In a constantly changing world where industry markets are overly competitive, it’s essential to manage your brand correctly. But what exactly is a brand? A brand is your business’s personality, and brand management is the process by which you develop, improve, and grow your brand. Once you create your brand, establishing its present reputation and impressive audience perception is an ongoing process that requires persistence and hard work.
The experts in web design in Chicago have created a comprehensive report on the impact of the brand management system (BMS) on business performance in both service-oriented and product-oriented sectors.
Best Practices of Brand Management
Brand management is the process of utilizing and coordinating branding and brand assets to enhance the value of your company or its products over time. This concept encompasses various assets that enhance the way a brand is perceived. Some are:
Brand Name
The brand name is a primary determinant of your company`s identity. Trademarking a brand’s name is an essential practice in branding because it allows you to possess exclusive rights to the brand`s name, which forbids the unauthorized use of your name and copying by other companies.
Color Palette and Logo
The logo and the brand color palette are creative presentations of your company. These are the design and emotional aspects of marketing that contribute to attracting and converting customers.
Typography
Typography refers to font choice, font size, space between fonts, and other font characteristics that your brand uses in advertising, your website, social media posts, and other text-based properties.
Graphics
Graphics refers to any graphics specifically designed for your brand. Their usage is wide, including marketing, social media, external side decks, press releases, letterheads, and others.
Digital Marketing Channels
It is highly important that all your brand channels remain consistent, including websites, social media channels, and paid advertising.
Packaging
Packaging is an important aspect of branding if your company is selling physical products. This one should be aesthetically consistent with your brand’s style and personality.
Enterprise design systems offer organizations a unified framework of design principles, components, and guidelines, ensuring consistency across all digital products. They streamline collaboration between design and development teams, reduce duplication of effort, and improve scalability as businesses grow. By standardizing elements such as typography, color schemes, and UI components, enterprise design systems enhance the user experience, accelerate product development, and maintain brand identity across platforms.
Beneficial impact on business performance by proficient brand management
Brand Awareness
Brand awareness represents the familiarity level of the public with your brand and the capability it has to remain in their minds.
Brand Equity
Brand equity refers to how customers value your brand. These values are based on customers’ experiences, associations, and perceptions. High brand value gives you the ability to set higher prices and attract investors, stakeholders, and possible clients and buyers.
Brand loyalty
Brand loyalty refers to a customer’s strong, consistent preference for and commitment to a particular brand’s products or services. It often involves repeat purchases and a positive emotional connection to the brand.
Brand recognition
Brand recognition is how well an audience recognizes your brand`s logo, packaging, tagline, and other assets without perceiving the brand name. Recognition gives your brand priority in the market over the competition, as customers prefer a strong and established brand.
Brand Reputation
Brand reputation is the way the public perceives your brand`s quality, status, and character. The reputation of the brand is the result of internal and external factors. To enhance your brand’s reputation, you can make an impact by providing great customer service, product quality, and other features that your company can directly influence.
External factors that contribute to shaping a brand’s reputation are customer reviews, word-of-mouth marketing, social media mentions, and others.
Brand Credibility
The credibility of the brand refers to customers’ perception that the brand can deliver the promised product qualities. Credibility considers expertise and trustworthiness by market, industry, and customers.
Easier placement of new products
For strong and credible brands that have loyal customers, introducing and placing new products is usually easier and less expensive. Customers prefer to buy from companies they can trust and have had a positive experience with before; the industry favors reliable companies to collaborate with and promote.
Final Thoughts
As you can see above, brand management is all about creating a positive image for your company. BMS starts with knowing the brand`s target audience and market and creates a strategy to support the brand`s goals and business growth.