Brand Marketing: What It Is & How to Build a Marketing Strategy

In today’s digital world, there’s huge competition among brands to succeed and stand out from the crowd.  And while standing […]

Mark Jackson

President at SwagDrop

In today’s digital world, there’s huge competition among brands to succeed and stand out from the crowd. 

And while standing out can be achieved in several different ways, a well-structured brand marketing plan is always essential for any brand’s success and development.

With such a plan, you can create an identity and a connection with your audience that will last despite changes in purchasing behavior, market dynamics, and emerging technologies.

We know it all sounds a bit overwhelming but have no worries; we have everything you need to know in today’s piece!

Our post includes the following for you to explore:

  • What is brand marketing?
  • The main elements of brand marketing
  • Brand marketing strategies
  • Steps to create an effective brand strategy
  • Essential brand marketing tips you need to know

Plus, we’ll show you some inspiring, successful brand marketing examples.

Let’s jump right in!

Table of Contents

What Is Brand Marketing?

5 Main Elements of Brand Marketing

4 Brand Marketing Strategies

5 Steps for Creating an Effective Brand Strategy

3 Essential Brand Marketing Tips You Need to Know

3 Successful Brand Marketing Examples

What Is Brand Marketing?

Brand marketing is a slow-drip technique that focuses on clearly and persistently delivering your organization’s narrative to your target audience. 

In other words, brand marketing focuses on selling a service or product by presenting a well-defined brand narrative.

An efficient brand marketing plan raises awareness among potential consumers allowing them to become acquainted with and trust a brand over time, and it can even portray a company as a valuable resource for consumers when they’re looking for advice or reliable information.

Plus, brand marketing is a long-term plan that distinguishes your product or service from competitors and assures buyers will remember you when looking for the product or service you provide. 

So here comes a fundamental question: what long-term goals does brand marketing aim to achieve at the end of the day?

Brand marketing helps to build the vision you have for your business. 

In practice, good brand marketing strategies might expect to fulfill a few key goals:

  • Establish your brand’s identity: Good brand marketing strategies can help create a strong and consistent identity for a business by using consistent graphics, videos, audio, and tone of voice. This effectively helps people recognize and remember the business.
  • Increase brand recognition: By consistently promoting your brand and its values, you can increase public awareness and make it more likely for people to consider your company when making a purchase. So make sure to put your brand front and center to boost brand recognition.
  • Promote brand loyalty: While it’s true that exceptional products or services alone can create brand loyalty, it’s typically the case that individuals who have an emotional connection are more devoted to a company’s personality, narrative, and beliefs.

5 Main Elements of Brand Marketing

Brand personality, image, communication, core values, and associations are all aspects of excellent brand marketing. 

These elements combine to form a company’s overall brand marketing strategy with the primary objective of increasing brand recognition.

Let’s look at five of the most crucial features of a great brand marketing plan to help you understand it better.

1. Brand identification

Brand identification refers to the process of creating a strong and consistent connection between a brand and its target audience. 

Effective brand identification can help to create a strong emotional connection with consumers and build brand loyalty as well as help differentiate your brand from competitors and make it more memorable for consumers.

This can be achieved through consistent and repeated exposure to the brand’s visual and verbal elements, such as its logo, color palette, typography, and messaging.

Additionally, to create a strong brand identity, it’s important to consistently communicate the brand’s values, mission, and unique selling points through all marketing channels and touchpoints, such as the company website, social media, advertising, and customer interactions. This helps to create a consistent and cohesive brand experience for consumers.

2. Business value

Brand values are critical for any effective brand marketing plan, as they’re the ideals that define what your firm stands for.

They should embody your business’s brand story and aims, and guide you to other crucial brand-related features, such as your brand narrative, communication, and image.

Besides, brand values guide your marketing approach by frequently reminding you of what’s essential to your business.

In an era when 43% of customers will trust a business whose values are similar to theirs, ensure that your brand values are clear and well-integrated in your brand message and brand purpose.

3. Brand promotion

Your brand communication will include various activities, from advertisements to social media postings to dialogues between customers and customer service representatives.

Brand communication happens whenever a consumer engages with your brand. As a result, clear standards for how your brand will connect with customers should be part of your brand marketing efforts.

Consider what kind of brand personality and customer bases match best when developing brand communication standards. 

Think about the following:

  • Diction: 

Will you use formal or colloquial terminology while conversing with customers?

  • Tone:

What tone will you employ while interacting with customers? Casual, friendly, or formal? Check that it corresponds to your brand’s identity and demographics.

What matters most is that your brand’s message is consistent across all content marketing mediums. 

Although employing a different tone depending on the marketing channel can be tempting, your brand communication should adhere to your established criteria regardless of the touchpoint.

