Does brand marketing ring a bell? Or you’re probably hearing this for the first time?

I’d quickly tell you a story…

Grace walks into a shopping mall to get ice cream. She sees different sizes, different flavours, and of course, different brand names; Fan milk, Supreme, Golden scoop, Go slo, amongst others. She has had almost all the brands in the freezer, but her favourite remains Fan milk. She keeps staring into the freezer, shuffling thoughts. Then someone joins her at the freezer, noticing she’s indecisive of what to pick and says, “Have you tried Go slo? It’s really nice, creamy, and has different flavours” Grace has few thoughts but still picks Fan milk.

Did you notice what happened there?

So firstly, what’s a brand?

A brand is simply the distinctive identity of a business or company.

It could be a name, term, design, symbol, or any feature that differentiates a seller’s good or service from those of other sellers.

No matter what you sell or intend to sell, maybe – apples, office furniture, or airplane engines – it’s a good idea to regularly check to see if your marketing strategies are aligned with your target customers and your overall brand message. Brand marketing extends far beyond getting your brand name on designer jackets or any other product.

Your brand is the bridge between you, your product and your customer, and because the goal of every business is to reach out to as many prospective clients as possible, promoting one’s brand is very important.

A company’s brand is a symbol of their market identity—who they are, the services they offer, the quality of their products or services, their reputation for trustworthiness, and more. Consequently, brand marketing is essential to every business, from those selling skin products, to those developing new computer tech, and even to those providing logistic support to other businesses.

 

So how does brand marketing work?

Brand marketing is more than just putting your logo and business name on as many places as possible and expecting to generate sales

It goes further by promoting your products or services in a way that puts your brand story on display. The goal of brand marketing is to link your business identity, brand story, brand values, and overall personality with communications to your audience.

Even when a business is selling a product as a generic, off-brand alternative (such as a breakfast cereal similar to Kellogg’s, or a laundry detergent identical to Ariel, that “generic” product carries that company’s name, and impacts its reputation. If you dislike your Not-Kellogg’s cereal or your Not-Ariel detergent, you’ll think twice before buying another “generic” product from the same company.

However, considering how competitive the market can be, not many businesses get to achieve their goal of reaching as many customers. This is a problem that can be resolved by making proper use of effective hacks when promoting your brand.

The purpose of this article is to assist you with simple but guaranteed ways to promote your brand more effectively.

Which I’d try to simplify as much as I can…

HOLD ON

Think about your brand’s identity for a few seconds…

Remember marketing and brand promotion starts with you…

Now…

1. Determine your Target Audience

Before you get the attention of your desired customers, you need to know exactly who they are. You should not try to reach everyone. Instead, you need to get the attention of those who need your services.

Before embarking on your branding journey, ask yourself:

  • Who are my customers?
  • What do they need?
  • What are they looking for?
  • What problems can you solve for them?

Having these questions in mind, you are better placed to make the crucial choices that will help your desired customers to find you easily.

2. Think About What Makes You Different

What I mean here is…

What’s your major selling point? Are you bringing something unique or different to the table?

The very first step in selling a brand that is expected to stand out and also attract thousands or millions of customers is, finding out that trait (or traits) that sets you apart from your competition.

 

You could start by studying your competition. How do they define their brand and products? And more importantly, how don’t they define their brands and products? Create special characteristics that you can call your own.

 

You feel and you’re positive that your brand is in line with the first tip? Then

 

3. Have a Foolproof Strategy

Once you know who your audience is, and you’ve determined your Unique Selling Proposition (USP), you need to figure out a way to sell your USP to your target audience. Take your time to construct a well-thought-out strategy that promotes your brand and increases your brand equity.

Ask yourself:

  • What is your brand about?
  • What are your goals (Both short and long term)?
  • What are the steps required to build a strong brand?
  • What tools and medium can you use to get your target audience to discover your brand?

Having a plan makes branding easier. You can set goals, track your progress, make corrections, and watch your social ratings soar.

4. Be Overly Consistent

The most important thing in brand marketing is consistency. One of the most common mistakes that people make is saying one thing this week and contradicting themselves the next. This simply shows that you cannot be trusted. One important question you need to ask before you embark on brand marketing is this; what is my business really about? The answer to this question will guide you through the branding process.

