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Search Market Mentors

What is Brand Management?

Picture of a woman holding up a block labeled brand for blog on brand management.


Your brand is the image the public perceives when they think of you. It’s more than just a logo; it represents everything your company stands for. From the words you use to the core values that you embody—your brand tells your story. Brand management is the process of establishing this image and ensuring it remains consistent.

 What’s in a Brand?

When you think of tech giant Apple, what comes to mind? Do you picture their logo? What about black silhouettes dancing in front of brightly colored backgrounds? Is it simply the ease of use you enjoy about their products? Or do you see the device in your pocket that you couldn’t live without? That image is the company’s established brand.

Your company’s perceived identity is what makes you distinct, what makes you stand out from the crowd. It includes your content, culture, character, core values and customer expectations and experiences. Hopefully, it reflects your mission and your vision.

Executing your Brand

“Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.”–Elon Musk

Elon Musk said it well: through consistency, the impression of your brand will eventually become reality. Brand management is a strategy designed to help people quickly identify your product or service with the image they have of you in their minds. Once you determine how you want to be defined, you need to bring that image to life through the words, images, design and the experience you present.

 There are a variety of components that can play a role in communicating your brand, from your mission, vision and logo to your content and advertising. We’ll work with you to take a holistic approach in executing your brand that includes:

  • Paid media: Ads for TV, radio, digital, streaming, billboards and print
  • Earned media: Public relations outreach to help establish you as a thought leader in your field
  • Owned media: Your website, company video, brochures and collateral material
  • Shared media: Social media including Facebook, Instagram, Snapchat, YouTube, Pinterest and LinkedIn

It’s important to remember, however, that your brand is not what you say it is; it’s what your customers perceive it to be. If you say you are high-tech, but your website is slow and clunky, your brand is perceived as slow and clunky. If you promise a smooth and seamless experience and customers are met with aggravation and obstacles, that is what they will remember. You have to ensure your brand experiences live up to your brand expectations.

Keep it Consistent

Once you establish the positive image you want for your company; the most important thing is to keep it consistent. If you’re constantly changing your mission, how you look and what you say, no one will know who you really are. The goal is for a customer to immediately recognize your company and associate it with the positive identity you’ve established.

Need help creating or maintaining your brand? Contact us and our experts will tailor a plan just for your business.