What is Brand Management (And How to Take Care of It)

  1. chevron left iconWhat is Brand Management (And How to Take Care of It)
Monica Machon Headshot.JPG
Monica MahonOctober 26, 2023
  • Digital Asset Management

If brand awareness is the question, then brand management is the answer you didn’t know you were searching for.

For real.

If you're wondering how to get people to notice your brand, then you're in the right place. Brand management is like the backstage crew that makes sure the star shines bright. It's all about making your brand stand out, keeping your customers loyal, and making sure your marketing hits the mark. So, if you care about your brand's reputation and want to keep your customers coming back, keep reading.

What is Brand Management

Brand management is the process of shaping and maintaining a brand's reputation, image, and value to attract and keep customers. It involves strategic planning, marketing campaigns, and customer engagement to build brand loyalty and recognition.

Benefits of Well-Organized Brand Management

Among many benefits of brand management, let us recognize a few below:

1. Enhanced Brand Recognition

Brand recognition is a critical component of effective brand management. When brand managers strategically place the brand in various marketing campaigns and social media marketing, it becomes easier for the target audience to recognize and remember the brand. Over time, this recognition can lead to increased customer loyalty and a stronger brand image.

2. Increased Brand Equity

Brand equity refers to the value a brand adds to its products or services. Through organized brand management strategies, brand managers can build positive associations and emotional connections with the customers. Strategic brand management increases the brand's reputation and enhances customer lifetime value, making the brand more appealing to both new and loyal customers.

3. Streamlined Digital Asset Management

Digital asset management is an essential part of brand management, especially in the era of digital marketing. Brand assets like logos, marketing materials, and branding guidelines can be efficiently managed and distributed across marketing teams. This ensures brand consistency and helps in maintaining a unified brand identity across various platforms.


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4. Improved Customer Loyalty

Effective brand management techniques focus on building an emotional connection with the audience, leading to increased customer loyalty. Loyal customers are more likely to recommend the brand to others, contributing to word of mouth marketing. This loyalty is not just beneficial for brand reputation but also increases the customer lifetime value.

5. Strategic Marketing Campaigns

Organized brand management allows for the development of strategic marketing campaigns that resonate with the target audience. By understanding the principles of brand management and market research, brand managers can create campaigns that not only boost brand recognition but also build brand loyalty. These well-planned campaigns contribute to a successful brand and a loyal customer base.

7 Brand Management Principles

So, how brand management works for your own brand?


It won't do that without following some crucial principles, and you'll find these below.

1. Understand the Brand Management Definition

Before diving into the nitty-gritty, it's crucial to grasp the brand management definition fully. Knowing what brand management entails will guide your efforts in shaping your company's brand image and identity.

2. Focus on Brand Recognition

Brand recognition refers to how well your target audience can identify your brand among competitors. The more recognizable your brand, the more likely customers will choose your products or services.

3. Own Your Brand's Identity

Owning your brand's identity means having a clear understanding of what your brand stands for, its values, and how it resonates with your audience. This is vital for creating branding materials that align with your brand's image.

4. Recognize the Importance of Brand Management

Understanding why brand management is important can help you allocate resources effectively. It's not just about marketing; it's about building a brand that stands the test of time.

5. Align Marketing Strategy with Brand Goals

Your marketing strategy should be in sync with your brand goals. Whether you're focusing on digital marketing or traditional marketing tools, make sure they serve to enhance your brand's image and recognition.

6. Build a Brand-Based Community

Creating a community around your brand can be a powerful way to engage with your audience. Utilize social media managers and brand ambassadors to foster a community that resonates with your brand's personality.

7. Continuously Monitor and Adapt

The work of a brand manager is never done. The market is ever-changing, and your brand management efforts should adapt accordingly. Keep an eye on trends and be ready to pivot your strategies to keep your brand relevant.

