Managing a brand is similar to building a reputation. It grows slowly, gaining trust and loyalty from its followers until it becomes established. Brand recognition and consistency in the marketing message builds trust which in turn leads to increased sales. However, consumers are fickle and are easily distracted by bigger, bolder marketing messages and shinier packaging, and trust is easily broken.Like building a reputation, it is often much quicker to lose that reputation compared to the time it took to build the brand. It is therefore imperative that companies pay attention to their brand management and business reputation.Building Brand Awareness CampaignsEvery brand is different. It takes a lot of understanding to get the message across. By using creative brand communication strategies it is easy to gain the attention of your consumer.A great example of a company that has achieved this is Johnnie Walker. They have built the brand based on an emotional campaign. A difficult task, and one that works best when it flows from and reinforces a product truth. Their “Keep Walking” campaign produced good sales growth of 48% over eight years for what was an ailing whisky producer.Here are four tips to build a campaign based on emotion similar to the Johnnie Walker campaign:
Managing your ReputationOnce you have achieved brand recognition it is imperative to maintain your reputation. Reputation management can be defined as the process of tracking an entity’s actions and other entities’ opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop.Understanding this process and being part of it is the bare minimum a company needs to pay attention to in order to keep its reputation positive. Reputation management has come into wide use with the advent of widespread computing.Five simple tips to manage your reputation include
One thought leader that truly understands that consistency and communication are two of the key ingredients for brand success and is able to express this message effortlessly is David Taylor, world renowned expert in persuasive brand communication strategies.Taylor’s guide to the essential steps of achieving persuasive brand communication can be summarised as follows:
How then do we drive sales through brand management?Build Bridges between Marketing and SalesThere are positive and synergistic roles in both marketing and sales, and if each side agrees to the role embraced by their counterparts, the organization will thrive. Traditionally it was quite challenging to identify criteria for building the bridge between marketing and sales.Traditionally a company would turn to the following five strategies:
Marketing and sales were traditionally kept as two separate concepts whereby marketing paved the way, while sales closed the deal. With the advent of widespread computing the gap is being narrowed fast. Social media is the key to this outcome in the online approach.With social media spaces becoming more popular, salespeople and entrepreneurs all over the world are using LinkedIn, Twitter, Facebook and other social media sites to discover new markets, meet prospects directly and forge profitable new business relationships. No lead generation, branding or cold-calling required. In a sense, many salespeople are becoming their own marketers.The roles could be defined as follows: The sales role in social media networking is to initiate and develop key relationships. The marketing role in social media networking is to assist salespeople plan, execute and measure their efforts.Regardless of the approach, whether online or traditional effective brand communication remains key to all strategies.