Marketing is an essential business activity that a company needs to create awareness around its brand and the products and services it provides. However, marketing a brand entails much more than creating a catchy name or an aesthetically pleasing logo. Brand marketing is a complex system that is focused on getting the target market to consider one brand to be the only one that can meet their needs. In this article, we outline what brand marketing is, how to create a brand marketing campaign and what jobs use these tactics.
What is brand marketing?
Brand marketing is the practice of leveraging modern marketing tactics to create and maintain brand awareness, boost brand recognition and encourage the target audience to develop loyalty with the brand in question. These activities aim to promote products while also creating a better public perception around the brand behind the product, which is essential for relatively new companies with little visibility in their industry. Whereas other marketing campaigns only focus on product promotion, brand marketing seeks to promote the company itself along with the products and services it creates.
How to create a brand marketing campaign
The first step to creating a recognizable and authoritative brand begins with understanding the mechanics and goals of brand marketing. The next step involves creating a successful brand marketing campaign that attracts and converts prospective customers. Brand marketing requires thorough long-term planning, using a combination of traditional marketing strategies that are driven by the values of the company as well as the needs of the customers. To create a strong brand marketing campaign, you can follow these steps:
1. Establish your brand's vision
The fundamental aspects of a brand like the logo, name, packaging and designs a business uses make up a small portion of a company's brand. A brand is ultimately determined by the company's vision, mission statement and the messages it relays. Creating a strong vision and defining these values and the overall mission is going to establish the foundation needed to form a brand that resonates with the target audience. If a brand feels inauthentic, most of today's customers can see it. All brands should be transparent, honest, positive and passionate.
2. Identify your target audience
In order for marketing to be successful, companies must establish a target audience who is drawn to the brand marketing materials. This can be accomplished by using existing data, creating an in-depth buyer persona and using that to better understand why a person might trust that company's brand and products over other options on the market. For example, a buyer persona may look like: Parents between the ages of 25 and 40 with kids ages 6-12, whose purchases are determined based on discounts, sales and markdowns, but are careful about the ingredients in the food they serve to their children.
Because businesses rarely just have one type of customer, creating multiple buyer personas is crucial for reaching the right audiences and developing awareness around the brand. With all of the target consumers at a glance, a marketing team can better understand who they're marketing to and what those individuals' motivations are for buying the product or the service the company offers.
3. Determine where your target audience resides
Digital marketing makes up the bulk of modern marketing, which means that businesses both large and small need to better understand how to use available channels. Figuring out not only who the target audience is but what social media platforms they use most plays a critical role in getting promotional materials in front of them. Social media analytics can then help companies better understand engagement and buying habits, and they give them the necessary insights they need to market their brand more effectively to their audience.
4. Create a budget and a marketing plan
With a target audience and a knowledge of where to target these individuals, the only thing left to do is to create a brand marketing plan to reach those individuals and boost brand visibility. This means creating a budget for the marketing campaign, establishing effective materials for each marketing channel and developing goals for the outcome of the brand marketing plan. This budget and marketing plan defines how a company moves forward once they're ready to execute their marketing ideas.
5. Maintain brand consistency
Successful branding is a long-term commitment, so it's crucial to adopt a consistent set of messages, branding aesthetics, tone and language when drafting a marketing strategy. Consistency in these areas is how brands become recognizable, and it's how any brand needs to earn and maintain trust and loyalty with its target customer base. Make sure that the tone and message you use in marketing materials align with brand values and goals and that it fulfills the promises you made in marketing campaigns to meet consumer expectations.
6. Make a quality product and back it with quality service
Marketing campaigns that generate excitement among new customers are only effective when that excitement is met with an equally exciting product, service and brand. This begins with minor details, like a company's logo and website. As customers dive deeper into the sales funnel, this quality should extend to the product and its packaging, the speed and care with which it is provided and the customer service and experience being offered.
If a customer has an issue with the product, brands need to quickly turn their attention to making the situation right with the customer. Everyone knows that things happen, and customers typically understand that mistakes occur in business. What's important is how brands respond to it. Fix the problem, apologize and issue a refund or offer a replacement or discount. Show your customers that the company stands behind the quality of both the product and service, and brand loyalty naturally follows.
7. Establish an emotional connection with consumers
As referenced above, customer service is important to establishing and maintaining consumer trust. Beyond remedying product issues, there are other ways to establish emotional connections with customers. Customers remain devoutly loyal if brands make them feel heard and appreciated. You can do this by responding promptly to their emails, having a person waiting on the phone rather than an automated system and engaging with them on social media when they send a message or ask a question.
Listen to their concerns, respond with empathy and treat them like people. The better customers are treated, the better a brand's reputation is going to be, setting the future expectations for all prospective customers as well.
8. Evaluate KPIs, receive feedback and readjust your plan as needed
No brand marketing campaign is going to be perfect the first time you implement it. All brand marketers need to evaluate the KPIs and metrics they set earlier in their marketing plan, ask for feedback from customers to better determine customer satisfaction and then address any issues and make any necessary changes to the marketing plan to address customer needs. With time and by perfecting the original plan, marketers may see improved returns on their brand marketing strategies.
Jobs that use brand marketing
Brand marketing may be an excellent career endeavor for those who enjoy creating campaigns that bring businesses from low visibility to success. Some of the jobs that leverage brand marketing strategies include:
National average salary: $62,578 per year
Primary Duties: A brand manager monitors market trends, making sure that their brand's products and services remain relevant to current and potential customers. Responsibilities of the brand manager include performing market research studies and competitive analyses, creating branding campaigns for products and assisting in the development of products and in-store displays. Brand managers also leverage KPIs to drive campaign results and collect sales data to perfect strategies and report results to upper management.
Related: Learn About Being a Brand Manager
National average salary: $93,534 per year
Primary duties: A product marketing manager acts as an expert on the company's products. They are responsible for promoting product awareness and knowledge and driving sales to the brand's potential and existing customer base. To achieve this, a product marketing manager conducts competitor analysis, creates customer-facing messaging regarding the product's benefits and features and tracks product sales.
National average salary: $129,770 per year
Primary duties: A chief marketing officer is responsible for leading the marketing efforts of their team. This includes collaborating with members of the team to develop, implement and deliver marketing campaigns to prospective customers. Other responsibilities of this role can include engaging in customer outreach, planning targeted and direct advertising campaigns to promote brand awareness and overseeing all marketing and advertising activities and departments.