The art of brand marketing is a very important part of any business.
A brand is essentially a name, symbol, concept, design or any characteristic that uniquely identifies one vendor’s product or service as different from those of others. Branding is an extremely effective way to position your product or service so that it stands out and commands attention. Many companies believe that the best brands are those that have a long history and/or are widely known. While this is often true in regards to established companies such as Ford or IBM, today’s consumer is much more fragmented and brands are much more elastic.
Brand marketing is about more than just creating a recognizable face, but rather creating a personality and an overall brand identity.
The goal is to create a unique “look and feel” for a product or service that creates a positive association with the customer. In essence, it is the ability to customize a tangible image of your company and your brand. It is also important to realize that brand marketing encompasses more than just a logo, but extends well beyond visual identity to include a consistent theme or overall design.
In order to effectively brand your product or service, it is essential to carefully consider all of the components that comprise your brand.
Broadly speaking, there are three key components that are critical to establishing a brand: identification and defining, building and communicating a brand identity and advertising and promotion. As you will see, each of these components requires its own set of processes and methods. While all of these components are critically important, we will focus on just a few as we progress through the following article.
At the core of brand marketing is establishing a strong identification and defining a company vision.
If your brand has no unique identification or definition, then your company will likely fail. Without a strong identification, you are essentially saying that you have a product or service that people already know or have heard of. However, without a company vision or mission statement, your prospects will have no idea what to expect from your product or how to get involved with your business. In fact, many marketers have discovered that without having a clearly defined company vision, their marketing efforts simply do not result in increased sales or profits. For example, for more than 15 years, Kola Coffee has been offering consumers products that would help them enjoy a healthy beverage while reducing their daily stress levels.
A strong brand equity ensures long-term viability.
In order to ensure long term success, it is essential to build a strong brand equity that consumers will trust and depend upon. Just as consumers tend to develop a positive attachment to a brand name that they have grown to trust and value, consumers will do the same with a brand name that they feel they can trust and rely upon. This means that you need to continually invest time and resources in brand marketing and promotions. You cannot afford to rely on the efforts of your promotional and marketing staff to drive targeted traffic to your website or to create consistent brand equity.
It is also important to understand the concept of consistency in marketing and advertising.
Consistency in marketing is the consistent presentation of your messages across all media and all forms of promotion. If your company offers television advertisements, radio advertisements, online advertising, and even print advertising, then your company should focus on producing consistent brand consistency. Consistency in brand messaging will not only increase awareness of your products and services, but it will also help to establish a level of trust in consumers about your company.
Consistent brand consistency means greater brand awareness and credibility. Without a consistent message, viewers and customers will have difficulty understanding where the advertisement is actually coming from, and they will have a difficult time remembering it. Consumers are also more likely to remember companies that consistently communicate with them via a one way communication, such as television advertisements, radio advertisements, and print ads. The more consistent your messaging is, the more recognizable your brand becomes to the audience.
As you can see, there are several benefits of marketing and advertising using brands. Marketing through brands allows you to strengthen your corporate identity, spread awareness of your products and services, and boost sales. In order for brands to be effective, they must be properly managed, which includes the use of technology, creativity, consistency, and awareness of your business’s values and objectives.