A brand marketing strategy serves as a blueprint for a sturdy branding foundation.
Besides building customer loyalty, it helps set a firm apart from the competition in an oversaturated market.
Research shows that 46% of consumers say that they would pay more to brands they trust, making it vital to boost trust with the strategy.
A brand is the first picture that comes to a user's mind when they think about your professional services.
There’s a lot more to brand marketing strategy than the basics; let’s take a look at it:
Table of Contents
What is a Brand Marketing Strategy?
Brand strategy is a part of marketing that deals with how a brand builds rapport and favorability in the market. The goal is to be memorable to the audience and to stand out from the competitors.
In simpler terms, it means promoting the products by promoting the brand as a whole.
A well-crafted strategy affects all business aspects as it is linked to the customer’s needs, emotions, and the competitive nature of the market.
An ideal Brand strategy marketing must reflect multiple business aspects such as product development, marketing, office design, employee relations, and more.
This can be done by answering the following points:
- Principles and values
- Mission statement
- Internal company culture and professional style
- Audiences’ brand perception
Reflecting on these can clarify the strategy and make the offerings central and distinctive. It also requires shaping customer dynamics such as consumer preferences, pricing, and the pace and direction of innovation.
A study suggests that automation is rapidly changing the face of business branding. Brands must also leverage the right tools for brand communication, logo, website, and tagline.
What is the Difference Between Branding and Marketing?
Without a deeper understanding, the terms, branding and marketing can be used interchangeably. However, there is a striking difference between both.
Marketing is about building brand awareness and generating sales. Marketing refers to tactics used to communicate the identity, build relations, drive sales, and engage with the customers.
A strategy can be based on the following:
- Target audience
- Brand's primary goal
- The brands’ definition of success
Getting these answers straight can define clear objectives. This helps to gauge the strategy’s success and track it.
As marketing is rapidly evolving with tools and channels, firms must be proactive with strategy implementation. Attracting different audience segments can be helpful.
Some proven marketing tactics include -
- Content Strategy
- Social Media
- SEO Strategy
- Native Ads and Paid Ads
- Email Marketing
- Mobile Marketing
- Video Marketing
- Native Advertising
Branding is how brands want to position their image for their personality and offerings. This is a comprehensive approach to reaching the audience. Creating a marketing plan also requires brands to have solid branding.
This can dive deeper into aspects such as the logo, color scheme, typography, and a consistent style guide to breathe life into the brand. Besides the brand, audiences could also define the brand.
Apart from recognition, branding also ignites a distinct feeling about the brand.
Brands can set their business apart by striking the right balance between branding and digital marketing.
10 Essential Brand Strategy Steps
An excellent brand strategy goes beyond a logo, website, name, or product.
Here are the basic essential elements of a brand marketing strategy to help you know more:
Step #1: Consider the Overall Strategy
A solid strategy can make brand growth and scalability easy. Creating a thorough strategy boils down to figuring out the brand basics. This refers to finalizing the brand voice, character, look, and feel.
Being clear about the vision to the finest details helps you efficiently direct the brand to success.
Step #2: Identifying the Target Audience
The high-growth firm models function on a targeted audience, which leads to faster growth. Considering everyone as your audience is a huge mistake.
Analyzing the target audience requires time, effort, and resources. Thorough research allows segmentation and who should be targeted based on the brand’s core offering. This helps brands develop a refined tonality that strikes a chord with the audiences.
Deep research helps comprehend audiences’ pain points and perspectives. Analyzing how the brand is viewed lowers the marketing brand strategy risk.
This can be done by:
- Understanding the target audience and why they trust you.
- How it makes them feel
- The problems the brand solves
- The competitors
- The brand story and its reason
- The brands’ look, when personified
This can also be done by creating customer personas, which is a picture of an ideal customer. Building the customer persona is based on:
- The age
- Marital status
- Educational background
- Why is the product or service needed
Step #3: Developing a Strong Brand Positioning
A brand positioning showcases how the brand differs from the competitors and why prospects should be your customers.
