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What is brand marketing?


Brand marketing is promoting a brand’s products or services in a way that elevates the brand as a whole. It involves creating and maintaining brand-consumer relationships and marketing brand attributes—the traits that people think of when they picture a particular brand. Taken from Amazon Ads, here.

Why is it important for the marketing team to utilise the brand?

While understanding the sales number, data over your product’s revenue is as important, realising that in today’s world customer’s buying behaviour changed to something more intangible is the key to a great marketing strategy. We’ve evolved as human to be closer than ever, and yet more diversified than ever before. 

All thanks to the utilisation of brands in this century. As radical as it sounds, the concept of branding goes back to the very start of civilization. And those brands who know how to utilise it survive, if not thriving. 

Today, people buy products/services that make them feel something. They buy a phone, not because one phone can do what other phones can’t these days, they buy the brand. Our customers buy something that makes them feel like they’re part of a bigger thing.

And that’s why it is important for marketing team to understand the brand they’re working at properly, deeply, so that they can communicate clearly with the people they aim to market the product/service to. 

The essentials for Brand and Marketing team’s harmony

More often than not, the brand team understands a lot about the kind of tribe they’re building while the marketing team is trying to reach the goal of the quarter. This, resulted in some sacrifice from either team being less compensated or paid attention to. 

It shouldn’t always be this way. 

Brand and Marketing team could go along successfully with the right mindset and boundaries. Here are the essentials of a harmonious Brand & Marketing team that we find;

  1. Understanding your brand’s focus.

    To have a synchronised effort of branding and marketing, your message and voice should be aligned before stepping to any other areas. Being on the same page to this give you an anchor when it comes to decision making in the future.

    For example; if your marketing team comes with a campaign idea, and you all agree to the why, you can always incorporate your brand’s voice before getting to the decision that you are going to move forward with the campaign. Even better if the marketing team can trust the brand to execute the campaign, while the marketing can measure and reconcile the effort.

  2. Consistencies in order to create familiar experiences.

    Our brain can only process 22 things at the same time. When I say 22 things at the same time, it really comes down to 4, the other 18 are needed for us to blink, breathe, skim the surroundings, and other stuff that keep us alive.

    This means that - if your Facebook ads are red dominant visuals, while your twitter is green and your insta ads are blue, I might never remember what it is that you’re trying to sell me. The key here is consistency. The easier it is to be remembered, the faster for your customer to recognize and move into a deeper funnel in your sales journey.

  3. Metrics and Goals understanding from all aspects of the team.

    Understanding the right metrics, and goals to launch a campaign is one of the most important essentials to make sure the harmony of the team is on the right path.

    When choosing metrics, and goals, this may be a top down approach - however getting feedback of the actual team’s idea about the metrics being measured is important to see if it actually makes sense.

    For example - if your marketing team decides to conduct a brand awareness survey, measuring how famous your logo might seem impossible, and could put your brand team in confusion. 

What happens when your branding and marketing team are not working together?

When branding and marketing teams are not streamlined, a lot of tangible day to day operations will inevitably impact other areas of the companies, whether that’s finance, business development, product, or even operations could suffer. In a bigger picture, it’s burning your company’s budget with no revenue coming in if your branding and marketing are not really working on the same page.

What are the symptoms of your branding and marketing not working together?

While unhealthy relationships between marketing and branding could definitely be seen on the company’s level, it can also be seen within the morale of the organisation, the relationships within the individuals and/or the direction of the working culture organisation’s wide. 

And when your team’s relationship is not healthy, it affects their performance, the output of what your company and brand projects to the world, which ultimately, impact the buying decision of the potential customer. 

Now how can a business owner identify these symptoms in their organisations and companies?

  1. Reflect if you treat your branding team as assets, for the marketing team to use/utilise.

    You may wonder, what’s the problem treating our brand as assets? Now here’s what your branding team might want to say to you;

    As branding teams, they’re always expected to have an ongoing pressure to deliver short-term financial results coupled with measurable results - while building a brand means building associations, gut feelings, and all other sorts of intangible assets.

