The definition of “brand” seems obvious at first, but surprisingly it can be misunderstood. Does brand just refer to a company’s logo, its colors, and its name? Or, is a brand defined as the overall identity of a company and its perception in the market? The paradox is that every marketer knows that their brand should be at the core of their company, however, many can’t clearly define what a “brand” is. Before diving into brand marketing, let’s clarify exactly what determines a brand.
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What is a brand?
In the past, branding referred to just putting a label on a product or company asset for the purpose of indicating that it belongs to you or your company. Take Guinness for example, one of the world’s most recognizable brands. They were one of the first companies to trademark a symbol, the harp, in 1876. The company recognized that adorning their beers with this image builds trust and recognition around their asset, beer. In 2018, branding still stems from the company’s logo and name, however, it’s evolved to become dynamic and multifaceted.
A strong brand today requires a personality that resonates with its audience in a synchronized way, across all platforms, from social media to billboards, to its packaging. Modern-day branding can be defined as the art of representing a company’s identity from who they are, what they do, the level of quality they offer, to their reputation.
What is brand marketing?
Brand marketing promotes your products or services in a way that highlights your overall brand. The goal of brand marketing is to link your identity, values, and personality with effective personalized brand communication to your audience. Essentially, your brand is the bridge between your product and your customer. Brand marketing is not just about putting your logo and business name as many places as possible and expecting to generate sales. Many times, the importance of brand marketing gets overlooked, as it takes time. Many marketing departments are focused on short-term goals, rather than nurturing long-term goals that impact the entire business, like building a brand.
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The importance of developing strategic and consistent brand equity
Brand equity is beneficial for building your company’s reputation, trustworthiness, and market reach. Consequently, your products and services will have a higher value. For example, why do customers choose the brand name painkiller, Tylenol, over non-branded options that would offer them more value? Because the brand is consistent, recognizable, and trustworthy. Having strong brand equity allows them to charge more for the product and create brand extensions like the release of a new product, Tylenol PM.
Apple is an example of a company with long-lasting brand equity. It’s built an authentic brand by positioning itself as an innovative maverick in the tech industry. The brand is centered on product quality but also uses distinct, creative communications to strengthen both the sale of a particular product as well as the overall brand. When they launched the MacBook Air laptop, the advertisement demonstrated the exceptional features of the product through the distinct lens that is the Apple brand.
The ad shows both the unique features of the laptop, while undeniably being “Apple.” When your brand has strong equity, each piece of communication can increase both the awareness around the new product and the overall brand.
How to build a brand marketing strategy that aligns with your business
When building a brand, it’s important to create a long-term plan. All brand marketing strategies should be guided by establishing a company vision, determining a target audience, creating consistency, and communicating emotion.
1. Establish a company vision
Your company should first decide what it wants to be known for, and then develop a strategy to pass the message through all available marketing channels. For example, does your company want to be known as the leading innovator in your industry, like Apple? Or perhaps the provider of joy and happiness, like Coca-Cola? How about the power source for the athletes, like Nike? Or even the provider of all things value like Walmart? Monster Energy, for example, initiated a brand marketing campaign that involves having their drinks branded with popular Formula One drivers like Lewis Hamilton and Valentino Rossi. Monster wants to be known as the edgy and adventurous energy drink that powers fearless Formula 1 drivers. Fans of these champions will identify their success with the energy drink.
2. Identify a strategic target audience
If you don’t correctly identify your target audience, your brand marketing efforts could be unsuccessful. A target market is much more than understanding basic demographics. Many marketers fall into the trap of saying “I’ll target anyone that wants to buy my product,” or I’ll target all moms in the UK. Instead, a target market should be broken down by psychographics and explained by creating buying personas.
For example, say you’re an all natural ice cream company. Instead of setting your target as “moms with young kids” it should be, “parents between the ages of 28 and 38 with elementary school-aged kids, that center their purchases based on sales and markdowns, but place value on the ingredients of the products they serve to their kids.” You should also have multiple personas within this one target market. Such as moms that have different shopping habits, or feelings towards the brand. Once you have established a strong target audience, move on to creating a consistent brand.
