A Comprehensive Guide on Brand marketing and Brand Marketing Strategies
A COMPREHENSIVE GUIDE ON BRAND MARKETING AND BRAND MARKETING STRATEGIES.
Branding is the process of promoting a company's products. Those are the terms you've probably heard a lot from entrepreneurs and marketers alike. However, there's a lot more to brand marketing than meets the eye. Brand marketing is a method of promoting your product or service by promoting your entire brand. Essentially, it conveys the tale of your service or product by stressing your entire brand.
In this post, we'll look at some of the best brand marketing examples from leading global brands and explain how you can learn from them as you design your brand marketing tactics. We'll also go through what to do to build brand marketing strategies and what not to do with brand marketing to ensure the success of your approach.
WHAT IS THE DIFFERENCE BETWEEN BRANDING AND MARKETING?
That is an excellent question. It's necessary to know the difference between branding and marketing so you can effectively combine the two. In essence, marketing is the process of increasing awareness of your brand and its products to increase sales, whereas branding is the process of expressing who your company is and what it stands for.
Consider marketing to be your arsenal for creating revenue, and branding to be your entire strategy for reaching out to your target market. Because branding is one of the most important components of your marketing plan, it will always take precedence.
If you were KFC, your branding would be the "unique herbs and spices," and your marketing would be everything you do to entice customers to eat your chicken, such as television and radio commercials, billboards, and social media ads. Before you build a marketing strategy, it's critical to figure out who your company is as a brand, regardless of what industry you're in or how big you want to get. This necessitates a comprehensive understanding of your company's personality. To put it another way, you're defining your brand. This entails selecting artwork, logos, typography, and business colors with care to reflect your brand's beliefs. If you're a bold brand, for example, you'll probably go with a vibrant color palette and a forceful copy voice.
For your website and email template, you'd use more muted colors and a sophisticated typeface if you're a timeless, conventional business. Your marketing approach is built on these design decisions.
MAKE YOUR BRAND MARKETING MOST SUCCESSFUL
With brand marketing, you're in it for the long haul. It's best for creating repeat purchasers (for example, when it comes to everyday things) or connecting with buyers who are making long-term, pricey purchases, such as automobiles. This is because a distinct brand builds identification and evokes a particular feeling in your audience that will last a lifetime.
A traveler, for example, will know that they can rely on Colgate toothpaste to keep their teeth clean no matter where they are in the world. Colgate has taken a unique approach to brand marketing over the years, opting to teach rather than sell to its target audience. They've established an Oral Care Center, which features a series of movies about oral hygiene, and they also include crucial information about how to care for your teeth in all of their commercials, particularly on social media platforms. Colgate has used this brand marketing technique to become one of the most trusted oral care brands in the world, in addition to selling toothpaste.
The more thorough your brand marketing strategy is, the more likely you are to succeed when putting it into action. Because you'll have rules to follow and previous achievements to build on, investing in a great brand marketing strategy now will make future marketing campaigns easier to execute.
When developing a brand marketing strategy, every company should consider the following three questions:
- Whom do you want as Target Audience?
- What is the major goal of your company?
- What does success mean to your company?
Recognizing the answers to these important questions can help you define your goals, how you should communicate with your audience, and how you will measure your progress.
5 SIMPLE STAGES OF BRAND MARKETING
Industry giants like Nike, Apple, and McDonald's aren't the only ones who use brand marketing. It can be done by any brand, of any size, by following five simple brand marketing steps.
1. Determine the purpose of your brand: Your brand marketing approach must begin with an understanding of why your brand exists. To assist you to figure out what your brand's purpose is, ask yourself these questions.
- Who will be your Target Audience?
- Why would people put their faith in you?
- What ideas do they associate with your brand?
- What problem does your brand address?
- Have you identified your competitors?
- What is the backstory of your company? What was the purpose of its creation in the first place?
- Whom would your brand be if it were a person, and why?
This is where you'll begin to define the appearance and feel of your brand. This includes selecting a color palette, font, and artwork for your brand. Take a look at our resources on how to design a logo, logo colors, font choices, visual design styles, and logo shapes if you're not already familiar with how to portray your brand character through visual design choices.
2. Discover your Target Audience: Develop a brand marketing strategy by creating customer profiles to learn more about your customers. A client profile is a detailed representation of your ideal customer. It will assist you in forging an emotional bond with your audience. For example, if you sell modest budget vehicles, your client profile might be a female university student between the ages of 18 and 26, who is shopping for her first car.
When creating your client profile, consider taking the following points in mind:
- Age of the customer
- Marital status
- Working Profession
- Educational background
3. Define your concept and Sell it: By crafting the appropriate message, you can sell your brand stories. The stories you tell and sell will help your brand connect with its target audience, create loyalty, and increase brand memory. Take the time to craft an interesting story that includes all of the characteristics found in your favorite novel or film: characters, conflict, and resolution.
It doesn't have to be a dramatic story; it could be as simple as your grandparents decided to open a bakery in a neighborhood fifty years ago and transferring the business and their adored recipe down through the generations, then you figuring out how to make their epic cakes and pastries using only organic ingredients, providing the community with healthy, delish pastries. Captivate your audience's attention with a compelling story, then invite them to participate in the narrative by connecting with your brand.
4. Identify your Competitors: It's just as vital to get to know your competition as it is to get to know your audience. Investigate them, figure out how you differ from them, and then emphasize that distinction in your marketing messaging. If your competitor is recognized for being the cheapest, for example, you might want to emphasize in your communications why quality is more essential than price.
5. Create guidelines for your brand: Consider how to connect your brand and audience in your marketing once you've figured out who they are. Your logo, colors, typefaces, tone of voice, and more will all be covered in your creative brand guidelines. It will assist any designers and marketers you deal with in telling your brand's story and effectively communicating your message, as well as ensuring brand consistency by marketing and advertising.
3 FACTORS TO AVOID WHEN PLANNING FOR YOUR BRAND MARKETING STRATEGY
Make sure to avoid these mistakes while creating a brand marketing strategy:
- Avoiding skipping your Competitors list: Imagine putting out a brand marketing strategy and distributing your message through marketing materials, only to discover that your competition has previously done something similar. This happens far too frequently, and the best and only way to avoid it is to extensively research what your competitors are doing before you begin.
- Inconsistency in Creativity: While it may appear to be enjoyable to have various creative executions each time you go to market with a new piece of communication, it is confusing for your audience and destructive to your brand. If you run a burger joint, for example, you wouldn't run a celebrity endorsement video alongside an animated commercial explaining your ingredients. It would be more difficult for your audience to recognize your brand, and it would also be more costly to make. Voice consistency across channels is the same. You want to make sure your voice always sounds like your brand, whether you're talking to your audience on social media, in a print ad, or a video. Remember that your audience hasn't seen your messages and strategy hundreds of times.
- Lagging on a long-term goal: Your brand marketing plan will be unfocused and may lack direction if you don't have goals and a brand mission. It's more vital to know what you want to accomplish in the long run than it is to set short-term goals. Expansion globally, bringing new products to market, or establishing a strong social media presence are all examples of long-term goals.
Remember that the more complete your successful brand marketing is, the easier it will be to build, launch, and grow each of your marketing efforts, whether you're trying to start a brand like Apple, tell the story like Nike, or have strong brand awareness like McDonald's. Smartstorez tells how to establish a brand marketing strategy as the first item on your to-do list if you're just starting or looking to renew and revive your brand.