Brand Marketing Matters
Many times, campaign objectives for marketers are very defined. Sell the product. Convert the lead. Fill the seats. Analyzing results for campaigns of this nature is quantifiable. ROI is easily measured.
But there’s a very critical element missing from this strategy … (Hint: See the blog title.)
The market is crowded. How will you uniquely position to differentiate from competitors? The answer: making an investment in your brand.
How is brand marketing different than product marketing?
Brand marketing is broader, ongoing, and has a long-term emphasis. It aims to create a cohesive image that transcends individual products or pushes. It is marketing with the goal of increasing public awareness of the brand and building long-lasting relationships with target audiences.
When done right, branding campaigns elicit an emotional response from customers, which ultimately builds loyalty and results in repeat business. Very simply, it’s the difference between marketing “feelings” vs. “facts”.
Why does it matter?
A strong brand has the power to generate emotion, establish recognition, change perception, influence decisions, and create loyalty.
Here are the facts:
When people are aware of your brand (and associate with it positively), it gives all your other marketing efforts a boost.
Products can become obsolete, but a brand can stay timeless, allowing for easy diversification.
High-performing brands help companies…
Demand a premium price
Shorten the sales cycle
Increase sales volume
Attract and retain top talent
Build authentic culture
Improve customer experience
While the ROI on brand marketing can be more difficult to define, it is proven that brand-building activity drives significantly stronger sales growth than temporary uplifts caused by short-term marketing initiatives. A strong brand attracts more customers, at a lower cost per acquisition, who will pay more and buy more often.