Why? Because consistently presenting a consistent brand image builds a solid brand that consumers trust. 

But what exactly is brand image? Let’s talk about it right below.

4. Brand image

While comparable to brand identity, brand image is primarily concerned with customer perceptions.

Brand image is how customers view a brand, formed via interactions with the brand. 

As a result, everything from your digital marketing mediums (like social media postings) to your website material contributes to forming your brand image.

However, you can’t always directly influence how each customer perceives your brand, so developing a consistent brand image is crucial and challenging.

Therefore, a brand image is constantly changing and should be tracked as part of your brand guidelines.

We recommend constantly employing brand monitoring tools to track how people view your brand. 

Author’s Note: Brand monitoring tools are software or online platforms that track and analyze a brand’s online presence and reputation, including mentions of the brand across social media, news outlets, and other online platforms.

This data allows a brand manager to fine-tune the brand marketing plan and market research.

5. Brand connections:

Finally, there are brand connections; these are the features and attributes through which customers connect with your brand. 

In this sense, they’re linked to brand image.

Your different brand connections are what set your brand apart from the competitors.

Ideally, you’ll want to build good brand connections that are consistent with the values and image of your company’s brand.

However, not-so-helpful brand connections can occur, and you need to stay alert to ensure your brand image and customer experience are protected. 

Again, using brand monitoring software is a hassle-free approach to tracking brand connections. 

It enables you to choose the associations you wish to investigate, allowing you to get the necessary customer feedback.

4 Brand Marketing Strategies

There are many different methods of brand marketing, and these techniques all have the same purpose: to increase brand equity. 

A solid plan combined with multichannel marketing efforts can help your business reach new people. 

What’s more, marketing campaigns, target audiences, and budgets all influence brand marketing tactics. 

To get the best outcomes, some businesses and brands adopt various tactics like the following:

1. Personal branding

Individual branding is a common strategy that significant or major corporations implement to promote brands that are distinct from the parent corporation.

The objective is to create a distinctive and identifiable brand. 

For instance, a cereal producer can stock various cereal brands; this technique allows corporations to broaden their brands by diversifying their services.

2. No-brand marketing

The idea is that businesses can save money by not advertising while focusing on providing high-quality items for less money. 

In some cases, generic brands become so widely known and credible that their brand value is just as high as for their well-known brand name competitors.

So, this branding approach is appropriate for essential consumer items focusing on usability. 

Fun fact: Muji (meaning “no label”), headquartered in Japan, is the most notable adopter of this method.

3. Name-brand Identification

Large corporations use their brand names to promote their services or products, and this initiative is considered one of the oldest and most successful branding strategies. 

A company’s products can be identified by its logo, colors, or slogan if it has solid brand-name recognition, such as Coca-Cola, Apple, or Nike.

In addition, these companies capitalize on the popularity of their brand names in their subsidiary items.

4. Collaborative branding

This branding connects specific items and services between two unique companies. 

This is an efficient brand marketing campaign to enter new markets, build enterprises, and increase brand recognition. 

In many circumstances, it takes the form of a partnership in which both sides profit from a brand’s success.

5 Steps for Creating an Effective Brand Strategy

To market a brand, every company needs to have an effective brand strategy. 

Contrary to popular belief, a brand isn’t limited to a logo, product, company name, or website.

Instead, a brand is intended to represent strong brand elements that make it recognizable; It’s an intangible idea that separates the leading brands from the others.

?Maintain consistency

Effective brand marketing involves creating a strong and consistent identity for a business.

To maintain consistency, it’s important to define and consistently communicate the brand’s values, mission, and unique selling points, and to use consistent visual elements such as a logo and color palette. 

Avoid communicating activities that may affect consistency, and make sure to discuss topics that will only benefit the brand or those related to it. 

In addition, be cautious about what is communicated through marketing materials and ensure that they’re consistent with the brand’s message. 

By following these tips, businesses can differentiate themselves from competitors, build trust and credibility with consumers, and create a strong emotional connection with their target audience.

Be adaptable

Branding campaigns can be flexible and consistent by striking a balance between maintaining a consistent brand identity and being open to adapting and evolving the brand to meet its target audience’s changing needs and preferences. 

To achieve this balance, it’s important to regularly review and update the brand’s strategy to ensure that it remains relevant and consistent with the brand’s evolving goals and the changing needs of its target audience. 

This can involve adapting the brand’s messaging and marketing tactics to align with current trends and consumer preferences while maintaining a consistent brand identity. 

In addition, involving stakeholders, such as employees and customers, in the brand planning process can help to ensure that the brand remains relevant and resonates with its target audience. 

It’s also crucial to monitor and manage the brand’s online presence and reputation to ensure that it aligns with its values and message. 