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3. Be consistent
How you interact with customers over time is a crucial cornerstone to effective branding. Your message, visual aesthetics, and brand tone should be recognizable and aligned for the long-term. Consistency is vital to building trust and loyalty. McDonald’s is an example of a brand that has maintained some of the strongest consistency over the last few decades. When one sees the infamous Golden Arches, they can almost taste the fries, or picture the inside of the restaurant. The brand stands for inexpensive, easy to access, and quick to purchase fast food. Although we’re all not McDonald’s, through consistent branding in any industry, you’re product or service can be well recognized and trusted.
One way to ensure consistency is to build awareness and trust online. Since most, if not all companies use some sort of online marketing, creating brand consistency online can be the first and least expensive step to developing a consistent brand. Although consistency is an important aspect of brand marketing, it can be a challenge to monitor and measure.
Lucidpress is a tool that offers branded content marketing strategies to streamline the consistent production of content, making it easier to create and maintain your brands look and feel. To reinforce your brand consistency and overall trust, use branded links when sharing any link, both online and in person. Links bridge the gap between brands and their audiences. When you use branded links, you’re attaching your company’s name to every piece of content that you’re sharing, which also creates consistency.
You also need to ensure your visual marketing is on-brand as well. Portraying a consistent brand aesthetic online unifies the image potential customers see and builds authority and credibility for your audience base. One way to do this is to ensure the way you present photos and videos evokes your brand. Use a good photo editing tool to transform content by using colors, text, and borders that stick to your brand standards.
4. Make sure your brand marketing follows through in real life.
You could have the best brand when it comes to personality, design, content, and consistency, but if your product does not follow through on its promises to its customers, all these efforts could be lost. Product quality should be the key factor when looking to establish a robust brand. When you have a poor product or service quality, it negatively affects the perception of your brand. Plus, you should ensure that attention to quality extends to all areas of the company’s interaction with clients – including social media platforms and support.
Department store, Nordstrom is an example of a company that follows through on its brand promises. If you ask anyone familiar with the store what Nordstrom is best known for, they immediately respond, “customer service.” This starts from each employee’s first day. They have one rule, “to use good judgment in all situations.” This trust empowers each employee to make the right call. Because of this, there are extreme examples of employees that went to great lengths to meet customer requests, from searching through vacuum bags to find a customer’s missing diamond, to accepting the return or tires (although Nordstrom does not sell tires.)
On the other hand, Volkswagen, a car company known for producing affordable, reliable, practical, German cars. In September 2015, their reputation was damaged, when it was announced that they lied on emission tests for their diesel cars. When a company lies or does not live up to its promises, its brand marketing essentially does not align with what you’re actually selling, creating distrust from your current and future customers.
5. Draw emotion
Coca-Cola’s brand is built on establishing an emotional connection with its consumers is vital to its success. If you position your business as a must-have brand and build a following, you’ll have tapped into the full power of brand marketing and benefit in the long-term. Don’t worry creating emotional links can be done in other ways than by having the highest marketing budget in the world.
By providing great customer service and randomly surprising customers with next day delivery, Zappos’s customers have built up an emotional connection with the brand. Zappos is notorious for going above and beyond for its customers, from sending a customer recovering from surgery flowers to delivering a free pair of shoes to a shoeless best man at a wedding. Because of this, Zappos has built an emotional connection with its customers, creating loyalty which leads to repeat purchases and advocacy.
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The evolution of brand marketing
Brand marketing has evolved over the years as new ways of communicating developed, and companies found new ways to build their image both on and offline. Through social media, brands have a new channel to engage with their followers, get insights, and broadcast their values and personality. Companies are building brands through immersive digital experiences that mirror how their followers behave online. Adidas used Snapchat to launch a competition for its #myneolabel because the platform is popular with their younger target audience. Millions of followers participated by submitting designs that Adidas selected from and produced, both growing their brand and boosting customer loyalty in this target.
Brand marketing originated from the need to label products so consumers knew what they were getting. Today, although it has a similar basic role, the overall goal of branding has been impacted as new channels of communication develop, and customer preferences evolve. As the rulebook for brand marketing continues to rewrite itself, don’t get left behind – implement a strategic and consistent brand marketing strategy and future proof your business.
