In brief: Brand management guides a brand's long-term value and consistency across product, communication, distribution and customer experience.
How I use brand management in practice
I first name the audience, situation and single change the message should cause. I choose proof and format for where people see the message, not personal channel preference. Before publishing I check that the main meaning survives shortening, a small display and removal from context.
What to watch
A common mistake is copying a successful campaign's form without understanding its situation. Context, distribution and the next step decide brand management. An idea without capacity to answer and deliver its promise may create a problem.
Questions for decisions
- Whom exactly does the message help and in what situation?
- What single meaning should a person take away?
- Which proof carries the main promise?
- How will we capture a quality response and what follows?