Your impression of our website has already formed? The moment you see any logo, you start developing a perspective about it! Henceforth, who is responsible for it? Who is influencing you in a certain way?
Brand marketing helps a business to create its mark and promotion. It is when an agency promotes brand awareness with the help of marketing efforts. Various brands have established themselves in the cultural landscape, whereas some are waiting to get that recognition.
Brand marketing can help a company get more followers inside their target market and create brand loyalty. However, before we get to that, it is important to know the difference between branding, marketing, and brand marketing.
Brand marketing is the combination of both concepts, marketing and branding. However, these two business practices are different from one another. Branding is like developing a unique identity for a company and its consumer experience.
Marketing is basically the tactics a company uses to promote its services and products to a particular market segment with the help of data-backed research. And brand marketing is the combination of these two things.
Brand marketing is a strategic process that promotes services and products to form a strong connection with customers and build brand loyalty. Brand marketing includes:
Building brand equity
Boosting the reputation of the brand
Inspiring the customers to have trust in brand
Have brand loyalty
Moreover, if the brand marketing strategy is effective, there is a significant increase in brand engagement. This increases revenue and turns loyal customers into brand ambassadors.
Brand marketing is all about recognition, product visibility, market reach, trustworthiness, brand awareness, and brand reputation. This is one of the ways you can promote a product, reach out to the users, and highlight the brand.
This has a particular value that sets your brand apart from other brands. Hence, the services and products you offer them are more valuable. Generally, a brand has some long-term goal of building a community of loyal customers with the help of efficient brand marketing.
Thus, if you have a good strategy, you will stand out, take the business forward with brand new customers, and increase sales. Forming a brand is difficult. The marketing objectives are the actual goals. This creates a particular image for the company and increases revenue.
Effective brand marketing objectives include particular initiatives that are specific to the business kinds. Let’s look at the common business marketing objectives that companies take while designing their brand.
Building awareness is the actual aim. This way, the customers would memorize and recall your service and product with the help of different kinds of campaigns and advertising activities.
The customers mustn’t just choose your brand randomly. They should choose to stick with the brand. The task is to help them choose your brand with the help of your unique products and services.
You must increase the number of customers by promoting your product through word of mouth and convincing people to choose your brand. They should recommend your services and products to their family and friends.
Established brands with authority in the market are more successful as people prefer to go with a well-known brand to those new in the market.
With the help of your active user, you must try to increase the engagement. The more the users engage with the brand, like placing orders, reviewing products, and visiting the website, the more your chances are to be recognized in the market.
People must recognize your brand with the help of visual elements like packaging, symbols, colors, and logos. And if you are co-branding, ensure the image reflects both your values and ideologies.
This is your long-term plan to improve the brand’s position in the market. A strategy will help you organize your efforts to enlighten the customers of your brand. So, gather everything you have, like ad campaign creatives, buyer personas, design elements, and social media content, and follow these steps to form a solid social media marketing strategy.
Think carefully and determine what you want to achieve with your brand marketing. After that, you can think of the tactics that you would use. Also, have a measuring process so you can measure your progress.
Make your goals as specific as possible, and make sure you adjust those as and when needed to build the other parts of the strategy. Here are a few examples of brands that often choose as their marketing goals.
A brand story is a narrative about the origin of the brand, the purpose and mission behind the brand, and the role customers play in holding the brand strong. The story should be such that the customers relate to it and what the brand represents.
Humans respond to a well-crafted story better, and having a coherent story can make corporate branding more effective. Review everything your company stands for, and do not miss out on the underlying philosophy of it. To bring out the story, answer the following question:
After you have all the answers, shape a short, coherent brand narrative. Develop different versions: a short one that can be described in a few seconds or added to any social media profile description and a long one that would be available on the website.
Review your previous market research, the marketing goals, and the brand story that determines the different tactics you could use to market the brand. Look for the answers to these questions to decide which process you choose.
In the fourth step, you must create marketing collateral that would talk about the brand’s mission, values, and visual identity and tell the story compelling across all channels. This can include:
You cannot have the same brand vision for all your products. It might be convenient and even look elegant, but that is not possible in today’s market. The main aim should be to create a strong brand everywhere and not the same brand everywhere. However, there should be some kind of uniformity.
Managers have to be flexible to adapt the brand to all contexts and avoid problems that come up all of a sudden, and which you have not calculated while preparing the vision. There are various ways a brand vision can adapt.
Those who are putting the brand forward in different brand contexts emphasize various elements from the brand vision and can incorporate different elements from the vision like innovating the product differently, quality of the product, or augmenting the vision with some more elements.
The current positioning of the brand emphasizes the vision elements that appeal and are now deliverable and credible. As the marketplace is changing, the positioning message is also changing and evolving.
The tagline is often made like a centerpiece, which does not align with the brand’s essence externally. However, this concept is communicated internally.
Review everything, including your tactics and goals, and then choose the KPIs or key performance indicators that would help you measure the success of the brand marketing efforts. This way, you can find out what is working your way and what is not.
It can include the number of people visiting your site at a particular time or how every individual piece of content is performing.
When you are preparing a brand marketing strategy, there are certain practices that you should keep in mind for making the most out of it. Here are those mentioned:
Over the years, there have been certain brand marketing campaigns that have made a place for itself in consumers’ hearts. They have helped in creating sales as well. Try and recall the “Just Do It” campaign Nike did or the “Think Different” campaign by Apple.
Let’s take a look at one of those companies that have consistently done amazing with their brand marketing strategies.
This is one of the well-known Dutch beer brands, and they have done an amazing job with their marketing strategy over the years. They have reached out to the masses through major events and sponsorships.
They have used an amazing sense of humor to get the attention of the crowd, and one of the most popular campaigns is the “Walk in Fridge” campaign. It featured a group of men showing their excitement after they saw a walk-in closet-size beer fridge of their friend.
The entrance, which positions the brand, shows sophistication and adventure through a charming character who wins over everyone it meets, and all it shows is the bottle of beer.
The brand stands out, even in a saturated market, because of its unique positioning and brand voice. They have a unique value proposition, which is a safe space for every woman to find a meaningful connection. They have a female-forward message and focus mainly on empowering women and celebrating their autonomy.
And they proved it with one of their most unique features, where a woman can only initiate a conversation. This way, they stay protected from the other gender harassing them and allowing them to build a meaningful connection on their own terms.
They have also chosen a bright and warm color palette, which gives them a sense of approachability and positivity. Bumble markets its brand to women and looks into the dating world from the perspective of women.
They have branded themselves in a unique way, where they are not just into dating. They are a platform that helps you make friends and allows professional networking, which is one of a kind in this online dating culture.
Nowadays, there are a lot of tools and services that facilitate all marketing activities, including brand marketing. Moreover, the main reason for doing this is to advance all the processes and make them more productive and cost-efficient.
These services help you establish effective communication, keep them updated about the latest news, and promote loyalty through messages and email campaigns on social media.
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A self-proclaimed Swiftian, Instagram-holic, and blogger, Subhasree eats, breathes, and sleeps pop culture. When she is not imagining dates with Iron Man on Stark Tower (yes, she has the biggest crush on RDJ, which she won’t admit), she can be seen tweeting about the latest trends. Always the first one to break viral news, Subhasree is addicted to social media, and leaves out no opportunity of blogging about the same. She is our go-to source for the latest algorithm updates and our resident editor.
