Lesson 2 

Marketing for Your Brand

A strong brand is an excellent stepping stone for your business. It can help define your corporate identity early on and make critical decisions easier down the line. One of the most crucial places where a well-defined brand delivers advantages is when a marketing strategy is being formed.

It may seem as though marketing and branding are synonymous. After all, they appear to do the same thing—present your company in the best possible light. However, this tends to ignore the important aspects of both, and how each individually contributes to your overall efforts. As we established in the previous chapter, a brand is the image businesses portray to consumers when they see or hear about them. In a vacuum, these elements are useful, but not always successful at reaching their intended audience on their own. To understand why a brand needs marketing, let’s examine the two a little more closely.

“Marketing without a brand is ineffective.
You can’t say anything valuable if there is no powerful
meaning behind it.

Where Branding and Marketing Meet

Both branding and marketing are vital to your business’s success, but they both play distinct roles in your businesses brand strategy. Branding creates the rules and the methods for portraying your business. This includes the colors, language, images, and tone you present. Marketing, on the other hand, is focused on what you are saying. Think of it another way: if a brand is the way your company looks and acts, marketing is what it says about you. Marketing does not define your brand, but rather serves as the vehicle to deliver your identity to customers in the best possible light as efficiently as possible.

So where exactly do both intersect? Marketing without a brand is ineffective. You can’t say anything valuable if there is no powerful meaning behind it. When thinking of marketing and branding, consider them as a timeline. For maximum impact, your brand will always come first. This is what gives your product and company its value. Once you have established your branding, marketing will begin to flow naturally based on the decisions you made previously. Creating new advertisements is simple if you know what they should say, and marketing materials are easy to produce when their style, colors, fonts, and message are already defined. With a successful branding effort, you can focus your effort on how best to communicate those established values.

The Visual Aspect: Creating Powerful Marketing Campaigns

Outside of channels such as radio or text, your marketing campaigns are probably going to be heavily visual, be they videos or images. When crafting fresh marketing materials, advertisements, and commercials, decisions made during the branding process will simplify the choices to be made. Color palettes will always be similar, and your logo will not change significantly—or ideally at all—from ad to ad. This is why Tailor Brands works to create both simultaneously, giving you both a logo and a set of branding tools that already include your company’s visual imagery.

The secret to creating positive and consistent associations in consumers’ minds is to present a cohesive brand that always transmits the same message. Radical shifts in colors or imagery, which oftentimes are the result of improvised campaigns, can do more harm than good. Make sure to have a clear concept of your brand’s visual components when creating new marketing plans.

The Verbal Component: Why Brand Language Matters

Any successful writer will tell you the same thing: words matter, more than you think. They form the foundation of society, and more than anything else, words can leave a deep, lasting impression in people’s minds. When you codify a brand language, you’re doing more than simply choosing pretty and flowery words to describe your company. You’re creating a powerful tool to reach your consumers and connect with them on a deeper level. The most successful brands are so efficient at this that their products’ names are ubiquitous with their products. Think of Kleenex, Scotch tape, and other products whose names have become stand-ins for the goods they represent.

With marketing, what you say is absolutely vital. Creating a steady and consistent language can help you craft slogans, mottos, copy, and even long-form content. More importantly, your brand language will reflect your target audience, reaching the right people with the perfectly planned message. Saying too many things in different ways is like throwing a handful of pennies at a piggy bank. Some might slip in, but most will miss. Marketing campaigns should use brand language as a precise tool to always find the right target. Creating strong verbal associations makes it easier to reach an audience down the line.

Connecting the Right Way: Communication Strategies

More than simply pictures or words, a brand furnishes your marketing campaigns with the tools needed to communicate properly. When building a strategy, your brand will inform the how, but there are more elements at play. Communication strategies take into consideration both marketing and branding to unify them. When thinking of a communication strategy, you should consider the three following things: Your objectives, your audience, and your message.

All successful marketing campaigns have a clear goal in mind. Are you trying to improve sales? Spread the word? Convert new customers to brand loyalists? No matter the specific goal, it is important to always have a clear objective to ensure that your strategies are always properly focused.

With an objective in mind, your audience is next. Improving sales could target existing customers, brand loyalists, and lapsed consumers. Spreading the word requires you to find new markets and potential customers. Converting new customers also involves finding audiences in your target market, but those who are currently using competitors’ goods, or are simply seeking better options. Clear goals make it easier to understand whom you are communicating with.

Finally, a clear picture of your audience empowers you to tailor your message to them. Your words will already be defined by your brand language, so all that is needed is for you to fine-tune them and make sure they are weighed for maximum impact.

Start Planning for The Long Term

Tailor Brands helps you strike the right balance between branding and marketing by giving you the right tools that will help create a sustainable brand. With social media planning and a branding style guide, you can begin developing a full-fledged marketing campaign to reach your target audience with ease. To get inspiration, it always helps to see how the most successful brands accomplish what they do. Read on to Chapter 3 to review these companies’ insights and how you can apply their strategies to your business.

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