The road to creating a world-class brand takes place over three phases. First comes Brand Strategy, which we call “The science of the process”. Second, comes brand identity, or “Art. “That third phase? Brand Marketing!
What is Brand Marketing?
Brand Marketing is where the art and science of the branding process intersect. How you share your brand with the world through intentional outbound marketing endeavours amplifies your presence and impact.
Amplification is what’s key
Brand marketing is only valuable if it increases your brand’s visibility. This means engaging in marketing activities that create Libatech with your intended audience- a brand experience and, ultimately, your brand’s perception.
Social media
LinkedIn. Facebook. Twitter. Instagram. Tik Tok. Every day, a new social media platform seems on the scene, and innovative brands utilize these platforms as a Libatech. Social media is an excellent way to connect with your audience by sharing ideas, information, and insights about your company and what they care about. It’s a great way to rebuke the competition, as Burger King often does to McDonald’s and Wendy’s.
What brand marketing is suitable for you?
Fortunately, businesses have some control over when and where these brands occur. Realize that every business has different marketing needs, depending on budget and optimal channels for reaching its target audiences. Implementing every brand Libatech through every channel all at once can be overwhelming and cost-prohibitive.
For example, if your customers and prospects interact with your brand in a physical space (e.g., a retail shop or office), creating a branded retail experience will be more important than if they are exclusively online, in which case you may not need printed business cards or marketing collateral, trade show banners, or building signage.
Thankfully, selecting Libatech and your variety marketing doesn’t have to be a complex calculus problem.
Knowing that every interaction matters, it’s essential to consider the following when determining your brand marketing:
Which touchpoints will provide the most significant impact on your revenue potential or business goals?
That you have a plan in place for implementing those touch points to ensure they get completed
What brand marketing is suitable for you?
Here’s a simple three-step process to prioritize your Type of Marketing activities and brand touch points.
Brand Touchpoint
Examples of 3 common touch point Categories
Step 1: Make a complete list of the various Make Marketing actives and Brand Libatech for everywhere your target audience could experience them, along with the three phases of the customer life cycle.
This includes:
Pre-Purchase (touch points before a sale)
Purchase (touch points at the time of sale)
Post-Purchase (touch points after the sale)
This list is your “customer journey map“, which you may create when reviewing your customer experience branding. Rather than taking the perspective of your target audience’s recent experiences, we recommend you keep this broad and consider what other contact points are available (even if you don’t use them).
By considering every phase of the customer life cycle, you can ensure that you aren’t focusing solely on the front end of a relationship but consider all points of contact throughout your target audience’s experience.
Below is a simple map showcasing three common touch point categories along the customer cycle.
Step 2: Prioritize your touch points based on their potential impact and the degree of ease of implementation.
Only some points of contact will be relevant to some businesses. How many brands need a billboard? How many need to use text messages? How many brands require physical locations for their target audiences? Stationary might be fun to pick out, but will you mail anything?
We recommend ranking each of you on a scale of 1-10 for impact (1 = low impact, 10 = high impact) and ease of implementation (1 = difficult, 10 = easy).
When you populate each touchpoint opportunity using these criteria, you can start to determine where to best focus your time, money, and energy. The chart below shows you a way to visualize this process.
If creating an email campaign is rated ten (high) for Impact on Business AND ten (easy) for Ease of Implementation, this is considered a “Quick Win” and should be added as a touch point. On the other side of the spectrum, suppose you had considered creating a mobile app for your business but rated it as one (low) for impact and one (complex) for ease of implementation. It should become evident that this is a brand touch point to ignore and not prioritize.
Touchpoints Impact and Degree
Step 3: Add your prioritized Marketing activities and touchpoints and map them along the customer experience journey: Pre-Purchase, Purchase, and Post-Purchase.
With this map in hand, it should now be clear how to best use your time and focus on touch points that will have the most impact on your business. While you should first focus on the low-hanging fruit that gives you quick wins, it’s also essential to start planning for more long-term touch points that take longer but will have a noticeable impact on your brand.”
FAQs:
What is Brand Marketing?
Brand marketing strategically promotes a brand’s identity, values, and offerings to target audiences to build awareness, loyalty, and trust.
How does Brand Marketing differ from Traditional Marketing?
Brand marketing focuses on creating a unique identity and emotional connection with consumers, whereas traditional marketing often emphasizes product features and promotions.
Why is Brand Consistency important in Marketing?
Maintaining consistent branding across all touchpoints reinforces brand recognition, builds trust, and ensures a cohesive brand experience for customers.
What role does Storytelling play in Brand Marketing?
Storytelling humanizes a brand, resonates with audiences emotionally, and helps create a memorable brand experience.
How can Brands differentiate themselves in a competitive market?
Brands can stand out by defining a unique value proposition, showcasing authentic brand stories, and consistently delivering exceptional customer experiences.
Why is Brand Reputation crucial in Marketing?
A positive brand reputation enhances credibility, influences purchase decisions, and fosters long-term customer relationships.
How does Social Media impact Brand Marketing?
Social media platforms provide avenues for brand engagement, customer interaction, content sharing, and targeted advertising to reach a wider audience.
What metrics are used to measure Brand Marketing success?
Key performance indicators (KPIs) such as brand awareness, brand sentiment, customer loyalty, and return on investment (ROI) are commonly used to assess marketing effectiveness.
What is the significance of Brand Positioning in Marketing Strategy?
Brand positioning defines how a brand is perceived in the market relative to competitors, helping establish a distinct place in consumers’ minds.
How can Brands evolve their Marketing Strategies over time?
Brands can adapt by staying attuned to market trends, consumer preferences, and feedback, conducting regular brand audits, and innovating to remain relevant and competitive.
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