What is brand management? (Definition, benefits and tips)

By Indeed Editorial Team

Published 9 June 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand management is an instrumental part of the development of many businesses. It brings together advertising, marketing and sales, which allows companies to create a much stronger brand reputation and increase the chances of business success. To understand how to effectively manage a brand, it's necessary that you learn about the benefits and specific uses of brand management. In this article, we answer, 'What is brand management?', explain its importance, list its benefits and share examples of effective brand management.

What is brand management?

Learning the answer to, 'What is brand management?' can help you improve a company's position on the market and influence how customers perceive its products or services. Brand management is a term that describes various marketing techniques and methods that help companies improve their brand awareness. In some cases, it also allows them to increase sales.

Typically, through implementing an effective brand management strategy, companies can maintain or improve their reputation and increase their market value. What makes brand management different from product marketing is that in brand management, marketers focus on promoting an entire idea or value of a company, ultimately improving that company's worth. In product marketing, they focus on presenting the benefits of a product to potential customers.

Related: How to become a brand strategist (with steps and duties)

Why is brand management necessary?

Effective brand marketing helps companies increase their popularity. This is because brand management teams create a more organised approach to connecting with the consumer, using an understanding of the market to guide their brand's advantage. They identify consumer trends and suggest ways to use them to their advantage. By creating a consistent, identifiable and impactful brand, companies can outperform their competitors.

Key benefits of using brand management

Brand management is an effective tool that can help companies of all sizes improve their sales and reputation. This type of management has various benefits, including:

Creating marketing consistency

Successful marketing campaigns are usually consistent across all platforms, creating a clear image in the customer's mind of what the brand is, what it does and why they might purchase from it. Brand management creates marketing consistency by connecting different aspects of the brand. It can align a brand's history with its current activities, its mission with its purpose and its advertising strategies with popular marketing trends. The result is a well-thought-out brand image that consumers can easily recognise and understand. Consistent brands also appear more reliable.

Making a brand more identifiable

A clear logo, slogan and website can set a business apart from the competition, which can lead to higher revenue, more sales and better profit margins. With successful brand management, a company can promote its core values, product offering and identity through various interactions with its audience and the marketplace. It's critical to make these experiences the same for both offline and online customers.

When a company operates within a competitive industry, one of its primary branding goals is to make it easier for customers to remember and quickly recognise its packaging. For example, companies can do this by consistently using the same colour combination across all their promotional materials and communication channels. Thanks to maintaining the same colour palette, consumers can quickly recognise the company's products in stores and online.

Making sales campaigns more impactful

Brand management teams can help companies leverage different advertising methods to create powerful campaigns. Advertising draws in more customers if it stands out from other brands. If an ad is memorable, then so is the brand. As a result, this can lead to more sales. To use brand management to make advertisements more impactful, it's essential that companies spend enough time getting to know their customers.

Through identifying their recurring customers' desires and preferences, they can determine what those customers care about and use it in their campaigns. For example, a pet food manufacturer can decide to give away a percentage of their sales to the local animal shelter. This is likely to make people who love animals more likely to buy from them because they want to contribute to the cause that they care about.

How to create a brand management strategy

Depending on the industry in which your employer operates and their primary organisational goals, there are different things you can do to invest your time in effective brand management. Consider the following steps when building a brand management strategy for a company:

1. Identify brand values

Creating a connection with the consumer is crucial for advertising, marketing and sales. You can do this effectively by identifying your brand values and communicating these clearly in your advertisements. This tells the consumer everything that the brand is about and can draw them to the brand and help you create a loyal customer base. Brand values can also serve as the basis for a management team to work together and form a cohesive company reputation.

Related: How to brand yourself in 10 steps

2. Invest in good management

Effective brand management requires strong managerial skills. An effective manager can clearly convey their advertising, marketing and sales plans to their team without causing confusion. This is crucial for consistency when creating a unified campaign that establishes any brand's reputation and image.

Related: The ultimate guide to management styles

3. Choose communication channels

The channels you choose for communicating a brand's messages to its customers are vital to that brand's overall success. It's typically helpful to use several communication channels, depending on your specific customer groups' preferences. For example, if you want to reach younger audiences, you may increase your chances of doing that if you invest in social media marketing. Similarly, if your goal is to upsell older, existing customers who are typically wealthier and have more traditional preferences, consider using email and expert content marketing.

4. Work on the brand's visual identity

While focusing on a brand's visual identity, you can concentrate on how it communicates information through its logo, colour palette, typography and images. An effective visual identity expresses a brand's values. For example, a tech company is more likely to use minimalistic, modern imagery and fonts to express its futuristic character.

To build an effective visual identity for a brand, use a consistent colour palette. It's also important to use the same fonts throughout all marketing and promotional materials so that clients and customers can associate specific shapes and letters with the brand that you represent. To make sure others within the company follow the same visual identity when creating marketing materials, you can create a branding guide that you'd share with all the departments.

5. Develop a content marketing strategy

Using content marketing as a part of a brand management strategy can help you influence how customers and the public perceive that brand. For example, if you decide to share insightful articles on the company's blog, you can position that company as an expert in its field. Similarly, if you want the brand to be more appealing to a younger audience, using video and visual content, including memes, and sharing it on popular social media platforms can be more effective.

6. Measure results and implement changes

Once you take care of creating a visual identity for a brand, developing effective communication channels and informing the rest of the team about it, you can start implementing your brand management strategy. What's important about this step is that you continuously measure the progress that the brand makes. For example, if your primary goal for the strategy is to adjust the way in which people perceive the brand, consider conducting regular surveys to see how their idea of the band changes over time.

Once you have enough data to compare how the brand has changed since implementing the strategy, spend some time comparing it to the historical data that the company had. This way, you can define any limitation of the strategy you're implementing and adjust it. Doing this every couple of months is effective, especially when you want to maintain a brand's strong position on the market.

Additional tips for managing a brand

Developing and implementing an effective brand management strategy is an ongoing process that requires you to stay up to date with both internal and external trends. Here are some additional tips you can use to simplify this process:

  • Use employee feedback: If you're responsible for developing a strategy for a brand, consider asking others within the company for feedback. For example, people who work there longer than you can share some valuable insight about the company's past that you can use in your marketing materials.

  • Set clear rules: Setting rules for how you want the brand to present itself on the market is essential for maintaining brand consistency. You can do this by making a brand kit guide easily accessible for all employees, for example, using a shared cloud folder.

  • Control third parties: Sometimes external companies, including clients or partners, may want to use a brand's identity for promotional or informative reasons. It's important that you make sure that they use the right logo, typography and colours when sharing information about it.

  • Maintain relevancy of the brand: To make sure your target audience continues relating to the brand and its offering, it's essential that you conduct regular brand reviews. In the review, take into consideration how consumer trends have changed in the last months and if there's anything that the company can do to design more powerful messages for customers.

Explore more articles