Read the article: 10 Simple Tips For Effective Brand Management

Best Brand Management Strategies


If you're a brand manager looking for some inspiration for strengthening your brand personality, we've listed a few brand marketing practices for you to follow.

1. Understand Your Target Audience

The first step in any effective brand management strategy is understanding your target audience. Knowing who you're talking to helps you tailor your brand messaging and marketing campaigns. This is crucial for building brand loyalty and customer experience that resonates with your audience.

Use Case: If you're a fitness brand, your target audience might be health-conscious individuals between 25-45. Conduct surveys or use social media analytics to understand their needs and preferences.

2. Build a Strong Brand Identity

Your brand identity is like your business's personality. It includes visual elements like logos, digital badges, color schemes, and the tone of your brand's voice. A consistent brand identity helps in building a strong brand and positive brand associations.

Use Case: Coca-Cola has a consistent brand identity with its iconic red color and classic font, making it one of the most recognizable brands globally.

3. Develop a Brand Strategy

A well-thought-out brand strategy serves as a roadmap for your brand development. It outlines your brand positioning, target audience, and marketing strategies, helping you maintain brand consistency.

Use Case: Apple's brand strategy focuses on innovation and user-friendly design, appealing to a tech-savvy audience.

4. Leverage Digital Marketing

In today's world, digital marketing is a must. Utilize platforms like social media, email, and content marketing to reach a wider audience and build brand recognition.

Use Case: A beauty brand might use Instagram to showcase before-and-after photos, leveraging the platform's visual nature.

5. Prioritize Customer Experience

Customer experience is not just about the product but the entire journey a customer takes with your brand. A positive experience builds loyal customers and enhances brand reputation.

Use Case: Amazon's easy return policy and customer service make the shopping experience hassle-free, encouraging repeat purchases.


6. Conduct a Brand Audit

Regularly check how your brand is performing with a brand audit. This involves assessing brand equity, brand image, and customer loyalty to identify areas for improvement.

Use Case: A fast-food chain might conduct customer surveys and analyze sales data to understand which menu items are most popular and why.

7. Utilize Brand Management Software

Brand management software can help streamline the brand management process, from managing brand assets to tracking marketing campaigns. Some solutions include free CRM features for customer relationship management too.

Use Case: A marketing agency might use brand management software to keep all client assets in one place, making it easier to maintain brand consistency.

8. Create Brand Guidelines

Brand guidelines serve as a manual for how to represent your brand. They include rules for using brand assets and help maintain brand consistency across marketing efforts.

Use Case: A fashion brand might have specific guidelines for how their logo can be used in marketing materials, ensuring it always looks its best.

9. Foster Brand Advocates

Happy customers can become brand advocates, spreading the word about your brand through word-of-mouth marketing. This not only boosts brand reputation but also adds brand value.

Use Case: A software company might create a referral program, rewarding current users for bringing in new customers.

10. Focus on Content Marketing

Quality content can help establish your brand as an authority in your field. Content marketing is a long-term strategy that can significantly improve brand recognition and customer loyalty. You can use automated blogging tools to create SEO-optimized content at scale, but always check for plagiarism with generative AI.

Use Case: A travel blog might produce in-depth guides and tips, providing value to readers and encouraging them to return for more information.

Lands' End
We are just scratching the surface. censhare is central to our ambitions to develop modern Martech capabilities. The DAM has met our expectations extremely well. We have a highly workable system, global users are engaged and we are excited about the opportunities for the future.
Richard Swaziek

Senior Director, Creative Operations, Lands’ End

11. Adapt and Evolve

The market is always changing, and so should your brand. Keep an eye on market trends and be willing to adapt your brand strategy as needed to stay relevant.

Use Case: Netflix started as a DVD rental service but adapted its business model to online streaming, staying ahead of market changes.

12. Engage in Social Listening

Social listening involves monitoring social media platforms for mentions of your brand, competitors, and industry trends. This real-time feedback can offer valuable insights into customer sentiment and help you adjust your brand strategy accordingly.

