Optimizing Brand Marketing
A business and its identity can be termed as a “brand”. It is what represents you in the market and differentiates the business.
It can be seen well in the world of technology. You see the likes of Microsoft and Apple selling products because of their brand marketing. Their brands are able to build trust and people buy because they know the brand is good and the products will be consistent.
You want brand marketing to be done throughout the life of your business. You want to hit a point where people already know what you do and who you are.
Creation Of Vision For Your Brand
Begin with understanding the vision of your brand first. Do you even know what you want from the business and how it should be branded? Do you want to be known as the people who connect with a certain segment of the market? Do you want to be fun and peppy? Do you want to be crisp and professional?
What is your vision?
This is something you need because how will you get the marketing done if you don’t even know how to structure it? All you will be doing is trying different things and most won’t even work.
You want people to feel like they are part of something bigger when they purchase your products. It should be like a community feel where you are part of this spectacular movement where your products/services are better than anything else and are ‘cool.
Loyalty is how this is done. You want the brand to be represented in the right places. This is why you see businesses attach their names to major community events or charity events. They want to be attributed to a business that is always doing something positive.
This brings people towards the business.
Move Past The Actual Products/Services
Imagine if Apple had just kept pushing their MP3 players and that is all they could advertise. Would they be a company that is as big as they are right now? No, they would be rubbish because the company would have died out. They had to build the Apple brand and that included many products.
You can’t just promote the product/service because that will age. You want the brand to become evergreen and something that is well-rounded. If you are a one hit wonder, people will know about it and won’t ignore it. They will understand you are one of those brands that get stuck.
Do Something Unique
Get creative. Go out and just create an ad campaign which will be different and throw people off. You don’t have to be vulgar and/or disrespectful, but you should look to just show the brand in a different light. Don’t just use formulas you have learned and create something that is ‘average’.
You want to swing for the fences as they say in baseball. You want to go for that home run and that will happen when you are able to be different. Branding is only done when this is carefully being looked into and you are able to remain unique.
Don’t Always Use Visuals (Logos)
The old “put the logo right in the front” is in the past now. People have grown up and have seen so many businesses do this in their lifetime. You just look right past it. A nice looking logo is great and you should have spent money on this, but you can’t just forget about everything else.
You need to look at visuals as something you remain calm about. You don’t just toss it in front of them. What you do is be selective about how it is put forward and keep it in the background most of the times.
Don’t Ever Copy
Isn’t it tempting? You see this wonderful ad that has gone up by another company and their branding is exceptional. They are getting people to buy in and everyone loves the brand. Does this mean you just go ahead and copy them right off? No, you should not copy them.
You will not really hurt them because it will only make it easier on the brand. It will show people everyone wants to be like that brand because they are good. Plus, you will look bad because you can’t even be creative with your branding.
Change It Up
You have to change it up. The branding can get old. Do you want to see the same marketing being done on repeat? Even big brands would not go for that and it would get old. People have short attention spans when it comes to marketing sent their way.
They want it to entertain and it should help connect with what is being sold. They should get the message about your brand and what it stands for. You have to find creative ways of doing this. If you use the same approach every time, you will lose people.
Even those who appreciate you will not like what your brand stands for. It will end up hurting the brand to a point where people assume the products are also stale.
Brand marketing in the past was looked at something only bigger companies had to do. They were the ones who were spread out and could actually handle getting their brand out there in front of new people. They were the ones who could get the brand to click with everyone.
This is the worst thing to consider because any business can build a brand. Let’s say you sell cupcakes on the side of the road, if people know your particular cupcakes are the best, this is brand marketing. They will eventually just buy because they know you make good baked goods. You could sell donuts, muffins, pastries under the same name and people would know it will be as good as the cupcakes.
By not looking at brand marketing, you are restricting yourself to marketing each product on its own. This is going to cost way too much.
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