brand value.

What is brand management?

The definition of brand management is quite nebulous, but in essence, it refers to any strategies designed to build or improve awareness of a brand. These can include:

How brand management works is more than just creating a name and logo or marketing your products. It’s establishing or strengthening your brand identity in the minds of your audiences, both existing and potential. It’s about developing brand equity – or perception in customers’ minds that your product is better than a similar generic product.

The world’s leading brands are at the top of their game because they are dedicated to mastering their brand image at all times. They evolve with customer and market needs and ensure that their brand stamp is evident in everything that they do. As a result, they become easily recognisable. Loyal customers know what to expect from their brand experiences, with effective brand management raising the business’ value by establishing strong relationships with their audience.

Dial in your 2022 brand strategy with our free guide

Why is brand management important?

There are several key reasons why brand management is a vital part of creating and maintaining strong brand equity.

Building brand loyalty

By building a consistent brand identity, continually monitoring and taking action on how your brand appears to the wider world, you’re able to continually offer an appealing business to customers. This develops into brand loyalty over time and allows you to build brand equity.

Increasing brand recognition

Without effort being put into how your brand appears and how it carries out its business, it’s hard for consumers to be able to recognise your brand as a cohesive entity. It takes around 5 to 7 impressions for a customer to start becoming aware of your brand, meaning that a strategy that builds loyal customers will need to have multiple touch points.

Brand management improves your brand recognition, and at the same time builds customer loyalty, retention, and trust, because customers will recognise and seek out your brand and the experiences it offers.

Strengthening brand value

With brand management, you’re able to spot what customers value about your brand, and increase the reputation and value of your product or service as a result. Without intervention, your brand becomes what customers perceive – rather than how you’d like to be known.

Brand value is also tied to brand trust. 81 percent of customers need to be able to trust brands to make a purchase – and if the perceived value of your products is high, this helps to build that trust.

Creating differentiation

What makes you different from your competitors? By using brand management strategies to emphasise your brand’s values against others, you’re able to attract your audience with your unique selling proposition.

Make sure this differentiation is front and centre of all your customer touch points. Remember, you’ve only got 50 milliseconds for customers to form an opinion about your website – ensure you’re making your difference clear from the get-go, no matter where customers find you.

Making marketing more effective

Brand management isn’t just about pouring time and resources into your marketing. Your efforts need to be aimed in the right direction, otherwise, you’ll see little return on investment for your work. Brand management can help to pinpoint where you need to focus, develop your brand voice, and create a loyal customer base who engages with your marketing.

Engaging your workforce

Your employees can better engage with your brand when it’s clear what you stand for and how you operate. With brand management, you’re able to better align your workforce to your goals.

Shaping the perception of your brand

Unfortunately, perception of your brand is largely shaped by external influences. However, with brand management strategies in place, you’re able to weather any reputational issues. Becoming aware of them faster and being able to respond in an agile way becomes easier – and you’re able to bolster your brand against future perception problems.

Effective brand management strategy allows you to create not only a brand identity that permeates everything you do, but to grow stronger relationships with your customer base and the wider market. You’re able to develop brand loyalty and translate it into better financial outcomes. Your reputation will be lifted, helping you to attract new audiences and raise your revenue.

How do businesses typically manage their brand?

So how does brand management work typically? Often, businesses look to hire brand managers who can coordinate and execute their brand management. However, this creates a few issues:

  • Your brand management remains siloed: Brand management touches on myriad aspects of your business. By appointing one person to manage this, you could be losing out on valuable insights and action across your company.
  • Your brand manager can’t cover everything: Your brand manager is only human – and they can’t be across everything in real-time.
  • The ROI can be hard to pinpoint: How do you know which brand management efforts are the most rewarding financially? And how will you determine if your brand manager is bringing in the results?
  • Hiring someone proficient can be tricky: Finding a brand manager who can adequately raise your profile and integrate brand management strategies across your business can be difficult, costly, and take time.

The alternative is to invest in brand management software that can gather data from multiple sources, analyse and generate insights and actions for all the areas of the business that can benefit. It can save you time, money and lower the burden on your team, all while making it easier for you to see the ROI of the actions you take.

How to implement strategic brand management

Brand management strategy is about creating and perpetuating an identity, repeating successes, and learning from insights. Taking action is key – monitoring is important, but consumers are looking for brands that can react and respond.

Establish what you stand for

What does your brand stand for? Being genuine is important – 86 percent of consumers state that authenticity is a deciding factor when choosing brands to support. That authenticity will need to be shaped and promoted through brand management, so establishing your values and public-facing goals will be important for direction.

