What BRM Means For You and Your Brand

Social media is growing at an astonishing rate and the noise out there is only getting louder; brands are struggling to find the balance between what is too much information and what is not enough. To find the right balance, brands can create a Brand Relationship Management (BRM) strategy.  Joe Marchese addresses this emerging term in the article “Consumers Using Social Media To Manage Brands” and discusses how BRM can be used to help manage the type of information provided in a brand’s social media efforts.

A cousin of the more recognizable CRM (Customer Relationship Management), BRM is an excellent strategy for brands to start making a more tangible connection with their consumers via social media. People are connecting more and more to brands on social networks, enabling them to pick and choose what they want to hear from a brand. In turn, brands can use this to their advantage by forming a social media communications plan that ultimately results in engagement.

Marchese states that the key to BRM is “thinking about social media connections from the consumer’s perspective, instead of from a corporate communications or media plan perspective.”

What does this mean for the brand? Effectively putting out just the right amount of information for the consumer to feel they have the right to choose which and how much of that information they want to hear. The important component is that the consumer feels that they have efficient control over their own brand relationships. Marchese says that BRM “gives consumers the ability to research brands, beginning to assign personalities to brands based not just on their appearance, but on a brand’s behavior and interactions.”

As a brand builds it social media strategy, it is important to maintain an open line of communication with its consumers. Brands also need to recognize as the conversation continues amongst consumers, while brands can listen and partake in the conversation, they cannot control it. The sooner brands recognize this and embrace this, the closer they will be to a successful BRM strategy.

This entry was posted on Monday, May 18th, 2009 at 9:59 am. It is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed.