A strong marketing strategy for a brand will centre its efforts on developing its brand awareness, brand equity, and brand positioning in order to forge a consumer-brand relationship that is emotionally enduring and mutually beneficial.
What Is Brand Marketing?
One form of marketing strategy is known as brand marketing, and its primary objective is to cultivate relationships between a company’s consumers and its brands. The purpose of brand marketing is to raise a company’s overall value, which is often referred to as the brand’s equity. Brand marketing, as opposed to product marketing, which promotes particular goods or services, focuses on boosting awareness of the brand as a whole. The marketing of a brand can make use of many different marketing channels, such as marketing via social media, marketing via paid advertising, and digital marketing. A successful marketing strategy for a brand should result in the creation of a powerful brand identity, the raising of brand awareness, the establishment of a brand position, the telling of an engaging brand story, and the encouragement of customer loyalty.
5 Essential Aims to Achieve Through Brand Marketing
Campaigns that are effective at marketing a brand will involve individual initiatives that are peculiar to a certain company. Nevertheless, there are a few goals that all successful brand marketing strategies have in common with one.
Establish a powerful identity for your brand
Brand identity, which is often referred to as a brand image, is essentially the personality of a business and serves as the foundation of a brand’s marketing strategy. It encompasses the brand name, taglines, tone of voice, logo design, colour palette, fonts, and picture styles, among other aspects of the brand that consumers might use to recognise it. It is essential for brand managers and designers to establish concise brand rules before beginning the process of establishing a brand. The brand identity can be maintained more effectively with the help of guidelines. The creation of a powerful brand identity has as its end objective the generation of wider brand recognition as well as the differentiation of the brand from other brands in the market.
Raise the profile of the brand
A consumer’s level of familiarity with a particular brand or product is measured by a metric referred to as brand awareness, which is also known as brand recognition. You are able to better understand your target market by conducting market research, which also enables you to create fictitious brand personas that represent your ideal clients. Once you have determined who your ideal customers are, you will be able to raise their knowledge of your brand by targeting particular demographics with carefully crafted messaging and then spreading that messaging through the many marketing channels at your disposal.
Determine the appropriate positioning for the brand
Finding a way to differentiate yourself in the market is one of the most important steps in developing an efficient marketing strategy for a brand. It is crucial to have a strong brand position that highlights the distinctive characteristics of your brand in order to take a larger market share away from your competitors. When marketers of a brand successfully express to customers that a product has more desired qualities than competing items and satisfies a demand better than those competing products, they generate buzz around the brand that is difficult for consumers to ignore.
Tell a story about your brand that is compelling
Your brand’s backstory should explain to customers why you do what you do and convey the principles that underpin your business. You may better communicate your values to consumers by implementing a complete content marketing strategy, which can also assist you in developing an authentic story that will resonate with your target audience.
Cultivate a loyal following of customers
The marketing of brands is all about achieving long-term goals, one of which is the retention of existing customers. Conversion, or the process of gaining new consumers, is crucial, but having loyal customers ensures you have a reliable customer base. Establishing trust between your brand and the consumer is one of the primary goals of every brand marketing campaign that aims to be successful. It is not sufficient to only inform the customer that you can be trusted; rather, you must demonstrate that you can be trusted by being truthful and consistent in the messaging associated with your brand.
What Role Does Social Media Play in the Marketing of Brands?
The world of social media undoubtedly has one of the most significant impacts on the process of marketing brands. Consumers invest a significant amount of their time and energy into social networks as a means of maintaining relationships with friends and family, obtaining recommendations for goods and services, and interacting with various brands. Did you know that an astounding 97% of members of Generation Z claim they use social media to acquire recommendations for where to shop? In light of these statistics, businesses simply cannot afford to ignore social media as a potential component of their brand marketing plan.
Promotion of individual posts or videos is only one component of successful brand marketing on social media. It is an opportunity to communicate with customers and to build a positive image of the business by providing customers with enjoyable experiences. This is supported by the findings of polls, which show that after a positive experience with a brand on social media, 71 per cent of users said they would suggest the brand to their family and friends. For instance, there is no more powerful marketing approach than immediately and effectively replying to messages or comments left by consumers; this gives them the impression that they are liked and cared for by the business. If you consider social media to be a two-way communication tool between your company and your clients, you can increase the likelihood that it will have a beneficial and encouraging effect on the marketing of your brand.
Examples of Brand Marketing
Samsung: Brand awareness
Have you heard of the Samsung AirDresser™? It’s a clever steam cleaner designed specifically for cleaning clothes closets. A great number of people do know thanks to Samsung’s brand awareness campaign using native advertising. During this campaign, adverts for the AirDresserTM were promoted in-article on the websites of high-quality publishers. Excellent results were produced by the Outbrain campaign, which included an increase in viewability of 75% and a high click-through rate (CTR) of 0.34% on calls-to-action that were featured in the advertisements. Native advertising for brand marketing can have tremendous effects, such as increasing brand visibility and motivating viewers to take action and connect with one another.
BMW: Video advertisement
This video advertisement for BMW is a fantastic illustration of how to convey the spirit of a brand in a way that is witty, memorable, and cheeky all at the same time. When Dieter Zetsche, the longtime CEO of Mercedes, decided to retire, BMW prepared an advertisement featuring a doppelganger of Zetsche. In the advertisement, the lookalike is shown waving farewell on his last day of work and being driven home in a Mercedes by a chauffeur. The next scene depicts him beginning his new life of freedom as he speeds out of the garage in a slick BMW automobile. The message “Thank you, Dieter Zetsche, for so many years of stimulating competition” is what is spoken at the end of the advertisement. This advertisement is not afraid to engage the rival brand in conversation in order to investigate their brand identity and communicate their power and assurance. Genius brand marketing!
Ferrero Rocher: Affinity for the Brand
This Ferrero Rocher native advertising campaign had the explicit intention of bolstering awareness of the Ferrero brand in the run-up to the holiday season at the end of the year. Throughout the course of the campaign, a variety of do-it-yourself holiday entertaining ideas were promoted through native placements that were directed toward the appropriate audiences. Readers found this branded material to be extremely helpful and educational, which led to a huge increase in brand affinity, which can be defined as the emotional connection that consumers have towards a certain brand. Over 100,000 people visited the Ferrero website as a direct result of the campaign, which resulted in an average increase in the retention rate of +8 points. This demonstrates the enhanced brand perception that may be produced through the implementation of a content-based native marketing strategy for brand promotion.
A Retrospective on Brand Marketing
You should hopefully have a better understanding of what brand marketing is, why it is important, and how to get started with it now that you’ve read this. In order to comprehend how branding and marketing interact with one another in the context of brand marketing, we had no choice but to revisit the fundamentals and initiate our investigation by returning to the question, “What is branding?” and “What is marketing?” When you have this information, you will be prepared to launch a long-term marketing strategy for your company, one that will enable your brand to flourish over time and become a brilliant star.