5 Crucial Aspects Of A Brand Marketing Strategy
A brand marketing strategy is the long-term plan for building a successful brand to attain certain goals. Many marketers consider this more of an art and less of a science. To help you rein in this art, we’ll discuss the 5 most crucial aspects in a comprehensive brand strategy to help you keep your brand relevant for not just the next few years, but ideally with an understanding so that it can be for the next few decades.
1. Brand Purpose
Having a defining purpose is essentially what separates one brand from another, especially in the modern marketplace where the consumer confidence is quite low, and their budgetary vigilance is high. It’s important to not only define your brand’s positioning, but also know why you wake up every day to go to work. This is what defines you from your competitors. This is the same purpose/vision you wan to instill in the hearts of your talent, so make sure it’s one that is very meaningful and can encompass everyone who works for the company.
2. Brand Character/Reputation
Consumers are not always rational. People have an innate desire to form relationships, and feel closely connected to others. This is why the caring and affectionate bonds in close relationships are central to human behavior. What’s the lesson here? Well, you need to find a way you can connect your customers on a more emotional level. Make them feel like they are part of a family, make their life easier, and give them a peace of mind. Emotional triggers like these can foster brand loyalty and strengthen your relationships with them. It can also create habits on a subconscious level that will have them coming back time, and time after.
3. Brand Consistency
Consistency is all about avoiding things that don’t relate to or enhance your brand. For instance, if you’re posting a picture on social media, what does it mean or do for your business? Is it in accordance to the message of your brand, or was it just a funny meme that could probably confuse your audience? Make sure that the messages you send are cohesive, since consistency will ultimately contribute to brand recognition, and foster brand loyalty. Knowing whether or not something is in alignment and will be consistent with your brands approach will be determined based on how well you understand your Brands Vision, as well as your target audience. Is this something your target market would understand and appreciate (in any way)?
4. Brand Loyalty
For those that have fans that love your brand, or business, don’t take it for granted. Reward them for the love! Such customers have probably gone out of their way to share with their friends about you, and even act as your brand ambassador. If you cultivate such loyalty early on, it can be a great way of acquiring more returning customers for your business. One great thing to do if customer loyalty is particularly and conspicuous is to create an advocacy program where you reward such loyal customers/fans for helping you as a business/company grow. Whether it’s in the form of: gift cards, free service, or otherwise – being on good terms with these loyal customers will amount to more benefits than you can imagine.
5. Brand Competition Awareness
Always keep an eye on what your competition is doing. They are in the same business as you are, and you are going after the same clients, right? What is their most effective brand marketing strategy? Which strategies fail? Now, position your brand based on this experience and better your business. As the saying goes: “A smart person learns from their experience, a wise person learns from others experience.” Certainly learning in any matter is important to not make mistakes in the future, but observing what your competitors are doing, and perhaps not doing ‘right’ can aid you in saving resources to invest elsewhere.
We hope that you’ve enjoyed this article on brand marketing strategy, and hope that we’ve made it rather clear that should you have any questions regarding the above or anything else related to brand marketing strategy that you can reach out to us and give us the opportunity to understand how we can work together to drive the results your company desires. Thanks for reading.