BRAND MANAGEMENT:
HIRING AN EXTERNAL VS. INTERNAL BRAND MANAGEMENT TEAM THAT’S WORTH IT.
This presentation and topic was proposed and created by Aria Bird while Art Director at Pinpoint Creative. Aria gave this presentation live as a webinar speaker at Clarity Performance in 2025.
To view the complete presentation with project casestudies included, please inquire directly to Aria.
Brand management
is the practice of cultivating marketing & branding techniques that create, maintain, and optimize a brand’s perceived value over time.
A great BRAND
IS THE STORY THAT
NEVER STOPS unfolding
WITHOUT
clear & consistent
BRAND MANAGEMENT,
YOUR BRAND EQUITY
decreases
BY THE DAY.
The Global Medical Aesthetics Market Is Worth Approximately
$20 Billion Today
and Is Projected to Grow Roughly
6% a Year Through 2028
Brand EQUITY
is the is the value a company's brand has in the marketplace,
reflecting customer perceptions and loyalty, and influencing their willingness to pay a premium for the brand's products or services.
It's an intangible asset built over time through positive brand experiences and perceptions.
Historical & Projected Manufacturers’ revenue by treatment type ($billions)
Sources: ASPS; AmSpa; DRG Clarivate; BCG Medical Aesthetics Provider Survey, November 2023; BCG analysis.
“Given strong signals
from fence-sitters and
other potential adopters,
the medical-aesthetics market is
ripe for growth.”
— Sources: ASPS; AmSpa; DRG Clarivate; BCG Medical Aesthetics Provider Survey, November 2023; BCG analysis.Share of respondents by reported current or planned use of aesthetic products and treatments, %
THE EVOLUTION OF A BRAND
GUCCI PROVES THAT BOLD REBRANDING CAN REVIVE EVEN THE MOST ESTABLISHED LUXURY BRANDS
GUCCI’S 3 Core ReBrand Management Strategies
-
• Retained GG Monogram
• Kept green-red-green stripes
Did not discard, but reimagined.
-
• Embraced digital campaigns first
• Collaboration with youth centric figures
By 2020 accounted for more than 60% of sales.
-
• Cinematic emotional campaigns
• Fostered deep emotional connections with audience
Not just a brand but a cultural storyteller.
GENERATING A $10 BILLION TURNAROUND
BRANDING = FINANCIAL SUCCESS
2015-2019 Gucci’s revenue more than doubled, with sales topping $10 billion by 2021.
IF YOU’RE NOT changing it,
YOU ARE choosing it.
A HIGH-END BRAND REVOLUTION
WHAT DO I WANT?
-
What’s my brand’s purpose?
WITHOUT VALUE = NO ONE IS BUYING
-
What are my long-term goals?
WITHOUT LONGEVITY = NO ONE REMEMBERS
-
What will give all I’ve done meaning?
WITHOUT REWARD = NO ONE CARES
WHAT NEEDS TO BE CONSIDERED?
-
NEEDS. BUDGET. CONTROL.
-
LOYALTY. FEELINGS. CONCERNS.
Four Core Consumer Personas, Each with Specific Functional and Emotional Needs:
THE DEAL HUNTER
14% Looking for good prices or discounts / convenience
THE GLAM EXPERT
18% Looking for social influence
/ safety
THE RELUCTANT AGER
24% Looking for revitalized appearance / results
THE BEAUTY ROUTINER
20% Looking for expert guidance / safety
FIRST THINGS FIRST,
YOU NEED A BRAND THAT’S WORTH IT & MEANS IT.
A BRAND WORTH MANAGING
6 KEY COMPONENTS OF BRANDING
01
Brand Equity
02
Brand Loyalty
03
Brand Recognition & Awareness
04
Brand Messaging & Experience
05
Reputation Management
06
Brand Values & Purpose
THE TIME IS NOW. HOW?
A CAPACITY FOR STRATEGY
6 KEY COMPONENTS OF brand management
01
STRONG BRAND IDENTITY
02
STRATEGY & MARKETING PLAN
03
TARGET AUDIENCE RESEARCH
04
CONSISTENT MESSAGING & CONTENT MARKETING
05
PATIENT & PRACTICE RELATIONSHIP
06
SOCIAL MEDIA ENGAGEMENT
THE BUBBLER
The below strategy is what I like to call “THE BUBBLER” This is the Owner or Founder that hires a new individual for every single marketing and design need. CONSISTENCY IS KEY. Is your team capable of keeping the brand consistent without things getting out of control?
THE OVERSEER
The below strategy is what I like to call “THE OVERSEER” This is where the Owner or Founder that hires a separate but consolidated specialty partner team to fulfill design and marketing needs. Each team you hire has minimal crossover specialties and are willing to work collaboratively with each other, BUT the Owner/Founder still has a high level of direct overseeing control over each team.
THE to the pointer
The below strategy is what I like to call “THE TO THE POINTER” This is where the Owner or Founder hires a single Brand Consultant to become the overseer of each design & marketing team to ensure needs are fulfilled.
THE TRUSTER
The below strategy is what I like to call “THE TRUSTER” This is where the Owner or Founder hires a complete Brand Management Team that directs the Staff as well as works with hired third party specialty teams that work collaboratively together as partners.
WHAT QUESTIONS YOU SHOULD BE ASKING FOR OPTIMAL VALUE IN YOUR BRAND MANAGEMENT TEAM
TOP 3 QUESTIONS FOR INTERNAL & EXTERNAL BRAND MANAGEMENT TEAMS
-
I’d love for you to collaborate with my current vendors and stay within brand guidelines, what programs and tools do you typically use for your work?
Do you need this. Is this worth your time. Are they compatible with your current vendors.What got you interested in working within this field?
What motivates them, passion or money.Is there an employee currently on your staff that has other talents?
Photography, social media, design.
GOAL: Build strong relationships with local vendors & generate employee buy-in.
-
Do you have specialties in more than one area? What else do you do?
Is there longevity potential. Do you have vendors with overlapping services.Do you have current partners that you would recommend? Do you / they have experience in the aesthetics industry?
Stay curious.Can I introduce you to my other team for you to personally relay our branding?
Can each team find synergy with each other. Do they not only work well but work well with others.
GOAL: Consolidate individual resources into trusted teams.
-
How will you ensure quality control and quality assurance / what are your quality standards?
Is this worth your budget?Can I see case-studies or examples of your most successful industry-leading partnerships?
Is it the level of quality I believe my brand needs for longevity?What order do you recommend executing in?
Need to be able to trust & take your time first so you don’t take up your time later.
GOAL: Build by looking inward first & strong industry-leading partnerships.
-
Does this process start with an in-depth discovery call with my Creative Director to discover the true pillars of my brand?
Are they willing to truly get to know me, my background, and my WHY.Do I maintain 100% ownership of & complete access to my brand & branding materials?
Is this the level of control and privacy that you want.How many people are on your brand management team, what are their specialties?
Specialized services, not just project management.
GOAL: Build a strong & consistent brand presence in the minds of consumers that enhance brand value & fosters customer loyalty.
WHAT RED FLAGS YOU SHOULD BE LOOKING FOR WHEN SEEKING & BRAND MANAGEMENT TEAM
INTERNAL & EXTERNAL BRAND MANAGEMENT TEAMS
-
Playing telephone.
-
“Look and feel your best.”
BONUS! Reliant on quick fixes, not recommendations for sustainable longevity.
“I made this in Chat GPT.”
-
“What is semaglutide?”
-
“I can’t do that.” / Too hard to reach a personable experience.
-
“Let’s do neutrals, simple, and clean.”