Are you struggling to capture your customer’s attention while your competitors have a magnetic pull on their customers? The secret to their success lies in their effective brand marketing strategy. Your customer’s attention is fleeting. Today, they have plenty of brands to choose from. They are not only looking for affordable products and services with free delivery anymore. They are looking for more personal experiences.
Let’s find out how brand marketing can help you do that.
What is a Brand Marketing Strategy?
A brand marketing strategy is a long-term plan you design to improve your brand’s position and reputation in the market. Your brand marketing strategy will define how your target audience will perceive your brand. It also includes what your brand’s core values are and how you’re different from your competitors. If you get your brand marketing strategy right, you can build brand equity and customer loyalty. The end goal of your brand marketing strategy will be to create a positive image of your brand. Your brand image should resonate with your customers to ensure long-term customer engagement.
What are the Types of Brand Marketing
Here are the different types of brand marketing:
- Product branding
As the name suggests, this will involve making your product stand out in the market. It means you’ll have to give your product a unique identity. Effective product marketing can help your target audience identify your products quickly. Eventually, it becomes a differentiating factor for your products.
- Personal branding
Personal branding is about creating a positive public image for individual professionals, instead of businesses. Personal branding is especially important for individuals, including entrepreneurs, celebrities, etc., who plan on using their personal brand to gain recognition and success. Social media has become one of the most popular ways to create and grow your personal brand. It’s because it enables you to easily reach your target audience and engage with them.
- Corporate branding
When you want to create a strong identity for an organization as a whole, it’s corporate branding. Here, you’ll have to focus on your company’s values, reputation, and overall image. If you can get your corporate branding right, your customers will associate your brand with authority, quality, and reliability. It will help you increase brand loyalty and customer trust.
What are the Key Steps Involved in Creating a Brand Marketing Strategy?
Let’s find out how you can create a solid brand marketing strategy.
1. Create a brand identity:
To create a brand identity, you’ll have to define the verbal and visual elements to represent your brand. It means you’ll have to consistently use your brand colours, logo, tone of voice, typography, etc. Your brand identity should reflect your brand’s personality, values, and mission. It will help your target audience easily relate to and recognise your brand.
2. Choose a target audience:
You can’t create a brand identity unless you don’t know who you’re creating it for. That’s why identifying your target audience is important. And you’ll have to identify your target audience for all types of brand marketing strategies discussed above. You’ll have to conduct thorough research to analyze your customer’s behaviour, buying patterns, psychographics, demographics, etc. When you have a clear understanding of your target audience, you can tailor your branding messages to match their preferences. It’s essential to encourage engagement and create deeper connections.
3. Identify your goals:
Before you create a brand marketing strategy, you should clearly define measurable goals. Your brand marketing goals can include increasing brand awareness, boosting sales, ensuring customer loyalty, improving customer engagement, etc. Identifying your goals is important because it’ll give your brand marketing strategy a direction. It’ll also help you measure the impact of your efforts. However, you should make sure that your goals are aligned with your overall business objectives.
4. Write brand guidelines:
Create brand guidelines to direct your brand marketing strategy. Brand guidelines will define how you should present your brand across different marketing channels. It’ll list the colour schemes you’ll use, how you’ll use the logo, the tone of voice for marketing messages, etc. Brand guidelines are important to ensure consistency across all marketing channels. It not only helps your customers recognize your brand but it also enforces the integrity of your brand.
5. Design brand assets:
Now, you can start creating brand assets. These brand assets will include your website, social media profiles and content, advertisements, business cards, etc. Your brand assets will represent your brand online (and even offline). That’s why these assets should be created by keeping your brand guidelines in mind. Make sure all your brand assets are high-quality to ensure your brand’s credibility.
6. Choose your channels:
Once you have created your brand assets, it’s time to carefully choose your marketing channels. Only when you choose the right marketing channel can you reach your target audience quickly and more effectively. Identify where your target audience goes to receive their information and where they spend their time. You can start small, focusing on a couple of marketing channels. Eventually, you can adopt a multi-channel approach to increase customer reach and engagement. It means you can include email marketing, pay-per-click (PPC) advertising, social media marketing, etc., in your brand marketing strategy.
Brand Marketing Examples
Let’s look at two examples of brand marketing of the two biggest brands in the world.
- Apple’s ‘Think Different’ campaign is one of the most successful brand marketing examples. It perfectly aligned with Apple’s overall marketing strategies and celebrated innovation. A strong emotional appeal was the key to this campaign’s success. The reason why it resonated with the target audience of Apple is because it had a clear vision and consistent messaging.
- Microsoft’s campaign, ‘Empower Us All’ showed how people can achieve more with technology. This campaign resonated deeply with the audience because it highlighted the real-life stories of individuals and businesses using Microsoft. Authentic storytelling is the key to this campaign’s success. It showed the target audience how Microsoft has had a positive impact on people’s lives, overcoming challenges.
Are you looking for a digital marketing agency to create a solid brand marketing strategy? Contact Glomm today!
