What is Brand Marketing and Why your Business needs it?

GoPro
The company doesn't sell cameras, but the capabilities they provide: that's GoPro's mission. Brand marketing is centered around a content strategy that is inextricably linked to the product and value proposition.

The main content is videos filmed on GoPro, and most of them are posted on the Internet by users themselves. The videos fully correspond to the main message of the brand: they are emotional, exciting, authentic and accessible to everyone. As videos often go viral, cameras are growing in popularity through organic promotion.


In addition, GoPro actively interacts with specialized Internet communities, where tourists, fans of extreme sports or entertainment gather. This increases brand awareness and helps build audience loyalty.

Nike
Nike branding is built on strong emotional messages: motivation, self-confidence, will to win, equal opportunities for everyone. These messages are reflected in all marketing materials - from social media to flashy commercials.

Nike often involves sports stars in advertising campaigns or tells stories of ordinary people who have achieved success despite adversity. This creates a social proof effect and forms a deep emotional connection with users.


A step-by-step strategy for creating and promoting a brand
Is branding possible without marketing? Yes, but then customers will not find out about your company. Is marketing possible without branding? Yes, but you are unlikely to keep your audience for long. Therefore, a brand marketing strategy combines both components.

Step 1. Build your brand image
Think about what kind of your company potential buyers should see, what associations you want to evoke. To do this, define:

mission and values: why are you doing business, besides making a profit, what you believe in;
unique selling proposition: the advantage that you offer to your customers (low price, innovative development, unique loyalty program, etc.);
differences from competitors: by product line, positioning or pricing;
target audience: average portrait of the client (gender, age, social status, habits, desires, objections, fears);
emotional benefits of the product: what will the buyers receive, in addition to the product or service (inspiration, status, support, care);
character of the brand: cheerful, hooligan, serious, friendly.

Step 2. Create a corporate identity
In other words, express your brand identity with colors, materials, sounds, smells. Corporate identity development starts with a logo, colors and fonts. Particular attention should be paid to the logo as the main visual symbol of the brand. Here are some criteria for a good logo:

conciseness: give up unnecessary detailing and complex patterns;
uniqueness: make sure other companies don't use the same or similar image;
meaningfulness: try to make the logo reflect your mission, values or unique selling proposition.
The Logaster online corporate identity generator will help you create such an emblem . The smart builder will offer dozens of logo options, colors and fonts to suit your brand.


Remember that corporate identity should be present at all points of contact with customers - from business cards and advertisements to product packaging and website design. This will make it easier for customers to remember and begin to recognize you.

Step 3. Choose Marketing Channels
There is no single solution here. For one brand, store interior design and discount coupons will work effectively, for another - SMM strategy and hype content. To determine the key promotion tools, be guided by the following criteria:

where your target audience lives (online and offline);
what habits she has, what she loves and what annoys her;
what promotion channels are used by competitors and how you can detach from them.
Marketing can be built not only strategically, but also tactically: quickly test different hypotheses and change them if they don't work. The main thing is that on all channels you broadcast a single brand image - both in communication with customers and in window dressing.

Findings
No matter what marketing strategies you use, strong branding must be at the heart of them. This way you can attract new customers, create an emotional connection with them, and gain loyalty. Be honest, interact with your target audience, and don't be afraid to change your strategy if it doesn't work: the main thing is to make sure that the brand remains itself.