A brand manager is responsible for adjusting a particular brand strategy so that it responds to a company’s target market. As the guardian of a particular brand, brand managers maintain a brand’s integrity across all company digital marketing initiatives and communications. They may manage a portfolio of products.
What is brand integrity?
‘Brand integrity’ deals with how consumers see your company or brand through the products, image, and reputation that you have. While every customer’s experience may not live up to or exceed the brand promise, when a brand loses integrity the meaning and value to consumers is reduced.
Here are some ideas for maintaining brand integrity
Always select the correct products
Choose the correct products which maintain consistency in your brand messaging. Attempting to go “off the menu” to deliver what you feel is a better product could create confusion in the minds of customers, employees, vendors as well as other parties. Your products should always feel cohesive and consistent with your overall brand identity which lays the foundation for brand trust.
Make customers your top priority
Customer engagement is the foundation of any business which is successful. Clients will notice when your company slips up, such as producing poor-quality products or offering inferior customer service. Such mistakes could convince them to leave and this ultimately hurts your brand reputation. In addition, it negatively impacts your bottom line.