- Online Branding Best Practices
- 6 brands killing it with co-marketing campaigns
- How to choose the perfect brand name
- How to rebrand: 4 must-follow steps
- Best Free Web Design Software
This Article is About:
- Brand marketing defined
- The elements of a brand
- What is a brand?
- How to build a brand
Originally Posted: 6th of November 2018
Last Updated: 20th October 2020
Brand marketing is the process of establishing and growing a relationship between a brand and consumers. Rather than highlighting an individual product or service, brand marketing promotes the entirety of the brand, using the products and services as proof points that support the brand's promise.What is rebranding in marketing? ›
Definition: Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.What is a brand marketing quizlet? ›
Brand. a market decision in which an organization uses a name, phrase, design symbols, or combination of these to identify its products and distinguish them from those competitors. Branding. any word, device (design, sound, shape, or color) or combination of these used to distinguish a seller's goods or services. ...What is branding very short answer? ›
Branding is the process of creating a strong, positive perception of a company, its products or services in the customer's mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications.What is an example of brand marketing? ›
People recognize a company by its brand name, logo, slogan as well as colors. Great examples are Apple, Coca Cola, or Starbucks that use the weight of their brand name to drive sales and attract customers.Why is brand marketing so important? ›
Branding allows you to build relationships with your audience, which can eventually turn them into loyal customers. You can create a brand that people actually care about and put yourself ahead of businesses that aren't using this to their advantage.Why is rebranding important for a brand? ›
Rebranding is a process to change an organization's corporate image and messaging with the goal of improving the business – to redevelop the old brand into a new form that can stand out from competitors in the market. Brand may be an export of your company, but it belongs to your audience.Why does a brand rebrand? ›
The rebranding process begins when a company or organization needs to evolve and shift – often times seeking to drive growth. These efforts could begin because they want to reposition themselves within their current market, they want to broaden their appeal, or they may be looking to expand into a new space.What is the simplest definition of marketing? ›
Marketing is the process of getting people interested in your company's product or service. This happens through market research, analysis, and understanding your ideal customer's interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising.What is brand definition example? ›
A brand is a name, trademark, or other symbol which distinguishes a product or manufacturer from others in the market, for example Coca Cola, Apple, or Ford.
Branding is the process of giving a meaning to specific organization, company, products or services by creating and shaping a brand in consumers' minds.What are the 3 main purposes of branding? ›
The 3 main goals of branding for a business are to influence people's associations and feelings about the brand, to create a distinct identity and to build loyalty over time.What is the main point of branding? ›
A brand exists as a promise a business makes to its consumers. The purpose of a brand position in marketing is to establish trust within your consumers and create loyalty. A good brand purpose gives your buyers a way to remember you, creates an identity for your business, and sets you apart from competitors.What are 5 examples of marketing? ›
- Get on the Phone and Cold Call. Whether they call current customers or members of the general public, companies often simply call people up on the phone and offer them services. ...
- Send a Punchy Newsletter. ...
- Search Engine Marketing. ...
- Meeting Customers at Trade Shows. ...
- Product Placement in Entertainment.
- Company Name Branding. Well-known brands leverage the popularity of their own company names to improve brand recognition. ...
- Individual Branding. ...
- Attitude Branding. ...
- Brand Extension Branding. ...
- Private-Label Branding.
Your Brand Strategy sums up why your business exists beyond making money. It defines what it is that makes your brand what it is, what sets it apart from the competition and how you want your customers to perceive it. After all, if you can't clearly pinpoint what makes your brand different, how will anyone else?Why is branding important with examples? ›
Your branding is the first thing your customers will experience and will help them to form an opinion on what you're about. For example, it provides a visual clue about the products or services you offer, your intended audience and your values.How do customers benefit from branding? ›
Brands provide peace of mind.
Consumers want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. If the brands they use consistently deliver a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when buying.
Rebranding pays out over the lifetime of your company, enabling you to attract better customers, with more authority, while commanding higher prices for your products or services. Furthermore, customer loyalty, market leadership, and brand equity position your business for an exponential return on investment.What are the impacts of rebranding? ›
Rebranding is a way of simplifying your brand, highlighting what makes it special and differentiating it from your competitors. This can help you to communicate more effectively with your target market, increase brand awareness and improve sales.
