Top 3 Brand Marketing Strategies to Adopt
It’s safe to argue that you make multiple decisions every day based on brand affinities and aversions. A simple trip to the grocery store, for example, gives you a rapid-fire brand-based decision experience. Shopping for snacks your eye may be first drawn to Oreo cookies. Then you glance over at the store-brand. Hmmmm. Oreo has proven itself to you over the years with consistent, indulgence-worthy treats and carries an unshakable sense of nostalgia with its signature colors and style. But man, Publix is a tough contender with that super-adorable panda-wich packaging. And you’ve established a sense of trust with the Publix brand.
All of this internal dialog, even if it happens in a split second of thought, is thanks to highly intentional brand marketing strategies that have been established and nurtured consistently through every single exposure you have had to each brand.
This isn’t only true for packaged goods competing for shelf space. All products and services must compete to occupy the spot in their target consumer’s mind that ultimately says “Oh yes, THIS one. THIS is the right choice.”
SO, how does your brand become the right choice? Here are the three brand marketing strategies that can absolutely get you there.
1. The good news: It’s never too late, or too early, to invest in your foundational brand elements to support your overall marketing strategy.
People absolutely judge a brand by its cover. Logo, colors, patterns, typography and brand positioning all tell a story. What does your current brand say about your business? Does it say “I’m a fly-by-night brand that went to Fiverr for a logo. I may or may not deliver but please give me your money” OR does it say “I am a proud, grounded brand ready to deliver on my promises”?
Trust is the number one most important thing you need to establish with your target audience. Since seeing your brand is the first touchpoint with a customer, it’s critical to make it a trustworthy-looking brand. It gets you on the radar. Note, of course, that you have to further establish that sense of trust by providing the level of product and/or services you offer. Strategic brand marketing isn’t smoke and mirrors. It’s the communication of a promise.
Just getting started as a brand or business? Great! Investing in your foundational brand elements from the beginning is absolutely the best case scenario. Avoid the urge to Fiverr a logo if you truly believe in your business. The goal may be to save money, but often ends up costing businesses more in the long run. As with anything in business and life, “fast and cheap” rarely stands the test of time. Quality matters.
Have an established brand that’s feeling a bit tired, or no longer represents your business’s offerings and promise? Not a problem. Rebranding is a big endeavor but it yields immediate results. You can use a rebrand to energize internal audiences, freshly engage current and new customers, and signal a key turning point in your business—like an ambitious growth trajectory.
2. The tough news: only leveraging “conversion” tactics is not going to yield the results you want. A fully integrated, strategic marketing approach, however, will.
Sure, when you have a limited budget, focusing on the “lowest hanging fruit” has some clear advantages in the short term. But if your goal is to build a steady cadence of sales opportunities that supports your business now AND in the future, you have to be more strategic in your marketing efforts.
You’ve seen it before. THE funnel.
Embracing a full funnel approach gets the lead engine running most effectively. Strategic brand marketing is all about meeting the customer where they are in their buying process. Audiences are so distracted today (by technology, by demanding lives) that nurturing this customer journey, and personalizing it when possible, yields huge rewards and keeps your brand top of mind. Oreo doesn’t run a Twitter account because they think you’re going to buy a pack of cookies every time you see a post.
Related, we say these two things over and over again to clients.
“No one gets married on the first date.”
Decoded: It takes multiple exposures for someone to become attracted to your brand. It takes several positive experiences to actually turn them into a loyal customer.
“How much gas you put in the car determines how far you can go.”
Decoded: We can be efficient with any budget. But if you are targeting the United States of America with a $500 paid search budget, you’re probably not going to reach your business goals.
3. Not news: Proactive strategic brand planning wins every time.
In the current business environment being nimble is an absolute must. That doesn’t mean you should walk in without a game plan. Your strategic brand planning is what guides your path no matter what. You must avoid reactionary tactics that solve a short-term problem but may not serve your long-term goals. This will 100% end up costing you more in the long run.
Strategic brand planning allows you to easily gut-check decisions and keeps your brand promise top of mind so you can stay true to your business and customers. Whether you plan in-house or leverage external sources while you focus on the most pressing day-to-day needs, proactive brand planning is the way to actively compete in the market and stay in front of your customers.
So, wrapping up with Oreos as an example. Every marketing tactic they deploy is intended to establish the brand as “Your Favorite Cookie” and prides itself on “filling your world with playful moments”. You’ll find new product iterations on the shelves constantly. But they deliver on their promise every time their brand is in front of you. Why? Because they:
They are clearly invested in their foundational brand elements.
Don’t only speak to customers at the conversion point (on shelves). From magazines to an active social presence, they’re always having conversations with their audience.
They’re in it for the long haul. The “limited edition” versions of their product are a great example of what is clearly an intentional, long-term focused marketing strategy. To continue to surprise and delight at every turn to keep the brand fresh.
All of this to say, strategic brand marketing can be the number one most important thing you do for your business. Occasionally, step back from the fires of the day-to-day to really consider the health of your brand and the appropriateness of your marketing strategy.