The key tips of brand management

Brand management is perhaps the most difficult element of branding. When dealing with management of brands at a company level, the number of product lines, brands or sub-brands can be quite astonishing.

The objective is to create an emotional connection with the customer through the brands. Effective use marketing techniques to leverage or enhance the brand equity of the different product lines can create long and profitable relationships. Hence, here are Top Five Pointers to ensure that your brand management philosophy is sound and will last you a lifetime.

1. Be consistent

Whatever the case may be, make sure that whatever product brand awareness or promotional campaign you run is consistent with the philosophy of the brand. This helps to leverage off a common identity and gets customers familiar with the brand. Doing something off kilter or running tactical campaigns which have nothing to do with the core brand philosophy should be avoided.

2. Use brand equity

If you have created a unique identity for your product, then what is the point of fighting with others on their terms? Reactive campaigns with your competition using cost cutting or freebies does help create emotional connections. Freebies are nothing but bribes, and show you have nothing else to offer. If you must, then make sure that campaigns leverage off the core brand philosophy you have built. When your target audience keeps getting hit with the same messages that show how your brand can add value to their particular lifestyles, you will see the profits rolling in.

3. Be wary of extending branding

There is a great danger in creating too many sub brands linked to a core brand proposition or brand name. It is for this reason that large FMCG companies have large brand portfolios with nothing to do with each other so that they can target audiences more specifically. Trying to launch a myriad of sub brands attached to one core brand philosophy will have the effect of diluting the core message because the target audiences will inevitably not feel the connection with individual components. If you are targeting specific audiences that move away from the existing brand's value proposition, it may be better to create a new brand if the existing main brand does not add value.

4. Be strict

Individual product managers work on individual targets, and may do anything to make profits, even if it dilutes the core brand philosophy. You must be strict in preventing creeping, otherwise the main brand will suffer and customers will no longer identify you with anything.

5. Go with change

When corporate objectives clash with the brand you have built, then it is time to change. There is no point in moving one place strategically when the brand affinity you have been building is based on something completely different. Strategic objectives and the brand philosophy must always go hand in hand.

In short, brand management is always about staying true to the essence or philosophy of the brand you have created. You should be consistent and never stray away from the core proposition. When this happens, either stop it or create something new that can attract the target audience you want in a powerful and meaningful fashion.