A positioning statement is around three to five sentences long and encapsulates the brand. It must align with realism and should showcase what it can deliver.
Step #4: Researching the Competitors
It's imperative to evaluate the competitors to one’s market position effectively.
Research establishes differentiating factors and the measures to differentiate them further.
Besides brand positioning, the research must be based on prices, plans, customer service, and more.
This ensures that the brand and its competitor’s actions don’t run parallel. Instead, it can be an incredible opportunity to identify gaps and track current market trends.
Step #5: Developing a Messaging Strategy
The messaging translates the brand positioning into visuals and messages to reach the audience. In simpler terms, it can be communicating a brand story engagingly. An engaging story with a character, conflict scenario, and resolution may help. This sparks interaction by striking a chord with them.
Your audiences go beyond prospects. They also include referral sources, influencers, and partnership opportunities.
While the core messaging may be the same, it can be tweaked for different platforms and audiences. This difference will emphasize key points and addresses pain points and challenges, which makes the communication relevant. Brands must also be well-versed in communication style to ensure consistency and cohesiveness.
This consistency in messaging leads to brand recognition and customer loyalty.
Step #6: Outline Branding Basics
A complete overhaul is necessary if the brand goes through a merger or the name isn’t suitable. The new elements can support and enhance the look and branding.
These basics can breathe life into the offerings, humanize them, and set it apart from the competitors. It should be based on how well it communicates to the audience.
It should be seamless and easy to understand so that prospects aren’t left struggling to fit the pieces of your brand. Rather refining the process can make things easier.
Step #7: Creating a Brand Guideline
If old tactics don’t work, don’t be afraid to implement a new one. You can choose a thorough revamp or add rebranding aspects and consider connecting them to the branding fabric.
A brand guideline covers brand tonality, colors, and language. It helps designers, marketers, and writers in their daily operations and to deliver the message consistently.
A study shows that consistent brand presentation increases revenue by as much as 23%. Hence, regardless of the vertical, consistency portrays the brand professionally.
Consider focusing on the customer’s psychology to maintain a strong bond and makes them feel heard. Triggering emotions such as love, affection, and belonging helps create a more profound connection on an emotional level.
Step #8: Creating a Content Marketing Strategy
The perfect content marketing strategy must align with the professional services, making it crucial to consider if traditional methods are working.
Brands should attract and nurture leads with educational, informative, and engaging content.
This builds brand reputation, awareness, and visibility, ensuring resilience in changing times. This ensures that the content remains relevant to the audience.
Step #9: Refining the Website
A website is the first aspect audiences see when browsing the internet. A polished website paints a comprehensive picture of the brand’s operations, offerings, and differentiating factor. A redundant and outdated website can lead to a poor impression.
A website can also be a repository for valuable content that can portray brands as industry experts. This content can be showcased to audiences with a solid SEO strategy.
This valuable content may include:
- Case studies
- Visual content such as infographics, videos, and others
- Testimonials and more
Step #10: Tracking and Metrics
A winning strategy means nothing if it isn’t implemented well.
However, planning and implementation are two different things. As the plan is implemented, it is crucial to track changes immediately. This could be monitoring if the objectives, such as the defined traffic and leads metrics are met.
Moreover, long-term goals are essential compared to short-term stints. Tracking is also beneficial to analyze performance and outline future goals with digital campaigns.
This can also be done with A/B testing to see what works and what doesn’t.
Why is Brand Marketing Important?
In addition to the above benefits, a brand marketing strategy helps navigate through a complicated process and get the basic tactics right. Keeping an eye on the current trends is imperative to resonate with the target audience.
Besides brand development, branding also helps with business development.
Brand Marketing Strategy – Key Takeaways
You don’t have to reinvent the wheel for each brand marketing strategy. A way to ace it is to take cues from the market leaders and build or polish one’s strategy. However, it should be noted to refrain from inconsistencies and abrupt changes not to create surprises for audiences.
The right tools and digital marketing strategy consultants can help create the desired results. However, implementing this strategy doesn’t promise overnight success. Brands must spend sufficient time, money, and resources to drive rewarding results.