If you walk down the street and ask people, “What is a brand?” You’ll get at least 15 different answers, possibly more. Why? Because your brand consists of facets like a cut gem. It stands for your products and services. It drives sales and revenue. It affects your message, story, and reputation. It’s one of your company’s most valuable assets. Your brand has substantial value and power. That’s the reason brand management is a vital piece to marketing.

Questions to consider:

  • Identity and Image: What visual cues do people use to recognize your brand and what does your brand stand for?
  • Differentiation and Positioning: What differentiates your company from other companies? What makes your products and services unique? Who should buy your products?
  • Communication and Personality: What messages are delivered through your marketing materials? Are they on point and consistent? What emotions or traits do you want your brand to represent?
  • Experience and Gap: What happens during a customer’s buying journey? What are your brand’s promises and are those promises kept?