Brand promotion strategy through digital marketing
Not only to maintain but also to expand market position, a branding strategy is necessary. This job should be done as professionally as possible by a company’s marketing manager, and in this article, we’ll provide guidance on how to develop an effective strategy.
A brand cannot exist without a marketing campaign. This is due to its very nature, which manifests itself in many associations in the minds of the target consumer group. Not only to maintain but also to expand market position, a branding strategy is necessary. The success of a brand with consumers depends on it.
There is a lot of debate about what a strategy is. However, one thing is indisputable: in the long run, it determines the actions of the company and, within the framework of brand development, its market development among the target consumer groups. Let’s examine these issues in more detail below:
What is a brand strategy?
Brand development includes several areas. The brand management strategy consists of four separate strategies that are intertwined to form a common strategy. these are:
Product Strategy and Expansion
This shows in which categories the products and services offered to consumers are under the brand and in which markets it is planned to launch.
The range of prices and discounts available to consumers across all sales channels for the brand is defined here.
It defines how a brand communicates with its target audience.
channel presence strategy
The strategy outlines geographic distribution areas and priorities for their expansion, principles and characteristics of the brand’s availability to consumers.
Looking at these strategies, it becomes clear why the role of the brand manager is cross-functional in a company that integrates sales, logistics, manufacturing and marketing. But in the external environment, the main goal of a brand is to create an image in the mind of the target audience.
In this sense, branding is a form of communication, a form of building a relationship of trust between a company and its customers, so the most dynamic strategy is communication, which is also fully updatable as information can be changed if necessary .
They need to communicate marketing messages relevant to their target audience, so they are more susceptible to scrutiny and adjustment than others.
When a brand interacts with consumers and forms specific associations in their minds, it becomes what it is. This fact makes communication strategy and branding strategy almost equivalent in many cases.
Regardless of the name, the strategy is an explanation of what a brand should be to consumers and how to communicate it to them. So, like the entire brand management strategy, it’s broken down into several tools, including:
• Positioning strategy
• Creative strategy
• Media strategy
In order for strategy formulation to end up being a working document that is tractable in practice, it represents a statement from general to specific and contains the following assumptions:
• Set strategic goals
• The strategic direction of development is the requirement to ensure the realization of the goal. In terms of advertising objectives, this includes positioning, creative and media strategy development
• A series of tactical actions that together form an action plan aimed at achieving the strategic goals of branding
Why is it important to stick to the brand strategy you created?
The process of creating a strategy is quite long and time-consuming, and we talked about this process in our article (The Brand Strategy Development Process). But once it’s done, it doesn’t become a document that can be saved to a file. But it was created with the goal of defining how the brand will evolve and what needs to be done to move from its current location to the desired location in a limited time.
While the implementation of the strategy is outside its development process, it constitutes a follow-up to the branding. It affects the following practices within an organization:
• It can prepare and allocate the necessary resources to implement the strategy.
• It limits marketing and organizational actions and establishes the necessary rules to achieve goals.
• It reduces internal disputes related to branding and related activities and acts as a reference point to optimize the organization’s work and focus on problem solving without further discussion.
• Determine the requirements for hiring the right people, advertising agencies and other contractors, whose skills align with strategic goals.
• It provides a work structure for all employees involved in the organization’s brand function and sets clear goals for their achievement, which has a positive impact on employee motivation.
Therefore, the implementation of the brand strategy is related to the constant comparison of the real image with the desired branding effect. In other words, you have to follow a plan to achieve your goals. This makes it possible to measure the effectiveness of strategy implementation and monitor the progress of changes in brand status from the current situation to a possible future.