Use Case: A restaurant might use social listening tools to track customer reviews and feedback. If a new menu item receives negative comments, they can quickly make adjustments.

13. Optimize for Mobile Experience

In today's digital age, a significant portion of your audience will interact with your brand through mobile devices. Ensuring a seamless mobile experience can greatly enhance customer satisfaction and brand loyalty.

Use Case: An e-commerce store might invest in a mobile-responsive website or even a dedicated app to make shopping easier for customers on-the-go.

14. Implement Sustainable Practices

Sustainability is becoming increasingly important to consumers. Implementing sustainable practices not only benefits the environment but can also improve your brand's image and attract a more conscientious audience.

Use Case: A clothing brand might switch to using organic, sustainably sourced materials and highlight this in their marketing campaigns to attract eco-conscious consumers.

There you go, 14 strategies to make your brand shine. Remember, brand management is not a one-time effort but an ongoing process. Keep at it, and you'll see the benefits roll in.

Taking Care of Brand Management with censhare

Now that you know "what is brand management", it's important to know "how to tackle it". And the successful brand management journey is not an easy one by no means – even if you've acknowledged all of the benefits of brand management, principles of brand management, or knowledge on brand positioning.

censhare can help you with managing your brand assets and keeping your brand guidelines with ease – without a single sweat.


1. Centralize Your Brand Assets with censhare

censhare offers a unified platform where you can manage all your brand assets, from logos to product information. This centralization ensures that your marketing teams are always on the same page, which is extremely necessary especially in large marketing teams.

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2. Streamline Content Production Across Channels

With censhare, you can manage content just once for all channels, be it ecommerce, mobile, or print. This streamlining significantly enhances your brand management process – and allows you to scale it as you please, and when you need it.

Find out how


3. Foster Collaboration with Flexible Workflows

censhare's platform enables seamless collaboration between internal teams and external suppliers. Plan, produce, and deliver high-quality content faster with integrated production tools.

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4. Integrate Seamlessly with Existing Tools

The platform can be flexibly integrated into your existing MarTech stack, making it a versatile part of your brand management strategy.

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5. Drive Business Growth Through Content

Use more content types across various sales and marketing channels with censhare, thereby driving business growth and enhancing customer loyalty.

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6. Deliver Flawless Customer Experience (CX)

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7. Unlock New Ways of Working

censhare allows you to connect your teams with all-digital content for easier, time-saving collaboration on projects. This is especially beneficial for brand managers looking to streamline marketing efforts.

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Key Takeaways

  • Understanding the importance of brand management is crucial for setting the foundation of your branding strategy.
  • Brand management work is a multi-faceted process, from asset management to customer engagement.
  • Workflow automation
  • Each brand manager works towards aligning marketing strategies with brand goals to create a cohesive brand image, so the brand resonates fully with the expectations.
  • A well-planned branding strategy is essential for resonating with your target audience and building brand loyalty.
  • The role of a social media manager helps in leveraging digital platforms to enhance your brand's online presence.

What is brand management: conclusion

Is brand management important? We're sure you know it is. From understanding the nuts and bolts of how brand management works to recognizing the pivotal role each brand manager plays, this article has provided valuable insights. It also highlights the importance of a solid branding strategy and the impact of social media management in elevating your brand's presence.

And censhare is here to help you. With its versatile platform, censhare streamlines the brand management process, making it easier for brand managers to align strategies and execute effective marketing campaigns. Whether you're looking to centralize brand assets or enhance customer engagement, censhare offers the tools you need to build a brand that resonates with your audience.

Get in touch to see how censhare can help YOU.

Monica Machon Headshot.JPG
Monica Mahon
Monica Machon is the Marketing Manager for censhare US. She has been working in marketing for 15 years, overseeing marketing functions and helping SaaS companies design and execute marketing strategies, events, and promotional activities, while enhancing brand positioning and impacting revenue goals.

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