Book a Call
Brand Marketing
Brand Awareness
Marketing Strategy
Business Branding
Brand Identity
ARTICLE #131
Table of contents
What is brand marketing and why is it important for businesses?
Brand Marketing
Brand Awareness
Marketing Strategy
Business Branding
Brand Identity
Brand Marketing
Brand Awareness
Marketing Strategy
Business Branding
Brand Identity
Written by:
10 min read
Updated on: October 29, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Ever noticed how certain brands feel more like trusted mates than faceless corporations? Apple, Nike, and Red Bull ring a bell, right? They haven’t simply put out cool products; they’ve built emotional bonds that keep people coming back. That’s the power of brand marketing—an approach that lifts your entire brand above basic product pushes.
Let’s find out what brand marketing actually is, why it matters, and how you can create a strategy that helps you connect with customers who’ll love you for the long haul.
Ever noticed how certain brands feel more like trusted mates than faceless corporations? Apple, Nike, and Red Bull ring a bell, right? They haven’t simply put out cool products; they’ve built emotional bonds that keep people coming back. That’s the power of brand marketing—an approach that lifts your entire brand above basic product pushes.
Let’s find out what brand marketing actually is, why it matters, and how you can create a strategy that helps you connect with customers who’ll love you for the long haul.
What is brand marketing?
What is brand marketing?
Brand marketing involves creating and maintaining a meaningful relationship between a company and its audience.
It’s a shift away from pushing individual items (like “Buy our new phone!”) and instead emphasises the entire brand and its core promises. Products and services still matter—they are proof that the brand’s words aren’t empty. Yet the real focus is on building recognition, trust, and a sense of belonging around the brand itself. People call this long-range value “brand equity,” and it can boost your company’s future earning potential.
By contrast, product marketing highlights a product’s specific features and perks. Direct response marketing aims to get customers to act right now—like clicking a “Buy Now” button. Brand marketing sits in a different zone: it prioritises the emotional and reputational backbone behind everything you sell.
Brand marketing involves creating and maintaining a meaningful relationship between a company and its audience.
It’s a shift away from pushing individual items (like “Buy our new phone!”) and instead emphasises the entire brand and its core promises. Products and services still matter—they are proof that the brand’s words aren’t empty. Yet the real focus is on building recognition, trust, and a sense of belonging around the brand itself. People call this long-range value “brand equity,” and it can boost your company’s future earning potential.
By contrast, product marketing highlights a product’s specific features and perks. Direct response marketing aims to get customers to act right now—like clicking a “Buy Now” button. Brand marketing sits in a different zone: it prioritises the emotional and reputational backbone behind everything you sell.
Brand marketing vs. performance marketing
Think of brand marketing as a long-term relationship. It takes time, and you won’t always see results overnight. The goal is to create trust through repeated, genuine interactions, eventually motivating people to champion your brand even if you haven’t asked them to.
Performance marketing, on the flip side, looks for hard, fast metrics: clicks, leads, conversions. Performance-focused campaigns revolve around data (like return on ad spend), so you can quickly see what’s working and pivot as needed.
Neither approach lives in isolation. In fact, brand marketing can strengthen your performance marketing results and vice versa. A solid brand identity makes your paid ads resonate more deeply, while the data from performance campaigns can guide how you shape future brand messaging.
Think of brand marketing as a long-term relationship. It takes time, and you won’t always see results overnight. The goal is to create trust through repeated, genuine interactions, eventually motivating people to champion your brand even if you haven’t asked them to.
Performance marketing, on the flip side, looks for hard, fast metrics: clicks, leads, conversions. Performance-focused campaigns revolve around data (like return on ad spend), so you can quickly see what’s working and pivot as needed.
Neither approach lives in isolation. In fact, brand marketing can strengthen your performance marketing results and vice versa. A solid brand identity makes your paid ads resonate more deeply, while the data from performance campaigns can guide how you shape future brand messaging.
Why is brand marketing important?
Some small to mid-sized business owners feel marketing spending is a necessary evil—something to slash whenever budgets get tight. However, a brand is just as much an asset as your office equipment or product inventory. By marketing your brand, you’re effectively investing in brand equity: that intangible but crucial value that comes from public perception and loyalty. Below are a few reasons brand marketing is worth your attention:
It sets you apart
A standout brand does more than just highlight product features. People often stay loyal to a brand because of an emotional bond. When you succeed at making that connection, customers will gravitate to you over any competitor.
