Tape UK help brands discover their uniqueness and articulate this into creative outputs to influence their target audience.
Branding is who you are, your company’s identity, personality, and values. Branding should be reflected in everything you do, from product development to marketing, employee relations to office design.
To help us at Tape UK determine who your brand is, we need to ask yourself several questions. These are an excellent place to begin:
• What are your core principles and values?
• What is your mission statement?
• What inspired you to build your business?
• Why do you want to offer your products or services to your target audience?
• What makes you unique?
• What is your internal company culture?
• What is your professional sense of style?
• What are your communication characteristics?
• What do you want to come to mind when someone hears your business name?
• How do you want people to feel when they think of your business?
• How do you want customers to describe you as a company?
Answering these questions will help Tape UK craft a full sense of your brand and what you want it to reflect. You’ll probably notice that all the questions are related to your internal culture and operations. Branding is what you build on the inside, and that is what will emanate externally to the market and target audience.
While branding is your identity, marketing is all the tactics and goals used to communicate that identity, build relationships with customers, and drive sales. Brand marketing focuses on marketing a business or product via its brand, so it could be regarded as a subset of the wider arena of marketing, or a blend of both branding and marketing.
Here are a few points about brand marketing to create a clearer understanding:
BRAND MARKETING IS FOR THE LONG TERM
Brand marketing is not an immediate return on investment. Brand marketing is a slow-and-steady strategic activity, based on the company’s very essence and authenticity, so it should be seen as a long game.
BRAND MARKETING TAKES TIME
A brand is not built overnight, so it will take time for consumers to get familiar with a brand. Brand marketing must reinforce the brand with every campaign or opportunity for exposure. The results will start to roll in and gain momentum only after a few months or even years of activity.
BRAND MARKETING CAN TAKE MANY FORMS
Because brand marketing works in the long term, it must be practiced continually and should encompass different methods and tactics. There is no one way to build brand awareness – that’s why at Tape UK we tend to use several different tactics and channels that are suitable for the goals of brand marketing.
BRAND MARKETING IS TO GROW YOUR BUSINESS
Although there are many ways to do brand marketing, and many goals that you might want to achieve; the ultimate purpose of brand marketing is to get exposure, stand out in the marketplace, gain conversions, and grow your business. Because it is so tightly bound to a business’s identity and authenticity, brand marketing is vital to building trust and loyalty among consumers. That’s why brand marketing is an invaluable part of a company’s overall marketing strategy and efforts to acquire and retain customers, even if it takes time, and even if the results are not instantly measurable. Fact is, you can’t put a price on positive consumer sentiment, and that’s what brand marketing is all about.
BRAND MARKETING STRATEGY
Every marketing activity requires a strategy to get the best possible results. This means devising a goal and a plan, executing it, and measuring the results to optimize for the future. Brand marketing is no different.
WHAT IS BRAND MARKETING STRATEGY?
Brand marketing strategy is a long-term plan whose purpose is to increase a brand’s position and positive perception in the market. The strategy can include several media channels, campaign types, and a variety of tactics to reach its goals. These may include paid ads, social media management, video marketing and SEO, among others. A solid brand marketing strategy will gather momentum, building on past results to increase its power and influence among the target audiences as time goes on.
Here is a basic breakdown of the steps we follow to build your brand marketing strategy:
1. First, Tape UK need to craft your brand. Before diving into brand marketing campaigns, it is essential to define and craft your brand down to the finest detail. This means deciding on your mission, values, brand character, tone of voice, and look and feel. This is the time to develop a brand book if you are planning to have one, which serves as a guide to all the design and creative elements of your branding activities.
2. Identify your audiences. A brand can mean different things to different audience segments. A brand marketing strategy should consider all the various audience segments, and what the brand messaging should look like for each, all while staying aligned with the brand’s overall vision and values.
3. Create marketing messages and assets. Once your brand and audiences are defined, it’s time to develop assets for your brand marketing campaigns. It is always a good idea to diversify your marketing channels. Don’t just run social media ads. Mix it up with other channels, such as native ads, YouTube marketing, or local advertising channels, if you are a local-based business. Start with one or three campaigns on different channels and build up from there. Once we have decided what campaigns to run with, we can craft the messages, images, and copy as required and according to the specifications of various advertising and social platforms.
4. Run, test, and analyse campaigns. Now it’s time to launch the campaigns. Digital campaigns can and should be closely monitored, and their performance analysed in comparison to the targets you set and industry benchmarks. It’s also a great idea to test campaigns so you can know what is working and what is not.
5. Optimise your successes and build on them. When you have a clear picture of your campaign performance, you can decide what to pursue to advance your brand marketing even further. If you get good traction on a video campaign, then you know the message is working. Then you can create a follow-up video in the same tone. We always check in to make sure you are sticking to your brand identity. It’s the only way to support a solid brand marketing strategy that will have a strong impact in the long term.
6. One of the most powerful impacts on brand marketing is certainly social media. Social networks are where consumers spend a good deal of time connecting with friends and family, getting recommendations for products and services, and engaging with brands.
Brand marketing on social media is not just about promoting posts or videos. It is an opportunity to interact with your customers, and to boost brand image by creating positive experiences. Consumers would recommend a brand to family and friends after a positive interaction on social media. For example, responding to messages or comments quickly and effectively makes customers feel appreciated and cared for, and there is no more powerful marketing tactic than that. Think of social media as a two-way communication tool between your brand and customers, and you will ensure it has the most positive and uplifting impact on your brand marketing.
- Brand Marketing strategy
- Brand development
- Creative Direction