Brand marketing is not just about putting your logo and business name in as many places as possible and expecting to attract customers and generate sales.
So what is it exactly? And what’s more important: brand or marketing?
Discover the answer to that question and many more as the Loomly Team answers all your questions in this brand marketing FAQ.
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Brand marketing is a way to promote your products or services by promoting your brand as a whole. The goal of brand marketing is to link your identity, values, and personality with communications 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 in as many places as possible and expecting to attract customers and generate sales.
A brand name is one of the brand elements (symbol, mark, logo, name, word, and/or sentence) that helps customers identify and differentiate one product from another.
Brand names are not necessarily associated with the product. For example, brand names can be based on places (Air India, British Airways), wildlife (Dove soap, Puma), and food (Apple). In some instances, the company name is used for all products (General Electric, LG).
A brand strategy can be hard to define but encompasses:
The primary metric for successful brand strategy is brand sentiment.
According to SmartInsights, there are 9 success factors for any good brand marketing strategy:
Follow these 5 steps to create your brand marketing strategy:
Ask yourself these questions to help you understand your brand purpose:
Ask yourself these questions to help you research your target market and define your customer/buyer persona:
Develop an engaging story that tells your brand’s story. It doesn’t have to be dramatic, but it does need to be authentic.
Research your competitors and find your similarities and differences. Focus on this difference in your marketing message so that you can differentiate your products or services. For example, you might focus on quality rather than the lowest price point.
Once you understand your brand purpose, audience, competitors, and story, think about how to connect them in your marketing. Create brand guidelines that include your logo, colors, fonts, tone of voice, and more to ensure brand consistency.
It’s not always easy to tell the difference between branding and marketing as the terms are used interchangeably.
So what is the difference between branding and marketing?
Successful companies focus on the powerful combination of branding and marketing. And the order in which you approach branding and marketing matters, as you’ll see next.
Branding comes first. Marketing comes second.
Marketing is your message. Your brand is who you are.
Marketing helps find and motivate buyers. Branding creates loyal customers and advocates.
Your brand is more important than your marketing.
If people don’t know who you are and what you represent, they won’t do business with you.
Nowadays, everyone will Google you before they visit your restaurant, buy your products, hire you to perform a service, loan money to you, or invest capital in your business venture. Any time you interact with people – online or off – your brand will matter.
Branding is important as it not only makes a memorable impression on consumers but also allows your customers and clients to know what to expect from your company.
Branding is a way of distinguishing yourself from your competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.
Good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier.
A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo. And when all of these parts of the business are working well together, the overall brand tends to be healthy.
Branding is the backbone of marketing. It gives your company a cohesive feel across all media by creating aspects such as a logo, tagline, color scheme, and an overall message that allows consumers to decide how you stack up against the competition before ever meeting you.
Credit: The Balance Small Business
Here are the top 5 ways that branding can influence your marketing strategy:
There are many different types of brands, including:
The 4 types of brand strategies are line extension, brand extension, new brand strategy, and flanker/fight brand strategy.
Line Extension Brand Strategy involves creating additional products in response to consumer needs. For example, Apple introduced the iPhone 6 Plus to satisfy consumers who wanted a larger screen.
Brand Extension Brand Strategy involves introducing a new brand, in a new market, after consolidating your brand’s name in a related field. For example, Starbucks introduced its K-Cups for coffee drinkers who wish to enjoy the benefits of Starbucks gourmet coffee at home or in the office.
New Brand, Brand Strategy is used when a firm creates a new brand to go alongside a new product. For example, Frito Lay has created many different salty snacks under different brand names, including Doritos and Cheetos.
Flanker Brand Strategy is the placement of a new brand or sub-brand at the higher or lower ends of the spectrum to capture new market segments. For example, Fitbit offers an array of different step trackers at different prices. The Fitbit Flex is at the lower end of the spectrum with the lowest cost and, as expected, the least features.
Fighter Brand Strategy occurs when a firm creates a new brand to wrest market share from another. Usually, fighter brands are created to target competitors rather than consumers. For example, Coca-Cola decided to create Citra to compete with Squirt, the grapefruit soft drink owned by Dr. Pepper.
Successful companies focus on the powerful combination of branding and marketing. But they make sure that branding comes before marketing.
Follow the tips and strategies in this guide to make your brand successful.