On the heels of Procter & Gamble’s announcement that the word “marketing” will be eliminated from all job titles, companies large and small are forced to face one major fact: Branding is our present and our future. The previous title of “marketing” will now be replaced with “brand management,” but that’s not all that has changed. While marketing is still an important part of branding and selling, the P&G move does tell us one thing: The true job description of brand manager isn’t just putting information out there. No, branding professionals have a real fight on their hands.
Here are 4 reasons brand management should be your main focus, starting now:
Consumers’ Access to Brands
With smartphones in the hands of 56% of American adults and 34% owning tablets, and almost 79% of Americans accessing the Internet, consumers can find your brand whenever and wherever they please. When access to consumers consisted of a 30-second commercial during nightly television shows or a half-page ad in the local paper, your control over when and what information was shared was ironclad. Now, however, your message must be ready for consumption at any time.
Various Outlets for Brand Messaging
Because of the prevalence of smartphones and tablets, companies must also develop effective campaigns across all potential outlets. Print and television just don’t get the job done anymore. Consumers look to Facebook, Twitter, YouTube, and Yelp! to get the information they need. Commercials may air on television, but most buyers will share them on social media and watch them on YouTube. What you create for one outlet must support and enrich the content released on every other outlet.
Consumer Ability to Change the Message
The Internet and consumers’ access to brand messages through it have made maintaining brand messages difficult for branding managers. With each message shared by users through Facebook or Twitter, the user has the ability to provide commentary that shapes the way others see the brand. Viral shares can quickly destroy the image your company has worked hard to cultivate, and only with diligent brand management can this be overcome.
Immediate and Public Consumer Feedback
The Internet has also made sharing feedback in the form of public reviews a possibility. Not only is it now possible for word-of-mouth to spread quickly, it’s actually the most trusted form of marketing available. If you’re not ready with management tactics to handle negative messages from consumers, you could quickly lose control of your company’s identity. With proper management, your reviews and testimonials become valuable social proof that helps build your brand.
In the face of such immense changes in how branding messages are delivered, companies must adapt. Jabez LeBret says, “Brand managers must let go of control in lieu of creating environments where customers can interact on their terms.” The problem is that there is a big difference between letting go of control and losing control. That’s where brand management comes into play.
Rather than forcing consumers to accept your company image through strict brand messaging, allow them to help shape your identity. Interaction and engagement will help you determine how your campaigns are received and where you might need additional work. Open your company’s website and social media to reviews and comments for that all-important social proof. You’ll be able to gauge whether you’re keeping the promises you’ve made, as well as which promises you should consider making.
With the right balance, your company will also be able to refocus your marketing efforts in favor of developing relationships with your buyers. And that’s how branding messages and images take on a new life.
With this drive toward brand management, you must always remember your brand strategy comes before anything else. That brand strategy must also move and change with public sentiment, meaning you’ll need non-stop fresh ideas. Nothing about branding is easy, but as long as you’re listening to customers and managing your company’s identity, you can experience lasting results.
