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Why a Bad Corporate Branding Management is Killing Your Business

August 8, 2016 No Comments

Featured article by Amanda Wilks, Digital Marketing Specialist and a Contributing Editor at Customer Survey Report

In today’s world, no business, whatever form it takes, can survive without brand management. This key marketing field works with creating a strong and earnest end image that the outside world sees as a reflection of your company. Everything that can send a certain message to the public is a part of brand management:

– Logo

– Product package

– Website design

– Social media activity

– Press releases

– Commercials, and many others.

After you set all of these aspects of your company straight, the brand management will have reached its purpose: creating a strong bond between company and target public.

Branding_1

One of the side effects of globalization is that your competition has become visible in the eyes of your target clients. With just an easy Google search, everyone will find several sources for their desired product. So, you have a limited time to advocate in favor of your product before the viewer scrolls down to other appetizing discoveries.

Let’s see what most people overlook in their branding management and what effective strategies you can apply in this domain.

The Beginning Of Your Brand Falls Directly Into Disaster

This happens when underneath a name or a logo, there is nothing, no message, no significant meaning to build a strong foundation for your brand. If you invest a generous budget for the design of your company (logo, website, social media, product package), it doesn’t mean that it’s enough for any great brand. Logos are not just miniature illustrations. Their purpose is to stick in the viewer’s mind for as long as possible in a friendly and surprising way. So, the solution for a good logo design is just this: simplicity. Try coming up with some discreet elements for your logo which are full of meaning.

Take “Swoosh”, Nike’s logo, for example. This logo was created in 1971 by a student at Portland State University while being paid for $2/hour (which is equal to $14 in our days). So there was no great investment, just a simple meaning: a single stripe as a logo to convey the idea of speed and movement.

There are many bad examples of logo designs out there, and their negative aftermath is enough to make you not want to neglect this tiny but significant spot in your business plan. Brainstorm with your work colleagues what the company stands for and what sets it apart its competition, and make this point stand up in your official designs.

Your Clients Cannot Read You Like A Book

Now comes in the hard part: communicating with your client. People nowadays have a multitude of ways through which they can get in contact with your brand: newsletters, social media, websites, Google searches. To save up time, they jump to conclusions on the ground of just a simple negative first impression. It’s way easier to just shift your attention to the next big advertisement or close a website and go back to the familiar, old brands.

And even if you strike the best copywriting that precisely covers all the values of your company, it’s still not enough. People make thorough researches before buying a product they need. They even trust a stranger’s review more than a well-documented article written about your company. So, if there’s a sanguine-tempered person angrily commenting on your website that the product he received was a minute too late, you are about to lose the battle.

That is why it’s so important to have a response to any comment you receive. Plus, the negative feedback has to have a high priority status for your customer service. Prepare a good reply to dispel any misconception and restore the company’s good fame. This will make it possible to protect your company integrity and reflect a positive image for readers.

So, what you have to do is build brand awareness and maintain a good reputation through any means possible. Beside marketing campaigns, try to develop an equal number of branding campaigns, that do not sell your product as their primary goal. Charity, giveaway, contests with generous prizes will help you in this direction.

You Are Not Using Every Tool Available

However, the online world doesn’t work just in favor for the public. There are some useful apps to help you with establishing a solid foundation for a good branding management.

Google Alerts – the guys from Google just save lots of hours that a brand manager would spend on tracking. This clever tool scans all Google entries and alert you with any mentions relating to your company. If a guy posts a random Facebook comment about your business, you find out. If there’s a new article in town naming your company, you find out the moment it’s published. It is also free of charge, so what’s there not to like about it?

Heat maps powered by Sumo.com – this tool gets you access to an ability that only the stores could possess – monitoring the actions of your website users. It shows you what people click on your website. This will give you valuable insight on what you can improve, what the best and worst parts of your website are, and even remake it for a more user-friendly experience.

CreativeMarket– after stressing out the importance of design from the beginning, a digital design platform is a must for this list. At CreativeMarket you can find thousands of resources to freshen up everything there is related to visual content. Is contains all the categories you need: photos, graphics, templates, themes, fonts and more, including free resources on a weekly basis. As this website is more of a marketplace where everyone can open a shop, you can also head to smaller websites but with a limited number of products curated by their team of experts: InkyDeals, BundleHunt or DesignCuts.

WishPond – this website has not just one tool, but a wide range of useful applications for any marketing manager. Here you will find easy ways to create landing pages, contests & promotions, implement website popups, automate your marketing strategies, and track down, interact and maintain leads. They require a monthly fee from you, but once you get this down, you’ll be on your way to your ideal branding management.

MailChimp – if you have an email database, put it to good use with this smart tool. It provides any necessary material to create a professional newsletter from scratch and send it with just one click to all your emails. And it doesn’t stop here: you can track down your newsletter performance by finding out what your open rate and click-through rate are. From here, it’s a small step to optimizing your newsletters.

All in all, branding management is a crucial part of your business. Avoid at all costs miscommunication with your customer and offer them a compelling experience every time they get in contact with your brand. If you get through these steps, your business will be on the side of good branding management examples.

Image source: 1

Author bio: Amanda Wilks is a Digital Marketing Specialist and a Contributing Editor at Customer Survey Report. She has a great interest in everything related to corporate branding and recruiting and loves helping companies succeed at making a powerful impact on the market.

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