The Importance of Brand and Brand Management

As a marketing manager, have you ever had a boss cut a substantial portion of your budget allocated to brand campaigns because s/he felt it wasn’t critical?  

As a CEO/COO/CFO/CRO, have you been tempted to cut the marketing team’s budget because you felt brand campaigns are nice-to-have? If you answered ‘yes’, you’re not alone.  

This has happened to me at large companies where the reason given was “We’re a big well-known brand. We’ll be fine.”  

 At several startups, the reasons were many and along the lines of “We need leads”, “We are behind on revenue goals”, “Brand building is too expensive”, “What’s the ROI?”, and more.

In today’s competitive business landscape, where countless companies vie for attention and customer loyalty, the concept of brand has emerged as a powerful force.  

A brand is more than just a logo or a name; it encompasses the entire identity, reputation, experience, and perception of a company, its product/service, its employees, customer support, and community involvement.

Effective brand management is vital for businesses to differentiate themselves, build trust, and foster long-lasting customer relationships.

Building Trust and Credibility: 

A strong brand acts as a seal of trust and credibility. It helps consumers feel confident in their purchasing decisions, knowing that a reputable brand stands behind the product or service they are buying.

By consistently delivering quality and meeting customer expectations, a brand can establish a positive reputation and build a loyal customer base.

Take Apple. When I purchase any Apple product, I know that it will be easy to setup, use, and connect with my other Apple products. I purchase many newly launched Apple products sight unseen because I trust the brand, I know what I can expect, and there will be no bad surprises.

Differentiation and Competitive Advantage: 

In a crowded marketplace, where customers are bombarded with options, a well-defined brand helps a company stand out from the competition.

It enables businesses to communicate their unique value proposition, personality, and values, making it easier for customers to connect with them on an emotional level. By carving out a distinct brand identity, companies can gain a competitive edge and attract the right target audience.

Going back to the example of Apple. I have family and friends that have never and will never buy an iPhone. Apple products are not for everyone but Apple has a fan base – like myself – and an edge over their fan base that’s willing to pay more for a unique ecosystem of products and services, with amazing user experience.  

Customer Loyalty and Advocacy: 

Strong brands create a sense of loyalty and affinity among customers. When customers resonate with a brand and its offerings, they become more likely to remain loyal and advocate for the brand.

By nurturing this loyalty through consistent brand experiences, exceptional customer service, and meaningful engagement, companies can cultivate a community of brand advocates who will spread positive word-of-mouth and contribute to sustainable growth.  

I have demonstrated many useful features of Apple products to my friends – from the beauty and simplicity of AirDrop, to image and text copy and paste across Apple devices, to one-tap transfer of music from iPhone to Home Pod.

I get ‘Wows’ every time. After I left a certain tech company, I’ve been a loyal Apple customer and have purchased every new iPhone, several iPads large and small, several MacBooks, Home Pods, and more. 

Brand Perception and Customer Experience: 

Brand management involves carefully crafting and curating the customer experience at every touchpoint. From marketing messages to product packaging, from customer service interactions to online presence, every aspect of a brand’s interaction with customers shapes their perception.

A well-managed brand ensures that each encounter aligns with the brand’s promise, values, and desired image, enhancing customer satisfaction and brand loyalty.

Several years ago when my iPhone charging cord started fraying, I walked into an Apple store, showed an associate my frayed cord, and was immediately given a replacement – no questions asked. Apple’s Genius Bar helped me answer questions such as “Can I connect my iPad to the Apple monitor?” All these experiences helped shaped my perception of Apple as a company.

In addition, how many of us can say we encounter true joy and delight in receiving and opening a Samsung phone package, a Dell monitor, or Amazon Alexa package – I rest my case.

I love Apple’s packaging so much that I keep the boxes for awhile, before recycling them to make space for new ones. I also appreciate Apple’s conscious decision to reduce unnecessary package waste while preserving beauty and retaining that joy.
 

Expansion and Diversification Opportunities: 

A strong brand opens doors for expansion and diversification. When a brand has successfully established its core identity and built a loyal customer base, it becomes easier to introduce new products or expand into new markets.

The brand’s reputation and customer trust act as a launchpad, facilitating acceptance and adoption of new offerings. 

I’m an old school watch gal. I love the art and science of watch making so when Apple introduced Apple Watch, I hesitated but finally bought one. I love the features of the Watch from paying for my Starbucks coffee, to setting timers while I’m baking, to texting and calling, all without the iPhone.

I can’t wait to see what the Apple Mixed-Reality headset and car might look like.

Financial Value and Business Performance: 

A strong brand has tangible financial value. Studies consistently show that companies with strong brands tend to outperform their competitors.

A reputable brand can command premium pricing, attract investment opportunities, and drive customer loyalty, leading to higher revenue and market share. Consequently, brand value becomes an essential component of a company’s overall valuation.

We know how valuable Apple the company is in terms of market capitalization, and ability to grow market share, outperforming their competition. And yes, I know I pay more for Apple products but I love the brand. That’s what a strong brand can command. 

In conclusion, a world driven by choices and competition, a brand’s importance cannot be overstated. Effective brand management enables businesses to build trust, differentiate themselves, foster customer loyalty, and drive growth.

By understanding and nurturing their brand, companies can create meaningful connections with customers and position themselves for long-term success in the marketplace. So, invest in your brand, nurture it, and let it be the guiding force behind your business’s journey to excellence.

Marguerite Yeo, written with the aid of Chat GPT