Improving how clients see your products or services using certain methods is known as brand management. With successful methods, you can collect loyal clients over time. If you follow strategic methods, it is very easy to gain more recognition and revenue. This will allow you to accomplish various long-term business aims with the right strategies. 

The business world claims that brand management is essential because the competition is huge.  As clients, we have countless brands around the world, and can decide which one to buy in seconds. Because of this abundance, companies should stay alert and try to follow their client’s reviews.

As a consumer yourself, take a moment to think about your favourite brands and products. Do you care about their advertisements? If they didn’t have brilliant marketing strategies, do you think you would still buy them? Assuming your answer is no to these questions, you can understand why good marketing strategies are important. A company can accomplish great things with good brand management. On the other hand,  it’s possible to fail if you don’t handle this process wisely.

How Can You Manage Your Brand Successfully?

As mentioned above, with several steps, you can make an enormous impact on the business world. If you think about the entire process, there are many factors involved. Each of them complements one another. However, we gathered the 6 steps to make it less complicated for you. 

Market Research

Market research should be one of the first things you do before starting anything else. Collect relevant information about what clients want or need from a product or a service. There are various studies claiming that more than half of the marketers ‌avoid proper market search. If you don’t know your clients, how are you going to convince them to buy your products? Don’t worry! We’re here to help. 

Conducting market research is an easy and powerful task. You reduce the risks in your business by researching the needs and wishes of your clients, since you will ‌predict the likely outcomes. It’s important to question why clients don’t buy your products, as well as why they do. In this way, you can tackle the problem with a deeper insight. The more you research, the more needs you can encounter. This can inspire you to produce new business ideas, new products, or services. Good market research will keep you competitive; it’s essential. 

How to Research the Market for Brand Management?

Market research comprises primary and secondary research. You can easily conduct primary research by yourself. The information comes from the target market and your current and former clients. The most common and effective ways of conducting primary research are interviews, surveys, and observations. Because this research provides you with raw data, it is ‌very powerful. Secondary research‌ deals with ‌existing data. This data is collected and published by someone else, such as scientific studies or peer-reviewed articles. Some common secondary research resources are journals, stock markets, and Statista. Remember that secondary research does not hold the needs specific to your products. It’s challenging, but a good way to research your market.

Market Segmentation

After carefully researching the market, reach the right market with a successfully designed message. ‘Too much of everything’ is not always the best way. Assuming that you target extensively in the market, you can gain some clients, but it is also highly possible that many people who are not interested in your product will receive your message. Since they’re not interested, your efforts will be pointless. Take advantage of market segmentation and focus directly on the potential clients that want and need your products or services. Market segmentation is grouping clients with similar characteristics, such as customers of a similar age, income levels, or gender. This will improve your brand management.

Market Segmentation Types

You can segment your market in four different ways. If you want to group your clients according to their age, sex, occupation or marital status, use demographic segmentation. It is one of the most common and basic ways used in business. There are many methods to collect your demographic data, such as asking your clients directly. This is time-consuming, but you receive accurate data. Another way to collect the data is using second-party data providers, such as marketing service providers. 

If you are interested in your clients’ behaviours, consider behavioural segmentation. You can predict your clients’ reactions For example, looking into online shopping habits of the clients helps you measure the possibility of them buying your products on your website. It is possible to collect this data with the cookies on your website and other sources.

Geographic segmentation helps you understand the clients’ needs better since it groups them according to their locations. This segmentation is very basic, yet ‌ powerful. You can use this way to group your clients according to the city and the country they live in, or according to the climate or population of their location. Since we are talking about targeting your clients based on their country, ‌consider changing the language of advertisements when necessary. 

Last, when you want to consider the mental and emotional characteristics of your target client, psychographic segmentation will do the trick. It is like demographic segmentation, yet it is not as easy to observe. Beliefs, values, attitudes, and personality traits are examples of data you can collect with this segmentation. As an instrument to collect your data, you can use almost the same methods as you use in demographic segmentation. 

Brand Awareness

Now that you set your target and grouped your clients, it is time you considered the awareness of your brand. This reflects how familiar people are with your brand, or its logo and slogan. Those trending, or popular brands, have very high awareness. Think about a very popular brand, or perhaps one of your favourite brands. Do you recognise their logo or slogan? Are you familiar with their products and services?

Brand awareness ensures trust. Consumers today mostly care about others’ opinions on products before purchasing them. If your brand has already achieved a high level of awareness, then there is no need to worry! Once you gain a client, they will keep purchasing your products over and over. Your brand equity comes with awareness. The value of the brand represents brand equity. Because brand awareness raises trust and establishes your brand equity, it’s essential for your business. 

The easiest way to establish this awareness is by using social media as much as possible. Interact with your clients and keep sharing things. Storytelling is another powerful method. Consumers like reading stories from real life. As long as they are true, you can narrate anything! Looking for ideas? Why don’t you tell your audience how you founded your business?

On-point Advertisement

The last step to successful brand management is advertising your products or services in the best way possible. You can choose to use print, broadcast, outdoor, digital advertising, or product placement in TV shows or movies. With advertising, your principal aim is to inform people about your brand and convince them to purchase your products. 

Advertising is important for both clients and businesses. From a business’ side, it helps raise brand awareness and leads to sales. Smart and creative advertisements improve your brand image as well. In 2008, Honda made a live advertisement and 19 stuntmen spelled the brand’s name in the sky. The broadcasting channel stated ‌ they reached approximately 2.2 million views by the end of the 3-minute stunt. It was, of course, a very brave idea. In case things went wrong, they already had a pre-recorded video of the advertisement. In the end, all went flawless and this live advertisement is considered a successful publicity stunt today. 

Conclusion

In this article, we try to compile some essential information for your brand management. There is more to it. However, ‌start with these 4 steps. To be ready for your target, always conduct market research. For the most appropriate message, use the help of market segmentation. If you want your brand to be as popular as other strong ones, establish brand awareness. Use smart advertisements to attract your target clients, and you will be successful.

About the author
EWOR Team

EWOR is a school conceived by Europe’s top professors, entrepreneurs, and industry leaders. We educate and mentor young innovators to launch successful businesses.

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