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Kieran Sait

Understanding The Mechanisms Of A Branded Marketing Campaign

28th Apr 2014 Brand 4 minutes to read

Building A BrandIn a noisy marketplace, competition is fierce, and if you’re an online business, chances are the ferocity of the opposition will be even more intense. That is, unless of course, your company thrives on an unrivalled, niche product or service.

However, for those who are not too dissimilar from close competitors, establishing a solid identity and running branded marketing initiatives can be just what you need to set your business apart from the rest. You’ll drive sales, build awareness and create a loyal, long-lasting rapport with customers to hold your business in good stead well into the future.

Before we get started, you may also enjoy these several helpful videos on establishing your brand online.

Once you have a strong understanding of the core branding principles and you have taken the necessary steps to build your own, it’s time to adopt a campaign led approach to your digital marketing efforts and integrate your brand at every turn.

But, what exactly does this comprise of?

How can your company go about successfully branding a digital project going forward?

Read ahead to find out!

Start planning! It’s all in the preparation.

Time To Plan ClockBefore you even think about embarking on a branded campaign, there are a few key elements you will need to consider prior to getting things off the ground.

The Message

Perhaps the most, crucial and fundamental component of any marketing project!

What’s the message you’re trying to deliver? What are you trying to achieve?

Are you launching new products? Raising awareness of existing ones? Attracting a new customer segment? Or perhaps you’re just trying to build buzz for something bigger that is yet to come?

Whatever the case, the title and slogan you come up with should be able to characterise your message in nothing more than a short and simple line.  The rest – the design and subsequent content – will follow soon after.

The Design

Similarly, the design element of your initiative will be extremely important to its familiarity and reception with consumers.

Whether your goal is to run an offline, online or mixed communications campaign it is imperative that you are able to create and sustain a universally recognisable design to supplement your message.

The way to do this is to select a small handful of images, supported by brand centric colour schemes and logos to help encapsulate and characterise the overall aim of what you’re doing. By sticking to only a few key images, colours and typefaces – the pickup and reception that your marketing efforts will receive when distributed across multiple channels will be a lot stronger.
Implement Chalkboard
So now let’s move on to implementing your campaign and the factors you should consider before preparing to launch. 

Use Multiple Channels

If you want your adverts to appeal to the masses, it is vital that your business utilises every single channel it has access to. What this essentially means is that, all Social Media properties, offline advertising and print materials, your website and even off-page display ads should be conveying your message.

Where possible, your brand campaign should appear everywhere. It will be a lot more advantageous if potential customers see a consistent design and tagline every time they encounter your company’s name.

Not only will this help to catch consumer interest the longer they are exposed to your ads, but it will also likely result in a large-scale increase in sales, as well as leaving your brand at the forefront of a customer’s mind the next time they need one of your products or services.

Use An Array Of Content Types

We’ve now covered how using a broad mix of channels can boost the effectiveness of your campaign, but in this lies even more opportunity to push the limits of your efforts that bit further.

Developing strong, shareable content, whether it’s to populate social media, off-page pursuits or your website’s blog can prove to be a great way to enhance your campaign.

Depending on the nature of your message, mixing up the content types you use can drive your efforts even further to help increase engagement and prompt awareness between brand and consumer. This might be achieved by using a collection of YouTube videos that encompass the themes of your campaign, Social Media discussions, online competitions, blog posts, infographics, games – the possibilities are endless.

What Are The Overarching Benefits?

So now that we are aware of the fundamental components that make up a successful brand campaign, you might be wondering, what are the actual implications of this to my business?

Generally, the advantages of employing brand focused marketing are as follows:

  • Promotes familiarity, rapport and relationship building with customers.
  • Increases the authority and visibility of your brand in the eyes of the consumer.
  • Establishes a longer lasting message in the memory of your target audience.
  • Creates an aligned marketing direction – tying online and offline efforts together.
  • In a saturated market, brand campaigns can promote independence and distinguish your business from competitors.
  • A successful project can strengthen the positioning of your brand as well as drive your business.

If you have anything you would like to share with regards to running branded marketing campaigns, please feel free to leave a message in the comments section below. Or if you’d like to know more about our services please get in touch.

Image Credits 

Brand building image courtesy of Bigstock
Plan clock image courtesy of Bigstock
Implement chalkboard image courtesy of Bigstock

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