To know what is brand marketing, if we just take the two words and put them together it is basically the concept of marketing your brands via different mediums and channels to create more awareness for the brand, attract more customers and generate a viral strategy that helps in consumer conversion.
But it is not as simple as it sounds as there are many steps and factors that you need to consider to actually achieve your target audience; so, let’s fully understand what is brand marketing.
1. What is Brand Marketing?
Brand Marketing is a process that is done with the objective of building a relationship between a brand and its customers, and also ensures building brand value and eventually the entire company’s name and value.
It is not a process made for a specific product or service but the idea is to bring about the whole brand and promote all products and services in the line.
The concept is to sell the brand which is done by using proof of the product/service quality along with what the brand ensures as a promise or certification.
There are broadly three channels available for brand marketing which are social, digital, and paid search advertising.
All channels have their individual pros and cons and can be used for different purposes but ideally, you should use a mix of all to create a good mix of advertising that can reach your target audience more effectively.
2. Brand Marketing in Five Simple Steps
It is no rocket science, but then why do some brands market so well and capture the market while others can not get a similar share of the pie?
Let’s decode the process of brand marketing by breaking it down into steps.
2.1. Understand your Brand Purpose
What is the purpose of your brand, what will you provide and what are your services?
Although it is not limited to building your brand persona, for that you will need to get a clear idea about your target audience and your competitors.
To get more close to your brand’s purpose you have to get more close to your customers and reflect upon questions like why will they trust you, why will they choose you and how will you facilitate them in their lives.
The first step defines basically the brand. Here you choose how the brand will appear to your customers, focusing on your logo, typography, and imagery.
Your choice will speak about the brand and you as a person, and will be symbolic as well.
2.2. Research your Target Market
Do a thorough study of your target audience and understand their personas clearly.
Put yourself in their position to compare all factors that are relevant to your customers and your product. Create a strong emotional connection by considering all questions like what is their age, profession, and educational background.
Also, develop an understanding of what they do every day, why will they use or product or service, and the use will create a difference in what manner.
Other things to keep in mind while building your customer persona are questions like where they live and what they care about, along with where they shop.
2.3. Define and Sell Your Story
Always remember that you are not selling a product or a brand, but primarily you are selling a story and this story is the connection between your product and your consumer.
The story has to be just a convincing plot that can be very simple without any major plot features. A descriptive tale about your brand helps to create a brand recall and a strong emotional connection.
Try bringing characters, a problem, and a solution which is your product/service. Try to create maximum engagement along this storyline and reach wider audiences.
Let them also be interactive with your story and eventually it will help you sell. For building a story the only question you need to answer is why you started your brand, and what motivated you to start a particular service/production.
Go through this blog to know how popular and well-known brands sold their brand story for marketing.
2.4. Get to Know Your Competitors
When you build a customer persona, do the same process but for competitors this time.
When you put your competitors in perspective you will see what parts are you lacking as a brand.
Build a clear idea of how are their products differentiating, what is their marketing style, and how are they pricing their product/service.
A complete analysis will help you fulfill all customer requirements and fulfill all the shortcomings of your competitors. You will also get a clear idea of pricing, production, and quality via this process.
2.5. Create Brand Guidelines
Now that everything has been set up, your brand has a name, logo, and design. There is a selling story, advertisements, and marketing content.
Your customer persona has been developed and a thorough competitor analysis is done. You are right at the door of selling and converting more and more leads into customers.
This is the place where you actually build the guidelines for working on your brand’s marketing.
After all the groundwork, you have the next steps in your head and now you make the move forward so that you don’t have to step in again. Consistency in the work and marketing can be taken forward by using these guidelines.
3. Final Thoughts about Brand Marketing
A last few things to remember for brand marketing are to make sure you separate your branding and marketing, it is basically the company and customer.
Do not process anything without doing a thorough research and considering all attributes of customers, the market, and the competitors. Market your attributes, specialties, and functions very clearly and boldly.