Define your purpose

Your brand’s purpose is the reason why your brand exists and the values that it stands for, and it should guide all of your decisions and actions.

To define it, you need to consider what it stands for and what you want it to achieve. 

This may involve looking at your company’s mission and values, as well as the needs and wants of your target audience. 

You should also consider your brand’s impact on society and the environment.

Once you have defined your brand’s purpose, you can use it to inform your marketing strategies and help you decide how to allocate your resources. 

For example, if your brand’s purpose is to promote sustainability, you may invest in eco-friendly marketing campaigns and use sustainable materials in your products.

Defining your brand’s purpose is an ongoing process and may change over time as your brand evolves. 

It’s important to regularly revisit and reevaluate your purpose to ensure that it aligns with your brand’s goals and values.

Find your unique value proposition

Your unique value proposition (UVP) is a statement that clearly communicates the benefits and value that your brand offers to your customers. 

It sets you apart from your competitors and helps you stand out in the market.

To find your UVP, you need to consider what makes your brand unique and how it meets the needs of your target audience. 

This may involve analyzing your competitors and identifying areas where you can differentiate yourself. 

You should also consider what sets your products or services apart from those offered by your competitors. These could be unique features, quality, or price, 

Once you have identified your UVP, you should use it to guide your marketing efforts and help you communicate the value of your brand to your target audience. 

Your UVP should be incorporated into your branding and marketing materials, such as your website and social media profiles, and should be consistently communicated to your customers.

All in all, finding your UVP is an important step in creating an effective brand strategy, as it helps you attract and retain customers and differentiate your brand in a crowded market. 

Note: It’s crucial to regularly revisit and reevaluate your UVP to ensure that it accurately reflects the value and benefits of your brand.

Define your target market

Defining your target market is important in creating an effective brand strategy because it helps ensure that your branding efforts are focused and targeted toward the right audience. 

Here are some steps to help you define your target market:

  • Research your audience: Gather data about your potential customers, including their demographics, interests, and needs. This can help you understand your brand’s target audience and what they’re looking for.
  • Identify your target market segments: Based on your research, identify specific segments of your audience that you want to target. These segments should be specific and well-defined, such as “working professionals in the age range of 25–35.”
  • Create a customer persona: A customer persona is a fictionalized representation of your ideal customer based on the research and insights you have gathered about your target market segments. Creating a customer persona can help you to understand your target audience better and tailor your branding efforts to meet their needs and preferences.
  • Define your target market‘s pain points: Identify the problems or challenges your target market is facing, and consider how your brand can help solve these problems and address these pain points.

3 Essential Brand Marketing Tips You Need to Know

Here are some of the most successful tips that can quickly boost your brand’s recognition and worth.

By keeping these in mind while creating your strategy, you’ll get closer to achieving your goals of brand marketing.

1. Make a strong first impression

The initial impression of your company on people’s thoughts is always crucial. 

Therefore, you need to ensure that your organization creates a positive first impression.

If you want a market impact on your brand, you should rethink and reorganize your whole branding approach. 

So consider what your company’s marketing tactics are all about, and compare the quality of your landing page to that of other well-known companies.

What’s more, check to see whether the quality of your online advertisements and social media marketing efforts are in line with current trends and will speak to your audience. 

2. Create a plan to maintain engagement

Understanding your consumers’ mindsets is always vital in every company’s industry. 

A growing business must constantly seek new methods to communicate with prospective customers to comprehend their evolving thinking. 

If you want your brand to remain in the minds of your target market, you must find newer methods to communicate with them.

As part of staying connected and understanding the attitude of your potential consumers or frequent site users, you can host quiz competitions or just conduct a brief survey about their experience with your business. 

Plus, thanking your audience for their valuable time is an excellent way to start engagement activity with them, not to mention being willing to accept constructive criticism or comments. 

3. Leverage online channels (e.g., email marketing, social media marketing)

There are plenty of ways to use digital channels to promote your brand and connect with your target audience. 

Use social media platforms to engage with your target audience

Social media platforms like Facebook, Instagram, and Twitter can be powerful tools for connecting with your target audience and building brand awareness. 

Use these platforms to share content, engage with customers, and build a strong online presence.

Create a branded website: 

Your website should serve as the hub of your online presence and provide a clear and consistent representation of your brand. 

Make sure to include information about your brand’s values, mission, unique selling points, and a clear call to action.

Utilize email marketing: 

Email marketing can effectively reach your target audience and keep them informed about your brand. 

Use email newsletters, promotional offers, and other types of content to engage with your audience and build a strong relationship with them.

Use online advertising: 

Online advertising platforms like Google AdWords and Facebook Ads can be used to target specific segments of your audience and drive traffic to your website.