To start, ensure there’s a solid and agreed understanding of:

  • Your brand image and voice: What does your logo, branded collateral, etc. look like? How does it reflect your brand values and purpose? What is your tone of voice?
  • Your brand values: What values will dictate your actions? What values will be attractive to your target market?
  • Your brand purpose: What is your brand purpose? How will you promote this to the public?
  • Your brand position: What niche position will you occupy in the market?
  • Your brand differentiation: What makes you stand out?

It’s likely you’ll need to do significant research on market segmentation to really nail what you want to offer with your brand experience.

Understand where you are now

Until you know where you currently stand in terms of brand perception, position, and more, you won’t know where best to target your brand management efforts. Taking the pulse on your brand’s reputation is the first step to knowing what to do next.

You can go about this in a number of ways:

  • Your brand equity: What’s the perceived value of your business, products, and services?
  • Social listening: Using social listening tools can help you to understand what your audience and the wider target market is saying about you.
  • Brand perception surveys: Surveying current customers can help you to see what they love about you now – and what you can do to improve.
  • Competitor analysis: What do your competitors offer that you don’t in terms of brand?
  • O-data: Operational data that you’ve gathered from your customers’ interactions, such as sales data, finance data, marketing spend, and more
  • X-data: Experience data, meaning customer feedback, brand sentiment data, and more

Create a brand management strategy

Your strategy should take into account all the touch points on the customer journey that need to feel authentic to your brand. By taking a starting benchmark, you’ll be able to see where you need to focus. Whether it’s launching new advertising campaigns, improving customer service, or creating a loyalty program, your strategy should target areas of weakness and replicate strengths.

To help create a strategy that your business can implement and maintain, you’ll need to establish:

  • Your benchmarks: What will be your KPIs? What is your key measure of success?
  • Your responsibilities: Who is responsible for taking action? Does the responsible party know and understand what they need to do and why?
  • Your brand assets: What brand material should be used, and is it centralised for access by everyone? Is everyone clear on when, where, and why branded collateral should be used?

Implement your brand strategy

Your brand strategy needs to be understood and implemented not just across your marketing department, but across the whole business. The values of your brand need to be felt in every interaction a customer, stakeholder, or casual browser might have with your business, meaning it’s everyone’s responsibility to uphold.

Your implementation should:

  • Be aimed at specific audiences: One-size-fits-all won’t work. Segment your audiences, and if possible, use dynamic journey orchestration to give your customers a personalised experience.
  • Not put extra burden on your team: Using software to do the legwork means you free your team members to take action for improvement, rather than gathering information.

Measure performance

Measuring performance should ideally be happening all the time, in real-time if possible. The faster you’re able to get insights, the more quickly you can take action. Measuring performance across a number of metrics will help you build a full picture of how your brand appears to the outside world.

You should include:

  • Brand metrics: Using brand metrics such as brand associations, perceived quality, Net Promoter Score (NPS) and more can help you to see where you stand.
  • Financial metrics: How do your marketing outreach, customer journey, and more impact your financial outcomes?
  • Engagement: What engagement do you have with your audience? How has that changed over time, and in reaction to what part of your strategy?

Create insights

Measurement is just the first step in brand management – the true value of monitoring your data is the resulting insights you can generate.

To make the process easier, you should:

  • Automate as much as possible: Your team likely doesn’t have time or the breadth of scope to gather insights from all your data – automate as much analysis as you can to help them be more effective.
  • Deliver insights as fast as possible: It’s no good creating insights that are based on old data, or that are delivered to your team late. Make sure your insights get to the right people as quickly as possible to take action on pressing brand issues.

Maintain and grow your brand equity

Data collected, insights created – your next step is to take targeted action to maintain and grow your brand equity. Your brand strategy implementation is continual – it should never stop adapting to new customer insights.

Your team should be empowered to take actions they know will make an impact. Whether that’s making sure they close the loop with customers, creating advertising that specifically targets gaps in customers’ brand knowledge, or simply honing the customer journey, your team should be able to create brand experiences that are desirable and memorable.

Taking your brand management to the next level

Qualtrics BrandXM is currently used by the world’s leading brands to establish their identity in the minds of their audiences and change their perceived value.

Creating a holistic view of your brand within one platform, Qualtrics BrandXM allows you to act on real-time feedback from every single brand touchpoint.

Integrate all your data and use Qualtrics’ advanced analytics-powered platform to generate actionable insights for better, faster decision-making. Understand what actions have an impact and see the true business value of your brand management.

Don’t just hire another brand manager – incorporate brand management efforts across your entire business to implement an ROI-led brand strategy that delivers results.

Dial in your 2022 brand strategy with our free guide