The process of identifying the core value of a particular brand and reflecting that core value among the targeted customers is referred to as brand management.

A competitive brand identity can only be created if the brand management system is competent. Brand management, therefore, helps in building a corporate brand Image, call it a Brand identity.

The brand from the perspective of the American Marketing Association (AMA) is a name, term, sign, symbol or a combination of all these planned to differentiate the goods/services of one seller or group of sellers from those of another seller. However, Sequel to the modern marketing trends, a brand is no longer a mere marketing-driven and advertising-driven concept, but a holistic concept that incorporates everything a company does.

Consequently, a brand is therefore redefined as a combination of corporate behaviour and values, the technical functionality and quality of products and the intangible promise a company instills in their products for customers. In other words, a brand is nothing but a range of memories, a set of functional, emotional and rational perception and benefits which have occupied the target market’s mind.

Thus, the brand is a combination of both tangible and intangible attributes as clearly stated above and seeks to create a positive connection with the customer to create an incentive for customers to use the products of the company in the now and the future.

The brand identity, therefore, is the overall impression in consumers’ mind that is formed from all sources which are what Brand managers and Business leaders should strive to paint good.

Just to further elucidate the point, before now branding was likened to farmers and cowboys alike using a steaming hot branding iron to burn the initials of the owner on the body of the livestock. This enabled farmers to recognize their cattle and buyers to distinguish the cattle of certain farmers from others. However, Modern brand thinking no longer revolves around only tangible brand attributes such as logos and colours; these merely make up the visible brand. Sad enough, many Business leaders still see branding as a process that involves only tangible aspects such as the visual appearance of their company.

The Australian-born American media mogul: Rupert Murdoch, addressing business leaders in one of his publications stated expressly, that: "for better or for worse, your company is a reflection of your thinking, your character and your values" this suggests that your good thinking ability, together with your character and reputation (personal brand) has a way of influencing your business brand.

"Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions and commitment to imagination” --------Sir Richard Branson--------

Take note, that Building strong brand Identity is as vital as providing excellent services to your customers because business just can't survive without the Brand awareness and integrity.

Major Elements that Form the Brand

• Employees

One of the first contacts to the customer is the Employee. A customer looking to purchase a car will march into a licensed dealership and talk to a salesperson about buying a car. The behaviour of this employee will act as an extension of the car company’s service and reputation. In a way, the salesperson will become an ambassador of the brand, at least in this situation. The customer will listen to what the salesperson says about the vehicle, how he behaves, how the customer is treated and what kind of general projection of knowledge and service the salesperson portrays in his behaviour. In many modern service industries, the emphasis on employee behaviour to portray brand values and act as brand ambassadors is even higher.

• Leadership

Company leadership and management form a large part of brand management through their actions. Modern brand management is no longer just a marketing-oriented action or phenomenon like I have said; it is a strategy and mindset adopted by the whole organization, from top management to the lowest level.

Leadership portrays significant views to stakeholders such as investors: the belief that the leadership of the organization has the proper capabilities to steer a company towards future profits and growth is driven by the perceived level of competence and know-how. What type of image and feeling leaders portray should correlate with the brand and the brand promise.

• Image and Visual Identity

Different colours have alternate meanings for people and the use of these is a common method of communication in a more subconscious way. Subconscious communication is the dark art of communicating with the target audience in a way that their consciousness will not notice. Note that the company image may be built by the use of colours and images. However, they cannot be used as prime factors for promoting a brand.

• Reputation

“Your brand name is only as good as your reputation.” – Richard Branson

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos.

Strategic reputation management has become a new model for brand perceptiveness. Strategic reputation management has similarities and correlations with an effective brand image. As expressed above, your reputation as a business leader and the reputation of your top employees have a way of influencing your business brand.

A significant approach to Brand Management is to Leave no stone unturned

Several companies have gone into liquidation because of just one defamatory headline carried by the media against them. Whether such headlines are always true or not is not the point of stress in this article. The point of concern rather is that a good brand management strategy needs to cover plans for counter-response to defamation and slander, because other desperate competitors in a bid to project themselves as the best could devise means of making indicting statements on the media and sponsoring slanderous headlines against their major competitors.

As I conclude, please take note that this article intends not only to stress the necessity of enhancing a good brand identity through a well-structured brand management system but to establish the fact, that Mass advertising and media promotions may help in building brands, but Authenticity and consistency are what sustains a good brand identity.

It is sad to note that some business leaders pay more attention to faking the attributes and characteristics of their company just to earn a "good" reputation that will project a "good" brand image about their company. It is, however, pertinent to note, that chances of adverse brand contamination could be the consequence of such an act, as someday, the true characteristics of such company will have to

redefine its reputation, sending a rather contrary impression to the public. Hence, in brand management, the projected attributes of a brand should not be faked.

Noteworthy is the fact, that: overpromising and under-delivering is still a problem for companies that have not woken up to realize the importance of a holistic brand management process.

At Gabriel Domale (Management Consulting) Limited, We understand that the holistic approach is only another term in the sea of terms for a modern definition of brand management and brand identity. We have the expertise to assist business leaders to grow their brands. We provide expert advisory tips on strategies that can make a brand outstandingly unique. Precisely, we collaborate with business owners to increase brand awareness, project brand image and curtail brand contamination. Call on us and we’ll give a lasting solution to your brand problems.

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Contributing writer:

ERIC BEEKA

(Associate Consultant)

Gabriel Domale (Management Consulting)

Port Harcourt | Nigeria