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Brand Management Is A Critical Part Of Growing A Successful Business

All successful businesses are anchored on successful brand management for several reasons. Effective brand management creates and strengthens customer loyalty, conveys the image of the products and services offered by the organization in a vivid manner, and establishes a deep emotional connection between the company and its customers. The result: A major advantage over your competitors with the opportunity for a larger share of the market.

To understand brand management, it is necessary to understanding what makes a brand and what makes for successful branding.

On one hand, a brand is defined as the name, design or symbol, among other features, of an individual or an organization that identifies its products and services as distinct from other products and services offered by its competitors. In layman’s terms, it is the public image attached to the individual or organization by virtue of a name, a symbol or a slogan.

On the other hand, branding is the process whereby various marketing media are assembled into a distinctive, cohesive and comprehensive brand. Its main aim is to establish, maintain and strengthen customer perceptions and expectations about the company as well as its products and services. It creates differentiation in a saturated market, thus, making it possible to sell more products and services to the target market.

Put the two together and you have the core of brand management.

There are many layers to brand management that every businessman should take note of. First, what is your brand identity? Everything about brand management starts here – the identification of what and who you are as a brand. You must identify your company’s mission; the benefits and features of your products; and the desired qualities you want to project to your customers.

Second, you must get the word out about your brand. You have several venues to do so including:

- Integrate your brand in all of your marketing efforts from banners to e-mails and social media profiles.

- Encourage a strong sense of ownership for the brand among your employees so that they, too, can be instruments in spreading the word to your customers, suppliers and partners in the industry.

- Create your distinctive yet positive “voice” in the community where you are selling your products and services.

Most important of all, be true to your brand. Being consistent with who and what you are to your customers will most likely make them loyal to your business.

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