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Brand Marketing
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Brand Marketing
Brand Awareness
Marketing Strategy
Business Branding
Brand Identity
ARTICLE #131
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
Apple doesn’t just sell phones; it cultivates die-hard fans who queue overnight for the next model. Nike isn’t only about sneakers; it’s a badge of motivation. Red Bull? Far more than a fizzy caffeine jolt—it’s a lifestyle that fuels thrill seekers across the globe. Notice a pattern? They’ve all mastered brand marketing, the art (and science) of creating an emotional connection that outlives any product hype.
We are talking about a strategy that transforms a faceless corporation into a trusted companion, and it’s not just for the big names. In this guide, we’ll discuss the nuts and bolts of brand marketing—why it matters, how it drives loyalty, and the key steps to building a plan your audience will genuinely care about. No empty buzzwords, no soulless sales pitches—just practical insights on turning your brand into something people choose again and again.
Apple doesn’t just sell phones; it cultivates die-hard fans who queue overnight for the next model. Nike isn’t only about sneakers; it’s a badge of motivation. Red Bull? Far more than a fizzy caffeine jolt—it’s a lifestyle that fuels thrill seekers across the globe. Notice a pattern? They’ve all mastered brand marketing, the art (and science) of creating an emotional connection that outlives any product hype.
We are talking about a strategy that transforms a faceless corporation into a trusted companion, and it’s not just for the big names. In this guide, we’ll discuss the nuts and bolts of brand marketing—why it matters, how it drives loyalty, and the key steps to building a plan your audience will genuinely care about. No empty buzzwords, no soulless sales pitches—just practical insights on turning your brand into something people choose again and again.
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
Brand marketing is a bit like trying to win over someone you genuinely want to spend your life with: you are in it for the long haul, and you are willing to put in the time to earn trust, show up consistently, and be real. There’s no promise of immediate “results” (no one says “I love you” on the second date), but the payoff is huge. Build a good enough reputation, and people will champion your brand even if you’ve never asked them to—kind of like a friend who can’t stop talking about the amazing restaurant you introduced them to.
Performance marketing, on the other hand, is that lightning-fast fling that craves instant gratification. Think clicks, leads, and conversions—metrics you can count right now to see if your campaign’s bringing home the bacon. It’s all about data (like return on ad spend and cost per acquisition) and quick pivots when something’s not working. If an ad’s underperforming, you switch gears immediately, no questions asked.
Brand marketing is a bit like trying to win over someone you genuinely want to spend your life with: you are in it for the long haul, and you are willing to put in the time to earn trust, show up consistently, and be real. There’s no promise of immediate “results” (no one says “I love you” on the second date), but the payoff is huge. Build a good enough reputation, and people will champion your brand even if you’ve never asked them to—kind of like a friend who can’t stop talking about the amazing restaurant you introduced them to.
Performance marketing, on the other hand, is that lightning-fast fling that craves instant gratification. Think clicks, leads, and conversions—metrics you can count right now to see if your campaign’s bringing home the bacon. It’s all about data (like return on ad spend and cost per acquisition) and quick pivots when something’s not working. If an ad’s underperforming, you switch gears immediately, no questions asked.
Why is brand marketing important?
A lot of small and mid-sized business owners treat marketing spend like that squeaky office chair you keep meaning to replace—always the first thing to go when money gets tight. But here’s the truth: your brand is just as much an asset as your equipment or product inventory. By investing in brand marketing, you are nurturing something called “brand equity”—the intangible (yet powerful) value that comes from how the public perceives and trusts you. Think of it as building a reputation bank account: every positive interaction, every consistent message, every promise you keep adds another deposit.
It sets you apart
Plenty of businesses assume customers stick around just for product features or low prices. In reality, it’s the emotional connection that separates the brand loyalists from the bargain-hunters. When your brand speaks to people’s values, aspirations, or sense of identity, it becomes more than a logo or color palette. Customers start favoring you over rivals because they feel something when they see your name—and that something is the real game-changer.
It motivates people
Brand marketing isn’t just about coaxing a purchase; it’s about rallying a community. If you’ve made it crystal clear that your brand cares about sustainability, budget-friendliness, or top-notch quality, both your team and your audience have a reason to care. That shared sense of purpose doesn’t just motivate customers to buy—it inspires employees to innovate, advocate, and go the extra mile. The result? A business that feels more like a movement than a sterile product catalog.
