The ultimate success and failure of the brand management rely on the two main participants that make or break the brand. They are the worthy customers who experience the brand quality and contribute to its sales and profit, and the other is the employees who work hard to make the brand a success. Without both these participants, the chances of succeeding are quite rare. The branding agency Dubai acknowledges this fact and has experienced it over time with several clients, and is keen to pay great attention to the management of the brand.
Many marketers and managers commonly ask the question:
How can we make sure that brand management will reap numerous benefits?
The simple way to ensure this is to focus on the two aspects of brand management. Both of them are discussed below:
Work with your employees to build a successful brand
The employees are the pillars of your brand management team, and you need to make sure they are on the same page as you are. Without the right participation and support of the employees, being the brand owner, you cannot achieve the desired goals. Kevin Thomas, the President of MCA Communicates, says that employees, as part of the brand differentiation, are critical on the brand battlefields of the future. “The 4 P’s (product, price, promotion, and placement) are all replicable by competitors; the only thing not replicable is the fifth P, the personality of the organization, or its people.” (Reference: http://www.marketingprofs.com/) Thus, the people of the brand organization are the ones who make the brand and put out its reputation in the market. This is why it is necessary that these people understand the brand, its purpose, and how it plans to take over in the future. What the brand owner here needs to do is focus on the internal brand management strategy first. Once the employee understands what the brand promises to offer, they employee can deal with the customer in a much better way. This increases brand loyalty and ensures job longevity as well. And with the passage of time, these trained and experienced employees are the ones who create brand differentiation for the consumers. In a market full of competition, achieving a differentiating role is something to look forward to.
Moreover, the employees are the ones who offer a positive user experience to the incoming individuals. Without their effort, it is impossible to attract customers towards the brand. Jana Dobbs, an executive of the Corner Bank, says, “Our people are our best marketing tool” and also that “Advertising is important, the design of the website is important, but if customers have a positive experience every time they come into the bank, that’s what builds our reputation. We’ve got mobile apps, we’ve got Internet banking, but what we rely on is a hometown feeling. When you walk into our bank, we know your name.” (Reference: https://hbr.org/) Promoting such employee behavior and managing the brand with the help of the talented employees is what it takes to uplift the sales and the brand.
Ensure good customer experience, engagement, and management:
The customers are one of the most important elements that build a brand. The CEO of Amazon, one of the biggest e-commerce stores, Jeff Bezos, believes in obsessing over the customers. He believes that the customers are the key to success.
Thus, one of the main roles of the brand management team is to ensure an improved and authentic customer experience, along with healthy and attractive customer engagement techniques. According to the stats revealed by Genesys (Reference: https://www.superoffice.com/), the three main reasons that compel the brand marketers to improve the customer experience are as follows:
- To improve customer retention
- Ensure customer satisfaction
- Increase the return on investment, sales, and profits
The next goal you need to achieve is customer engagement. You can engage the customers by using different digital marketing tactics. The top ones that help drive traffic and improve brand management are as follows:
- The use of informative and high-quality content, including videos, is the new big thing of the year 2017 and the ones that are yet to come. Thus, make sure you offer useful information in the form of visual content to drive maximum traffic. A Google study shows that 48% of smartphone users shop from websites that display instructional video content. (Reference: https://think.storage.googleapis.com/) Who wouldn’t want to earn sales through this easy way?
- Go viral with your brand promotion on the social media networks. This is one place where you will always find customers roaming around looking for something new. Offer them something irresistible here and increase your brand’s sales.
- Observe brand consistency. Post regularly and engage the customers through interactive content. Help them round the clock and offer an amazing customer support system.
This is how the difference in brand management goes hand in hand when it comes to dealing with the customers and the employees. Either one is important to make the brand successful, and equal attention must be paid to improve the results.
