Brand marketing services mean promoting a brand’s products or services in a way that elevates the brand as a whole. It involves creating and maintaining brand-consumer relationships and marketing brand attributes—the traits that people think of when they picture a particular brand.
What is a Brand?
A brand is how a company differentiates itself from its peer brands. A brand can be thought of as the personality of the company, communicated through an identifying mark, logo, name, tagline, voice, and tone. Some of the oldest and most recognizable brand names in automotive, toys, and food and beverage have been around for decades, with some surpassing more than a century of consistent and recognizable branding.
There are three main types of brands, including company/corporation brands, product brands, and personal brands, which apply to individuals. The rules of brand marketing apply, regardless of type. Now that we know what a brand is, let’s talk about how to create a brand marketing strategy.
What is Brand Marketing?
Brand marketing is the process of establishing and growing a relationship between a brand and consumers. Rather than highlighting an individual product or service, brand marketing promotes the entirety of the brand, using the products and services as proof points that support the brand’s promise. The goal of brand marketing is to build a brand’s value – and the company’s value as a result.
The channels available for brand marketing services are the same channels that companies can use for product marketing activities, such as digital, social, and paid search advertising. A good strategy is to use different channels together to create a media mix that reaches a wide audience. For example, brand marketers might use a brand advertising strategy supplemented by email and content marketing efforts to drive brand awareness and reach potential customers across multiple digital spaces. But when it comes to deciding the right messages for the right audiences in these spaces, we first have to consider brand attributes.
Why is Branding Important?
Branding is perhaps more important than ever as marketplaces become more saturated and it becomes harder to make genuine connections with consumers. Branding allows companies to tell their unique stories and shift perception by giving customers something to believe in. It sparks interest and invites customers to discover, learn about, and establish a memorable relationship with their brand. Rather than specs and features, branding is about what a company stands for – who it is at the core. Branding is about making consumers feel good about supporting a company and establishing an emotional connection. Those that brand effectively create a lasting impression that helps grow advocacy and loyalty among customers for the long term.
Three Things to Remember in Brand Marketing
Brand marketing can be overwhelming, both for new and established brands. The following are three things marketers should remember when it comes to brand marketing.
1. Remember Branding and Marketing are Different. A company’s brand is its personality – marketing is how the company shares that personality with consumers.
2. Spend Time on Research or Measurement. Without due diligence to know how a brand’s peers are positioned, it’s difficult to differentiate the brand. And without proper marketing attribution, it’s challenging to know if a brand moved the needle or not. Spending time on both research and measurement will help define strategy and success for your brand.
3. Show Brand Attributes (instead of telling). A company may want to position its brand as trustworthy – but it shouldn’t say that it’s a trustworthy brand. Instead, it should show trustworthiness through reliable products and customer service.
Brand marketing service is about emphasizing the strengths of a brand to give it staying power for the long term. It focuses on strengthening relationships between brands and consumers, and when done most effectively, it is used in concert with marketing activities to establish defining attributes for the brand that helps foster brand advocacy and loyalty.