As a freelancer, you are in control of your own brand. You are the CEO, marketing director, and public relations specialist of your one-person company or organization.
So do you really need the help of a professional team with branding management and development? The answer is: it depends.
If you feel confident in your ability to manage your brand and promote yourself effectively and in line with your personality, then you probably don’t need to hire a branding consultant or specialist.
However, if you feel like your brand could use a boost, or if you’re not quite sure how to take your brand and organization to the next level, then working with a branding expert may be a good idea to get effective brand management.
There are many different aspects to consider when it comes to branding, from your name and logo to your website and social media presence.
A branding specialist can help you take a holistic approach to branding (from the initial definition to the development of the right techniques), making sure that all of your brand touchpoints are working together to create a cohesive and effective brand for your organization.
Branding is an important part of any company, but it’s especially important for freelancers, at this time when freelancing is exploding.
Your brand is what sets you apart, among the other brands’ competitors and helps you attract the ideal clients for your organization.
If you’re not sure how to create or manage a strong brand line, working with a branding specialist can help you take your firm to the next level.
A lot of brands lean on a team of specialists to advance their path and improve sales and customer relations.
In this blog post, we’ll cover and learn how to manage effective brand management and how to structure a brand management strategy, through the following points:
- What is brand management? A guide for brands
- The importance of branding for freelancers
- Principles of Brand Management
- Brand loyalty
- Brand recognition
- Brand equity
- How to create a strong brand
- Brand Management and your target market
- Tips for managing your brand image effectively
What is branding management?
Brand management is the process of developing and maintaining a strong, uniform brand for your product or service.
A strong brand will help you attract and retain customers, as well as differentiate you from your competitors, thanks to a lot of marketing strategies and a rate management process.
The importance of branding management for freelancers
A strong, well-branded company is more likely to be seen by potential customers. They’ll notice how authentic and reliable you are – which means they might just decide that this company deserves their money instead of another one who isn’t as good!
Producing a powerful and consistent brand identity
This means having a clear idea of who you are as a company, what you stand for, what your perceived value is, and what makes you different from your competitors.
Your branding should be evident in everything from your name and logo to your website design and social media presence.
Focusing on customer needs
Your brand and marketing strategy needs to be designed with your target audience in mind. Here are a few example questions:
- What do they need or want from a company like yours?
- How can you make their lives easier or better?
Keep these things at the forefront of your mind when making or revising your brand.
Principles of Brand Management
There are several key principles of brand management that every freelancer should know, in order to get a positive brand in the mind of the target audience. These include:
Brand loyalty is the tendency of the customer base to continue doing firm with a brand they know and trust, even if there are cheaper or more convenient alternatives available.
Why is this important for freelancers? Because when you have loyal customers, they’ll keep coming back to you instead of going to your competitors. This means more repeat work and more money in your pocket!
There are a few key ways to build brand loyalty, including:
Developing a great customer experience for your company’s strategies
Your customer base should have a positive experience with your brand at every touchpoint, from your website to your social media presence to actual interactions with you or your employees.
If you can make your customers’ lives easier, they’ll be more likely to stick with you.
Offering high-quality elements for your product or service
This one should be a no-brainer! If you want customers to keep coming back, you need to give them a reason to do so.
Companies with a strategic brand solution offer a product or a service that is truly unique and valuable, and make sure they’re always delivered on time and as promised.
Building a good relationship with partner and consumer
It’s important to build strong relationships with your customers, so they feel like they can trust you.
Show them that you care about their needs and wants, and go out of your way to help them whenever possible.
Brand recognition is the ability of customers (your target audience) to identify a brand by its name, logo, or other trademarks.
Why brand recognition is this important for freelancers? Because if potential customers can’t recognize your brand, they’re not going to be able to find you!
Make sure your branding is consistent and easy to spot, so people will know it’s you when they see it.
There are a few key ways to build a brand management strategy based on brand recognition, here is an example:
Creating a strong visual identity
Your logo, color scheme, and overall brand assets should be unique and immediately recognizable to your target audience.
People should be able to see your branding from a distance and know that it’s you – this means also to have a good marketing strategy, of course.
Check our article on graphic design to get a better understanding of what graphic design is.
Using consistent messaging
Your brand’s voice and brand name should be consistent across all channels, from your website to your social media posts to your marketing materials. This will help people recognize your brand more easily.
Being active on social media to sell your product or service
Social media is a great way for brands, to bring in front of potential customers.
Make sure you’re active on the platforms your target market is using, and that your branding is consistent across all of them.
Brand awareness is the degree to which people are familiar with a particular brand. Brand awareness will give you a lot of benefits and will help you maintain a loyal relationship with your ideal consumer over time.
Why is brand awareness this important for freelancers? Because if people don’t know your brand exists, they’re not going to be able to use your products or services!
Make sure your branding is visible and that people are aware of what you have to offer.
There are a few key ways to build brand awareness, including:
Advertising is a great marketing way to get your brand management up to date and in front of companies.
Try using different types of advertising to sell your product or service in a quality way, such as online ads, print ads, or even TV or radio commercials.
Getting your brand featured in the media is a great marketing strategy to increase the awareness of your brand image.
You can do this by pitching story ideas to reporters or by hosting events that will get attention from the press.
Word of mouth
There’s no better way to increase brand awareness than by getting people to talk about you!
Make sure your products or services are truly amazing, so people will be eager to tell their friends and family about them.
Making sure your website is optimized for search engines is a great way to increase brand awareness. Use keyword-rich titles and descriptions, and make sure your site is easy to navigate.
A well-ranked website on Google also helps to increase consumer trust in your brand, thus also increasing customer loyalty.
