Brand management

Become a real brand with successful brand management.

Many company owners, especially in small and medium-sized enterprises, focus all their energy on offering first-class products and services and presenting them with high advertising effectiveness. The focus on quality is of course important, but solid brand management must not be neglected under any circumstances. This is illustrated in particular by examples in which the brand name from advertising is used colloquially by customers for a product. A brand is more than just a name. It is also associated with the seriousness of a company – as well as with its values and visions, such as high quality, sustainability and social commitment.

A company’s marketing manager is therefore not only an expert in the range of services and their marketing. He should also be a specialist in well thought-out and appropriate brand management. This compact overview provides you with the most important information:

Creating a solid basis of trust

When we have a private relationship in a company, we do so in confidence. A business relationship is no different. In both the B2B and B2C sectors, it is important for customers and potential customers to know who they are actually dealing with. The impression made by a – your! – The customer’s perception of a company’s image has a major influence on the purchase decision. It doesn’t matter whether you call it corporate culture, corporate philosophy, corporate identity or mission statement: The external image of your company is significant – and can be positively influenced with professional brand management. With competent brand management, you can create a solid basis for this.

BRAND

The brand is the beginning of everything

Perhaps you have already met or perhaps even managed a company that was unable to present itself as a “unit” either internally or externally. This is often associated with a whole range of disadvantages. On the one hand, there is no corporate philosophy that can unite and motivate employees. On the other hand, the customer is also uncertain when product and pricing policies are constantly changing and no uniform idea can be filtered out. The term “corporate identity” (also known by the abbreviation CI) describes it aptly. The identity of a company is something central – the core that should be worked out internally and externally. The brand is the ideal element for this. With the implementation of strategic brand management, a mission statement for employees and a company presentation for customers are developed. With this basis, many company processes can be designed more efficiently and successfully, as tasks are now more transparent and can be distributed in a meaningful way.

Brand management:
10 advantages at a glance

Uniqueness in competition
Identity for employees
Basis of trust for customers
Added value on the market
Advertising with values
Must Have
Distinctive feature
Corporate efficiency through identification
Psychological effect
Increase in profitability

Brand management for the SME sector

The brand or brands that exist in your company are the resources for success. Those who practice consistent brand management can use these resources efficiently. In most industries, branding is a valuable tool that can set you apart from your competitors. In this way, you create uniqueness that ensures that you are unmistakable for your customers and therefore not interchangeable.

Brand management is associated with good news for marketing and management: The investments you make in this context are not exorbitantly high. It is not always the material values in your company’s portfolio that need to be accentuated, but often also the non-material values.

The calculation in the area of brand strategy is often simple. It is often more efficient to tweak your own identity instead of constantly developing new products and conveying messages that have nothing to do with a uniform brand. “We’ve always done it this way” is not necessarily the way to go. Rather, it is the willingness to come up with ideas, inspiration and innovation that consistently helps to develop the brand. Establishing this identity among employees is an important factor in making the best possible use of the pleasingly high potential. The investments made in this way are investments in the future of your joint company.

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