Why Good Brand Management Could Be Key to Gaining More Advocates and More Sales

Unless you’ve come up with something truly unique, say, plant-based motor oil, chances are you’re competing with something that already exists and looking for a way to tell customers, “We’re not like them; we’re actually better.”

If you’re not really better, but want to make it appear so, what you need is better brand management, that is, the task of differentiating your brand by giving it an identity and a compelling story.

For many, brand management is all about creating stylish brochures and pamphlets. But for London: Los Angeles (LO:LA), a multi-award-winning branding agency based in El Segundo, it's about more than just a logo or tagline. "At its foundation, brand management involves identifying your brand’s core identity: what it stands for, how it communicates, and where it fits in the market," it states.

Architecting an identity also involves considering elements like brand essence, visual identity, and positioning. Together, these parts form the framework for how your company presents itself and how others experience it.

Communicating Branding

The creation of a compelling brand identity is just the beginning, however, because brand management is not a standalone task. Helping you in this regard are the various functions performed by your marketing division, and the glue that holds everything together is the thing that generative AI is trying to take over: raw creativity.

"Creativity is the secret ingredient that makes a brand's message memorable and impactful," LO:LA writes in its latest blog about brand management. "Whether it's through advertising, social media, content marketing, or public relations, creative storytelling can elevate a brand's narrative and forge a strong emotional connection with the audience."

In the same piece, LO:LA then breaks down each function, highlighting how each contributes to helping companies achieve their brand objectives. For example, on the subject of social media, it writes: "Social media platforms provide brands with a unique opportunity to connect with their audience on a personal level. Creative content that resonates with users can quickly go viral, amplifying a brand's reach and influence."

Branding and the Bottom Line

While there’s no shortage of impressive examples of good brand management, trying to convince your executives to sign off on brand campaigns is a historically different endeavor.

The solution to this challenge is to demonstrate the direct impact of savvy brand management on a company's bottom line. If you have a solid product or service that’s hardly gaining traction, maybe it’s time to step up your brand management efforts and see if it needs a fresh dose of creativity.