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To understand brand marketing, you must understand what a brand is. A brand is a feature that distinguishes one organization from another. Brands are created to meet previously unmet consumer needs, show that your product can do the task better, and/or showcase a technological breakthrough.
Brand marketing is establishing a brand personality and creating emotional connection with its consumers. Brands with a strong image have more market share awareness, command higher prices, have a stronger brand loyalty, garner more positive word of mouth, and change perceived interchangeability.
Good branding also helps to boost employee experience and make your brand desirable to work for. Employees want to be proud of the brand they work for, and solidifying your brand marketing experience will help employee retention and happiness rates.
A brand marketer works to ensure that your brand possesses a strong image to differentiate it from competitors in the marketplace. Brand marketers work with content creators, strategists, creatives, and other parts of the marketing team to make sure your brand’s message is clear and profound. Brand marketers work to develop taglines, logos, symbols, designs, brand voices, and more to engage the consumer and make your brand memorable.
Brand marketers implement this personality into your website, social media, packaging, advertising, and sales and customer service to create a seamless experience between the product and the consumer. Brand marketers also provide a sense of consistency in your brand’s message throughout all channels and advertising.
Brands are more successful when they possess their own unique mindset and message, so it’s important to make sure your brand is differentiated from the rest. A brand marketer is trained to create a clear, strong, and unique message to help better sell your product.
Brand marketers can help establish a strong brand identity if your business is lacking one. Brand marketers can help you:
Determine your target audience
Establish your mission statement
Define your benefits and values
Create visual assets and graphics
Pinpoint your brand voice
Implement your branding into sales
According to Interbrand’s “Best Global Brands 2020,” the top 10 brands currently are (in order), Apple, Amazon, Microsoft, Google, Samsung, Coca Cola, Toyotaa, Mercedes, McDonalds, and Disney. Spotify, Netflix and Amazon are the biggest risers in the global market during the COVID-19 pandemic, and these brands continue to grow stronger everyday. Average brand growth across the industry is 14% and predicted to rise even more, and the top 100 Best Global Brand’s monetary value exceeds $2 trillion.
The biggest upward trend of brand marketing is personalization and creative storytelling. Your consumers need to associate a certain clear image with your brand, and strategists are the best way to solidify a plan. Brand marketing is more important than ever, especially as more competitors enter the market.
Research: Knowing how to use different research platforms and analyze data is an important skill for brand strategists. Brand marketers use platforms like Commspoint, Nielsen, and Simmons Insights, as well as focus groups and surveys, to gather data about target audiences, media habits, and insights to apply to brand marketing. Brand marketers also need to know the ins and outs of the industry, from trends to spending to their competition.
Content creation: Brand marketers need to know what content performs well on each medium, ranging from web to social to emails. Brand marketers need to know how their target audience consumes information and what resonates strongly with their consumers. Strong writing skills are a must, as well as an eye for appealing visual graphics.
Graphic design: Brand marketers need to know how to use different tools, like Adobe Illustrator and InDesign, to create a specific look for each brand. Part of having a strong brand identity is finding a clean, captivating, and consistent look for your brand, which can be done on different graphic design platforms.
Creativity: Brand marketers are the genius behind a brand image, which involves immense creativity in thinking outside of the box and creating a brand position no one has seen before. Strong brainstorming skills as well as flexibility will let your creative juices flow and create a strong brand persona and voice.