Branding is the process of communicating a unique selling proposition, or differential, that sets a product or service apart from the competition. Examples of branding techniques include the use of logos, taglines, jingles or mascots.How do you explain rebrand to customers? ›
The best way to announce a rebranding is with a sale, promotion or contest, according to Claire Jones, co-founder of digital marketing agency Witty Kitty. She added that it needs to be something engaging that gets your customers involved and highlights all the ways your rebrand will be best for them.Is rebranding a good marketing strategy? ›
Rebranding, following a smart rebranding strategy, can provide your business an opportunity to stand out from your competition by showcasing to your target audience the things that make your company different and better. Rebranding lets you tell a stronger brand story.What is the best way to rebrand? ›
- Start With the Business Reason. ...
- Research Your Firm and Your Target Clients. ...
- Use Positioning and Messaging to Capture Your Brand Strategy. ...
- Build Your Brand Identity. ...
- Build Your Website and Online Presence. ...
- Marketing Collateral. ...
- Brand Building Plan.
There are three main types of rebranding in marketing: a brand merger, a brand refresh, and a full rebranding. These are needed for different reasons, and the level of work needed is different for each type.What are the pros and cons of rebranding? ›
- Reasons to rebrand (a short list) ...
- You can target a wider market. ...
- You can communicate a more accurate representation of yourself. ...
- You can learn from your mistakes. ...
- It can help build a story behind your brand. ...
- You lose out on recognition. ...
- It's a significant investment.
- A corporation or company brand.
- A product brand.
- A personal brand.
- Draws prospects through the sales funnel.
- Grows brand visibility, credibility, trust, and desirability.
- Aligns relevant content, target markets, and key decision makers.
Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses.What is the most important word in any definition of marketing? ›
"Relationship" is the most important word in marketing. The relationships you build with existing and potential customers are ultimately and uniquely what differentiates you from your competitors. The purpose of marketing is to help build business relationships with the right sort of people.
The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve.What is brand in simple words? ›
A brand is a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. Branding is the process of creating and disseminating the brand name, its qualities and personality.What is the best definition of a brand? ›
What Is a Brand? The term brand refers to a business and marketing concept that helps people identify a particular company, product, or individual. Brands are intangible, which means you can't actually touch or see them. As such, they help shape people's perceptions of companies, their products, or individuals.Why brand meaning is important? ›
Your brand represents you and your promise to your customer. Your brand helps you create clarity and stay focused. Your brand helps you connect with your customers emotionally. A strong brand provides your business value.What are the 4 types of marketing? ›
What are the 4Ps of marketing? (Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives. The 4 Ps were first formally conceptualized in 1960 by E.What are the 4 types of branding strategies? ›
- Product/range extension. This is when a brand introduces a new product similar to one it offers already, targeting an existing market. ...
- Brand extension. ...
- Co-branding. ...
- Brand licencing.
These are the four main brand components that you will need to address when developing your brand strategy. A strong brand requires a strong brand identity, brand image, brand culture, and brand personality.What are the 7 principles of marketing? ›
The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.What is the best way of marketing? ›
- Brand Storytelling.
- Digital PR.
- The Surround Sound Method.
- Brand Extensions.
- Video Marketing.
- Community Building.
- Contextual Marketing.
The 3 Cs of Brand Messaging: Consistency, Clarity and Character.
The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.What are the 3 rules of branding? ›
- Be creative. When it comes to building your brand, your company's name and logo are the two most important elements that should not be ignored or treated as an afterthought. ...
- Be consistent. ...
- Be connected.
- Increasing customer loyalty,
- Differentiating the product from the competition, and.
- Establishing market leadership.
- Purpose-driven. ...
- Unique. ...
- Knows its target market. ...
- Stays on-brand at all times. ...
- Authentic. ...
- Employee Involvement.
- Competitive Awareness.
These are the elements of your brand. Together, they create a cohesive, intentional experience. Below, we break down the six critical elements of a brand: typography, color, brand voice, customer experience, consistency, and repetition.