What Is Brand Management? And Why Employees Are Key to Your Company’s Brand Growth

Everything Brand Management

We’ll explore the definition of brand management and why employees are the key to company growth and brand image.

One of the most important aspects of developing a successful business is ensuring the brand is well thought out and is seen as a leader in a particular industry. Without having a good brand, consumers, buyers, prospects, and even employees may be skeptical or are unsure of whatever it is the company does.

No matter what industry or if your company provides a specific product, service, software, etc. branding will play a huge role in growing the business.

Yet, you also do not need to spend tons of money on branding and many of the well-known companies themselves do not spend a lot. Instead, they focus on a strategic brand management process that enhances their brand and makes sure they are highly visible in their markets. This also ensures your company has a better chance of being chosen during the purchasing decision.

Of course, brand management can include a few different tactics, but it has become a term used more often–and in the digital age–is valuable for company growth.
 

What is Brand Management?

From the two words, you might be able to formulate your own definition or take on brand management. Plus, you’d most likely be correct too.

However, I still want to include the brand management definition in this article so we are all on the same page. Sound good? (Feel free to skip ahead to the other good parts).

So what is brand management? Essentially, the term describes the design, overall placement, marketing, advertising, and distribution of the product or services that help develop the complete brand personality. It is also the perception your company creates to the market and the relationship between the audience and consumer.

Brand management is a vital piece of marketing, which utilizes various techniques and marketing copy to boost the value of the company.

Yet, what brand management really comes down to is trust.

Without developing a consistent brand experience that also delivers on those promises of what your product or services do, you lose potential buyers from choosing your company in their final buying stage. And consumers generally believe that they can trust your brand to deliver, but if it consistently fails to meet the basic of needs your trust is broken, damaging your brand credibility.
 

Common Strategic Brand Management Steps

When it comes to your company’s brand, it will take time to ensure a specific strategy is setup for success and growth. That’s where strategic brand management becomes necessary and important for your team to work on. Without it, your company brand can get messy and be inconsistent.

Here are four steps that are most important in strategic brand management and will help your company build a brand in the long-term.

  • Brand Positioning – Clearly defining what the brand represents, what your company wants to achieve, and how it should be positioned with respect to competitors. This might be the hardest step as it determines which direction the entire brand should go. This is where research into your industry and differentiators will help shape brand position.
  • Brand Marketing – This is where your overall marketing and teams of marketers become important. Items included in this section are the overall marketing initiatives, programs, etc. needed to get the brand messaging and company visible to the masses. Again, research and creativity are necessary to make sure your company sees results.
  • Brand Measurement – Once you start marketing the brand, it’s important that your teams are measuring results and monitoring brand performance. This analysis can ensure your progress, pivot where need, compare position with competitors, see how audiences view the brand, etc. Typically, a branding audit will be done and should be done often.
  • Brand Equity – The last part of strategic brand management strategy is maintaining and expanding the brand equity and value. Making sure your brand continues to grow, improve products and services, and can tap into related industries to be seen as a leader. This part can take years to accomplish, but it is important for your company to work on it and stick with the plan.

 

How Employees Can Shape Your Company’s Brand

 

Employees Key to Growth

 

There are a lot of brand growth techniques, but one that companies’ should focus on utilizing is what they have internally. By that, I mean your company’s workforce and the value they can bring to the brand.

Of course, marketing and brand marketing is important and certainly shapes the way audiences view your company’s brand. But, employees from all departments will actually accelerate brand visibility and are important to include in your brand management strategy.

Any good strategic brand management strategy should focus on how to get employees advocating on the company’s behalf. The simplest way is to activate them online and encourage content sharing to their social media networks.

Here are two main reasons this is important:
 

Employees protect and defend the brand

As a business, it’s easy for the brand to become a target of unfair, incomplete, irresponsible, skewed criticisms and disparagement on social media.

Hence, when a business can count on a team of employee advocates to help shape and reshape social-media chatter, the business stands much better odds of being able to control and bring balance to what’s being said.

Of course, you will still have unhappy people and potential internet trolls via social or review sites, but prospects seeing employees being proactive, responsive, and sharing content can help keep the level of transparency and positivity flowing.

Learn how to build your company brand by utilizing employees and transforming employees into thought leaders. Download the complete guide.

Help grow brand visibility and develop brand trust

Before I dive in, I thought it would make sense to share these few stats first:

  • The average employee across the companies that use our platform has a network of over 1,500 connections (Source)
  • Brand messages reached 561% further when shared by employees vs the same messages shared via official brand social channels (Source)
  • Brand messages are re-shared 24x more frequently when distributed by employees vs a brand (Source)
  • A Nielsen study showed that 84% of people trust recommendations and content from people they know (friends, family, and colleagues)

Those four above stats should paint a picture in your head as to why employees are valuable assets for your company branding.

Employees have a direct connection to hundreds if not thousands of people your company may not be reaching. Extrapolate that between your entire workforce or even a portion of them getting involved in sharing your branded content and your brand can grow exponentially without spending thousands a month on advertising.

The more attention your company content receives, the more engagement and consumption that content receives, the greater your brand awareness and overall trust will develop.
 

Final Thoughts

Brand management is one of the most important pieces to fueling your company’s growth and without focusing on a trustworthy image, you can easily be losing in the purchasing decision. It’s important to understand what tactics and strategies can help your company continue to develop brand visibility and take your company to the next level.

Also, just because you’re not on the level of Apple or Starbucks, doesn’t mean you actually need a massive budget to devote to branding. Your marketing department will have many tools and tactics that can elevate company brand, but it will take all departments to work together to make the branding great.

It’s why all employees at a company are incredibly valuable in shaping the company brand and how your products or services are perceived by the market.

Many companies underestimate the value their internal workforce can have on the image of their brand. But give them the opportunity and tools to make sharing company content easy. Your company’s brand will reap the benefits.
 

Looking to amplify your company’s brand visibility, while boosting marketing, sales, and recruiting results through the power of employees? Learn how EveryoneSocial’s employee advocacy solution can help.

 

Reader Interactions

Comments

  1. Nice insight into branding. I am trying to start a new brand and company at the same time. For me, # 1 is developing the brand and #2 is selling product. This article was helpful.

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