The Comprehensive View of Branding: Strategies for Holistic Brand Management
The Multifaceted Nature of Branding
Many people have different definitions of what constitutes a brand. Some say a brand is about reputation, others highlight peak experiences, mental positioning, aesthetic appeal, product quality, packaging design, advertising performance, and so on. While none of these definitions are wrong, they represent only parts of the branding universe and cannot encapsulate the entirety of what a brand represents.
The Importance of Holistic Brand Management
In a recent discussion with an industry professional, I was asked, “I’ve spent a lot on design and KOLs, so why am I still lagging behind my competitors? Is it a positioning issue?” Instead of giving a direct answer, I drew a comprehensive brand model diagram, which illustrates that a brand consists of at least 18 sub-universes. When combined, these sub-universes can be represented by an equation similar to the mass-energy equivalence formula, showcasing the energy that a brand emits.
Over the course of two hours, I helped this professional understand that branding is not just about design or KOLs. It requires long-term planning and a broad perspective. This reflects a common issue faced by many brand managers: the lack of a long-term strategy and a holistic approach to brand management.
Common Issues in Brand Management
Each aspect of a brand can be managed with the help of specialized teams, but a comprehensive brand strategy that considers the whole picture is rare. It’s like knowing the meaning of individual words but not understanding how to string them together into meaningful sentences. Without this understanding, you cannot effectively grow your brand.
The Value of Experience and Critical Thinking
After more than a decade of observation, I have found that brand educators often share the marketing experiences of well-established brands, which may not be applicable to most brands in Taiwan. Instead, one should learn from the growth experiences and principles of developing brands, rather than from century-old corporate giants. For example, instead of learning about how Coca-Cola manages its brand today, it’s more instructive to study its history and understand how it transitioned from selling medicine to becoming a beverage giant.
Enhancing Brand Management with Thoughtful Analysis
Success cannot be achieved by simply replicating others’ strategies, as these often come with specific preconditions and contexts. Therefore, you must continuously think and find inspiration and reflection from the market, customers, competitors, and even from other industries. Enhancing your critical thinking, independent thinking, and systems thinking abilities is crucial.
When I see a consulting client realize that what they lack is a “comprehensive brand vision,” I hope more second-generation brand entrepreneurs can understand and strategically plan their brand’s multiple dimensions. Each sub-universe can have its experts, but what you need is a brand GPS to guide you through the completeness or potential risks of all facets.
Comprehensive Brand Management Strategies
Brand management is not just about positioning or advertising but requires a comprehensive and multi-dimensional approach. When facing any brand-related issue, don’t assume it’s just a matter of positioning or advertising. You need to examine and resolve problems with a broader perspective.
Conclusion
Brand management encompasses multiple dimensions beyond design or KOLs; it requires a holistic perspective and long-term planning. A brand consists of at least 18 sub-universes, which combined, can be represented by an equation similar to the mass-energy equivalence formula. Common issues in brand management stem from a lack of a comprehensive view and strategy. Successful brand management involves drawing insights from the market, customers, competitors, and other industries, and enhancing critical, independent, and systems thinking abilities. A holistic and multi-dimensional approach is essential for effective brand management.