What is Brand Marketing and Why your Business Needs it?

Branding and logo design
Branding, Marketing and Brand Marketing: What Are the Differences
The main types of brand marketing
Three examples of creative brand marketing

A step-by-step strategy for creating and promoting a brand
Imagine: you are looking for a cleaning company and you see two promotional offers with the same prices and services. Which brand will you choose? Most likely, the one who communicates with you in the same language looks more attractive or conveys similar values. Your choice is the result of brand marketing redleos.com/pk/brand-development-services/, that is, promoting the company's image on the market. How this tool works and how to use it, we will tell in the article.

Branding, Marketing and Brand Marketing: What Are the Differences
Let's analyze the nuances of terminology using the example of a household situation. Let's say you regularly go to your favorite coffee shop, because there are friendly baristas, pleasant music plays, coffee is selected according to your taste, and the drawings on the glasses cheer you up in the morning. All these are components of branding, that is, creating an image of the company in the eyes of customers using colors, smells, sounds, communication.

To get as many people as possible to know about the coffee shop, you need to advertise it: for example, hand out flyers, run targeted ads on Instagram, or shoot viral videos for TikTok. All these are elements of marketing, that is, strategies for promoting the company and attracting new customers like giveaways redleos.com/pk/giveaways-ideas-business/.

At the same time, in any advertising, a coffee shop must retain its individuality: demonstrate benevolence, care, comfort, choose the same tone of voice ("brand voice") and broadcast the same values. This is brand marketing, that is, brand popularization aimed at building long-term relationships with the audience.

So, brand marketing is impossible without both components of this term:

A brand is a global answer to the question "who are you?" by nature, mission, difference from competitors, value proposition. This image manifests itself both in the corporate culture and at any point of contact with customers and becomes the foundation for marketing.
Marketing is a promotion strategy that can change frequently. At the same time, branding must remain unchanged so that the emotional connection with the target audience remains.
The main types of brand marketing
Brand marketing strategies can be very different depending on the following factors:

the character of the brand;
characteristics of goods or services;
market trends;
seasonality;
changes (for example, product line updates or rebranding);
interests of the target audience.
There are several dozen types of brand marketing, we will list the main ones:

content marketing: blog on the site, articles in the media, posts on social networks, email newsletters;
outdoor advertising: billboards, lightboxes, signs, signs on transport;
print advertising: flyers, business cards, brochures, catalogs;
online promotion: SEO (search engine optimization), banner advertising, mobile application;
corporate culture: communication style in the company, system of bonuses and rewards, events;
communication with clients: replies to comments on social networks, working out negativity, communication of support services, behavior of staff in retail outlets.

Three examples of creative brand marketing
There is no one-size-fits-all approach to brand promotion. Therefore, we propose to look at examples of three different companies and remember the tricks that work for you.

Starbucks
The coffee chain positions itself as the “third place” between home and work and calls the main mission to inspire people. Therefore, brand marketing toparticlesubmissionsites.com/blog-readers-loyalty-with-brand-development/ is focused on creating a personal connection with customers.

People are offered not Starbucks coffee, but the Starbucks experience: smiling employees, cozy atmosphere, specially selected playlists, places to work with a laptop. This experience remains unchanged in any customer contact. Whether it's coffee shops, social media or advertising, Starbucks maintains an open, friendly company that is focused on quality service.

For example, in social networks, all photos are made in the same style, and the texts are like live communication with the staff in a cafe - short, meaningful, friendly. In rooms, coffee machines are always positioned so as not to block the barista from customers: this technique helps to create a personal bond.

The company actively uses tools to engage the audience: organizes contests and sweepstakes and stimulates user-generated content with a mention of the brand. Another way to increase customer engagement is through the FOMO (“fear of missing out”) effect, which is limited production, such as red Christmas cups or spiced pumpkin latte.