Brand Marketing or Brand Marketing is an advertising approach that aims to promote a brand as a whole, increasing its value and increasing the awareness that people have about it. This approach can help make an e-commerce like yours much better known and relevant in the market.
A brand, for those who have never thought about it, is a name and/or sign that identifies and differentiates people, companies, products and services. Furthermore, a brand gives these elements a correspondence with unique and exclusive characteristics and specifications. In that sense, it works like a digital.
Brand Marketing, in turn, highlights the attributes of a brand such as colors, slogan, mascot, values and logo, for example. The idea with this is to build brand equity. Strong brand equity makes consumers know and prefer your brand. This makes it possible to expand it with the support of consumers.
HOW TO BUILD A STRONG BRAND WITH BRAND MARKETING
To build a strong e-commerce brand, you must use Brand Marketing to create an emotional connection between your brand and the consumer. To create this connection, it's necessary to generate meaning in the consumer's life, engaging them above all with stories and values they can believe in.
Indeed, your Brand Marketing campaigns must activate factors such as:
Consistency:
According to a Lucidpress report cited by Oberlo , consistent brand presentation can increase revenue by 33%. To achieve consistency, your brand must have a well-developed organizational culture. This allows you to use brand marketing to convey a cohesive image to consumers.
Transparency:
According to research by Accenture Strategy , 66% of consumers believe that transparency is one of the best qualities a brand can have. This involves, for example, clearly stating how your company treats its employees and the sources from which it obtains its materials, etc. So, communicate clearly and truthfully with consumers.
Causes:
According to IEG data cited by Phin , 87% of consumers will buy a product because the company they support cares about a cause that is relevant to them. Therefore, identify which causes matter to your target audience and invest in brand marketing campaigns that can highlight your brand's actions in this context.
Confidence:
According to a study by Edelman , 81% of consumers say they need to trust a brand before making a purchase. Therefore, your brand marketing campaigns should show consumers that your company is honest and truly cares about their well-being.
Values:
According to data from Fundera cited by Small Biz Genius, 89% of shoppers remain loyal to brands that share their values. That is, it's necessary to understand the values of your target audience and incorporate them into your brand. In this way, the consumers you want to reach will be truly impacted by your brand.
Finally, by creating campaigns about values, trust, causes, etc., you increase brand awareness. This way, consumers will have greater knowledge of and familiarity with your e-commerce brand, remembering it more frequently.
BRAND MARKETING STRATEGIES
One of the best brand marketing strategies today is the use of web content. To give you an idea, 82% of consumers feel more positive about a brand after reading personalized content, according to Demand Metric data cited by Small Biz Genius. Therefore, it's possible to strengthen your brand through inbound marketing campaigns.
Inbound Marketing in E-commerce
Click the button below to download the free e-book "Inbound Marketing for E-commerce" produced by Agência e-Plus!
But it's not just Inbound you can use to spread branded content on the web. Also use Branded Content, which allows you to promote a brand's identity through storytelling. In this case, each advertising piece must be worked as an attraction. That is, advertising should not sound like advertising, but entertainment.
Furthermore, you can use social media platforms like Facebook and Instagram to strengthen your brand. These social networks offer ad formats such as Stories , for example, which can be useful in showcasing brands. Ads with photos and videos can also help you convey your values and the causes most important to your audience more easily.
Don't forget to also use Marketing in your physical points of sale. Work with Promotional Marketing by creating exclusive gifts and materials for your customers. Finally, strengthen all the requirements of your brand such as colors, mascot, sound brand, etc.
As soon as you can, click on “ Brand Manual ” and learn how to create one for your e-commerce!
