What is brand management and why is it important?
Brand management began with a memorandum in Procter &
Gamble’s advertising department. Having decided that he couldn’t
do his job properly without extra help, the essence of Neil's
memo was: Find out what the consumers want, and give it to them.
It moved away from the idea that companies should tell the
customer what he or she wants. Companies had to listen to the
customer first, and then decide what to sell, and how to sell
it. Of course, this is more true today than ever before. The
customer is king. Good communication with your customers is a
vital component of effective brand-building – regardless of
whether you see your brand as the name of your company, the logo
on your van, or the look/feel of your Facebook page. All of
these make up your brand.
Your brand is the image of yourself and your company that you
send out into the world. It is the first thing that people see
when they are looking for a product or service like yours.
Therefore effective brand management is essential. That’s where
we can help.
What is e-branding?
This is taking your brand to the internet. It could mean
creating a Facebook or Google+ profile, a Twitter account, a
blog, or building a company website. Using a combination of
these will often yield better results.
The internet is a fast-moving place. Things happen
instantaneously there. Paper memos, phone switchboards, and
long, dull board meetings are all on the way out. Now everyone
can be heard, immediately and at the same level, and
transparency is the norm. Brand management has changed – from
simply safeguarding your company’s reputation, to surviving in a
marketplace that is becoming more crowded with choices every
day. The online consumer is always looking for the best deal,
and you need to know how to be chosen over your competition.
Whether it’s choosing a logo for your website, finding the
right blog theme, or what you should be tweeting, we can help
you make the right decisions. In the online marketplace, brand
management is a whole new ball game – one that we know how to
play.
Of course, you don’t want to just survive. You want to thrive
– and to do that, you need to stand out. In the right ways.
What does all this mean for my intellectual property?
You want all your hard work to remain yours. With your online
presence never more than a few clicks away, the internet has
made it easier than ever before to pirate content. For one
thing, you don’t want your domain name to fall into the hands of
a competitor, or worse. Securing your brand is an essential
component of online brand management. We can help you avoid the
pitfalls (and the pirates) so that your brand will remain yours.
Call us for a consultation. Online brand management is our
job. Doing it wisely will save you a lot of time, money and
stress. Doing it wisely and doing it well will put you in front.
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