It motivates people
If your brand values are clear—sustainability, great quality, budget-friendliness—staff and customers alike can rally behind something meaningful. That sense of purpose can energise your entire organisation.
Drives value
Ever wonder why certain brand names alone carry weight? Big players like Apple aren’t just valuable for their factories or code; they’re valuable because people trust and adore them. This intangible goodwill fuels future sales and can even protect a company during challenging times.
Some small to mid-sized business owners feel marketing spending is a necessary evil—something to slash whenever budgets get tight. However, a brand is just as much an asset as your office equipment or product inventory. By marketing your brand, you’re effectively investing in brand equity: that intangible but crucial value that comes from public perception and loyalty. Below are a few reasons brand marketing is worth your attention:
It sets you apart
A standout brand does more than just highlight product features. People often stay loyal to a brand because of an emotional bond. When you succeed at making that connection, customers will gravitate to you over any competitor.
It motivates people
If your brand values are clear—sustainability, great quality, budget-friendliness—staff and customers alike can rally behind something meaningful. That sense of purpose can energise your entire organisation.
Drives value
Ever wonder why certain brand names alone carry weight? Big players like Apple aren’t just valuable for their factories or code; they’re valuable because people trust and adore them. This intangible goodwill fuels future sales and can even protect a company during challenging times.
How to build your brand marketing strategy?
Ready to pull your brand assets together—social posts, design elements, ad campaigns, buyer personas—and build something cohesive? Here’s a straightforward roadmap to guide you:
Find your brand purpose
Ask yourself:
Who is my target audience?
Why should they trust me?
Which feelings or values do I want people to associate with my brand?
What everyday problems or frustrations do my brand address?
Imagine your brand as a person. How would you describe it? Bold and adventurous? Calm and reassuring? Sorting out these traits helps you refine visuals (like colour palettes) and brand tone.
Set brand marketing goals
Establish clear objectives that tie to your business outcomes. Maybe you’re seeking higher website traffic or more brand mentions on social media. Ensure these goals are realistic, given your budget, resources, and timeline. Then, track progress with key metrics—perhaps monthly site visits, customer retention rates, or lead generation.
Research your target audience
Conduct market research to define your buyer personas. For instance, is your core demographic Gen Z students in major cities or busy parents who need quick solutions? Pin down demographic info (like industry or job title) and psychographic details (personal interests, daily frustrations). This helps shape messages, visuals, and the channels where you engage.
As a simple example, if you’re appealing mostly to Gen Z, using millennial slang might backfire. Adapting to your audience’s culture is key.
Define your brand story
Everyone loves a good tale—especially one that’s honest and relatable. Think about:
Why did you start your brand?
What twists and turns have you encountered along the way?
What core values shape your team's decisions?
Weave this story into your content: blog posts, social updates, email newsletters—wherever people interact with you. A compelling story makes your brand memorable and sparks loyalty.
Create brand guidelines and collaterals
Consistency builds recognition. Pull together a brand style guide covering your logo, fonts, colour scheme, writing style—anything that influences how you present yourself. Then, craft visuals and materials that align with these guidelines, from Instagram posts to print brochures. This uniformity nurtures trust and credibility over time.
Diversify channels and tactics
Explore various marketing channels to connect with your audience in different ways. Maybe you want to create an intimate Facebook group for open discussions or use LinkedIn for sharing in-depth articles. Paid ads can amplify your reach, while organic posts reveal your brand’s personality.
Consider how your brand voice should shift (or not) between channels. If you’re a playful consumer brand, your TikTok might be packed with quick-hitting humour. If you target corporate executives, LinkedIn content might lean more professional.
Don’t forget your products
At the end of the day, your product or service should back up your brand’s claims. Nobody wants to feel tricked by inflated promises. If you promise premium quality, ensure your product is tested thoroughly—maybe share behind-the-scenes footage of your manufacturing process or user feedback.
Measure your success
None of this planning means much if you never measure results. Keep tabs on website visits, social engagement, and email click-through rates—whatever best reflects your core goals. Combine quantitative data (like clicks) with qualitative input (like customer feedback) to figure out what’s working and where you can improve.
