Reading Time: 8 minutes
The concept of brand is important because it creates an identity for your product that your customers can relate to. This helps to create a relationship with your customers which is important for building brand loyalty. Another crucial aspect of brand is visibility – how else would consumers know about your product unless you are using marketing skills to promote it?
Brand marketing strategies are necessary to formulate a plan to lure customers and help them stay loyal to your brand. There is no two ways to say it – your brand needs to stay attractive and appealing in order for customers to stay with you.
What is brand marketing?
Brand marketing is defined as strategic methods used to promote a product or services of a business with the sole intention of elevating the brand in terms of brand to consumer relationships. Brand marketing attributes certain qualities to a brand with which customers can identify with. Brand marketing is a key aspect for the success of your product and services.
Brand marketing is important to establish and grow a relationship between a brand and consumers. Brand marketing is not about a single product or service, but the entirety of the brand. Every product and services offered under the brand iterate the actual mood of the brand. Therefore, brand marketing has a single goal of building brand’s value and of the business as a result.
Know More: 7 Strategic Steps to Smart Rebranding
Why You Need Brand Marketing Strategy
Brand Marketing is essential for several reasons:
Brand awareness is important to make your brand visible to consumers. If you want consumers to buy your brand, they must first know that it exists. Brand marketing strategies aim to build awareness for your brand.
Improve Consumer Loyalty
Consumer loyalty prompts repeat buying of your products. Consumers do not like to change the brands of some products that suit them well. At the same time, remember that your competitor is constantly trying to lure customers to buy their products. Your brand marketing strategy must be aimed at improving consumer loyalty.
Increase Market Penetration
No matter how well-placed you are as a brand in the market, you lose customers anyways. Customers are fickle and are likely to be won over by other brands, discounts etc. However, that does not mean that you are not gaining new customers. Your brand marketing strategy must have
Grow Sales Volumes
The more recognized your brand is, the higher your sales will be. Brand recognition is necessary to generate good sales volumes and an effective brand marketing strategy does just that.
Launching New Products
Once you have established a presence for your brand, it becomes easier to launch new products as you already have a trusted customer base to grow your business on.
Know More: Brand Marketing with Instagram ‘Reels’
Brand Marketing Strategies to Build Your Brand
Brand marketing strategies aim to develop long-term plans for your products to make them stand out in the marketplace. If you think that the customer will rush to buy your product the moment he sees your brand, you might be in for a disappointment. Brand marketing takes time to show results and you have to keep working on it day in and day out.
Here are some salient points that you need to understand when working on your brand marketing strategy.
#1 Brand positioning
Positioning refers to how you want your customer to perceive your brand. This is the most important aspect of brand marketing strategy as the success of your product or services depends on your brand positioning. If your brand is seen as credible and valuable to the consumer, you have achieved success in brand positioning.
Of course, when you are the first in the market, you have an advantage. As your product is unique, you stand alone with no comparison. Now, if your competitor brings out a similar product, it will be compared to yours and that does not help your competitor with brand positioning at all. What has happened here is that your unique product that came first into the market became a standard in the minds of the consumers and every similar product will be compared to yours first before it can have a shot at success.
Timing is one part of brand positioning. The other aspects such as pricing, customer service, convenience of use, quality of the product etc., are factors around which brand positioning is developed.
Brand marketing is an on-going process that takes time to show results. It is not a one-time process where your team gets together and comes up with a process. If you expect that you need to come up with a brand marketing strategy for one time only, you are in for a surprise. Your brand marketing strategy has to be flexible to keep up with the changes in the market as well as the response of your customers. You need to find out what works for your brand and take action fast. And to do so, you have to be alert and be open to use different channels to get your brand across to your target customers.
Brand marketing is not a one-way street and there is no one way that works. It is usually a combination of channels that must be explored before you can expect favorable results. Technological advances create a more definitive need to remain flexible when designing a brand marketing strategy. If a social media platform introduces a feature that would help in advertising you brand and create value, would you not like to make use of it?
#3 Essential to Marketing Strategy
Brand marketing is essential to your marketing strategy as it is vital in building trust and credibility among your users. Brand marketing is very closely tied to the overall marketing strategy as it is aimed to gain and retain customers.
The results of brand marketing cannot be quantified or measured in a simple mathematical or statistical way. What you need to understand here is the fact that brand marketing builds a level of trust among your customers and that goes a long way when it comes to marketing your products.
#4 One Size Does Not Fit All
There are examples of successful brand marketing strategies everywhere. From brands that made it big and those who have become a household name to ones that are starting out and creating buzz like no other. You can study their branding strategies and the one thing that you will find they have in common is the fact that their plans were all unique to their product. There was no one branding strategy that can or ever will fit all.
Therefore, as you decide to formulate your brand marketing strategy, stay true to your core values as a business. Design a branding plan that makes your product resonate with your principles and values.
#5 Focus on your Audience
It would be good to find new markets to sell your product but do not abandon your customer base that you already have. Your target audience is key to the success of your brand. Remember to always focus on your target audience as they have shown you loyalty and helped generate sales for you.
Even when you are telling a story as part of your branding strategy, keep the focus on your audience. If you are able to connect with your target audience, you would benefit from a long term association with your loyal customers – which is the primary goal of your brand marketing strategy.
Know More: Digital Marketing Statistics for Inspiring Strategies
Brand marketing is essential to captivate your audience and it is not about simply placing a logo on your products and business merchandize. It is about connecting with your customers, gaining their trust and positioning yourself in the market with a unique and signature way that is not expected from someone else.
As a business if your core competency is not about marketing, you might want to hire the services of professionals who are experts in brand marketing. At Tarika Technologies, we create brand marketing strategies for a lifetime and understand how to position your product or brand in the minds of customers for success.