Branding was traditionally synonymous with logos and advertisements, mascots and bottle designs. The modern definition of “Branding” has abandoned this dated and non-customer-interactive notion. Brand management is the complex effort to ensure that once a product is positioned, every single interaction a customer has with the organization precisely reflects that positioning. In short, every touch-point should be in lockstep with the message. (Disney and McDonalds take this so seriously they created “colleges” for their employees) The challenge is managing and unifying the message as the number of meeting places with customers expands.
The challenge here is to project a consistent Brand image at all of these locations. From every contact, customers take away a perception of the company that builds –or distorts-its brand image. With the addition of each new channel for interaction comes the challenge to keep that channel in line with your internal brand positioning. On top of this, remember that social networking has created a very public space where the customer initiates a discussion of the brand, not the enterprise.
In summary, all of these new platforms offer great new opportunities to reach new markets, and new customers in old market. However, they add layers of complexity and risk to the task of ensuring each interaction is appropriate and reflective of your brand
With these challenges facing the Brand Management function, below are some of the solutions
Automation Can Help
Use of technology can simplify the complex process of brand management. A good branding or marketing automation software program can help in the following areas
CONSISTENCY - A marketing automation program can lend the all-important element of consistency to Branding. Whether the company logo is appearing on a flyer, print advertisement, sales presentation or on its social networking page, automation can help ensure that the logo and other corporate branding mechanisms are consistent with the company standards.
COST & TIME SAVINGS - By leveraging technology offered by marketing automation programs, the company can save on certain branding-related costs. For example, it would cost the company much more in terms of dollars and time if it had to individually brand every corporate communication. An advanced marketing automation program can replicate brand elements faster throughout the various communication channels, and at a lower cost than traditional methods. In short, it achieves greater accuracy, lower cost, and faster response times, all with a consistent message.
COORDINATION - A good marketing automation software program would make sure that there’s conformity among all the marketing channels. The company’s message goes to the various avenues (including social media, e-mail marketing) in the same form and manner, assuring no dilution or distortion of the company message
By bringing the various elements of brand management onto a single platform, automation might just be the solution for the problems haunting brand management today.
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