Strategic Brand Management Process

Brand management is consciously providing a product with an identity that is understood on all levels. This means both internally and externally and includes customers, employees, suppliers, and vendors. Understanding the niche in which the product resides gives it a relevant differentiated benefit (RDB). This translates into the purchase of that product over that of a competitor.

As a brand, the game is one of being defined or being self-defined. Good examples of this are eBay with its reputation for system failures/outages and Amazon.com with its reputation for being the bookseller of choice online. On the one hand, eBay is being defined by its inability to guarantee 24-7 performance to its users. Rather than basking in the celebrity status as the first online auction site, it is blinded by the limelight of adverse publicity for system failures. On the other hand, Amazon.com took its first mover web site advantage and leveraged its presence to include selling additional goods besides books. Each represents a very different branding story.

Good branding begins with knowing what makes the product special and exploiting its advantages. Branding may be for a specific product or could cover an entire corporate image. As an example, Bavarian Motor Works (BMW) is known as the "ultimate driving machine." This rallying cry applies to all its products to include automobiles, motorcycles, and sport utility vehicles. BMW's communication strategy and brand equity comes with its message about speed, driving, and handling. Similarly at General Motors (GM), products do not merely have a single brand identity. GM has multiple products and uses multiple venues for their individual products. Its automobile selection ranges from Corvettes to Cadillacs. As an example, Cadillac's branding message extols the virtues of art and science. Cadillac showcases proactive safety features; precision all weather controls; and infotainment luxuries such as Onstar, the in-vehicle safety, security and information service that uses Global Positioning System (GPS) satellite technology and wireless communication to link the driver and vehicle to 24-hour real-time, person-to-person help. However, GM stands for one thing and has an identifiable rallying cry.

Branding is a cyclic process with three elements. First, there is the brand reality. This consists of the product's identity, its differentiating features, and its niche. It is the "What I am" about the product. Second, the brand reality gets exposure from communications. This comes in many venues to include the media, advertising, public relations, and training. Every communications outlet/forum should consistently communicate the same message about the product. Third, product development follows and considers the future. Product development is built upon year after year and is predicated on brand identity. It is difficult to alter what the public perception of a product is, so changing image can happen only incrementally with smart communications.

Solid ideas equal progress. Be a constant advocate for defining and reinforcing brand management (image). Select and communicate no more than three messages. Then prove them, teach them, reward them and love them. Most importantly, make certain the message is the "right" thing and goes into all the communication about the product or company.

Brand management is the philosophy and core behind all business development. The rallying cry defines and makes for both an internal and external image/presence. Constantly refining the rallying cry is part of brand management. Branding is the arena that puts the "big picture" perspective into focus and determines where the company takes and makes its future.