A lot of people believe that the role of marketing is to give your brand a recognition, popularity and trustworthiness boost. However, what they fail to realize is that this is a two-way street. By constructing a strong marketing campaign, you are giving your brand a strong enhancement but, then again, the stronger your brand becomes the easier job you have in your future marketing campaigns.
Just remember the Coca-Cola Ramadan marketing campaign, where the brand recognition of Coke’s iconic red can with a curved white stripe was all it took for a major success. Here are several more examples of how all of this works. Who knows, we might just stumble upon the answer to the age-old question of how important your brand is for your company’s marketing.
#1 Their objectives work well together
In order to see the way in which these two important business world terms are intertwined, you first need to see the full extent of their objectives. For instance, in order for a brand to be considered as a success, it needs to work hard to confirm your credibility, clearly deliver the message of your core values and evoke consumer loyalty. As for the objectives of a great marketing campaign, it is to create specific, measurable, achievable and realistic results in a time-specific period. This is the so-called SMART approach.
As you can see, the reason why brand and marketing work well together is because the effects they achieve complement each other. Marketing yields actionable results you can measure, whereas brand appeals to the more abstract image of your company. Seeing as how the stronger the people feel about your brand the more likely they are to take action, there is a clear intersection where these two worlds collide to your benefit.
#2 Marketing helps with brand evaluation
Another thing that marketing helps you do is evaluate your brand. As we mentioned in the previous section, measuring a metric such as brand loyalty is not an easy job. However, by closely monitoring your marketing campaign, you might be able to check how your audience is currently responding to your brand. With the help of big data and modern analytics tools, this can be achieved with great efficiency, still, it might be an even better idea to dig a bit deeper. You see, numbers may not be as revealing as you would like, which is why you sometimes have to resort to sophisticated marketing methods like media monitoring.
#3 Creating return business
As for brand loyalty, this can be interpreted in several ways. Having someone like that one product they bought from you is one thing, however, having that same person coming back as a return customer is something completely different. First of all, return customers are extremely profitable. According to several surveys, about 8 percent of your return customers are directly responsible for 40 percent of all the profit that you make. About 27 percent of all people who buy from you and are happy with the purchase and bound to come back. This means that they require a minimum amount of persuasion to make their second purchase, making them an invaluable demographic, marketing-wise.
Conclusion
At the end of the day, while creating a strong brand may not be the end goal of marketing, it is definitely its most desirable side-effect. The key thing to take into consideration is the fact that while the objectives of a marketing campaign are supposed to give you short-term results, each successful campaign leaves you with a bit stronger brand. The stronger your brand gets, the easier your next campaign will be. In this way, your business will find itself on an upward spiral in no time.
Featured Image via limelightleads/flickr.com
Dan Radak
Dan Radak is a marketing professional with eleven years of experience. He is a coauthor on several websites and a regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.