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Ritika Puri – May 25th, 2015

The marketing community is experiencing a big shift. Now more than ever before, we rely on data to guide our spend allocation, messaging, and creative strategies. We’ve evolved our teams from cost centers to ROI engines within our companies. And as marketing takes a new shape, so does the concept of brand management.

Thanks to analytics software, social media, digital ad platforms, and content marketing tools, we have infinite resources at our disposal. The big question in front of us, however, is how to connect these disparate dots into an engine that delights, inspires, and engages our audiences.

What we need is a meeting of the minds—which is why we’ve asked five marketing leaders to share core brand management principles. The guidance below will keep marketers focused on what’s important as their jobs continue to transform.

1. Focus on providing value above all else

Tip nominated by: Chad Halvorson, CEO and Founder of When I Work

Today’s buyers are self-directed and research driven. In addition to researching your brand, they’re also evaluating your competitors. Your company’s greatest asset, above any marketing message or campaign, is how consistently you deliver your brand promise to stakeholders.

“The best thing you can possibly do in terms of brand management is focus on providing value above all else,” says Halvorson.

“If you can focus on providing value—by building great products and services, by creating a stellar customer support team, by actively engaging with prospects and customers (even the unhappy ones) on social media, and by convincing people that you actually care about them—you can build a company and brand that people will rave about.”

Following these tips, Halvorson and his team have grown When I Work from a bootstrapped, three-employee startup to a nationally recognized company with more than 50 full-time employees and a customer base of 9,000 small businesses.

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Percolate's web and mobile software helps marketing teams save time, grow brand recognition and generate more sales. From brand governance, planning and creation to audience acquisition, moderation and analytics, Percolate connects and automates key marketing tasks to help you create and distribute content that wins customers.