Brand marketing focuses on creating a unique identity for your company or organization. Building a company brand increases consumers awareness of your reputation and product(s) or services. With a positive brand this makes it easier and more likely for customers to find and consume your products or services.
A well-recognized brand (such as McDonald’s) conveys a certain level of quality and even more importantly a predictable experience. In contrast, using the example of restaurants, a road-side diner named “Joe’s” will leave a traveler uncertain of what to anticipate from the consumer experience.
A company’s ‘brand’ is in essence their market identity. What do they do? Who they are? What level of quality do they provide? What is their reputation? Etc.
Furthermore, your brand identity covers cross-platform marketing. That is, it needs to be consistent and recognizable in all marketing media vehicles – websites, email marketing, print materials, signage, TV and radio and all forms of advertising and marketing.
In future posts we will cover how to build a compelling brand experience to create customer loyalty. We will refer to the principles of brand marketing used by major companies as we explain how those successes can be replicated by small businesses.
More reading on Brand Marketing.