The Importance of Strategic Brand Marketing
The term “brand marketing” refers to the activities carried out by a brand to promote its image and products and services associated with it.
If competently conducted, brand marketing can significantly increase brand awareness and the sales of services and products offered. This article will discuss brand marketing as conducted through the Internet.
What is Brand Marketing?
Brand marketing refers to implementing advertising campaigns to associate a particular brand with certain advantages.
The difference with traditional marketing is that a strong market position is created for all companies, products, and services associated with the brand.
Brand marketing can be pretty effective, producing phenomenal results in the long run. Creating a solid brand takes time and requires tremendous effort, both regarding the quality of products or services and promotional activities.
It’s also worth knowing what benefits strategic brand marketing brings. Here are the most important ones:
- market success;
- the ability to dictate prices;
- ease of introducing new products to the market;
- a permanent customer base.
Strategic Brand Marketing: Target Group and Market Segment
Strategic brand marketing requires a plan. First, you have to determine what client group you want to target. Then think about what your organisation should represent — what its image should be.
The last step is determining how the brand will stand out since uniqueness is indispensable in branding.
It’s imperative to define the target group for the brand. Nothing provides as much helpful information as in-depth knowledge of one’s audience.
Without this data, marketing efforts can fail, resulting in fruitless expenses. When determining your target audience, you need to ask questions such as these: “Who will read our blog? How old are these people, and what is their gender?”, “What are they afraid of?”, “What are their beliefs?”, “What do they need and why?” and the like.
Strategic brand marketing should focus on one specific price segment of the market. This could be the luxury goods sector, for example.
Brand marketing works great for them because of customer behaviour. This segment has a limited number of customers attached to a particular brand because of its products’ quality and relative rarity with high purchase prices.
On the other hand, some brands want to attract customers by offering the lowest prices, and even shopping with discounts is often on the menu.
They offer discounts, promo codes, a coach outlet with products on sale or pet food almost for free — everything to satisfy their clients’ hunger for discounts.
However, this target group isn’t loyal or easily attached to any brand. They are primarily concerned with saving money, not with quality or image.
After determining your target group and market segment, choose the proper marketing channels. Social media are effective for many industries. They allow for interactions and strong connections between innumerable people. Other industries prefer SEO, email marketing, and content marketing. Each organisation should determine what works for it.
As you can see, brand marketing is not something you can afford to ignore if you want people to like your brand.
Strategic Brand marketing is a promotion strategy that takes time, patience, and determination. The results, however, will undoubtedly be satisfying.