3 Essential Principles of Brand Management, and Where Businesses Get It Wrong

You have a website, business cards, and a Facebook account. You may think you’re doing it all right, but are you undermining your own brand in other, more subtle ways? Your image (business cards, website, etc) is just the cherry on top. Your actual brand is found in the answers you give to the following questions. Why are you doing this? What do you value, and how do you show it? Who are your customers? What do you offer them that sets you apart?

Principles of Brand Management

For new entrepreneurs or small business owners, brand management can be a bit of an enigma. However, once you break it down it’s simply the consistent adherence to the story you’re telling customers. Here are 3 elements that are often ignored by business owners:

  1. Internal Branding
  2. Creating a USP
  3. Outsourcing

1) Internal Branding

While it may be your business, it’s your employees that are interacting with customers and potential clients every day. This means that for customers, it’s your employees that bring your brand to life. And in today’s highly competitive marketplace, employees can be the key differentiator that will set you apart from the competition. A strong internal brand has a clear sense of direction and a well-defined purpose.Defining your core values and mission helps make it clear to staff what sets you apart and makes your offering unique. Click To Tweet

2) Creating a USP

Your unique selling proposition (USP) is whatever differentiates you in your market. For example, if you’re a pool builder, you might offer custom water features to set you apart from the competition. To create your USP, you need to understand where your product and company fit into the market, and what makes your service or product different from its competition. Whatever it is, define it and let it guide your marketing strategy.

3) Outsourcing

If you’re a small business owner, it simply does not make sense to hire a brand management team. You will pay more in salaries than you will ever spend with an agency, and if you manage to find a bargain employee, chances are you’re going to get what you pay for. An agency provides a team of highly experienced content writers, web developers, SEO specialists, PPC and social media experts, marketing strategists and more. The skills and expertise an agency provides can’t be matched with 1 or 2 employees.

Just Do It. Right.

Messing up your brand isn’t hard. It doesn’t require action, but rather, inaction. Failing to develop your brand from the ground up may not hurt you right away, but it will hurt you at some point.

Contact Us to learn more about building a brand that will stand the test of time.

Michele Redmon

Michele is a web content writer at ITVibes in The Woodlands, Texas. She graduated from the University of North Carolina with a degree in Criminal Psychology. Her writing has been featured on several websites, including Huffington Post and Hello Giggles. Michele enjoys spending time with her family, gardening and watching true crime documentaries with her cats.