You have a fantastic one-of-a-kind product, an innovative new service, or raving, loyal fans. So you might be wondering why you still aren’t getting as many sales as you deserve.
The answer is a simple one. Customers don’t know who you are. They need to discover your brand.
The best way to do that is via brand marketing. Here’s a quick guide to brand marketing and how it can help grow your unique business.
What Is Brand Marketing?
Brand marketing is simply holistically promoting your business brand instead of creating marketing campaigns specific to a particular product or service.
You’ll instinctively know which companies excel at brand marketing. They are the business brands so recognizable that you know what to expect from their products or services without ever having tried them.
Consider companies like Virgin, Apple, or Nike as examples of powerful brand marketing strategies in action.
The Difference Between Branding vs. Marketing
Usually, branding and marketing are two separate and distinct terms in business. Branding is your overall business image. It’s not just your logo. It’s who you are as a company: your personality, your principles, your values.
Marketing is how you tell the world about your company. It’s creating strong sales messages that reach your target customer and entice them to buy from you.
Brand marketing marries the two together, creating marketing messages that sell your distinct and unique brand to the world.
A Simple Brand Marketing Strategy
You don’t have to be a big and famous company to benefit from brand marketing. Startups and small businesses can run effective brand marketing campaigns if they have the right strategy.
Know Whom You Want to Target
You can’t create a strong brand unless you first understand who your target customer is. You must know more about your buyer than simple demographics. You need to understand what makes them tick.
Once you understand this buyer psychology, you can shape your branding and messaging to reach the right audience.
You must use this knowledge to connect on a deep, emotional level that customers expect from their favorite brands.
Get Clear on Your Brand Identity
Are you selling high-end products? Are your customers young? Are you a conservative or hip business? These are just some of the questions you might want to ask when thinking about your brand identity.
A brand should be unique. You don’t want to try and craft a brand that appeals to everyone. Some people might hate it. But if they aren’t your target customer, you’re probably getting close to your branding ideal.
If branding isn’t your forte, get outside help, like these branding experts from Inner Spark Creative.
Focus On Measurable Marketing Goals
Before creating brand marketing campaigns, think about your goals.
- Are you trying to generate new customer leads?
- Do you have an upcoming product launch?
- Do you want to create awareness?
- Do you want to remain top of mind among your existing customers?
Knowing what you want to get out of a campaign will help you create targets. Make these targets measurable, and you’ll have a marketing strategy that you can refine and improve over time.
Be Creative With Your Promotional Campaigns
One of the differences between brand marketing and traditional marketing is that you are selling something intangible.
You’re selling an aspirational lifestyle by promoting your business’s personality rather than summarizing the attractive, handy features of your latest product innovation.
That requires creativity. Don’t be afraid to be different when it comes to your marketing messages. You want to stand out from the crowd.
Get Started With Brand Marketing Today
Your business is ready for branding marketing, and your potential customers are out there waiting to discover all the exciting things your business has to offer to the world.
Be bold, channel your creative side, and launch your brand marketing campaign today.
For more marketing tips, check out our latest business articles on the blog now.