What is brand management? The answer is really very simple. Every business has a brand. Even if you don’t know what your brand is, you have one that’s visible to the public. Your brand is everything you want your customers to know about your business. A successful brand involves all of the aspects that you want your customers to know about what you do, how you do it and how well you perform that job. Simply put, that entire message is your brand. Now, here are some details about how to manage your brand.
Five Aspects to Essential Online Brand Marketing
Whether your enterprise has you developing “business to business” B2B brand management or managing a brand involved with traditional consumer sales, there are five extremely important facets that are essential to developing the brand for your company. These five branding elements are:
- Finding Brand Champions – Brand champions are your most loyal customers. Some people call brand champions their evangelists. These are customers who will never stray away from your company. Companies with the best brands know how to find these brand champions, how to use them to build more customer loyalty, and they know how to use enhanced customer loyalty to get their message out into the marketplace.
- Segment Your Market – Divide your customers into groups to determine which customer class is your most loyal customer, which group spends the most for your product, who gives you your highest profit margin and who gives you the most repeat business. If you want to gain a different type of customer than the group identified as the best customer class, then you might have to change your brand to attract that different class of customers.
- Upgrade Your Service – When you sell a product or service of equal quality as that offered by your competitors, better service will win you more business. Service always wins when other aspects of business are the same. The most important characteristic to digital brand management is not your product, but the service your business provides. It behooves all businesses to constantly improve customer service.
- Increase Customer Loyalty – Implement simple programs that boost customer loyalty, such as initiating reward programs, starting backend rebate programs in which customers who buy more receive a bigger rebate, or give out customer incentives that are returned to your business for more sales. Boosting customer loyalty creates a customer loyal to your brand, and who is also loyal to your company.
- Build Market Credibility – Building market credibility is a simple process. Place videos or podcasts on your website showing that your business is the go-to company in your industry for the service or product that you sell. Give seminars and presentations at trade shows. Feature brand champions in your online videos and at trade shows. By showing up as the visible entity involving your product, you increase your market credibility with vendors and customers.
This is never a static process. These five parts related to your brand are always feeding each other. As you segment your market to analyze your customers, you’re finding more brand champions, because you’re always striving to upgrade your service. These brand champions are recruited into online videos in an increasing effort to build a stronger customer loyalty and to build market credibility, which in turn, gives even more brand champions, continuing the process, again, from there.
Be Humble Responding to Online Comments and Reviews
Strong brand reputation managers use online surveillance methods to detect all online
mentions pertaining to your brand. Since fans and followers are used to driving social media websites with likes, retweets and sharing, your behavior is ever important to keeping a positive online brand. When customer service concerns are expressed about your business, egos need to be tossed out the window and sarcasm should stay out of conversations with customers.
Consider every online conversation with your customer with the same reverence as if a major network television news show was interviewing you, because online, the world views your comments. It’s best to get to the point, speak the truth and resolve a customer’s problem quickly. Before anything is posted, employ a second person in your company to read comment replies to customers in order to weed out any hint of sarcasm.
Let the World Promote You with Personal Online Brand Management
A wonderful aspect about using the social web as your online “location” is that you can let others be your advertisement voice. Look for tweets, shared comments, blog posts or photographs that show off something, allowing you not to write a single word. If a photo shows your product with your logo on it, share that photo in your company’s Twitter or Facebook site.
A couple of positive incidentals come with such action. First, customers view your reposted image as justification about your brand coming from outside of your creation. Consequently, they are more likely to comment or repost in the social media arena. Also, the original author of the photograph gets a thrill by seeing the repost. Everyone loves to watch their creation receive additional exposure online.
Unify Social Media Messages with Online Brand Protection
The last thing you want to see happening to your brand is to see a watered-down message because your brand is spread too thinly across a wide variety of social media sites. Reputable
brand managers keep this in mind when a brand is displayed from the business website, to the company blog and into a Twitter account, on the Facebook page, in a YouTube video and to a couple dozen other social media sites.
Unification is the action needed when multiple locations are used to implement your company’s brand. You’ve got to tie together the message so that your brand speaks with the same voice on all of the separate online locations. Managing online messages in a unified form gives your brand a consistency needed to present a clear message to the customer base that you seek through your branding measures.
Posted by: Joel Canter