Be consistent in branding because it creates better brand recognition. This is what enables you to strengthen your brand. It works better if you have a brand story and consistent messaging.

You must always make sure that you are consistent in your branding strategy, regardless of the number of channels you are using to promote your brand.

5. Maintain Steady Brand Growth

Building a brand is a constant process that never really ends, but at the initial stage, your brand is supposed to move upwards and not remain stagnant. If you feel you are not growing, review the product or service your business offers. If you are growing but still not getting it right, then maybe you should review your approach to customer service.

Your brand character should promote your business, connect with your client base, and set you apart from others in the market. Also…

When building your brand, think of it as a human being.

We are all different individuals with different characters made up of different beliefs, values, and experiences that define who we are and who we relate with. Our personality, in most cases, determines how we behave in different situations, how we dress, and what we say. Of course, for a person, it’s intuitive and almost awkward to consider what your character is. But when you’re building a brand, it’s essential to have a definite understanding of your character.

6. Be Innovative, Bold, Flexible, and Daring

Always stand for what you believe in.

Most big brands maintain heavy layers of authority, which hinders them from being flexible and reacting adequately to the ever-changing needs of their customers. The extra layers of decision-makers and unnecessary formality can make it hard for them to be daring with their branding.

7. Make Proper Use of Social Media

With about 70% of the world making constant use of social media, it is currently the most reliable brand marketing tool. For starters, it helps you connect with millions of prospective customers at a more intimate level. Social media platforms also enable small businesses and corporations to compete on level ground.

But being on social media is not enough. You have to leverage proper social media optimization to keep your digital profiles alive. This means posting relevant content regularly and engaging your followers. Proper social media optimization will promote your brand, enhance brand visibility, boost brand loyalty, and also grow your sales, amongst other things.

8. Stick to Quality Content

The quality of the content you put out has to be great. Remember that Internet users are looking for unique (and valuable) content. If you can only offer information that they can find anywhere, you shouldn’t be surprised if they go anywhere else but your company.

One of the best ways to create or curate better content (like I said earlier) is to start by understanding the problems of your target consumers. What do they really want? What are they looking for? What problems are they facing, and how can your products and services help solve these issues? By providing them with high-quality content that solves their problems, you will definitely be able to win their hearts effectively.

If you are not such a great writer, do not hesitate to work with freelancers or content development companies. They will save you time, effort, and money too. However, before giving them the job, be sure that they completely understand your objectives.

9. Leverage on Video Marketing

Studies show that people are more likely to watch videos readily than read texts. This is one of the reasons why you need to add video marketing to your brand marketing strategy. Shoot or create unique and branded videos that appeal to your target audience. Post them on your social channels or popular channels like YouTube. You can also pay and have it published through advertising mediums on social media or even television stations.

10. Optimize Your Site

Digital marketing 101 teaches us that your website is the face of your brand. This is the customer’s first stop, which helps them decide if they want to work with you, or not. If they don’t fancy what they see on your website, the chances that they’d do business with you will be very little.

Most times, when it comes to optimizing their website, most people only focus on search engine optimization. This is very important though, and we show businesses how to go about it. But you also need to make your content more appealing to prospective clients. Your website should load up at lightning speed and your web design should be extremely user-friendly.

11. Research your Competition

Seems obvious, right? But a lot of us get it all wrong.

Within your industry, it is not only smart but essential, that you know what other brands are doing. It’s good to follow bigger and smaller brands on social media and observe how they interact with their audience.

Know what they did to get to the top and how they were able to maintain that position. Take note of the little details as well – brand name, brand colour, and the social platform they prefer.

 

It is also vital that you recognize the mistakes – extremely important! You can study their early days in business, identify the errors they made, and then run from them!

What you should never do is imitate or mimic another brand. Not only will you be caught, but this will breed distrust (which is totally counter-productive).

 

Just a very brief but important conclusion…

Brand marketing builds trust through familiarity. Combining brand marketing and content marketing is sometimes the best way to go about that.

While your brand should have its own identity, like a soul, we may need to go out of our way, sometimes, to define and explain the brand to other people. Proper brand marketing promotes your brand, allows you to grow it, utilizes it to increase brand awareness, attracts new customers, and guarantees sustained sales.

Need help with your brand marketing strategy? We can offer professional guidance. Send us a message now!

 

Written for Kopykart by Asieba Elizabeth