What is Brand Marketing? Learn how to properly promote your business

Your brand is what you promise your customers.

That's all you stand for and all they relate to. Building brand equity takes years of diligent effort. But when it comes to promoting your brand, you need to know how to properly tell your story. And that's what brand marketing is for.

What is Brand Marketing?

Brand marketing involves long-term strategic planning to promote a brand as a whole instead of marketing individual products or services. It shares a compelling story to generate brand awareness with prospects and build a reputation.

Consumer-facing brands use brand intelligence software to understand what people think of their brand and gain insights to improve their marketing efforts. Having a well-known brand gives companies the greatest competitive advantage.

Contrary to popular belief, brand marketing isn't about sticking your company logo everywhere and hoping people see it. It's about tapping into feelings, and we all know how complicated feelings are. But to market your brand well, you need to meet your customers on an emotional level.

So how do you get an audience's attention when selling in a crowded marketplace? Market your brand by evoking positive feelings about what you do.

What is a brand?

The term "brand" is widely used but rarely understood. So here is a brief summary of its origin.

Over a century ago, cattle ranchers began marketing their animals with a branding iron to indicate which animals were theirs; a mark, if you will.

Years later, as consumer goods increased, producers imitated this by putting their unique brand on their products. The purpose was to indicate the source of the product and to differentiate it from similar products on the market. With this, a brand has become the non-generic name of a product that tells consumers the source of the product.

Fast forward to today, the term brand has taken on new meaning for people. You see, a brand is not a logo. It is not an identity. It is not a product. Instead, it's a promise made to your customer. Your brand is not only an embodiment of who you are as a business, but also who your customers are as users. Therefore, you owe it to them to represent you responsibly.

In simple terms, a brand is what connects a product to its customers. Your brand is the personality of your business. It is communicated through logos, colors and slogans and represents who you are and what you do.

Brand Marketing vs Product Marketing

Both brand marketing and product marketing are essential to a company's overall marketing goals and business plan. But they differ from each other in how they work.

Product marketing is a narrow approach. It focuses on launching and promoting a single product or product family. The strategy targets generating demand and communicating the benefits of a particular product, not the brand as a whole.

Brand marketing aims to improve the perception that stakeholders and customers have of the whole company and not just of a product. It uses information from product marketing to deliver a healthy experience that builds customer loyalty and nurtures the relationship between an audience and a brand.

How to build a brand marketing strategy

Your brand strategy is one of the most important...