Three things every marketing manager should know about branding

Written by Chloe Harwood

Building an appealing and respected brand is a must in today’s business world. If you don’t have an attractive image that helps to draw consumers in, the chances are you’ll struggle to achieve the sales levels you’re looking for. With this in mind, here are three branding fundamentals that all marketing managers should know.

1) False claims are a shortcut to failure

Getting your products or services noticed in a crowded market can be difficult and so it’s vital that your offerings stand out in some way. However, despite this pressure, you must resist the temptation to make misleading claims in your quest to attract attention. The simple fact is, being creative with the truth could land your business in legal trouble and it is a sure fire way to discredit your brand. Consumers want to know they’re dealing with trustworthy and reliable companies and if you’re deemed to have duped them, your firm could quickly fall from favour.

Given the importance of credibility, it’s no surprise that many businesses now take advantage of efficacy testing. This research process simply involves putting products through their paces to see how well they really perform. By spending a little extra time and money assessing your goods like this before you launch marketing campaigns, you can save yourself from potential PR disasters further down the line.

2) There’s no substitute for understanding your audience

The best brands are those that really chime with their target audiences. Everything from the products they sell to their packaging, logos, corporate colours and slogans appeal to the demographics they’re trying to attract. This means that when it comes to honing your brand, you must make sure you have an accurate and thorough understanding of your customer base. There’s no room for guess work here. If you’re to create the right image, you’ll need to do in-depth research into your target audience and really get to grips with these individuals’ desires, needs and habits.  

3) Consistency is crucial

Then there is consistency to consider. If you’re to build a trusted image that attracts shoppers, you must make sure that the quality of your products or services is always spot on. Even minor lapses in standards can have major ripple effects in terms of your sales levels. Beyond this, it’s imperative that every aspect of your company projects the same positive image. For example, your packaging, promotional material and customer communications should reflect the same ethos and style. To help ensure you achieve this, it’s a good idea to draw up detailed brand guidelines that you can give to employees and third-party service providers.

Cultivating an appealing company image isn’t easy, but by following tips like these, your firm should find it that little bit easier to build an effective brand.


About the author

Chloe Harwood