It’s not easy to build a brand and sustain steady growth until you don’t have an effective brand marketing strategy in place. Businesses leverage different marketing strategies to expand their customer base while maintaining a reputable brand image. One Google search can give you a myriad of brand marketing strategies from traditional to modern. Some are based on your location, some work as per your budget, and the list goes on.
We are here to help you select brand marketing strategies for your business. But before we dive into that, let’s define brand marketing since it’s not the same as branding or marketing.
What’s Brand Marketing Strategy?
When it comes to defining brand marketing, it’s a way to promote your services or products by promoting your entire brand. It’s a strategic way to promote your brand while telling a story through your products or services.
Top global brands use brand marketing to ensure their customers stay associated with the brand itself rather than a single product or service. These tactics can be anything from a proactive tagline to selling a lifestyle along with products. A perfect example of this would be Apple, which sells smartphones and a lifestyle with some impressive taglines such as Think Different. Even Apple’s white color aesthetic matters a lot since a signature color can give an 80% boost to brand recognition.
Now that you know brand marketing let’s go through some useful tips to select your brand marketing strategy.
Establishing a Brand Identity
Defining your brand marketing strategy first requires you and your marketing team to answer all these questions important for brand identity. Questions you need to answer include:
- What are the company’s core values and mission?
- Can you describe your company in just three words?
- How can you make a difference in your industry?
- How do you want your brand to look visually?
- For what you want to be known for in the marketplace?
Answers to these questions will help you determine the uniqueness of your brand and define goals for your marketing strategies.
Determining Brand Objectives
The whole point of devising a brand strategy is to reach certain goals and objectives. You will have two options in front of you, including short and long-term goals. While the primary goal remains brand promotion alongside an increase in sales, you can define where you want your brand in a year or what numbers you expect after a certain time. For instance, you may be looking for a position of being an industry leader through an increase in customer interactions, customer retention rate, online product sales, and website visits.
Make sure to align your brand marketing strategy with objectives and business goals.
Know More About Brand Audience
Do you know that over 70% of brand marketers keep sales and conversions below, building an audience? Your potential and current customers are your target audience to build a strong brand. Find out where they live, their average age, what products or services they have used, and what they think about your business or brand. Ask about things you can improve to keep them as your customers permanently.
With detailed knowledge of your target audience, you can solidify your brand marketing strategy and appeal to your target audiences more.
Best Brand Marketing Practices
The fact that 73% of people like a personalized shopping experience from a brand can help you maintain a high customer retention rate. Building a brand requires time since reputation and credibility strengthens a brand. After that, you can follow up with customized emails, special deals based on your customer’s purchase history, and more effective marketing practices to build a brand. Let’s roll through a few practical ways to foster loyalty and trust with your customers.
Focus on Your Visual Game
When working on your brand marketing strategy, it’s imperative to have an ace-level visual game. A HubSpot study suggests that the human brain processes visual information at a faster rate than texts.
Visuals that reflect your business’s core values and overall brand theme are a vital element of your brand marketing strategy. It provides you with consistency so that your current customers can identify you anywhere they see your products or services being marketed.
For instance, we already explained how Apple follows a white color theme in all their products, packaging, and advertisements to boost their customer engagement.
Selling a Story
One of the most successful ways that clothing brands usually promote their products while boosting their brand awareness is by selling a story. The best example is Nike. The company takes every opportunity to turn a product launch into a story. They even turn their ideas into stories so that customers can relate to them.
A storytelling element in your marketing strategy actually humanizes your brand. You may think there’s nothing groundbreaking in your story, but it’s not about that. Simply telling your business story, where you came from, and how a certain product turned into reality is enough to influence and convert potential customers.
Consistent Product & Brand Identity
On-brand improvements should be a permanent part of your marketing strategy, but you don’t have to change your brand identity & product consistency. The best example of this strategy is a 60+-year-old brand that still “makes you happy.” McDonald’s has made very minor changes to its logo, products, or anything else since its start. Even their different marketing taglines ultimately conveyed the same message- happiness with their food.
Just check this history of McDonald’s slogans:
- 1971-1975 — You deserve a break today
- 1981 — That’s my McDonald’s
- 1995-1997 — Have you had your break today?
- 2001-2003 — Smile
- Present — I’m lovin’ it
Have a look at their products:
When you select a brand marketing strategy, make sure to put longevity in it. Rather than reinventing the wheel for every new product launch or marketing campaign, it’s better to follow consistency and avoid extreme changes.
Here we conclude a few tips on selecting the right brand marketing strategy for your business. You may have a growth-oriented small business now, but to boost your sales and profit charts like never before and turn it into a brand, you need a compelling brand marketing strategy.