What Is Brand Marketing? (How to Develop a Good Strategy)
By Indeed Editorial Team
Published May 16, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Promoting the relevance and recognition of a company's brand to a particular audience through brand marketing often benefits a company. With brand marketing, companies can create awareness about their products and services and convey their values and overall mission. Learning more about brand marketing skills and strategies allows you to help a company differentiate its products and activities from competitors. In this article, we answer the question, "What is brand marketing?", explore its objectives, discuss how to build a strong brand, and share two effective strategies.
What is brand marketing?
Answering the question "What is brand marketing?" can help you learn how to use this strategy effectively. Brand marketing increases public awareness, which is essential to growing a company's value. As brand marketing defines how customers perceive a company, it typically involves a long-term plan that continuously boosts a brand's reputation and recognition. A brand is also a company's personality, which it can communicate through its tone, logo, vision, and voice. Businesses with an established brand are likely to do well in the marketplace. Brand marketing aims to establish and develop a relationship between a brand and its customers.
Some companies may also use it to define their brand's approach to sales and products. This is because brand marketing enables them to connect their values, personality, and identity to their audience using personalized communications. This type of marketing focuses on the entirety of a business and not only its products or services. Most organizations use product marketing channels, such as paid search, social media, and digital advertising, as part of the strategy. For instance, a company's brand marketers can use an advertisement strategy supplemented by social media and e-mail marketing to reach potential customers and increase brand awareness across various digital spaces.
The objectives of brand marketing
Creating a brand is important for the success of most businesses. Here are the most common objectives of brand marketing:
Create brand loyalty. Building a loyal customer base can help a business increase its revenue. Most companies measure brand loyalty by measuring customers' purchasing behaviours.
Build brand engagement. Brand engagement involves customers interacting with the brand, such as reviewing products, visiting websites and apps, and placing repeat orders. With increased engagement, a company can build a recognizable brand.
Increase brand awareness. Creating brand awareness helps individuals recall and recognize an organization's service or product, usually through multiple advertising activities. Marketers typically measure brand awareness through web traffic insights, surveys, social listening tools, and focus groups.
Create a brand image and identity. It's important that customers can easily identify a brand through unique elements like logos, symbols, packaging, and colours.
Build brand equity. This objective involves increasing customers' preference for your business over others. Well-established companies are often more successful because individuals usually prefer a well-known brand.
Find brand advocates. Brand marketing aims to increase the number of customers who typically recommend a brand's product or service to other individuals. This may occur through channels like word-of-mouth, social media influencing, or recommendations through online reviews.
How to build an effective brand marketing strategy
A brand marketing strategy is often an essential part of a company's business plan because it enables the company to establish sustainable relationships with customers. A company can make its brand marketing strategy effective through the following steps:
1. Establish a company vision
To effectively market itself, a company may highlight characteristics or features that help customers easily identify its brand. For example, a mobile phone company's vision may include becoming the leading innovator in the industry. An e-commerce business may want customers to identify it as the largest provider of certain goods. Through various marketing channels, you can implement a strategy to help your organization communicate its characteristics to customers.
For instance, many energy drink companies implement brand marketing campaigns that feature people performing physical activities. This means they want customers to associate them and their product with power and adventure.
2. Identify the target audience
Brand marketing is usually successful when a company has a particular audience it wishes to reach with its products or services. Companies can identify their audience through demographic and psychographic analysis. Psychographics is the study and classification of individuals according to their attitudes and personas in market research, while demographics refers to the statistical data of a group of people.
For example, a natural skincare company may target women between the ages of 18 and 35 with sensitive skin. This can help the brand decide which elements of the product they want to showcase in their marketing campaign. By establishing a target audience, a company can create a consistent brand image.
3. Establish a brand identity
A company with a vision and target audience can create a brand identity. This typically enables customers to associate visual expressions with the brand. It's often essential that a brand's tone, colour, logo, and communication style align with its long-term goals. Consistency is essential to maintaining and creating a reliable brand. With it, a company can build customers' trust and loyalty. Organizations often ensure the consistency of their brand through online marketing. A brand identity is effective when it helps a business convey a clear brand message. Here are some of the key components in the creation of a brand identity:
Brand logo: It's essential that the company's logo reminds customers of its products. It can either be text-based or icon-based.
Typography: Most businesses use a particular font for their brand's story. It's important to choose a font that's easy to read.
Imagery: Marketers choose a unique image and colour for the company's website and social media page.
4. Ensure the products and services deliver on their promises
It's crucial that a brand upholds its promise to customers. Product quality is an essential element of creating a strong brand. Having top-quality products can positively affect a brand and boost its reputation. It's also important that a company's quality extends to all areas of its services, such as customer support and social media.
5. Define the brand's positioning and messaging
The brand highlights the desired message to reinforce its promise to customers through defined external and internal messaging. You can use external messaging to focus on how the company wishes to communicate with customers and internal messaging to focus on communicating with stakeholders and employees. It's essential that the brand's positioning statement, value, and vision are cohesive and consistent.
Related: How to Establish a Personal Brand
6. Develop brand guidelines
Brand guidelines typically define the standards that convey how a brand represents itself to an audience. They also help ensure consistency across brand messaging. Brand guidelines include information about a company's mission, typography, tone, voice, and various design elements. Because marketing is dynamic, companies try to ensure their brand guidelines are easy to update. With guidelines, a company can ensure employees maintain the values they communicate to the public.
7. Appeal to customers' emotions
Companies can often appeal to their target audience by establishing an emotional connection with them. By providing excellent customer service and caring about customer satisfaction, a company can evoke emotions of trust and loyalty. Another way to appeal to your audience's emotions is to find a message that resonates with them. Customers often prefer to support brands that align with their values. Creating emotional connections with customers can also lead to brand advocacy and repeat purchases.
Brand marketing strategies
Some effective brand marketing strategies that companies may employ include:
Driving sales and engagement with an online presence
Companies with a strong online presence typically have the tools and ability to build a successful brand. Having an online presence enables them to connect sponsored brand campaigns to their website and social media pages more easily. It also offers them a way to create an online experience that tells a story through written, photographic, and video content, including branded colours and product imagery. For example, a well-designed ice cream ad on a popular children's website can help a business to reach its target audience within minutes.
Companies can market their products or services through event sponsorships. For instance, they might offer free samples to event attendees to improve brand awareness. An organization can also volunteer to provide products with its logo so that attendees can quickly associate with its brand. Sponsoring events and donating a portion of profits to charities can build brand awareness and convey the organization's values, mission, and commitment to issues it finds important. This can be an excellent strategy for building brand loyalty and connecting with customers.
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