The brand has become a fundamental pillar of contemporary marketing. Research indicates that consumers have increased trust in companies that work to build a strong, authentic brand image. A study conducted by Salsify found that 46% of American consumers are willing to pay more for products from a brand they like.
Essential definitions
The brand. A set of characteristics, associations and images that distinguish a product from its competitors, making it identifiable and arousing the interest of the public target. For the consumer, the brand embodies an image, a promise of quality and benefits linked to the possession of the product.
Branding. The process of developing and building a brand. Its main objective is to build and convey to consumers an image that resonates with the values of its target audience.
Brand promotion. La abstract of brand image to consumers. It aims to disseminate information about the brand, its assets and benefits to various audiences, including consumers, suppliers, distributors, shareholders, authorities and employees of the company.
How to develop a promotion strategy brand name ? A brand promotion strategy is presented as an essential document, outlining the short, medium and long term objectives, as well as the actions necessary to achieve them. It acts as a valuable guide to branding. This strategic plan is a crucial step in the branding process, which also includes preliminary phases such as market analysis, defining the target audience and developing a brand platform.
Objectives of brand promotion
To create a memorable ad, it is essential to make a video with professional equipment, clearly illustrating why the customer needs the product and highlighting its benefits. It is possible to combine several sequences filmed from different angles thanks to a video editor, then broadcast them on the platform chosen. Brand promotion has one primary goal: to drive sales. However, it also encompasses other significant aspirations, such as:
- Increase demand for the brand's products.
- Strengthen the brand's position in the market.
- Increase your market share.
- Raise brand awareness.
- Attract new customers.
- Create and maintain a positive image.
- Motivate employees.
- Strengthen relationships with partners and authorities.
A brand promotion strategy is essential to ensure an approach that is both systematic and effective. In the absence of such a strategy, efforts tomarketing and email automation may prove chaotic and unproductive, leading to wasted resources and disappointing results. Before embarking on the development of a promotion strategy, It is essential to go through the preliminary steps of branding, such as market analysis, defining the target audience and designing a brand platform.
What is a good brand? Building a strong brand is a strategic process that requires a methodical approach. It's about forging a unique identity, standing out from the competition and establishing an authentic connection with the target audience. Key steps in branding include:
- Market analysis : Understanding the market context, identifying the needs and aspirations of the target audience, as well as examining the competition, helps to define the brand position and design a unique value proposition.
- Positioning : Determine the place that the brand will occupy in the minds of consumers compared to its competitors.
- Brand idea: Formulate an essential promise to customers, embodying the added value of the brand as well as its reason for being.
- Brand platform: Document the brand's core elements, such as its mission, values, benefits, and value proposition. social media news offer the opportunity to explore the field of digital marketing in a new light, integrating the specific functionalities of each platform.
- Brand strategy: Develop an action plan for the creation, development and adaptation of the brand in the face of market changes.
- Brand Identity: Design the visual identity of the brand, including the logo, packaging, website and all visual elements that contribute to its recognition.
Brand promotion tools and methods
Once the brand is carefully established, it becomes imperative to promote it in order to reach the target audience and generate sales. It is essential to evaluate the effectiveness of the efforts deployed in this promotion. Two categories of measures can be distinguished: general measures, which take an overall look at promotion, and the specific measures for each tool, allowing the effectiveness of individual campaigns to be assessed.
Le branding return on investment (ROBI) is a fundamental concept for companies wishing to maximize the impact of their marketing campaigns. It involves evaluating the return on resources allocated to building and strengthening the brand.
Various indicators can be used to measure ROBI, depending on the nature of the marketing activities and the objectives set. Here are some examples:
- Advertising : Cost per thousand impressions, reach, click-through rate, cost per click, ROI.
- Public relations : Media index, media coverage, cost per contact.
- Events : Audience reach, number of contacts made, cost per contact, conversion rate.
- Sales promotions : Coverage, revenue, ROI. – Content marketing: Number of readers, time spent on page, keyword research, volume of shares, comments and clicks on links to landing pages.
- Direct sale : Conversion rate of contacts into transactions, customer loyalty, repeat purchase rate.
The choice of metrics will depend on the specific objectives of the branding campaign. For example, for an information campaign, reach and cost per thousand impressions will be crucial metrics. On the other hand, to boost sales, cost per targeted action and number of leads will be preferred.
A brand is a set of attributes, associations and images. Promotion aims to communicate these elements to consumers. It can take various forms depending on the message to be conveyed: informational, persuasive, memorial, reinforcing the brand image.
In conclusion, ROBI measurement is essential to ensure the success of branding investments. 🚀 By setting clear goals and selecting the appropriate metrics, businesses can optimize their marketing campaigns and maximize their impact.
