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How to Efficiently Manage Multiple Brands from One Place



Brand management is key to a good, successful business. Strong branding results not just in recurrent customers, but also in attracting new customers with significantly less effort when running marketing campaigns.


There are many companies and entrepreneurs who need to work with multiple brands at the same time. This can pose many challenges, but none are insurmountable as long as you have the proper preparation and tools on hand to scale with your needs.


The most important part of your marketing efforts will be through the use of your Customer Relationship Management (CRM) software. Today’s contact centers are equipped with CRM software that lets them track and build profiles for each of their customers -- complete with contact information like emails, telephone numbers and home addresses. Coupled with customer profiles on what customers like and their history of purchases, CRM is the perfect way to create targeted lists to direct your marketing efforts.


Have a 1:1 Ratio for Each Lead and Contact


Duplicate records can cause inefficiency. Keeping a clean CRM means your people will have to do less work and can find the contacts and information they need quickly. There is also less chance for redundant work to be rendered; every company wants to avoid their employees doing the same job twice.


Having each physical person represented by a single record is the key to doing this. There should be no duplicates, even if a particular person is in contact with several of your brands. Many CRM solutions are designed in this manner and have built in duplicate record detection and consolidation. Keeping a lean, clean CRM allows you to make search and queries much faster.


Compartmentalize the Teams for Each Brand


Your marketing department should be a complete business unit but with separate teams managing each brand. This helps reduce clutter in the office. A team that only accesses records and data pertinent to their brand is much more agile than a team that has to go through your entire customer database.


Each team should have access to all the same shared company resources, but their viewing privileges should be limited to the unit of the brand they are working with. This reduces clutter and allows them to work more efficiently.


Setup Each Brand with Their Own Marketing Campaigns


Make full use of your CRM to run customized marketing campaigns for each brand. Once you’ve created your targeted lists for each lead, something which modern CRM systems are designed to do, you can start working on sending out your promotions through the various channels available.

These include:

  • Outbound calls

  • SMS notifications

  • Automated e-mails

Each customer has their own preferred way of interacting with the company, and you can track this on each customer’s profile in the CRM database. Figuring out which marketing materials are best for each brand and filtering this down to the customer level is a great way to apply the 80-20 Pareto Rule and get great results with less effort.


In the end, managing multiple brands is all about keeping all your data tidy and compartmentalized. Modern CRM software has the tools and capabilities to do all that complicated legwork as long as you have the proper strategy from the start. Look to today’s modern CRM solutions to get the functionality you need. Running several different brand promotions will be easy instead of a headache.