A company’s brand is one of its most important assets. It is a company’s identity based on its culture, vision and goals. It is how customers know your company.
Effective brand marketing is a good way to advertise your company so that it will leave a mark on customers and trigger recall. Take Apple, for example. The brand is associated with luxury and innovation. A quick mention of airpods or high-end smartphones will act as a trigger associating the company with such products.
Brand marketing has changed over the years. Before, marketers and brand activation specialists competed for attention through pamphlets, newspaper ads and posters. Now, everywhere from Dubai, the States, Europe and beyond, the arena has moved online.
Social media presence
Perhaps the biggest change in modern brand marketing is the transition to cyberspace. Companies are investing in marketing through social media platforms, especially Facebook, YouTube and Twitter. They are tapping the ability of the digital space to reach as many people as they can, as quickly as possible.
Finding the right social media platform for your brand is important because not all align with your image and goals. If you are engaged in construction, focus your marketing strategy more on LinkedIn, where professionals involved in the industry may be interested in your company, as compared to focusing on Instagram, which is populated by teens, undergrads and yuppies.
Maintain a consistent profile by using the same colour palette throughout all your social media accounts. This will help your audience immediately recognize your brand and trigger name recall no matter which gadget they have logged in.
Make your website as engaging as possible. When it comes to websites, your audience’s first impression is everything. If your website doesn’t load in the first few seconds, you’ll lose traffic. It if loads but appears dull, then your audience will not attempt to navigate further and just press exit.
Your website should effectively reflect your brand. It should speak in a tone that would reflect your brand’s ethos and appeal to your target audience. When developing your tone, consider different factors such as how you want your company to be portrayed, who your target audience is, and what kind of relationship you want to build.
Your website’s tone should not be far from your actual brand’s tone. For example, a recruitment firm can use an interesting and fun style but should never lose its professional tone to remain credible.
Advertising today is no longer limited to personalities and celebrities. Influencers, who have created a large following online, are now being tapped to promote and advertise various products or join various marketing campaigns.
Influencer content can be considered as testimonial advertising where they do ‘reviews’ of sponsored products or something that they bought themselves. Influencers make a video of themselves trying out the products and giving their honest opinions about those products.
Online brand marketing is no doubt one of the most effective ways of increasing brand awareness today. However, it has also made the brand promotion process trickier. The fast-paced dissemination of information online has made it harder for the audience to establish recall because there are so many brands marketing online. Effective online brand marketing requires a delicate balance of consistently producing content and making sure such content identifies with your brand accurately and memorably.