Joseph Chierotti

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    • Member Type(s): Expert
    • Title:Lead Generation & Inbound Marking
    • Organization:Digital Inbound Marketing
    • Area of Expertise:seo, inbound marketing, sem, ppc, orm
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    Brand Building, Brand Management and Rebranding

    Wednesday, January 11, 2017, 8:29 PM [General]
    3.7 (1 Ratings)

    How do brand management, brand building, and rebranding differ?

    It is a cold hard fact of business that customers are more likely to buy from a brand they trust than from a brand they do not know, even if the cost of the known brand's product is more. Brand building, therefore, is a key strategy to get your brand recognized and to build the integrity you need in the minds of your target audience.

    Your brand needs to be perceived as an authority in the field in which you do business and to effectively accomplish that perception takes time. Quality content displaying your brand's knowledge as an industry leader must be produced and shared. Your name survives longer than the products or services you produce.

    As a result, it is imperative that you offer your target customer base exceptional quality and value. In today's technologically connected world, your brand has the ability to reach an audience anywhere on earth, at any time of the day. This is a good thing. However, with such potential, comes the responsibility of knowing how to leverage your quality work in the best ways possible.

    Site design, search engine optimization, social media marketing, and link building are all paramount areas of focus to successfully build your brand into a trusted leader your customers can count on.

    Brand Management

    Consistent brand management is a crucial component in any branding strategy regardless of whether you are the newest start-up, or a brand who has been around for generations. Your brand is your reputation and biggest asset. Successful brand management is an art which must be tailor fitted to the image of each particular brand. For example, Red Bull, the brand best known for its high energy beverages, is going to require a different brand management style than Morgan Stanley, a leading financial firm. Like your brand, management is an ongoing endeavor. Your brand must be managed throughout the life of your business. Any damaging elements must be mitigated and improved. 

    Online Brand Management

    Online brand management focuses on the your business's online presence such as your website and social media accounts. Online management is a time consuming practice. Most consumers' first contact with your brand will be online. Therefore, you want to make sure you dedicate the proper amount of time and effort to maintaining it.

    Ensuring your target audience gets to the most favorable first impression of your brand is an important aspect of online brand management. This involves monitoring for mentions of your brand online (brand mentions), removing negative information and publishing and promoting positive content. Engaging with potential clients on social media, having online dialogs and maintaining an up-to-date website rich in quality content ensures also your brand maintains an authority status.

    Rebranding

    Business is something that evolves and grows over time. Rules change. Regulations change. Technology changes. Rebranding, therefore, is something that happens every now and then to ensure your brand stays competitive in such an ever changing world. Reevaluating what your brand's goals are is an important strategy. It focuses on any readjustments that must be made to rejuvenate your brand's purpose in the eyes of the consumer. If you business is entering a new market or introducing new services, such re-messaging may be in order. If you are getting fewer leads than you once did, are experiencing stagnant growth, or simply, if you want to take your brand to the next level, repackaging your brand may be just what you need.

    Consumers do not judge you based on what you are. They judge you based on how they perceive you. The more you can improve this image, the better. Once you get your head around the idea of rebranding, it can be a wonderful restructuring tool that gives your brand the lift it needs at the time it needs.

    Online Branding

    Online branding helps your business be seen positively, and makes your brand more credible. Most brand identity comes through effective storytelling. First, your brand has to be found online. This can be accomplished with Search Engine Optimization (SEO). If you're not familiar with SEO, you may want to talk to a SEO consultant to help you get started.  After your brand is highly visible on web search engines such as Google, you want the messages about your brand to be positive and authoritative.

    Online branding involves the creation of a narrative which builds your brand identity, website content and all online profiles including social media and email. Branding online is a key strategy in building the best possible brand out there. It involves the creative process of content creation and management, attractive profiles and site design, colors, logos and taglines that match your brand identity. As well as banner ads which leave a lasting image in the minds of your target audience.

    Branding Services

    Branding services offer your company the opportunity to integrate all of the above in a seamless process which crafts your brand into something great. In an increasingly globally connected world, quality branding requires a comprehensive strategy which bonds your presence, products and message into one positive experience, your customers will not forget. Experienced professional branding services offer you that unique opportunity.


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