Although brand marketing is often associated with the idea of a logo or design, the term is far more overarching than assumed. Brand marketing actually refers to the larger
Photo Credit: Anthony Reeves (Flickr: WebWizzard), http://www.flickr.com/photos/webwizzard/3931165612/
concept of relating a brand’s relevance to the consumer through various strategies, and presenting the product or service in such a way that the consumer will want to tell others about it, a marketing tool in itself.
- Create the Brand
When marketing a product or service, a brand needs to establish its web and real world presence with consideration of not only what the product stands for but what the consumer stands for as well. What type of consumer does the product attract, and how can the company best appeal to that audience?
- Stay Consistent
A brand should have a focus, a vision, and everything created by that brand should reflect that focus. The last thing you want is for your potential consumers to be confused regarding what your company is about. By keeping a consistent approach to presenting the company, that company creates a strong, central, clear appeal that serves to be effective in relaying its message to its target audience. This consistency should be kept across all areas including the website, business cards, public statements, logo, etc.
- Avoid Constant Reinventing
Although it can be tempting to constantly update the brand’s image, design, and logo at every turn, this is a dangerous thing to do. Reinventing, especially without focus in mind, can confuse the consumer, cost large amounts of money, and get the company off track of its vision. It is important to ask what the goal of reinventing is and if it will keep with the focus.
- Link, Link, Link
In order to create a strong marketing system, a company should interlink everything it produces as well as establish links to its sites from other sites on the web. A company’s Facebook should link to its website, Twitter page, and LinkedIn page, its website should link to these other pages, its content should link to other content. Real world interactions, brochures, and business cards should all link to these sites and the company’s contact information. This way, the audience is always being drawn back to the company and is able to view the company on different fronts.
- Interact with Potential Consumers
Rather than have a static web presence, the company should always be working to involve the consumers as much as possible. Creating areas for consumers to comment on articles, rate products, etc., is great. If the business has a Facebook, Twitter, LinkedIn Pinterest or Google+, page, make sure to respond when consumers or other companies reach out rather than just engage in one-way posting.
Brand marketing encompasses a daunting amount of areas that need focus but is an integral part of a business’ success. Three Girls Media can take some of the load off, contact us today!
Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation and can discuss your specific brand marketing needs. Email info@ThreeGirlsMedia.comto make your appointment today!