Branding Marketing: 10 Tips

Here are 10 tips for a branding marketing campaign. Devising a branding marketing campaign for your small business is an integral step toward transforming your idea into a growing company.  While the purpose and focus of branding strategies differs as greatly as the variety of products they represent, some simple tips are important to remember to create a brand marketing campaign that not only fits with your company, but fits with your customers.  Here are a few tips to remember.

  1. Make your customers the first priority.  Learn as much as you can about your current and potential customers before you even start thinking about marketing your brand.  Figure out what they’re looking for and how they go about finding it. 
  2. Take a look at your environment.  No business is an island, so you have to be aware of what your rivals and partners in the industry are doing.  Decide where your branding strategy has the best opportunity to fit in.  Sometimes it’s going the opposite direction of competitors (think Microsoft and Apple) and sometimes it’s sending a similar message (think CVS and Walgreen’s).
  3. Market your brand consistently and thoroughly.  Whether it’s a business card or a billboard, every piece of marketing material you produce should convey a consistent, uniform image.  While you may understand how five or six different campaigns tie together, customers probably won’t, and they’ll end up wondering what your brand really stands for.
  4. Focus on corporate, not product, branding.  Trying to devise a new branding and marketing campaign for each product isn’t just costly and time-consuming, it devalues your company’s reputation in the mind of consumers.  Find the common themes of every product you offer and place them at the core of a marketing campaign that can apply to the entire organization.
  5. Look at the big picture.  It’s extremely important to note the difference between branding marketing and product advertising.  When you’re dealing with a brand, focus on broad, overarching themes.  Sure, saying you’ve got the brightest light bulb on the market is fine for a radio ad, but if you build your company’s image around that fact, you’ll be in a tough spot when your competitor comes out with something brighter.
  6. Place value in emotions, not features.  If you look at the most successful branding campaigns of all time (i.e. Nike’s “Just Do It.”) most have little, if anything, to do with the latest features or gizmos a product offers.  Your customers will be drawn in by emotional appeals and reassurance that your product won’t just do the job, but also leave them feeling good.
  7. Don’t put too much stock in trends.  There is value in keeping your company up with changing times, but don’t rely too heavily on changing trends.  Adapt to them, but leave the core focus of your brand marketing efforts consistent.
  8. Start small.  Before you roll out a multi-million dollar campaign for marketing your brand, begin at the individual level.  See what employees, friends, and current customers say about the plans you have.  You may learn big news that you had never considered. 
  9. Evaluate your campaign every step of the way.  Never be afraid to change direction if you can see that customers aren’t responding well.  As painful as it may be to admit, time, effort, and money devoted to a failing campaign are sunk costs and should be walked away from.
  10. Make your customers the first priority.  This tip is so important that it’s worth saying twice.  If you aren’t thinking about your customers, they won’t be thinking about you.



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