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Today brands are on the competitive edge to grab the attention of the audience. The digital age has left the audience spoilt for choice. To lead the brand, managers have to always be on their toes and make sure they understand that the brand has its unique voice and value proposition to make the audience connect with the product. But, often brand managers fail to solve this problem of effectively communicating the brand’s voice to the consumers. They stick to generic solutions and make mistakes that fail to build brand loyalty amongst the consumers. In 2021, after the pandemic, one key lesson we all have observed when it comes to brand management is that people remember how the brands made them feel. On that note, let’s bring out the mistakes to avoid in brand management
- Forgetting gender lens
In today’s day and age, brand management needs to consciously promote gender equity. It needs to have gender sensitivity in its value proposition. Often, marketing initiatives in brand management miss this crucial aspect out
- Not about just numbers
Just having a blue tick or a large number, does not mean that brand is being managed well. Brand management often overlooks the importance of quality content and emotionally engages with the audience to develop brand loyalty
- Absence of influencer marketing
Today, brand management should invest resources in building communities through influencer marketing. They are the spokesperson to promote the brand to the target audience. The audience relates to that promotional content. This aspect of brand management should not be overlooked.
Social media and consumers want consistent and engaging content. The mistake made in brand management is that constant content and engagement are neglected. Brands need to interact with the audience rather than just posting. Your brand messaging should also be consistent and uniform. Ambiguity and inconsistency create a negative image in brand management.
- Being generic
If your brand does not have an association or a stickiness, it is a big grave in the road of brand management. Messaging in the digital age needs to be attention-grabbing. Brand managers need to make sure that the logo and tag lines need to be beyond generic. Brand managers today need to leverage pop culture and moment marketing to make the brand voice appeal to the millennial audience. It should be personalized to the value proposition and ensure brand retention
- Ignoring bounce rates and analytics
A key mistake in brand management is ignoring data points to understand your audience.
Brand managers should have a key look into how audiences are responding. How are they reacting to certain content? At what point they stop engaging? These metrics help in brand management and better the brand’s value proposition. After all, brands should create not for themselves but the audience
Brand and brand managers need to avoid these mistakes in 2021 to retain and sustain themselves amidst the audience. These rookie mistakes avoided in brand management helps brands to reduce their marketing expenses as the audience will be drawn to them organically