Drives value
Ever noticed how names like Apple or Nike seem to carry their own gravitational pull? It’s not because of their factories or code alone—it’s because people trust them, root for them, and love being part of what they stand for. That kind of intangible goodwill acts like a safety net in tough times and a rocket booster during growth spurts. When you cultivate a brand people adore, you are essentially creating a self-sustaining cycle: high loyalty leads to steady sales, which fuels more investment in what made you lovable in the first place.
A lot of small and mid-sized business owners treat marketing spend like that squeaky office chair you keep meaning to replace—always the first thing to go when money gets tight. But here’s the truth: your brand is just as much an asset as your equipment or product inventory. By investing in brand marketing, you are nurturing something called “brand equity”—the intangible (yet powerful) value that comes from how the public perceives and trusts you. Think of it as building a reputation bank account: every positive interaction, every consistent message, every promise you keep adds another deposit.
It sets you apart
Plenty of businesses assume customers stick around just for product features or low prices. In reality, it’s the emotional connection that separates the brand loyalists from the bargain-hunters. When your brand speaks to people’s values, aspirations, or sense of identity, it becomes more than a logo or color palette. Customers start favoring you over rivals because they feel something when they see your name—and that something is the real game-changer.
It motivates people
Brand marketing isn’t just about coaxing a purchase; it’s about rallying a community. If you’ve made it crystal clear that your brand cares about sustainability, budget-friendliness, or top-notch quality, both your team and your audience have a reason to care. That shared sense of purpose doesn’t just motivate customers to buy—it inspires employees to innovate, advocate, and go the extra mile. The result? A business that feels more like a movement than a sterile product catalog.
Drives value
Ever noticed how names like Apple or Nike seem to carry their own gravitational pull? It’s not because of their factories or code alone—it’s because people trust them, root for them, and love being part of what they stand for. That kind of intangible goodwill acts like a safety net in tough times and a rocket booster during growth spurts. When you cultivate a brand people adore, you are essentially creating a self-sustaining cycle: high loyalty leads to steady sales, which fuels more investment in what made you lovable in the first place.
How to build your brand marketing strategy?
It is all about creating a consistent, authentic experience that resonates across every channel—from your social media posts to your customer service chats. Here is a roadmap for making that happen, peppered with straightforward tips (plus a little spark to keep things lively).
Find your brand purpose
Your brand purpose is the major reason your business exists and the lens through which people see you. Start by pinpointing your target audience (busy parents, college students, outdoorsy thrill-seekers) and why they should trust you. Next, decide the feelings or values you want to evoke—bold adventure, calm reassurance—and the specific problems you solve, like saving time or cutting stress. If you are stuck, imagine your brand as a person: the life of the party in sneakers or the thoughtful friend in a comfy sweater. This helps shape your visual identity (colours, fonts) and tone of voice (playful vs. straightforward).
Set brand marketing goals
Establish clear objectives that tie to your business outcomes. Maybe you are 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 are appealing mostly to Gen Z, using millennial slang might backfire. Adapting to your audience’s culture is key.
Define your brand story
Your brand story is the heartbeat of your entire operation—think of it as your personal epic saga, minus the dragons (unless you are into that sort of thing). It’s the narrative that explains why you started in the first place, the hurdles you’ve leaped over, and the core values that guide you when the going gets rough. Want people to remember you? Give people a story if you want them to remember you. Once you’ve nailed down your journey’s highlights, share them everywhere—on blog posts, social media updates, email newsletters, and even in your packaging. A compelling story gives people a reason to root for you beyond your products or services. It turns casual onlookers into loyal fans because they see you not just as a seller, but as a human (or team of humans) with a vision and a bit of grit.
Create brand guidelines and collaterals
Consider brand guidelines like the blueprint for your company’s “house.” They tell everyone—designers, writers, social media managers—what colour paint goes on the walls, how the furniture should be arranged, and what vibe you are aiming for. Without them, you risk ending up with a mismatched, confusing aesthetic that screams, “We don’t know who we are, but please buy from us anyway.” Once you have your brand style guide locked, create collateral that follows it to the letter. This includes everything from your website design and social posts to print brochures, business cards, and packaging.
