Brand marketing is the umbrella term that essentially describes the methods or systems a company uses in order to create brand visibility and awareness. Brand marketing, when executed successfully, helps to create a fan base, or at least a knowledgebase, for your product or service(s). This form of marketing has no equal when it comes to the benefits it can have for your revenue stream. In fact, niche marketing is easier than global conquest, it can be done faster, and it can have an impact that can last for the lifetime of your company. When a consumer finds a product or service they are looking for, questions immediately pop into their minds: “Is this company trustworthy?” “Is this product superior to others like it?” “Is there risk involved if I choose to buy from this website?” “Is this service guaranteed to give me the results I need?” These questions, however, are alleviated when consumers see a brand name.
WHAT’S IN A NAME?
Let’s take Coke for example. Now Coke is a globally recognized name. In fact, according to numerous studies, Coke is one of the most recognized words in the world. That’s right, words, not names. While the age of the company obviously plays a factor, age did not make the company what it is today. It was their brand marketing efforts. One thing that Coke has always done in their brand marketing campaigns, is to provide you with the social proof you need to understand that everyone is drinking Coke. Their marketing shows that everyone is involved. It shows that everyone is happy drinking it. It shows its popularity. You would have to go to an isolated island somewhere in the South China Sea to find a culture that may not know the name Coke. And you know what? They probably do there, too.
IT’S THE NAME
Everyone knows the name. But here is the kicker – no one reads the name on the can to know that it is Coke. They already know it is Coke because of the logo, colour, and design. That is branding. Your brand should be so recognizable, that people do not have to see your name know who you are. This is why it is so important that your company gets involved in brand marketing.
WHO IS BRAND MARKETING FOR?
Brand marketing is effective for both B2B and B2C customers. It does not matter who your target audience is; brand marketing is effective in any market and applies to every industry. The objectives defined in any brand marketing campaign should be focused to ensure effectiveness. These objectives should be based on: Ensuring your message is explained instantly, the enhancement of your credibility, evoking an emotional response, consumer motivation, and the building of steadfast customer loyalty. If these objectives can be met and obtained during the breadth of your brand marketing campaign, the results will allow your message to be said instantaneously, creating the trust needed in order to thrive in any market.