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Marketing 360® Blog

The Why and How of Brand Marketing

These days, marketing your brand is the key to success.

When it comes to digital marketing, there’s no shortage of places you could put your marketing dollars and no shortage of strategies to choose from. However, there’s one strategy that every business needs to take advantage of, and that’s brand marketing.

Brand marketing isn’t just another way to get your name out there; it’s a modern-day business’ key to success, and it’s a must for every business. Here’s why brand marketing is important and what you can do to market your brand successfully.


The Advantages of Brand Marketing

Build Trust

Brand marketing gets your name in front of people, helping them get to know you and building trust in your brand. People that know and trust your brand convert at a higher rate and for a higher value than if they don’t know you or are just price shopping!

Whether it means converting visitors into customers or converting one-time customers into repeat customers, the bottom line — brand marketing leads to conversions.

Gain More Referrals and Word of Mouth

The more your customers can get to know you, the more likely they are to recommend you to others. Brand marketing leads to more word of mouth and referrals, because, unlike other forms of marketing, you’re introducing your audience to your brand, not just a product or service, giving them a chance to really get to know you.

When people have a chance to get to know your brand, they’ll become more invested in it, and they’ll want to spread the word to others.

Position Your Brand for Voice Search

Voice search is already huge, and it’s only going to keep growing. As it grows, you want to ensure that your brand is in the best possible position. Brand marketing is an excellent way to do that.

If someone hasn’t been introduced to your brand, they’re never going to ask for your business by name in a voice search. Instead, they’ll use broader queries, like “Help me find a plumber near me.” With SEO (search engine optimization), you’ll have a better chance of your website ranking in that kind of search, but the results will never be as effective as when someone searches for your brand directly.

Increase Your Reach on Social

The more familiar people are with your brand, the more likely they’ll be to follow you on social media and engage with your posts by liking, commenting, and sharing. The more likes, shares, and comments your posts get, the more people will see them!

Social media management is an incredible way to reach out to your target audience and expand your organic reach. Plus, it’s the perfect platform for fine-tuning your brand’s voice and showing the world a different side of your brand.

Build More Value in Your Business

If you’re just buying Google ads or marketing your products or services, it doesn’t do much for the value of your business. But, when you market your brand and build recognition in your brand with your target audience, it builds value in your brand and increases the valuation of your business. This is especially important if you ever decide to sell your business.

Rank Higher on Google

Brand marketing will help you rank higher on Google. Google actually looks at brand signals when determining a website’s ranking, and they’ll rank what they believe are the most relevant and trusted businesses higher in the organic search results.

The higher your business ranks in the organic search results on Google, the more people will see it and have a chance to click on it.

Increase the Return on Your Investment

Trust is powerful, and one of the biggest advantages of gaining trust through brand marketing is an increase in conversions. People who are more familiar with your brand are more likely to click on your ads, take advantage of email marketing offerings. This helps your conversion rate and reduces your cost per acquisition. Brand marketing leads to a higher return on investment for all of your marketing efforts, as well as an increase in free outreach, like word of mouth.

Capture the Local Market Share

When someone searches for a product or service you offer in your area, you want to be the brand that they think of first. A brand that has accomplished this has captured its local market share, and the most effective way to do that is through brand marketing.


How to Build Your Brand

At the end of the day, it’s all about getting your brand out in front of people, and you should take a multi-faceted approach to get it done. Like all forms of marketing, the most effective approach is to be where people are, so you need to utilize more than one channel to reach your target audience.

Social media ads, digital billboards, local apps, search ads, retargeting ads, community involvement, and social media management are just some of the key ways that you can get your name out there. Whatever channels you decide to use to market your brand, make sure that you have a great-looking brand and are providing value-added content.


Happy marketing!