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  Brand management is the process of organizing the overall outlook of your brand. This entails crafting a great brand message. It typically refers to your strategy in communicating with your audience via social media, email and traditional advertising media.
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EDUCBA defines brand management as being “all about capturing the target market for your product or service, and generating a confidence in the minds of the present and prospective customers”. It involves putting your brand strategies all together to ensure a successful brand.  There are, however, principles that guide the management of any brand. I will be sharing some of those principles in this article.
  • Define the brand

The first principle to managing a brand is defining what that brand is. What does this mean? It means you will be defining the vision, mission and core values of the brand. This is where you discover what exactly is the purpose of the brand. Why does the brand exist? Is it even meant to exist in the first place? It is the knowledge of this that will help you figure out how to grow the brand to reach more of your prospective customers.
  • Build a brand model

Your brand definitely has a model on which it works. There is no viable business or brand that does not have a model. This simply means how things are done; the processes, cause and effect. There should be a model guiding the operations of your business. Create one.
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  • Be consistent

This is a key principle of brand management. Consistency is the key to the success of any and every venture. You cannot start a business today and call it different names at a time. This spreads to other aspects of the business. There should be consistency in your brand outlook; your tone/voice/ logo, name, designs, social media presence, and general brand messaging. You don’t want to have your audience confused as to what you stand for. Pick a niche and a pattern, and stick to them.
  • Connect emotionally

This reiterates the need for an effective brand message. It has been discovered that people don’t usually buy logically, but emotionally. For instance, it is not logical to buy one t-shirt for #20,000, but the emotional connection which the customer has with the brand can perform the magic. The brand might have a brand message that says that when someone wears the t-shirt, they become fearless or powerful in some sort of way.
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Your brand message says it all. Don’t just advertise for people to come to buy the great product. Give them reasons why it will benefit them.
  • Be flexible

The market keeps revolving, and there is a great pity for anyone who is left behind. Time changes a lot in the market space, and you should be found changing with the trend. A vital principle of brand management is flexibility. You should be willing to and capable of change. Embrace positive changes when they come. For instance, in Nigeria, there is this wave of fintech development. No matter what kind of business you are running, you will have one kind of interaction or the other with fintech. So, embrace the change and keep tweaking things in your business. Brand management also demands that you have a community around your brand, either through social media or physical connections. Keep an eye on your competitors and take lessons from their strengths and weaknesses. Doing these will bring you a step closer to properly managing your brand. Good luck! Featured Image Source: GodsofSEO
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This article was first published on 4th June 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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