The expanded number of platforms on which a customer now interacts with a company has increased tenfold the complexity in managing customer perceptions of brand. Brand Management is an ongoing, enterprise-wide task, involving every unit of an organization. The goal: ensure that the position created for a brand is accurately reflected in the image customer’s develop. This white paper identifies these particular challenges and explains how automation software can ease the task of brand management across multiple platforms.

1. NEW CHALLENGES IN BRAND
MANAGEMENT: SOME
AUTOMATION SOLUTIONS

2. Executive Summary
The expanded number of platforms on which a customer now
interacts with a company has increased tenfold the complexity in
managing customer perceptions of brand.
Brand management is the
complex effort to ensure
Brand Management is an ongoing, enterprise-wide task, involving that once a product is
every unit of an organization. The goal: ensure that the position
created for a brand is accurately reflected in the image customer’s positioned, every single
develop. This white paper identifies these particular challenges and interaction a customer
explains how automation software can ease the task of brand
management across multiple platforms.
has with the organization
precisely reflects that
positioning.
Brand Management; New avenues for brand
positioning
Branding was traditionally synonymous with logos and advertisements, mascots and bottle
designs. The modern definition of “Branding” has abandoned this dated and non-customer-
interactive notion. Brand management is the complex effort to ensure that once a product is
positioned, every single interaction a customer has with the organization precisely reflects that
positioning. In short, every touch-point should be in lockstep with the message. (Disney and
McDonalds take this so seriously they created “colleges” for their employees) The challenge is
managing and unifying the message as the number of meeting places with customers expands.
Sites for interaction include …
E-mails
Customer service chat rooms
Social networking sites: Facebook, MySpace, & Twitter
Company websites
Customer & industry Blogs,
Franchisees
Brick and mortar locations
The challenge here is to project a consistent Brand image at all of these locations. From every
contact, customers take away a perception of the company that builds –or distorts-its brand
image. With the addition of each new channel for interaction comes the challenge to keep that
channel in line with your internal brand positioning. On top of this, remember that social
networking has created a very public space where the customer initiates a discussion of the
brand, not the enterprise. (See also white paper Customer Care through Social Media)

3.  In summary, all of these new platforms offer great new opportunities to
reach new markets, and new customers in old market. However, they
add layers of complexity and risk to the task of ensuring each
interaction is appropriate and reflective of your brand
With these challenges facing the Brand Management function, MindMatrix proposes its
solution
Automation Can Help
Use of technology can simplify the complex process of brand management. A good branding or
marketing automation software program can help in the following areas
CONSISTENCY - A marketing automation program can lend
the all-important element of consistency to Branding. Whether
the company logo is appearing on a flyer, print advertisement,
sales presentation or on its social networking page, automation
can help ensure that the logo and other corporate branding
mechanisms are consistent with the company standards.
COST & TIME SAVINGS - By leveraging technology offered by
marketing automation programs, the company can save on

4. certain branding-related costs. For example, it would cost the
company much more in terms of dollars and time if it had to
individually brand every corporate communication. An advanced
marketing automation program can replicate brand elements
faster throughout the various communication channels, and at a
lower cost than traditional methods. In short, it achieves greater
accuracy, lower cost, and faster response times, all with a
consistent message.
COORDINATION: A good marketing automation software
program would make sure that there’s conformity among all the
marketing channels. The company’s message goes to the various
avenues (including blogs, social media, e-mail marketing) in the
same form and manner, assuring no dilution or distortion of the
company message
By bringing the various elements of brand management onto a single platform, automation
might just be the solution for the problems haunting brand management today.

5. For the past 14 years, MindMatrix has been aligning sales and marketing
functions for over 20,000 sales and marketing professionals across 200
companies, from diverse verticals through its innovative sales and
marketing software and solutions.
Unique to the industry, MindMatrix offers N ext Generation Marketing
Automation software on a single unified platform for Sales and Marketing.
Our solutions bring about a seamless integration of the 2 functions helping
our clients derive the maximum benefit from their investment in marketing
and sales automation.
Contact me today to know more about how MindMatrix solutions can help
you align your marketing and sales processes for improved results.