Creating a powerful brand is a great way to build loyalty with customers. For Many companies brands are the single most valuable asset. But once you’ve created a brand, that’s where the challenges kicks in. And it can be areal headache if you don’t manage brands correctly. These challenges come from both inside your organization, as well as outside. for example, one of the most common problems marketing leaders have with brands is what I call brand chaos. It happens when new brands start popping up almost out of nowhere. And sadly, they have no consistent look of feel to your other brands. And then one day your flipping through your product catalog and you see a mix match of products and brands, that have nothing to do with each other. your brand architecture is in a state of anarchy. How does this happen? Well, Marketers love to create brands and they like creating ones that are distinctive and unique. Lets face it, they want to put their mark on something. So They get together with their design team and branding, they throw a lot of money creating they next big thing.
If left Unchecked you’ll experience brand chaos its expensive to fix, and it can really confuse customers on what your brands mean. Another Common Brand problem is when employee take one of your brand marks and create their own adapted version of it. In other words, they make it look different then the official version. A sales rep might put an altered brand mark in a presentation for example. Or a marketer might change it slightly to fit on a package. Those sources of this problem are many.
Brand chaos can also stand from things outside the company. If your competition starts attacking your brand by repositioning them, you have to fight back. For example, a competitor might begin an advertising campaign telling consumers that the benefits of your brand just aren’t that important. This type of repositioning strategy can lower your brand equity. Another common problem is that when some company copies your brand and creates counterfeit products and services.
Consumers don’t know the difference so you lose a sale each time they buy a fake product with your brand in it. So how do you deal with these challenges? First, you need to create brand book just as the names implies, the brand book is the complete story of the brand and all elements that do into it. It establishes strict guidelines on every aspect of how a companies brand will be managed. This effects everything form how the logo can be used, the look of a website, how social media is used, advertising, product design and so on.
Now for the details on how to create one see my post on [branding fundamentals]. Second, you need to appoint a strong brand champion. Someone who is senior enough in your organization to regulate and monitor brand compliance and stop anyone who violates standards that will go after counterfeiters of anyone that hijacks your brand for their own use. Great branding is about making and keeping promises in a consistent way.