Measure and analyze your digital marketing efforts

Use analytics tools to track the success of your digital marketing efforts and identify areas for improvement.

3 Successful Brand Marketing Examples

We bet you have a list of brands that have defined their purposes and found their own stories to tell, and we imagine you think they’re doing it fantastically. 

In this section, we’re talking about brands like these, their brand marketing initiatives, and how they worked.

Example #1: Nike (concentrating on community engagement)

Nike knows how to bring the heat on social media! 

They use snappy, attention-grabbing tweets and hashtags like #justdoit and #nikewomen to create a sense of community among their fans. 

One of the reasons why the NikeWomen hashtag has been so successful is that it allows the company to showcase its products and the athletes who wear them in a way that resonates with its target audience.

Image Source: Twitter

Using this hashtag, Nike can create a sense of community and inclusivity, as it invites women to share their experiences and stories about how they use Nike products in their daily lives.

Another key factor in the success of the NikeWomen hashtag is the company’s use of visually appealing and inspiring content. 

Nike has a team of talented photographers and videographers who create high-quality content that showcases the brand’s products and the athletes who wear them. 

This content is then shared on social media using the NikeWomen hashtag, which helps to drive engagement and increase brand awareness.

In addition to its strong visual content, Nike has also used the NikeWomen hashtag to promote events, such as fitness classes and running groups, which have helped to engage its audience further and build a sense of community.

A win-win situation!

Example #2: Zappos (focusing on brand values and client experience)

Zappos is an online retail company specializing in selling shoes and clothing. 

The company was founded in 1999 and has become known for its excellent customer service, a wide selection of products, and easy return policy. 

In addition, the business is known for its focus on creating a positive customer experience and has a reputation for delivering excellent customer service.

Therefore, it’s no surprise that Zappos’ primary goal is to create a fantastic client experience and bring its brand values to life!

Image Source: Zappos

Some of the factors that make Zappos’ customer service strategy unique include:

1. 24/7 customer support: 

Zappos has a team of customer service representatives available to assist customers around the clock via phone, email, and live chat. 

This allows customers to get help with their orders or resolve any issues at any time of day.

2. Easy returns: 

Zappos has a generous return policy, allowing customers to return items within 365 days of purchase for a full refund or exchange. 

This helps create a risk-free shopping experience for customers and encourages them to try new products confidently.

3. Free shipping: 

Zappos offers free standard shipping on all orders within the United States and free returns, making the shopping experience more convenient and affordable for customers.

4. Wide selection of products: 

Zappos has many products available, including shoes, clothing, handbags, accessories, and home goods, allowing customers to find a wide range of products to meet their needs and preferences.

5. Personalized recommendations: 

Zappos uses artificial intelligence and machine learning to provide personalized product recommendations to customers based on their purchase history and browsing habits. 

This truly transforms the customer experience and creates a more personalized shopping experience as customers discover new products that may be of interest to them.

Overall, Zappos’ customer service strategy is designed to make the shopping experience as convenient, enjoyable, and personalized as possible, which helps to create a strong emotional connection with customers and build brand loyalty.

Example #3: Redbull (targeting their young demographic and incorporating their wild persona)

Red Bull’s content marketing strategy is successful because it covers topics that interest its audiences, such as extreme sports, concerts, and music festivals. 

It also focuses on the reader’s enjoyment rather than pushing the Red Bull product, allowing the audience to associate the product with content they love to consume. 

Red Bull also produces high-quality content, such as videos, blog posts, and landing pages, that’s professional and engaging for its target audience. 

Additionally, the company’s publicity stunts, such as the Red Bull Stratos jump, generate hype and interest among its audience and the wider public.

Felix Baumgartner broke the sound barrier in freefall in 2012 by participating in the Stratos project and live parachute leap from the stratosphere.

Absolutely jaw-dropping!

Source: Redbull Official Youtube Channel

Red Bull financed the 330 million dollar effort and its branding can be seen in every second of the three-hour film, and the significant event was live-streamed in 50 nations and had over 8 million live watchers on YouTube.

We have to say that Red Bull’s attention-grabbing stunts, like the Stratos jump, have the power to captivate audiences and make anyone think, “What the heck is going on here? I’ve gotta see this for myself!”

Now Over to You

Remember that your brand marketing plan will lack focus and direction if it lacks objectives and a brand purpose. 

Knowing what you want to accomplish in the long run is more important than merely setting short-term objectives.

We’ve got you covered if you’re looking to promote your brand through promotional items or need some brand marketing ideas! Just head on over to our blog for more information and inspiration. 

And if you need guidance or have any questions, don’t hesitate to contact us; we’re here to help you make the best choices for all your promotional needs. 

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