Brand Management 101: How are brands managed?

Name, logo, imagery, tagline, digital assets, jingle, and colour are key identifiers of any organization. These identifiers are of immense importance when it comes to brand management.

It refers to working towards a more profound, deep-rooted brand which is ingrained in the minds of customers.

The competition is large and inexhaustive in FMCG products or B2C products and services. Hence, creating a deep impact on customers and enhancing the image becomes difficult.

In such cases, extensive efforts must be made for effective & efficient brand management.

“A product can be quickly outdated, but a successful brand is timeless.” – Stephen King

To make your brand timeless, take a look at how top companies work on their brand management strategies to make it eternal – 

  • Brand name – This is the primary point of identification. The big brands have their names patented and copyrighted to avoid any forgery, fraud or identity theft. This name is reflected in all marketing communication, website, social media pages, packaging, and even official documents realized by the company.
  • Company assets – All the tangible and intangible assets and the digital assets of the company need to look consistent, communicate the same message and have the same colour scheme for the brand to be easily recognizable. Regular monitoring and correcting the irregularities or inconsistencies is required.
  • Logo – Do the golden arches or the star in a circle instantly ring a bell? Visual cues are much more impactful than any other form of communication. Hence a distinct and easily identifiable logo works wonders for the brand. There are many interpretations of the logo’s shape, colour or font, hence choosing the one that suits your products or services and gives a lasting impression is necessary.
  • Communication – This forms a major part of branding strategies and marketing communication. Website, social media pages, press releases, sales collateral, hoardings, flyers, brochures, videos, or even the packaging all communicate what the brand stands for. A brand should be relevant, consistent and neutral in its communication with its audience. The style, tonality, formality, and frequency of communication create a unique image of it.

Companies should also use moment marketing tactics whenever appropriate. For example, sports brands like Adidas or Nike should leverage the ongoing FIFA World Cup to their advantage and utilize this opportunity to promote their offerings. This gives them relevancy and maximum reach.

  • Colour – Similar to the logo, the company becomes identifiable through its visual cues. Hence following a particular colour scheme or theme makes it easily identifiable and recollection by the audience becomes easy. For example – Take a look at MITSDE’s social media posts and website, it follows a consistent colour scheme, making a lasting impression.
  • Font – The fonts used for any marketing communication showcase the personality of the brand. Fonts depict the brand and create an impression of it in the minds of customers. It emits the essence of the brand. For example –

This font suits a bakery but it cannot be used for a motorcycle showroom. Fonts play a vital role in communicating key messages. They are capable of triggering memories and building a connection with the customers.

  • Digital assets – Maintaining, monitoring and adapting your digital media strategy from time to time is of prime importance. A clean, engaging and consistent social media page or website generates more users organically. Communication needs to be consistent throughout all digital channels. Adapting to the changing trends from the brand’s point of view maintains the hygiene of the channels. For example – McDonald’s, cannot be commenting on a geopolitical situation in Syria as a part of their marketing communication. This makes it inappropriate and irrelevant.
  • Packaging – Lousy packing is unappealing and drives the customers away. Just like the product, quality packaging is important. A study suggests that millennials are ready to pay more for products from companies that practice green packaging. Packages are an important customer touchpoint that creates a lasting impression.

Understanding these nuances of brand management activities is important to not only sustain in the long run but create a leading brand.

Marketing managers are often expected to develop a branding strategy that makes their company a market leader. For this, a deep understanding of the market, competition, and customer psychology, and keen business acumen are required.

MIT School of Distance Education (MITSDE) is one such institute that understands the current skills gap in the market and strives hard to reduce it. 

For this purpose PGDM (Executive) in Strategic Marketing Management for those possessing 2+ years of experience. 

This course covers the basics & the latest concepts in marketing gives hands-on training on the latest tools and teaches you to create a brand, analyse market trends, and design marketing campaigns.