Ready to pull your brand assets together—social posts, design elements, ad campaigns, buyer personas—and build something cohesive? Here’s a straightforward roadmap to guide you:
Find your brand purpose
Ask yourself:
Who is my target audience?
Why should they trust me?
Which feelings or values do I want people to associate with my brand?
What everyday problems or frustrations do my brand address?
Imagine your brand as a person. How would you describe it? Bold and adventurous? Calm and reassuring? Sorting out these traits helps you refine visuals (like colour palettes) and brand tone.
Set brand marketing goals
Establish clear objectives that tie to your business outcomes. Maybe you’re seeking higher website traffic or more brand mentions on social media. Ensure these goals are realistic, given your budget, resources, and timeline. Then, track progress with key metrics—perhaps monthly site visits, customer retention rates, or lead generation.
Research your target audience
Conduct market research to define your buyer personas. For instance, is your core demographic Gen Z students in major cities or busy parents who need quick solutions? Pin down demographic info (like industry or job title) and psychographic details (personal interests, daily frustrations). This helps shape messages, visuals, and the channels where you engage.
As a simple example, if you’re appealing mostly to Gen Z, using millennial slang might backfire. Adapting to your audience’s culture is key.
Define your brand story
Everyone loves a good tale—especially one that’s honest and relatable. Think about:
Why did you start your brand?
What twists and turns have you encountered along the way?
What core values shape your team's decisions?
Weave this story into your content: blog posts, social updates, email newsletters—wherever people interact with you. A compelling story makes your brand memorable and sparks loyalty.
Create brand guidelines and collaterals
Consistency builds recognition. Pull together a brand style guide covering your logo, fonts, colour scheme, writing style—anything that influences how you present yourself. Then, craft visuals and materials that align with these guidelines, from Instagram posts to print brochures. This uniformity nurtures trust and credibility over time.
Diversify channels and tactics
Explore various marketing channels to connect with your audience in different ways. Maybe you want to create an intimate Facebook group for open discussions or use LinkedIn for sharing in-depth articles. Paid ads can amplify your reach, while organic posts reveal your brand’s personality.
Consider how your brand voice should shift (or not) between channels. If you’re a playful consumer brand, your TikTok might be packed with quick-hitting humour. If you target corporate executives, LinkedIn content might lean more professional.
Don’t forget your products
At the end of the day, your product or service should back up your brand’s claims. Nobody wants to feel tricked by inflated promises. If you promise premium quality, ensure your product is tested thoroughly—maybe share behind-the-scenes footage of your manufacturing process or user feedback.
Measure your success
None of this planning means much if you never measure results. Keep tabs on website visits, social engagement, and email click-through rates—whatever best reflects your core goals. Combine quantitative data (like clicks) with qualitative input (like customer feedback) to figure out what’s working and where you can improve.
Examples of brand marketing campaigns
Famous campaigns—like Apple’s “Think Different” or Nike’s “Just Do It”—have earned a permanent place in marketing history. Below are a few more brands you can look to for inspiration:
Zendesk
Initially known for its bright green visuals and quirky Buddha mascot, Zendesk burst onto the SaaS scene with a playful twist on customer support. Over time, it transitioned into simpler geometric designs while keeping the same warm, approachable voice. Their story demonstrates how you can modernise your visual identity without losing the friendly vibe people already appreciate.
Red Bull
Red Bull is known for marketing extreme sports content via its Media House. By producing events, documentaries, and films, the company ensures every clip, graphic, or photo fits perfectly with its high-energy image. The brand also sponsors extreme sports events, including the Red Bull Cliff Diving World Series and Red Bull Air Race (now discontinued). Sponsoring athletes in skateboarding or motocross further cements its connection to adrenaline-fuelled lifestyles.
Slack
Slack’s entire premise is about speed and simplicity in workplace communication. They nailed their early campaigns by directly responding to every single mention—positive or negative—on social media. This hands-on touch (combined with features that actually make work smoother) solidified Slack’s image as both efficient and people-first.
Zappos
Zappos stands out for its dedication to good experiences. Its “Keep what you love” campaign underscores an easy return policy and a genuine desire to delight customers. They’ve also been known to randomly send gifts or do speedy shoe replacements—all small actions that build a sense of loyalty and goodwill.
