Brand marketing has helped various companies increase revenue and build a widespread brand reputation. Naturally, any dedicated entrepreneur would want to leverage this top-notch tactic for improved business success.
So, what is brand marketing? How will it benefit your organization? What steps should you take to implement a brand marketing strategy? In this guide, we’ll answer all these questions in the following sections:
- What is brand marketing?
- Why is brand marketing important?
- 5-step brand marketing strategy
What is brand marketing?
Brand marketing is a strategic long-term plan to establish and nurture the relationship between a brand and its prospects. These strategic plans aim to promote the entire brand in engaging and meaningful ways — the products and services mentioned are only proof of its brand promise.
Various brand marketing strategies help drive brand awareness, including:
- Content marketing: Content marketing strategies involve creating and publishing content such as articles, videos, and podcasts to attract prospects to your brand.
- Pay-per-click (PPC) advertising: PPC advertising improves your online visibility, helping you gain more brand recognition.
- Social media marketing: This digital marketing strategy helps you reach the bulk of your target audience through various social media to establish a consistent brand reputation and keep your brand top-of-mind.
- Email marketing: Strong email marketing campaigns increase and maintain your brand awareness to help ensure consumers continuously invest in your products and services.
Why is brand marketing important?
Strong brand marketing allows consumers to think of you first when searching for a product or service in the market.
Picture this: A skincare brand consistently publishes website content about the importance of choosing skincare products that match your skin type and other trusted skin care-related content. Their engaging content continuously leads readers to return to their website for reliable information.
They then subscribe to their email newsletters and follow their social media accounts. Every day, they see a new Instagram post from the brand showcasing the effects of their skincare products. When a prospect runs out of a product or realizes their current skincare product is ineffective, their first thought will be, “Hm, maybe it’s time to try out that skincare brand I keep seeing lately!”
You will easily attract new leads to your brand with the right strategies and consistency. Additionally, you will reduce the possibility of a competitor gaining your target audience. Let’s look at a few more goals and benefits of brand marketing that make it vital to seeing your brand thrive.
Establish brand identity
One of the most noticeable distinctions between brands is their visual elements. Define consistent design elements on your website, product packaging, and social media, such as logos, symbols, and colors. It will also help create a consistent tone of voice and a distinct brand reputation.
Develop brand loyalty
Successful brand marketing strategies help consumers connect with the brand story, personality, and values. These attributes, excellent customer service, and quality products encourage customers to trust and stay loyal to the brand and continually purchase your products.
Raise brand awareness
Continuously brand marketing strategies will make consumers more familiar with your company’s products and services, helping you improve brand recognition. This increased brand awareness also motivates prospects to think of your brand first when faced with particular issues your service solves, placing you on top of your competition.
Improve brand engagement
Many brand marketing strategies involve building a website, social media accounts, and an online presence. Doing so allows your consumers to interact with your brand on your website and social media and review your products online, helping you improve brand engagement.
5-step brand marketing strategy
Now that we understand what brand marketing is and how these strategies will benefit your company, let’s talk about five crucial steps you should follow to make your brand stand out among the competition.
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- Define brand purpose
To paint an accurate picture of your brand, you must establish how you want your brand to look and feel. Questions you should ask yourself to help define your brand’s purpose include:
- Who is your target audience?
- Why should they trust you?
- Why did you create your brand?
- What issues does your brand solve?
- Who are your competitors?
- Research your target audience
Defining your target audience takes more than knowing the general audience you’re selling to. It requires creating a detailed image of the ideal customer so that you know how to develop an emotional connection with your consumers. Ask yourself the following questions to define your audience:
- Where do your customers live?
- How old are your customers?
- What job do they have?
- What do they do every day?
- What do they care about?
- What do they need from your product?
- Establish your brand story
One of the best ways to foster loyalty and trust in your brand is through crafting and selling your unique brand story about the company’s origin, mission, and values so it resonates with your target audience. To create a memorable story that inspires action, ask yourself:
- What inspired you to create your brand? What events led to its creation?
- What values and principles went into the brand’s creation?
- What issues will your brand help consumers solve?
- Know your competitors
Another crucial step is researching your competitors and establishing how you differ. What makes your brand unique? Place a larger focus on those unique factors in your marketing messages to help you stand out to consumers.
- Create brand guidelines
Create guidelines and standards for your brand representation based on what you’ve established in the previous steps. By knowing details like what tone of voice and colors to use, marketers and designers understand how to bring your brand marketing strategies to their fullest potential and deliver messages in the most effective way.
Improve your brand marketing strategy with Inbound Marketing Inc.
When executed correctly, brand marketing strategies help you boost brand reputation, revenue, and customer loyalty. Having an experienced marketing partner who knows how to create an effective strategy that works for your brand is beneficial.
With the help of our 500+ digital marketing specialists, you’ll receive quality services like content strategizing and social media marketing, allowing you to focus on your company’s core goals. For quality brand marketing, contact our team of experts or call us at 888-675-9886!