Managing your brand is as difficult as creating one. Once you have truly developed a branding strategies for your business, it is important to continuously manage the brand itself to prevent it from being impaired. The below steps highlight what you should do to manage your brand:
Engaging in Internal marketing
This involves informing your employees about your brand, why it’s important and how they can support it. Your organizational or corporate vision must be linked to your label and it should be clearly communicated to all employees. Also, internal communications should be continually done to keep employees informed about the direction of the organization. Incorporating the corporate brand into all the activities of the staff will allow the staff live the brand and this will exude to customers, third parties, and the public in their interactions.
In 2001 when Accenture engaged in a re-branding programme, it created an interactive intranet website for staff to obtain information about the company and also submit queries which were answered direct by Joe Forehand, Accenture’s CEO.
Gain from First mover advantages
The idea here is to strive to be the first in the market by being innovative; you’ll gain a reputation for ‘innovation and newness’. Great companies are hardly disrupted they build the future by being innovative and futuristic. Innovation help build a new market that hitherto do not exist, it also create new customer that remain loyal till the end. Apple’s innovation of the iPod and iPhone was revolutionary. At it unveiling, there was no competitive product in the market. There customer base has stayed doggedly loyal to the Apple label.
Create well-developed promotional campaigns
You may need to enlist the help of an ad agency whose focus is on small and medium-sized businesses to assist you develop appropriate promotional campaigns within your budget. Ads should be targeted but place your primary focus on organic growth and that would help you understand your true customers.
Ads should be targeted but place your primary focus on organic growth and that would help you understand your true customers.
Always churn out good product or service. You must place a high level of quality imprints on your products. Customers should always want more of your service anytime as they believe that it would last longer and work better.
Re-position your brand when necessary
This will help you to adapt to changes in the market, be flexible and always adapt to change as fast as possible. Connect perfectly with the generation you aim to serve and help them grow.
Take on a long-term perspective by embracing relationship building with key stakeholders like your suppliers, middlemen/agents, media, and financial institutions.
Over the years, MacDonald increasingly had the image of a restaurant serving unhealthy food and the public had a perception it’s food was a leading cause of obesity. MacDonald has now re-position itself as a health and well-being conscious restaurant by offering greater variety of salads and more healthy food options. MacDonald paid attention to the perceived public perception and responded with products to change public opinion.
Managing the image of your firm and its products may not be an easy task; however, as long as the right things are done consistently over time then you’ll reach a point in time when your brand attains brand recognition. When brand recognition builds up to a point where it enjoys a critical mass of positive sentiment in the marketplace and the public, it is said to have achieved brand franchise.
You can get your brand to the point of critical mass positive sentiment by;
- Always being in the news for good things.
- Operating ethically at all times with respect to your employees,customers,environment,finances,promotions, suppliers , and government
- Projecting the right image in all your communications with stakeholders
- Choosing a brand name that enhances your image
- Creating frequent awareness and reputation enhancement
- Refreshing your brand as the business grows – re-branding
- Creating brand consistency by offering uniformity and extension
- Performing an image audit periodically to evaluate the market’s perception towards your brand
In conclusion, no organisation should joke with its branding and image to the public. A good brand means more sales, organic growth and long-term benefit. In order to effectively develop your label, you need to follow the steps and processes discussed above. You also need to conduct research, analyse your competitors and gain a comprehensive understanding of the market.