If you really want to go pro, consider brand photography guidelines (mood, lighting, subject matter) and even rules for how you interact with customers online. Consistency is what makes people feel they “know” you, and that trust factor becomes priceless as you expand. Over time, these cohesive visuals and messages build credibility—people see your brand and think, “Ah, I know who they are and why they matter.”
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 are 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
No matter how polished your branding looks, if your product or service doesn’t deliver, customers will feel misled. If you promise “premium quality,” then you’d better have the proof—be it rigorous testing, transparent production methods, or candid user testimonials. These details don’t just shield you from disappointed buyers; they also make for great storytelling fodder. Offer behind-the-scenes looks at your manufacturing process or spotlight authentic customer reviews. It’s not about showing off—it’s about earning trust. And when you pull it off, people will sing your praises on both product quality and brand personality.
Measure your success
Marketing without measurement is like cruising down the highway blindfolded—risky at best and bound to go wrong. Keep tabs on metrics that align with your priorities: track site traffic if you want more visitors, social shares if you’re building brand awareness, or email click-through rates if conversions drive your bottom line. But don’t stop at numbers. Listen to what customers are actually saying—maybe they adore your humorous Twitter posts but crave more detailed product info, or they love your sleek packaging but find your website clunky. Blend those clicks, shares, and conversions with real-world feedback to see what’s hitting the mark and where you can level up. A touch of honest analysis goes a long way in keeping your brand strategy laser-focused and your customers coming back for more.
It is all about creating a consistent, authentic experience that resonates across every channel—from your social media posts to your customer service chats. Here is a roadmap for making that happen, peppered with straightforward tips (plus a little spark to keep things lively).
Find your brand purpose
Your brand purpose is the major reason your business exists and the lens through which people see you. Start by pinpointing your target audience (busy parents, college students, outdoorsy thrill-seekers) and why they should trust you. Next, decide the feelings or values you want to evoke—bold adventure, calm reassurance—and the specific problems you solve, like saving time or cutting stress. If you are stuck, imagine your brand as a person: the life of the party in sneakers or the thoughtful friend in a comfy sweater. This helps shape your visual identity (colours, fonts) and tone of voice (playful vs. straightforward).
Set brand marketing goals
Establish clear objectives that tie to your business outcomes. Maybe you are 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 are appealing mostly to Gen Z, using millennial slang might backfire. Adapting to your audience’s culture is key.
Define your brand story
Your brand story is the heartbeat of your entire operation—think of it as your personal epic saga, minus the dragons (unless you are into that sort of thing). It’s the narrative that explains why you started in the first place, the hurdles you’ve leaped over, and the core values that guide you when the going gets rough. Want people to remember you? Give people a story if you want them to remember you. Once you’ve nailed down your journey’s highlights, share them everywhere—on blog posts, social media updates, email newsletters, and even in your packaging. A compelling story gives people a reason to root for you beyond your products or services. It turns casual onlookers into loyal fans because they see you not just as a seller, but as a human (or team of humans) with a vision and a bit of grit.
Create brand guidelines and collaterals
Consider brand guidelines like the blueprint for your company’s “house.” They tell everyone—designers, writers, social media managers—what colour paint goes on the walls, how the furniture should be arranged, and what vibe you are aiming for. Without them, you risk ending up with a mismatched, confusing aesthetic that screams, “We don’t know who we are, but please buy from us anyway.” Once you have your brand style guide locked, create collateral that follows it to the letter. This includes everything from your website design and social posts to print brochures, business cards, and packaging.
If you really want to go pro, consider brand photography guidelines (mood, lighting, subject matter) and even rules for how you interact with customers online. Consistency is what makes people feel they “know” you, and that trust factor becomes priceless as you expand. Over time, these cohesive visuals and messages build credibility—people see your brand and think, “Ah, I know who they are and why they matter.”
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 are 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
No matter how polished your branding looks, if your product or service doesn’t deliver, customers will feel misled. If you promise “premium quality,” then you’d better have the proof—be it rigorous testing, transparent production methods, or candid user testimonials. These details don’t just shield you from disappointed buyers; they also make for great storytelling fodder. Offer behind-the-scenes looks at your manufacturing process or spotlight authentic customer reviews. It’s not about showing off—it’s about earning trust. And when you pull it off, people will sing your praises on both product quality and brand personality.
