What Is Brand Marketing? (And How To Do It)

By Indeed Editorial Team

Published 13 December 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand marketing involves analysing competition and monitoring market trends to ensure that a company offers services and products that apply to potential and current clients. Brand managers use marketing as a method of showcasing goods or services to a company's target market. Knowing what brand marketing entails and how it can benefit a brand can help prepare you for the role. In this article, we discuss what brand marketing is, explain its objectives and explore various steps of effective brand marketing and its advantages.

What is brand marketing?

Learning the answer to, 'What is brand marketing?' is crucial if you're considering becoming a brand marketer. Brand marketing is a systematic technique of increasing brand recognition and reputation for a target audience. This involves conveying the brand's values and ideals in relevant and engaging ways. An effective brand marketing approach targets to protect the brand's identity and reputation. This marketing style focuses on increasing brand knowledge, familiarity, reliability, product visibility, market reach and brand image. It's important to market the product and provide distinctive value to customers and show what distinguishes the brand you manage from the other brands.

Using a brand marketing strategy may improve a company's market dominance and favourable evaluations. The strategy can use a range of media platforms, marketing styles and techniques. Some marketing techniques may include sponsored commercials, sponsored links, online advertising and search engine marketing.

Related: What Does a Brand Manager Do? (Plus How to Become One)

Objectives of brand marketing

The following are the objectives of brand marketing:

Raising brand awareness

A business may offer a service or product to a target market. If you work in brand marketing, your key aim is likely to raise brand awareness so that the business is at the top of the competition when consumers seek a related commodity or service. Improving brand recognition begins with identifying and knowing the product.

Sustaining and expanding thought leadership

Knowing your role as a brand marketing specialist is crucial for demonstrating your competence in the market. Clients may regard a brand and employees as the greatest and most reputable in the market. There are several approaches to establishing and maintaining thought leadership. One strategy is generating and distributing content that motivates customers and addresses their challenges. This may further raise brand awareness among customers.

Related: What Does Leadership Mean? (Benefits and Steps to Improve)

Increasing customer satisfaction

Before selling products or services to clients, a brand marketer may do research on what the clients or customers require. The goal of a company is to satisfy the client's needs before considering the commodities they can produce and in what quantities. A marketing strategy aims to influence customer decisions. Satisfied customers may help you market the brand by sharing their positive experiences using the product or services, which further increases brand awareness.

Related: What Is Customer Success Management? (With Skills and Duties)

Developing goodwill and brand reputation

The role of the brand marketing team is to influence the consumer's purchasing decision. They do this through the provision of products that meet the set standards at affordable costs. The brand manager tries to improve the company's reputation by implementing image-building strategies, including sales promotions, publicity, advertising, excellent quality, affordable pricing and accessible distribution channels.

Motivating employees

Brand marketing can motivate employees and maximise productivity. It's essential that brand managers focus on improving corporate communications and training employees on the tools and resources they may require in promoting services to customers. It's critical to ensure that all employees have the resources and knowledge to communicate with current and potential customers as brand advocates.

Improving market share

Market share refers to the ratio of its sales to the total sales in the economy. Companies allocate a lot of resources to increasing their output in specific markets. They might do this by using strategic marketing, packaging and product promotion strategies.

Increasing profit generation

The sales team of a company is solely responsible for generating profit for the company. By providing consumers with satisfactory commodities, profits may be adequate. The company might only survive tough competition if it can raise profits. Profits are also essential for the business' expansion and development. Proper branding increases a company's sales, which in return increases its profits.

How to market a brand effectively

Below are some steps you can follow for effective brand marketing:

1. Examine your current marketing and branding approach

The company may have been establishing its brand since the beginning of its operations. You may then re-examine your approach. Note how you have been interacting with customers on social media and through other avenues. Consider how others react to the brand. Learn what your customers think and feel when they do transactions with you. These are all elements that clients associate with you and they're the foundations on which you may expand or redirect your promotional campaign to keep growing.

2. Establish the brand

It's critical to establish and build a brand by including every detail before plunging into brand marketing initiatives. This includes determining your aim, beliefs, brand tone and overall appearance. You may benefit from using a brand book, since it provides a guideline for all the design and creative elements of your marketing operations.

3. Determine the target market

A brand might mean different things to a specific audience or market. The young population, for instance, has a different perception of innovative products than the old population. A brand marketing plan may consider all the different target groups and the marketing strategy that might be relevant for each, while considering the company's overall mission and vision.

4. Create marketing and communication materials

It's time to create resources for the brand marketing strategies after identifying the brand and target customers. Diversifying your promotional strategy is usually a good idea. Begin with two or three campaigns across several platforms and continue expanding. Once you have determined which strategies to execute, you may customise the messaging, graphics and copy to fit the requirements of diverse marketing and social media platforms. You can constantly monitor online marketing while comparing results to the objectives you establish and to industry standards. Testing initiatives is also a good option, so you can see what works and what doesn't.

5. Analyse and expand on your achievements

You may choose what to explore to progress the brand marketing even further once you clearly understand your campaign's effectiveness. If a brand content gains a lot of momentum, you know the message is getting through. Always double-check that your content focuses on the brand's image. This is a great way to back up a great brand marketing plan that might have a long-term influence.

Related: How to Create an Effective Brand Marketing Campaign

Advantages of a strong brand marketing strategy

The following are advantages of brand marketing:

Motivates employees

Employees may perform well when they have something that motivates them as they run the daily activities of the company. They might require a goal to strive for, as it gives them a sense of direction. When employees recognise a company's objectives and why it exists, they are more inclined to share that pride and operate together to accomplish its objectives.

Brings in new customers

Brand marketing may bring in new customers or aid in the acquisition of a company. The most prosperous businesses, local and global, have one thing in common, great brand marketing. These businesses have developed themselves as market leaders by establishing a powerful brand, beginning with a distinctive emblem.

Protects brand against apparent defects

A good brand's image may help develop customer loyalty and this may help shield the company from obvious flaws in the commodities it offers to consumers. Customers create a personal attachment with prominent companies, contributing to greater loyalty to the company. Solid client loyalty also gives companies greater action to plan new features and enhancements to their commodities, and address any apparent defects.

Aligns and engages employees

Branding marketing acts as a guide for employees to align with and follow. It makes employees feel engaged and work harder to ensure the success of the brand. This may also attract more recruits whenever the company has a job opening.

Improves company connections and aids in expansions

Effective collaborations in the various units of an organisation, such as the marketing and operation units, can serve the company's benefit. Through these collaborations, a company may gain a competitive advantage vital for its survival in the market. A powerful marketing strategy can help you achieve an organisation's long-term goals faster.

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