Everyone recognizes the power of a brand. Companies (small or large), products, and even personalities have a brand. But what does a brand encompass? And what is brand marketing?
To understand—and effectively manage—branding and brand marketing, you have to explore their meanings.
What is a brand?
To grasp brand marketing, you first need to consider what a brand is. When you think of a brand, you might initially picture the golden arches or a glowing apple. After all, the logo is used worldwide and is a core aspect of brand identity. So, is a brand your logo, color palette, typefaces, and name? It is. But there’s more to it than that: branding has evolved to become dynamic and complex.
A strong brand requires a synchronized personality and identity that resonates with audiences across all platforms—from websites to social media, packaging and color schemes. Your brand represents your company’s identity, culture, and story. It extends value and community to its audience. Think of your brand as a bridge from your product or service to your customers.
What is brand marketing?
Brand marketing is the tactics and theory used in creating a strong brand. It is not just smacking your name and logo on everything and expecting it to generate sales. The theory of brand marketing is that if you invest in marketing, you build your brand’s value. And as a result, your company’s value increases. Brand marketing builds awareness for your business by creating campaigns that boost interest and influence sales.
When done right, brand marketing can:
- Deliver your message instantly
- Improve credibility
- Create an emotional connection
- Increase customer loyalty
- Motivate the buyer
When a company practices brand marketing, they work to establish a mutually beneficial, long-term relationship with a customer. And not just a quick sale. They do this through their communications, products, and services.
The sum of your ads, social media marketing, or other touchpoints, will build a relationship with clients. For instance, one social post or ad might make someone aware of a brand. Then, their blog or video content educates and adds value to the brand. From here, the brand’s website provides more detailed product information, and so on. Ideally, this relationship develops and lasts for longer than a couple of sales.
How do you apply brand marketing?
To deliver powerful brand marketing, you need to put effort into building your brand—and invest in all the different facets of it.
Use your marketing budget to:
- Build positive impressions and feelings about your brand.
- Educate your customers on your product and how to get the most value from it.
- Provide clear and detailed information about your product.
- Enable evaluation from customers and employees.
- Check-in with current customers to make sure your product remains valuable.
Consistently working on these things will help grow your brand. And in turn, build your company’s value.
What value does social media bring to brand marketing?
Over the years, brand marketing has evolved as new ways of communicating surface.
Through social media, brands can:
- Engage with their followers
- Get insights and consumer data
- Share their personalities and values
- Tell their brand story
- Build brand communities
A strong brand marketing strategy can build campaigns that go beyond putting your name and logo everywhere to generate sales. It allows you to display your brand values, personality, and image. And when done well, campaigns elicit an emotional response in your customers. In the end, it builds brand loyalty and increases sales.