How A Brand Management Program Helps Your Business
In my most recent teleclass I spoke about the importance of having a Brand Management Program in place. Many of you wanted to learn more about this and though I’ll drill really deep into it in our bootcamp I want to give you more to build on and explain this further right away.
A Brand Management Program is a system that allows you to track and measure the impact your brand is having in the marketplace . They tend to have a creative and advertising background by trade, but essentially implement the Brand guidelines of your company. Those guidelines will be your value system, signals and promotions and positioning.
Tracking data and summarizing reports is a vital part of the responsibility. The data is used to determine what products or services are really getting the best Return on Investment with customers. They monitor pricing and movement, and create projections based on the outcome. Just as you track your income and expenditures, a Brand Manager tracks the interest and engagement level of the things you put out on the market.
Another key responsibility is to develop comprehensive marketing campaigns and publicity relationships. They react quickly to special sales opportunities and implement performance measures as well as contribute to the development of an annual brand plan and long-term plans so that your brand’s goals, 1yr, 3yr, 5yr and beyond, are met as easily and realistically as possible. Essentially, they follow a plan so that you won’t be the best kept secret in the industry.
If you’ve had a feeling there’s more to building your brand than meets the eye and you’ve wondered “what’s next… what builds momentum?” the answers lies in proper brand management. Do an assessment of exactly what your marketing efforts have returned, in dollars, for your business, and then, create a projection for where you want to go, and what marketing, engagement and activities you’ll need to get you there. Outlining this is the first step in Brand Management.
Ready to build your your Brand Management Program? Worksheets, Templates and One-on-one Feedback is available in the Bankable Branding Bootcamp. Join today, and start building your program right away.
If you have questions call me at 888-YOU-BRAND :-)
