Brands are valuable assets,create intangible wealth for the company, institutions and countries. A brand creates value, promise and perception of a product or service. First of all, you need to adopt an ideal brand management mindset. Be objective and passionate about the brand with an optimistic mind focusing on building innovative and creative niche.
A successful brand management builds on the mind of the customers, managing their perceptions through a structure approach to understand, measure and track the perceive value about the brand. A strong Brand manage to transform the perception into a rewarding consumption experience consistently, even though the essence of the brand evolves to meet the changing in technologies, consumers altitudes and market development.
The desired Brand image and message must be clear and precise to customers and team members in all marketing communications, campaign and activities. A corporate brand will create a sense of belonging, loyalty and drive directions for the entire business.
A brand management process starts with setting SMART marketing and business objectives, identify the scope (product driven, service driven or corporate practise) and decide the time lines. Next you need to address issues arising from competitive threat, changing organising environment or corporate finance events. Then recognise your level of control over the brand, establish your experienced brand management team to facilitate workshop and conduct research.
The market research and review involve will define your current brand essence, personality, values and characteristic, revealing its strength and weakness. These understanding will inspire and create sense of direction in identify your most profitable market segment.The data analysis assist in providing an insight into your customers need, explore your SWOT (Strength,weakness,opportunities,threat) analysis and competitors strategies inside or outside the dynamic marketplace.
You may organise a brainstorming workshop to define a desired brand and develop strategies to deliver the desire brand experience in building your brand through your extended products, company culture,points of contacts or communications. Finally your team has to manage, monitoring, reviewing annually your brand over long term basis. Keep a tracking record of your brand by design a control framework to gather feedback via various point of contacts, doing ongoing research,exploring strategic opportunities and enforce on legal protection against the brand.