A brand manager has a multifaceted role. You may find yourself engaged in business development, product differentiation, customer relationship nurturing, and more. This guide provides top tips for success in various arenas—online, offline, and in the Amazon store.

What is brand management?

Brand management encompasses a wide range of activities and strategies aimed at promoting and growing a business more effectively. The primary goal is to boost brand awareness and recognition, which ultimately increases brand equity—the value customers associate with your business.

Strategic brand management enhances the customer experience by creating consistent, positive associations with your brand, leading to repeat purchases and greater brand loyalty.

For instance, a customer who reads your brand story on an About page and has a positive experience with your products might share your brand with others, broadening your brand's reach.

Key components of successful brand management As a brand manager, you will handle various aspects of the business. Here are some key focus areas:

• Physical assets: Your brand name, logo, and color scheme are tangible assets that create an impression and convey your brand image and personality.
• Digital assets: Your website, social media presence, and other digital platforms can host your value proposition, mission, and values, showcasing product offerings. Digital assets also include spreadsheets, software, or project management tools.
• Intangible assets: Brand awareness and recognition, though harder to quantify, are valuable business assets. Along with reputation, these intangible assets contribute to brand image and equity, directly impacting sales

9 ways to position your brand for success Strategic brand management guides you and your team in engaging customers and shaping the shopping experience both online and offline. Here are tips to establish, grow, and maintain your brand.

1. Select products and packaging with care

Effective brand positioning starts with the right product selection. Incorrect product choices can lead to various issues. Conduct thorough research to ensure products align with your selling goals.

Your product design and packaging should be meticulously planned. Expertise in these areas can be invaluable. Customer satisfaction hinges on products meeting expectations set by listings. Similarly, packaging should safely transport products while representing your brand well. Invest in both to uphold your brand’s reputation.

2. Create a compelling customer experience

Exceptional branding impacts the shopping journey, translating to higher sales. Ensure every touchpoint, from web presence to digital marketing and product packaging, consistently conveys your brand uniquely.

If selling on Amazon, utilize tools like the Amazon Stores builder and A+ Content. The Stores builder lets you design an immersive, multi-page experience tailored to your brand, while A+ Content enhances product detail pages, informing customers about your products.

Investing in expertise might be wise for strategic brand management. Consider professionals in branding and design. For Amazon sellers, the Service Provider Network offers third-party providers to assist with content and other areas.

3. Optimize your sales channels

Choose the right sales channel for your brand, whether it’s a website, social media, or an ecommerce platform like Amazon. How do you manage and integrate sales from multiple channels? Solutions like Multi-Channel Fulfillment can help.

Ensure you have the necessary infrastructure and software for effective project management. Working closely with a channel reveals optimization opportunities. Small adjustments in pricing, fulfillment, and customer service can significantly impact efficiency and sales, making project management and channel optimization crucial components of your brand management strategy.

4. Advertise and use marketing to boost conversions

An online presence offers numerous marketing and advertising opportunities unavailable to brick-and-mortar stores. Utilize cost-per-click (CPC) ads, digital deals, virtual coupons, and other methods to connect with a global audience.

For Amazon advertising, explore Amazon Ads. Product bundling, where you group multiple products, can increase average order size by helping customers discover more offerings.

5. Measure performance to spot growth opportunities

Ecommerce provides access to detailed data and reporting, aiding strategic decisions to position and grow your brand.

Brands in Brand Registry can access Amazon Brand Analytics, offering dashboards with metrics like clicks, cart adds, and conversion rates. Analyzing these metrics reveals insights into audience demographics, repeat purchase trends, and more.

Another strategy is examining pricing trends. Could varying product price points impact sales? Research and utilize pricing automation to boost profits.

6. Reach more customers with SEO

Search engine optimization (SEO) involves techniques to increase content visibility, such as product listings and websites. Use keyword research to enhance titles, descriptions, bullet points, and other elements, reaching a broader or more specific audience.

7. Run A/B tests to increase sales

A/B tests are valuable tools for brand management. They compare two content versions to see which performs better in terms of impressions, clicks, and conversions. Amazon’s Manage Your Experiments tool allows you to test product titles, images, and more. Such experimentation can boost sales by up to 25%.

8. Earn repeat business with excellent customer service

Implement systems to support customers with inquiries and process returns and exchanges. Gathering feedback helps improve the customer journey. Use negative feedback as opportunities for enhancement.

Does your business reward customer loyalty? This could involve a signup option for marketing emails to inform customers about deals, discounts, and product launches.

9. Monitor your brand and protect what you’ve built

Building a business is one thing—maintaining it is another. Establish key performance indicators (KPIs) and regularly monitor them to ensure business health and progress.

Business development techniques like strategic planning help evaluate and refine strategies. SWOT analysis (strengths, weaknesses, opportunities, and threats) can identify changes or trends affecting success.

Protecting your brand from counterfeiters and bad actors is crucial. Enroll in Brand Registry for tools like Report a Violation, allowing you to search the Amazon catalog for trademark, copyright, and patent violations.Brand management in the Amazon store and beyond Staying “on brand” is vital. As you build a reliable brand, anticipate rewards like trust, emotional connections, and loyalty. Focusing on online brand management helps:

Enhance business efficiency Differentiate products and stand out from competitors Boost sales and conversion rates To leverage Amazon resources for brand launching and growth, sign up for a Seller Central account. We support businesses of all sizes in establishing niches, reaching wider audiences, and thriving in ecommerce.