In previous blogs, Turquoise Creative explored the fundamentals of brand marketing and how important your brand identity is when building a consistent brand. In this article, we look into the reasons, purpose and desired outcomes of brand marketing campaigns.
Why invest in Brand Marketing?
Brand Marketing influences the decisions of both end consumers and businesses. It is most effective for developing repeat business, as any customer’s perception of a brand is going to be largely informed by their previous experiences with that brand. For customers and clients, the company’s brand represents instant knowledge of that company, service and standards they have experienced first-hand or heard about.
How to get started
When developing a brand marketing strategy, companies work to increase customers’ awareness of their reputation. This involves communicating what the company does and how well it does it and providing a way to bring that information to mind in an instant.
This instant aspect might be communicated through a logo that appears on all company material. Or product packaging, company website, business cards, stationery and email address. The brand name/logo should be ubiquitous so that customers associate the company and its reputation with every product and service.
Brand Marketing is as much about product and service quality as it is about communication. Poor quality affects a customer’s perception of a brand far more than good quality can. This attention to quality must extend to every aspect of the company’s interaction with customers, including the website and social media activity. Internet marketing of a brand cannot be done as an afterthought, with little investment; any deficiency will reflect on the company’s reputation, and all its products and services.
If you are struggling to get your Brand Marketing to achieve meaningful results, it may be worthwhile giving attention to the following areas…
- Product/service quality – Does your business operate as your brand marketing communicates?
- Competition – What is the competition doing, and where are they seeing the greatest success?
- Bad timing – is the message, service or product misplaced for the time of year or industry evolution?
- Lack of demand – are you struggling to demonstrate the value and uncover the demand?
- Poor alignment with the target market’s values – does your messaging ring true with the values and expectations of the market?
How do you measure success in Brand Marketing?
Brand campaigns should have a number of defined and measurable objectives. You may want to increase your media references by representing thought leadership and innovation. Or highlight your successes through Press Releases, articles or social media. Whatever the desired outcome, it is important to consider what you are trying to achieve and how best to use Brand Marketing to achieve them.