Brand equity is the value of brands, based on the consumer’s perception of the brand. Healthy brand equity means that consumers have a positive perception of the brand and are loyal to it.
Weak brand equity means that consumers have a negative perception of the brand and are less likely to purchase its products or services.
There are a few key ways to build brand equity in your brand management strategy, including the following:
Creating a quality emotional connection
Your customers should feel like they have a personal connection to your brand and product or service.
Make sure your branding tells a story that your customer base can relate to on an emotional level.
Providing superior quality
Customers should always be impressed with the quality of brands. Make sure you’re constantly thinking about increasing customer loyalty to improve and exceed their expectations.
To help in this, an important part is played by design, with assets such as packaging design, the brand identity line, graphic elements, digital assets, and more.
Delivering exceptional customer service
Your customers should always feel like they’re your top priority. Make sure you’re providing them with the best possible experience and benefits, from start to finish.
Building a strong reputation
Your brand should be known for its integrity and reliability. Make sure you’re always putting your customers first and living up to your promises.
These are just a few of the many factors that go into building quality brand equity. If you want your freelance firm to be successful, make sure you’re focusing on all of them!
How to create a strong brand
As we have seen in the previous examples, there are a few key things you need to do in order to create powerful brands.
These insights help you create an effective brand management strategy that will increase the perceived value of your product or service.
First, in your initial marketing effort, you need to develop a clear and concise message that tells people what your brand image is all about – this will help you increase the perceived value of your product or service in the mind of the consumer.
Also, this will help them understand what you have to offer and why they should choose your brand over your competition.
Second, you need to make sure your branding is in line with your company’s values and consistent across all of your marketing materials and digital assets, and elements.
This includes all your brand assets, from name to brand identity: style guide, image line, graphic elements, website, business cards, packaging (packaging design is important if you sell products, of course), social media accounts, and anything else that potential customers might see.
Third, you need to create a strong emotional affinity with your target need through marketing development and techniques.
Your brand management is one of the most important things to keep in mind when starting your firm and should tell a story that they can relate to on an emotional level. This will help you create a brand of absolute value, among your competitors.
Brand Management and your target market
Your target demand is the group of people who are most likely to buy your products or services. When you’re creating your branding, it’s important to keep them in mind – an example of powerful brand management and marketing is Coca-Cola.
Your goal should be to create and maintain a brand reputation and brand assets for your company that appeals to your customer and makes them want to do relations with you.
Here are a few things to keep in mind:
- Who is your target market (or main customer)?
- What are their needs and wants?
- What kind of emotions do you want them to feel when they think of your brand?
Answering these questions will help you create and maintain a brand that resonates with your target market.
Keep them in mind as you develop your branding, marketing, and advertising strategies, and you’ll be on your way to strong brand recognition, reputation, and identity!
Benefits of managing your brand effectively
Effective brand management can help you improve your sales, market share, customer fidelity, employee morale, and investor confidence – all of which are essential for the success of your business. If you’re not already managing your brand effectively, now is the time to start!
Here are a few of the many benefits of effective brand management:
Increased sales and market share
A strong brand can help you increase your sales and market share. When customers trust your brand and feel confident in your products or services, they’re more likely to buy from you.
Improved customer loyalty
Loyal customers are essential for any business – without them, your business would quickly fail. Brand management can help you improve customer loyalty by producing a strong emotional connection between them and your brand.
When customers feel like they know and trust your brand, they’re more likely to stick with you – even when times are tough.
Increased employee morale and retention
When your employees feel proud to work for your company and believe in your brand, they’re more likely to stay with you. This can help you avoid the high costs of turnover, and keep your best employees on board.
Generate new leads and customers
Attracting new leads and customers is essential for any business – without them, you wouldn’t have any revenue. Branding can help you attract new leads by making your company more visible and memorable.
The price of the product/service offered also plays an important role here.
Price also refers to the brand you are building, as it positions it in the consumer’s mind, so it is very important to do a pricing study to attract the right consumers.
Effective Brand management example
Here are a few tips for an effective brand management strategy in order to maintain your company’s reputation, personality, and identity:
1. Keep your branding consistent.
Make sure all of your marketing materials and brand assets, from your website to your business cards, reflect your brand in the same way.
Marketing and brand assets will help potential customers recognize and remember the definition and personality of brands.
2. Pay attention to detail.
The details matter when it comes to brand management. Make sure every material of brand assets and marketing, from your logo to your tagline is just right, and that it reflects your brand name and company values in the best possible light.
3. Focus on quality.
Consumers should always be impressed with the quality of your organization. Make sure you’re constantly striving to improve and exceed their expectations.
Focusing on delivering the best qualitative message to the audience refers to always being careful with all the details, from the copywriting used on social media to the graphics used in product packaging (the packaging of course refers to selling a product, as it may be for e-commerce).
4. Build a strong reputation.
Your brand should be known for its integrity and reliability. Be sure you’re always putting your customers first in your brand management strategy and living up to your promises.
5. Monitor your online presence.
In today’s digital world, it’s important to monitor your online presence and make sure your website and social media accounts are up to date.
By following these tips, you and your team can build a decisive brand that will help your freelance business succeed.
Focus on these key areas, and you’ll be well on your way to success!
Your customer is the most important thing for your company. All companies and brands, in order to have effective brand management, should first think about their customer.
Building a strong brand is essential for any freelance business.
It’s important to develop a clear and concise message, make sure your brand management is consistent, and focus on forming an emotional connection with your target market – take a look at Coca-Cola, for example.
By following these tips, you and your team can build a strong brand and marketing that will help you succeed with your unique management.
For more tips on branding definition and techniques, brand management and development follow our blog and our Instagram page! We’ll help you build a strong brand that will help your freelance business succeed.