4 Critical Components to Successful Brand Management

Brand Management can cause all but the most serious marketing professionals to blanch. Mostly because the phrase “Brand Management” sounds like an obscure, highly technical body of knowledge. To make matters worse, the normal online resources for learning about a concept do a poor job explaining what it is. But the reality is that successful brand management boils down to 4 critical components that most smart marketing professionals already use and you can too.

What is Brand Management?

It is simply the proactive act of managing your brand. It’s choosing to intentionally deepen and broaden your brand’s relationship with the world.

The 4 Critical Components to Successful Brand Management

  1. brand managementKnow Your Brand – First things first, understanding your brand is the most important component to successful brand management. If you’re in charge of your brand — it’s your job to know and understand your brand elements inside and out. This is where, if you have one, a brand book can help you to review the principles that go into your brand position. (If you don’t have a brand book — check out my brand book tutorial.) If you’ve got one, review your brand manifesto every time you sit down to work your brand. It will keep you grounded and “on brand.”
  2. Monitor Your Brand – Keeping track of what is being said about your brand is job one in brand management. In today’s world, keeping track of what’s being said about your brand online is pretty easy. (Checkout this post on using Google Alerts for instructions on how to do so.) But it’s more than just monitoring what’s happening online. It’s paying attention and listening to what people are telling you about your brand. Your job is understanding what your customers and potential customers are thinking about your brand.
  3. Promote Your Brand – If no one knows about your brand then it’s time to spread the word. There are lots of methods available to promote your brand, marketing, advertising, guerrilla tactics, social network, etc. But promote your brand you must. (This post on Building Your Brand might give you some ideas on how to go about it.) Spread the word about your brand to bring new customers, increase your business, and strengthen your brand.
  4. Guard Your Brand – The final critical component to brand management is guarding your brand. Guarding your brand has to happen on several levels — all the time. First and most obviously, you need to protect your brand from bad press. Secondly, and more subtly, you must protect your brand from well-meaning internal campaigns that only succeed in muddying your brand position.
The job of brand management is never complete. No sooner do you cycle through the components, then it’s time to begin again. Repetition and consistency are your secret weapons to successful brand management.
brand management
About Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She is also the co-founder of Oregon-based Paradux Media Group and the author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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Comments

  1. George Armstrong says:

    Hi Tisha! This is the kind of post I was expecting from you guys! You do a tremendous work on building websites and taking care of your customers, but I knew that someday a post like this would appear! There are a lot of links in this post and it will take me a while to read and understand them. Thanks again for your wonderful post, Tisha!

  2. This is very important especially to people who are beginners and not yet expert in brand management.. For sure this is a big help.. Thanks for the help here..

  3. Marnie Byod says:

    I have no idea more about brand management but I do understand this and it made me clear that it is really important. Thanks for sharing this following information about brand management.