    However if that’s the case in your organisation, looking at the right metrics to measure the success of your brand, and treating them as an integrated marketing team, might be something you want to start doing.

  2. There’s minimal train of thought when creating tangible brand assets, which ultimately results in a communication problem within the branding and marketing teams.

    When a brand team is working by itself, more often than not, the tangible efforts they make in building a closer relationship with its customers might sound like a great idea but hard to break it down. When a marketing team works alongside a branding team, every tangible effort, and campaign or ideas they churn, will always make sense when it comes to “why do we do this”. As crazy as it sounds, not every company in the world knows why they do certain ads, campaigns, or even simple efforts under the name of “brand awareness”.

    Working on your brand awareness shouldn’t always be immeasurable.

  3. Toxic relationship between branding, and marketing. When one team is more measurable than the other in the optics of a revenue manager, business developer, business owners, CEO, CFO and other high level decision makers, competition will arise.

    Why is competition bad for your internal team? Even the most competitive team sports have to work together to win, of course not everyone gets the spotlight, but every single one in the team knows their integral part within the team.

    Not having them integrated means that they’re competing against each other. And if that is what’s happening in your organisation, realignment within the team is one of the things you can do. 

What does an integrated marketing communication and branding team look like, and how can you utilise them?

Crafting a finely tuned team can feel magical, and the results can be exceptional. However as said the opposite is also true like point 3 above. When creating your integrated marketing communications and branding team, you have to choose the team properly. You have to include members that can actually work together—whether their specialty is social media marketing, direct marketing, brand manager, designers, or anything in between. 

Now, say you’re growing fast, you need an experienced team to come in, and take care of it, so you decided to hire a digital marketing agency. How does it work, and what do you need to know before committing?

Starting a business is like running a marathon, you have to have the endurance for it, and make sure you’re constantly taking things one step further. That’s why hiring the right digital marketing agency can be the best decision you’ll ever make for your business.

By now, we’ve probably established that marketing is one of the most important factors in determining the success of your business.

Some agencies specialise in one or two areas of marketing, and other agencies are large enough to handle any marketing task you could throw at them. 

Some digital marketing services could include:

Public Relations

This service is usually inquired by companies to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders. 

Event Marketing

Event marketing is the real life marketing of a brand, service, or product through memorable experiences or promotional events. It typically involves direct interaction with a brand's representatives, to increase brand awareness and establishing high-level relationships. 

360 Digital Marketing

This service caters to every area of your business’s digital touch points. From your social media, your search engine optimization and marketing, user experience in your website, to running digital advertising campaigns across various platforms. 

How can digital marketing agency build an integrated brand and marketing solutions?

Taking an outsider perspective could always benefit you when they have enough context and understanding of your goals, customer’s persona and brand structure. 

At Itchi Digital, the process goes like this; Onboarding, Discovery, Conception, Goal & Metrics Identification, only then we start the execution. 

In the onboarding process, we always asked a lot of questions, to make sure that the campaign, the brand, the idea, the project or whatever it is we’re doing together, is absorbed holistically. Both from your business perspective and goals, as well as your target customer’s feelings and journey. 

Then we discover in a collaborative manner. We are an agency that loves to challenge the norm, using creative and critical thinking, we will tread carefully through your idea, making sure that the fruitful discovery session is ripe enough for us to put to a concept. This can take from 14 days to 1 month. There’s no generic template discovery solutions, every client we took, deserves a tailored solution. 

Once we move from the discovery phase, to the conception phase, we basically are stretching the boundaries of your ideas, drawing the lines of creatives and crazy, understanding the box we need to get out from, taking in feedback and synthesising data, the conception phase bring in a tangible idea that we will present to you. Most of the time on the presentation we bring in suggested key results to be measured, to make sure that our goal and metrics are in the same page. 

Do you think your branding and marketing strategy work alongside and help your business grow? If not, give us a call for a free brand and marketing strategy audit.

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