Measure your success
Marketing without measurement is like cruising down the highway blindfolded—risky at best and bound to go wrong. Keep tabs on metrics that align with your priorities: track site traffic if you want more visitors, social shares if you’re building brand awareness, or email click-through rates if conversions drive your bottom line. But don’t stop at numbers. Listen to what customers are actually saying—maybe they adore your humorous Twitter posts but crave more detailed product info, or they love your sleek packaging but find your website clunky. Blend those clicks, shares, and conversions with real-world feedback to see what’s hitting the mark and where you can level up. A touch of honest analysis goes a long way in keeping your brand strategy laser-focused and your customers coming back for more.
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 famous for marketing extreme sports content via its Media House. With the help of events, documentaries, and films, the brand ensures every clip, graphic, or photo fits perfectly with its high-energy image. Red Bull 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 famous for marketing extreme sports content via its Media House. With the help of events, documentaries, and films, the brand ensures every clip, graphic, or photo fits perfectly with its high-energy image. Red Bull 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
How long does it take to see results from brand marketing?
Consider it like planting a tree. It won’t grow to full height overnight, but the shade it eventually provides is well worth the wait. You might see some early wins (like positive feedback or social buzz), but the real benefits—like brand loyalty and word-of-mouth referrals—tend to bloom over time with consistent effort.
Is brand marketing only for fancy consumer products?
No. From selling software to running a local café, or offering consulting services, a strong brand helps you match with customers. It’s the universal glue that can bind any business to its audience, provided you customise your messaging to the people you want to reach.
Do I need a massive budget to start brand marketing?
While big brands throw around huge budgets, small and mid-sized businesses can still make an impact by being smart and consistent. Start with a clear identity and show up where your audience hangs out. Authenticity and consistency can outperform a pricey ad any day if done well.
Final Thoughts
To achieve recognition like McDonald’s, Apple and Nike, start with a clear brand identity. With more precision about who you are and why you matter, it will be easier to refine and amplify that message in every campaign. Want people to line up overnight for your next launch or talk about you the way they brag about their favorite sports team? Give them something real to rally around—consistent values, an authentic story, and a vibe that’s unmistakably yours.
But don’t stop there. Keep fine-tuning your approach with every new ad, product release, or social post. Pay attention to what resonates and where you can up your game—maybe a bolder color palette here, a more casual tone of voice there. A well-defined identity isn’t just a fancy extra; it’s the foundation that turns casual onlookers into lifelong fans. Follow the strategies we’ve outlined, tweak them for your unique audience, and stay true to what you genuinely stand for. Do that, and you’ll be miles ahead of the competition—no matter what new trend or tech rolls around next.
Frequently Asked Questions
How long does it take to see results from brand marketing?
Consider it like planting a tree. It won’t grow to full height overnight, but the shade it eventually provides is well worth the wait. You might see some early wins (like positive feedback or social buzz), but the real benefits—like brand loyalty and word-of-mouth referrals—tend to bloom over time with consistent effort.
Is brand marketing only for fancy consumer products?
No. From selling software to running a local café, or offering consulting services, a strong brand helps you match with customers. It’s the universal glue that can bind any business to its audience, provided you customise your messaging to the people you want to reach.
Do I need a massive budget to start brand marketing?
While big brands throw around huge budgets, small and mid-sized businesses can still make an impact by being smart and consistent. Start with a clear identity and show up where your audience hangs out. Authenticity and consistency can outperform a pricey ad any day if done well.
Final Thoughts
To achieve recognition like McDonald’s, Apple and Nike, start with a clear brand identity. With more precision about who you are and why you matter, it will be easier to refine and amplify that message in every campaign. Want people to line up overnight for your next launch or talk about you the way they brag about their favorite sports team? Give them something real to rally around—consistent values, an authentic story, and a vibe that’s unmistakably yours.
But don’t stop there. Keep fine-tuning your approach with every new ad, product release, or social post. Pay attention to what resonates and where you can up your game—maybe a bolder color palette here, a more casual tone of voice there. A well-defined identity isn’t just a fancy extra; it’s the foundation that turns casual onlookers into lifelong fans. Follow the strategies we’ve outlined, tweak them for your unique audience, and stay true to what you genuinely stand for. Do that, and you’ll be miles ahead of the competition—no matter what new trend or tech rolls around next.
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Work with us
Click to copy
work@for.co
- 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
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®