The word brand is difficult to define, but it basically boils down to the way that people perceive a company. It’s hard to pin down because it encompasses everything from a company’s values to their products to their online presence to their graphic design choices.
A good brand doesn’t come out of thin air, but once you have one, it’s essential that you maintain it.
That’s why brand management is so vital: it’s the process of maintaining all aspects of your company’s brand through different marketing techniques.
Brand management can be difficult for people to wrap their heads around because it involves so many different elements. In order to help you get on top of your brand management strategy, we’ve curated a list of our top five brand management tools that we think every company should be using. Keep reading to find out what they are.
1. Attest: Simplify consumer research
Attest is a survey and research platform that has several handy uses for any brand management strategy. First of all, it goes far beyond what any typical survey tool does. Sure, you can build surveys and send them out to subscriber lists, but you can also use Attest’s consumer and market research tools in order to back up your brand marketing decisions with genuine insights and data.
Empowering yourself and your business with research is especially important in the context of brand management. This is because brand building and brand marketing are notoriously tricky to quantify, making it more difficult to figure out what’s effective about your approach and what’s not.
There are a few key ways that Attest can help with your company’s brand management needs:
- Tracking your brand performance. Find clarity on things like brand awareness, the impacts of your brand building efforts, and how well your brand is ranking against the competition.
- Measuring purchase intent: Understand your target audience better. Determine why some people in your target audience are already customers and why others aren’t.
- Discovering brand perception: Explore how your brand is perceived in order to align your brand messaging with your ideal customer and monitor your brand’s overall health.
If you’re interested in trying out Attest for your brand management needs, they’ve got a free plan available. While its functions are limited, it’s perfect to get to know the platform, send out surveys to your own contacts, and carry out small-scale research.
If you want to invest in a paid plan and scale up your research, click here to contact Attest’s customer service team and book yourself a demo.
2. Frontify: General brand management made easy
If you’re looking for one comprehensive brand management solution, look no further. Frontify is a great platform for everything brand management. They aim to simplify brand management and hold brand growth at the heart of everything they do. They achieve that by providing marketers with all the tools they need to make their brand thrive.
Frontify provides companies with features for every steps of their brand’s journey, including:
- Brand guidelines: When you’re developing your brand, having consistent brand guidelines is everything. They ensure that all visuals related to your company truly represent you. With this feature, you can ensure that your colors, typography, tonality, and more are consistent, representative, and easily accessible to all.
- Digital asset management: A big part of brand management is creating, editing, and publishing digital assets. This feature ensures that all your digital assets are safely and neatly stored, as well as being easily accessible at any time. Approval features and feedback mechanisms also make it easy to work on digital assets as a team.
- Creative collaboration: Frontify has built-in project management tools that make it easy to work on collaborative projects no matter where team members are located.
- Digital & print templates: Once you’ve designed a winning visual, turn it into a template and save it to use again in the future. With Frontify, it’s easy to create design templates and pre-approved designs to simplify workflows.
If you want to use the power of Frontify for your brand management strategy, they have a variety of plans available. Their essential plans range between free and $349 USD per month, while their enterprise plans are available upon consultation.
3. Reputology: Monitor reviews and stay on top of feedback
Reviews, testimonials, and general customer feedback are important parts of any company’s branding strategy and overall reputation. Reputology is a great tool that can help you stay on top of all of that and more. Essentially, they make it easy to monitor, respond to, and analyze your company’s online reviews.
Good reviews are also important for more than just company branding. They also help with important factors like SEO and sales. For instance, a Volkswagen study found that dealerships with an average review of 4 stars got 32% more search traffic than those with less than 2 stars.
Basically, managing your reviews and testimonials isn’t only important for your branding strategy. It’s important for multiple facets of your business, so it’s in your best interest to stay on top of it!
Reputology’s three most important features relate to:
- Review monitoring so you can keep track of all your reviews across different sites.
- Customer feedback capabilities so you can identify why customer complaints are happening and solve issues before they turn into bigger problems.
- Text analytics allow you to analyze customer feedback and use your findings to improve overall customer experience.
If you’re interested in taking Reputology for a spin, they’ve got a 14-day free trial you can start with. After that, their paid plans vary depending on the number of seats you need. The more seats you buy, the less each set costs.
4. Falcon.io: The only social media marketing tool you need
Social media marketing is an integral part of brand management. This is because social media is highly visual and interactive, having a big impact on customer perception and conversion. It’s also a powerful tool for communicating with your target audience, expanding your brand’s reach, and collecting feedback due to social media’s sharing and interaction capabilities.
All of this and more is why it’s a great idea to have a software to help you align your social media marketing efforts with your brand management strategy. Falcon.io is the perfect tool to help you do just that because it’s suitable for absolutely everyone. Whether you’re a social media marketing whiz or just getting started, Falcon.io will meet you where you’re at and get your brand on track.
Here are just some of Falcon.io’s capabilities:
- Use one calendar to manage and publish all your content
- View audience data in one easy place
- Engage with customers in one central inbox
- Monitor your performance across all your social media channels
- Create paid advertisement campaigns at scale
- See how you rank against the competition
If you want to give Falcon.io a try and see its social media marketing capabilities for yourself, you can request a demo here. After that, their essential plan costs $129 USD per seat per month.
5. ActiveTrail: Automate your email marketing strategy
Another key tool in any company’s brand management toolbelt is their email marketing strategy. However, many popular email marketing platforms simply can’t keep up with the specialized branding requirements many businesses require nowadays.
In comes ActiveTrail. ActiveTrail takes email marketing to the next level in the brand management sphere. It’s easy, effective, and offers features that you won’t find anywhere else.
First things first, ActiveTrail’s email marketing software is top notch. It’s complete with:
- An intuitive web builder
- Tons of ready-made templates
- A/B testing capabilities
- Data-driven recommendations
- Impressive customization capabilities
It’s also responsive on all devices and has proven high deliverability rates.
ActiveTrail’s additional features really take their software to the next level. They include:
- Marketing automations that allow you to create personalized journeys for all your customers.
- ECommerce website integrations that enable you to maximize sales. You can set up automations that are triggered based on factors like new customers, abandoned carts, and dormant customers. It’s also easy to send customers targeted messages with content that was curated just for them.
- A landing page creator that you can use to create professional, high-converting landing pages in minutes. You can start from scratch or choose from over one hundred templates.
- SMS software that allows you to develop and send out SMS campaigns to customers, leads, and employees online.
- A survey builder that enables you to create surveys and send them out to your customers to collect valuable feedback.
As you can see, ActiveTrail is the perfect solution for email marketing and a range of other actions. If you want to give it a try, you can request a free trial and see how you like it. After that, their basic paid plans range between $9 and $14 USD per month.
Maximize your company’s potential through brand management
Nowadays, strong company branding and consistent brand management are essential. They solidify your brand’s reputation, lead to brand recognition and popularity, and help you nurture long-term relationships with your customers.
However, excellent brand management requires a lot of time, effort, and creativity. It isn’t easy, but there are several tools out there that can help you.
We’ve broken down five of our favorite tools for great brand management in this article. Whether you’re working on market research, general brand management, customer reviews, social media marketing or email marketing, there’s something here for you.
Choose the tool that best aligns with your company needs, give it a try, and see the impact it can have on your brand management efforts.
Written by Sydney Triggs
Sydney Triggs is a [content] writer, editor & educator from Vancouver, Canada currently settled in Barcelona, Spain. She’s written hundreds of articles about marketing, travel & leisure, fashion, sustainability, technology, finance & investment, remote work and human resources, as well as more personal fiction and thought pieces.