For a long time the prerogative of luxury, the brand becomes an essential component of any company Marketing, whatever its activity and size. Branding is now the major differentiating element between companies in the same sector, and it’s increasingly common for brands to be favored in specific purchases regarding necessities. Each brand, by cultivating its personality, adapting its commercial, and marketing and even communication actions ensure success. It must be unique in the eyes of the consumer, about other players in its market.
It’s therefore vital that your marketing and communication strategies pay particular attention to the management of your brand such as what marketing agencies within London specialize on. I mean of course the tangible elements of the latter (logo, elements of graphic charter) but also those that may seem to you harmless or without a connection but which compose it as much (mode of production, marketing actions, commercial and communication).
These elements form the image that your interlocutors and consumers have of your company, and all have a direct impact on your brand. Most times Branding for Marketing works better when its outsource to external business
If your brand is positive, it will stimulate your customers’ demand and loyalty, open up new markets and create some “favoritism” for your products in the face of your competition. If it is negative, your products will suffer, (sometimes until the boycott), thus reducing your sales and your market shares in the long-term.
Top Leaders Focused Their Strategy On The Management Of Their Brands
It could be noted that a lot of the leading companies and groups in their market have focused their strategy on the management of their brand. Whether it is Coca-Cola, Apple, Disney or McDonald’s, each has capitalized on its brand to retain consumers and win new market shares. Recognition of the logo and graphic elements around 100% in the world and over several generations, associations of products with the brand equally important, the creation of a culture and a personality of the brand, all Elements have been exploited to allow these positions of leaders.
Let’s take Apple as an example. A few years back, the company achieved a turnover of 65.23 billion dollars, with a portfolio of … 4 products. But Apple’s strategy is not limited to these products alone. It works its image, develops its positioning, its philosophy and ends up building its offer. This takes the form of designs, technologies, interfaces, and communities. The minimalist design, the innovative, high-tech and intuitive character of Apple products become symbols of the brand, creating a community of fans and users alike. Apple products even come to be bought by the sole desire to own the brand.
We want to be part of the Apple club. The product is no longer limited to its functionality and quality, but to its image. By possessing an Apple product, one reaches a status “young and trendy, interested in technology and one reaches a form of exclusive. The object is no longer limited to its functionalities, but to its unique logo at its mark.
Managing Your Brand Well
In the same way, some brands have suffered the consequences of poor management. This was the case of Nike or McDonald’s, respectively of the child labor in the industries of the one, and the image of the other. The discovery of working conditions at Nike’s garment factories in South West Asia and the age of some employees had been shockingly unfair to both consumers and public authorities.
The image of the brand had suffered, and sales had considerably reduced. It took several years to Nike to overcome this unfortunate episode and recreate its brand image around new axes. Similarly, McDonald’s has long suffered from its poor image regarding dietetics, hygiene and working conditions. For several years, the brand has not been able to bring the answers expected by its public and the crisis has therefore rooted and diversified.
McDonald’s was able to bring the right answers and make them known through extensive institutional campaigns. Which were all focused on the Mc Donald’s brand, its values, and personality: respect for the environment, commitment to quality, openness and warm, friendly character. By capitalizing on its brand, McDonald’s has emerged from the crisis. The color change of the logo, for example, has thus sealed the ecological and quality commitment (agri-food mainly) of the brand and responded to the concerns of its consumers.
It’s not necessary to think that a simple change of logo is the solution to the organizational and positioning problems. GAP, unfortunately, proved it with its logo change rejected by its consumer community, forcing the company to retain its old. This rejection is due, among other things, to poor communication with loyal consumers and poor management of brand communities.
Your Brand Must Be Coherent Properly
Any company that capitalizes on its brand must always know how to ensure its coherence and must manage the communities that are formed around it. First of all, it is necessary to ensure that the culture and spirit of trademarks are correctly and accurately integrated, but also that the information circulated is correct and in no way undermines the trademark.
Community character can be a significant force (as in the case of Harley Davidson or as we have seen for Apple) or being a burden (if too many “free” communities, not managed by the brand, for example, exchanging erroneous data or Creating a negative rumor). It is, therefore, necessary to give the necessary attention to these communities and their interests and to build a relationship with them.
We, therefore, ensure the control of the information circulating there, but it is also a great way to refine its positioning, study the consumer population, its consumption habits in order to propose a suitable offer and guarantee Success and sustainability.
Similarly, the components of the brand must be coherent and properly perceived by its public, in all markets where it is located. In the case of diversification, the brand will have to be adapted to its new activities and new markets while maintaining its coherence and personality. This ensures reduced costs for communication or management, for example, but also a better understanding of consumers who consume more faithfully.
Finally, the brand is at the heart of your business, your daily business and is intimately linked to your financial and commercial situation. It’s, therefore, crucial to ensure that the components of your brand are consistent with your activities.Your brand is the main point of contact for your consumers.