5 Underrated Brand Management Strategies and Why They Matter
Imagine a world where brand management strategies are the secret sauce behind every successful business. In this article, Owner and Founder, CEO share their expert insights on often overlooked or underestimated tactics. Kicking off with the importance of maintaining consistency in tone and messaging, and wrapping up with empowering employees as brand ambassadors, this piece covers five key strategies. Discover these invaluable tips and transform your brand management approach.
- Maintain Consistency in Tone and Messaging
- Reuse Evergreen Content for Visibility
- Ensure Internal Brand Alignment
- Create Unified Brand Voice
- Empower Employees as Brand Ambassadors
Maintain Consistency in Tone and Messaging
One often-overlooked brand management strategy is consistency in tone and messaging across all customer touchpoints. Many brands focus heavily on visual consistency (like logo and colors) but overlook how their "voice" comes across in different channels—from customer service emails to social media responses. A unified tone makes your brand feel like a cohesive, trustworthy personality, which is crucial for building familiarity and loyalty.
For instance, I worked with a home-services client who had a friendly, conversational brand voice on social media but used overly formal, robotic language in email communications. We refined their messaging to make sure every touchpoint felt personable and aligned with their approachable brand. As a result, customer engagement and satisfaction improved because people felt like they were dealing with the same brand no matter where they interacted.
Consistency in voice builds trust and brand recall, helping customers connect emotionally with your brand. It’s not flashy, but it makes a big difference in how memorable and reliable your brand feels.
Reuse Evergreen Content for Visibility
One strategy I've found very effective is re-using evergreen content on social media. Sharing timeless posts again helps keep your brand visible without needing to create something new every day. It's a simple way to make sure new followers see your best content while reminding existing ones what your brand stands for.
This works because it stretches the value of your best content and keeps engagement steady. I've seen it help brands stay consistent and visible while saving time and effort. Over time, it builds trust and keeps people connected to your brand.
Ensure Internal Brand Alignment
One often-overlooked brand management tactic is internal brand alignment—ensuring that every employee, from leadership to entry-level staff, embodies and communicates the brand's values and messaging consistently.
This is important because employees are the first ambassadors of a brand, and when they are aligned with the company's mission and values, they naturally provide a more authentic customer experience. Internal alignment fosters stronger employee engagement, loyalty, and advocacy, which then translates into better customer interactions and a more cohesive external brand presence.
For example, a company that regularly conducts internal brand training and encourages staff to embody the brand's core values has a stronger connection with customers. When employees feel like they are part of the brand's story, they deliver better service and more genuine interactions, which can ultimately increase customer trust and brand loyalty.
Create Unified Brand Voice
One brand-management strategy that's often overlooked is consistency in tone and messaging across all channels. Many businesses focus on their visuals, like logos and colors, but underestimate the importance of having a unified voice that reflects their brand values. This is especially true for service-based businesses like law firms, where trust and professionalism are key.
At LawTurbo, we've seen this strategy work wonders for law firms by creating consistent messaging in everything from their website copy to email campaigns and social media posts. For example, using a tone that's authoritative yet approachable can make a big difference in how potential clients perceive the firm. It reinforces trust and reliability, which are critical in the legal space.
Consistency not only builds brand recognition but also creates a seamless experience for clients. When every touchpoint feels cohesive and aligned, it strengthens the overall brand identity and leaves a lasting impression. It's a subtle but powerful way to stand out in a crowded market.
Empower Employees as Brand Ambassadors
One often-overlooked brand management strategy is employee empowerment as brand ambassadors. This tactic encourages employees to actively promote the brand, leveraging their personal networks and authentic voices. Many companies underestimate the impact engaged employees can have on brand perception and customer trust.
Empowering employees to share their experiences and insights about the company can significantly enhance brand authenticity. When employees feel valued and connected to the brand, they are more likely to communicate positively about it online and offline. This approach boosts morale and creates a genuine representation of the brand that resonates with potential customers.
I have seen this strategy effectively increase brand visibility and customer engagement. For instance, a previous employer implemented a program where employees shared their stories on social media, resulting in a noticeable uptick in engagement and inquiries from potential clients. This tactic showcased the company culture and built a stronger connection with our audience, demonstrating the power of internal advocacy in brand management.