Famous campaigns—like Apple’s “Think Different” or Nike’s “Just Do It”—have earned a permanent place in marketing history. Below are a few more brands you can look to for inspiration:
Zendesk
Initially known for its bright green visuals and quirky Buddha mascot, Zendesk burst onto the SaaS scene with a playful twist on customer support. Over time, it transitioned into simpler geometric designs while keeping the same warm, approachable voice. Their story demonstrates how you can modernise your visual identity without losing the friendly vibe people already appreciate.
Red Bull
Red Bull is known for marketing extreme sports content via its Media House. By producing events, documentaries, and films, the company ensures every clip, graphic, or photo fits perfectly with its high-energy image. The brand also sponsors extreme sports events, including the Red Bull Cliff Diving World Series and Red Bull Air Race (now discontinued). Sponsoring athletes in skateboarding or motocross further cements its connection to adrenaline-fuelled lifestyles.
Slack
Slack’s entire premise is about speed and simplicity in workplace communication. They nailed their early campaigns by directly responding to every single mention—positive or negative—on social media. This hands-on touch (combined with features that actually make work smoother) solidified Slack’s image as both efficient and people-first.
Zappos
Zappos stands out for its dedication to good experiences. Its “Keep what you love” campaign underscores an easy return policy and a genuine desire to delight customers. They’ve also been known to randomly send gifts or do speedy shoe replacements—all small actions that build a sense of loyalty and goodwill.
Frequently Asked Questions
What is the difference between brand marketing and product marketing?
Brand marketing focuses on a brand's story, vision, mission, and values. On the other hand, product marketing includes messaging that is all about specifics, including what the product does, how it's used, and why it is better than others. It is more direct and to the point.
Why is branding important to the success of a product?
Strong branding highlights what sets your product apart and resonates with a specific audience. If you skip brand identity, you risk blending into a sea of generic items.
How to align brand marketing efforts with overall business goals?
Begin with measurable objectives (e.g., more leads, higher retention), concentrate on tactics that move the needle for your specific market, and consistently track how your brand marketing contributes to those targets.
Final Thoughts
Whether you aim to spark a movement like Apple, carve out recognition like McDonald’s, or shape a powerful brand story like Nike, the key lies in painting a detailed picture of who you are and why you matter. The clearer you make your brand identity, the easier it is to refine and amplify with every campaign. By following the strategies we’ve explored here, you’ll be on track to develop a brand that connects with your core audience and stands apart from the competition.
Frequently Asked Questions
What is the difference between brand marketing and product marketing?
Brand marketing focuses on a brand's story, vision, mission, and values. On the other hand, product marketing includes messaging that is all about specifics, including what the product does, how it's used, and why it is better than others. It is more direct and to the point.
Why is branding important to the success of a product?
Strong branding highlights what sets your product apart and resonates with a specific audience. If you skip brand identity, you risk blending into a sea of generic items.
How to align brand marketing efforts with overall business goals?
Begin with measurable objectives (e.g., more leads, higher retention), concentrate on tactics that move the needle for your specific market, and consistently track how your brand marketing contributes to those targets.
Final Thoughts
Whether you aim to spark a movement like Apple, carve out recognition like McDonald’s, or shape a powerful brand story like Nike, the key lies in painting a detailed picture of who you are and why you matter. The clearer you make your brand identity, the easier it is to refine and amplify with every campaign. By following the strategies we’ve explored here, you’ll be on track to develop a brand that connects with your core audience and stands apart from the competition.
Frequently Asked Questions
What is the difference between brand marketing and product marketing?
Brand marketing focuses on a brand's story, vision, mission, and values. On the other hand, product marketing includes messaging that is all about specifics, including what the product does, how it's used, and why it is better than others. It is more direct and to the point.
Why is branding important to the success of a product?
Strong branding highlights what sets your product apart and resonates with a specific audience. If you skip brand identity, you risk blending into a sea of generic items.
How to align brand marketing efforts with overall business goals?
Begin with measurable objectives (e.g., more leads, higher retention), concentrate on tactics that move the needle for your specific market, and consistently track how your brand marketing contributes to those targets.
Final Thoughts
Whether you aim to spark a movement like Apple, carve out recognition like McDonald’s, or shape a powerful brand story like Nike, the key lies in painting a detailed picture of who you are and why you matter. The clearer you make your brand identity, the easier it is to refine and amplify with every campaign. By following the strategies we’ve explored here, you’ll be on track to develop a brand that connects with your core audience and stands apart from the competition.
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®