What is Brand Marketing and How to Create a Brand that Connects with People

Brand marketing is an essential brand building technique because it offers brands great creative flexibility, allowing them to tell brand stories through the lens of different products and services. This allows for brand messages to be shared with consumers in a relevant way, increasing brand awareness.
The brand marketing process can be broken down into four brand marketing techniques: brand awareness, brand recall, brand recognition and brand preference.

Brand awareness.

Brand awareness is brand marketing’s first step, which involves creating brand awareness by raising brand recognition for a brand, product or service. This technique is helpful in regard to brand building because it means consumers are able to recognize your brand name and logo instantly. However, if consumers do not recall seeing the brand before, they may not associate the brand with anything, rendering brand awareness ineffective. Increasing brand recall helps to fix this problem by putting consumers in a position where they are able to recognize your brand and connect it with its corresponding product or service.

Brand recognition.

Increasing brand recognition is brand marketing’s second step, one that involves having consumers respond positively when seeing brand names and logos through brand recall. This technique is successful in brand building because it means consumers are able to associate your brand with its corresponding products or services, demonstrating the brand’s value proposition.

Brand preference.

The brand marketing process’s third step is brand preference, which involves having consumers indicate a preference for your brand over others when given the option to choose between your brand and other competing brands. This technique is successful in brand building because it means consumers are actively choosing your brand over others.
Building brand preference also gives brands the ability to charge more for their products or services, because brand loyal customers are less likely to pay attention to price tags when engaging with an established brand.
Brand preference also helps brand marketers improve brand recall and brand recognition. Consumers that associate your brand with a specific product or service and remember your brand name and logo may be more likely to choose your brand over competitors when given the chance to make an informed decision, which increases brand recall and brand recognition.
As consumers build brand preference, they are engaging in relationships
Brand marketing is the process of establishing and growing a relationship between a brand and consumers. Rather than highlighting an individual product or service, brand marketing promotes the entirety of the brand, using the products and services as proof points that support the brand’s promise.

Brand Marketing

The brand manager provides brand marketing by promoting the brand through advertising, public relations, and promotional campaigns. Brand marketing focuses on building brand equity (the value of brand experiences) rather than revenue figures.
The brand marketer offers brand marketing by promoting brand awareness and brand preference through all consumer touch points.

Brand Marketing Techniques

– Brand Awareness: Establishing brand awareness
– Brand Recall: Associating the brand with a product or service and having consumers remember your brand name and logo
– Brand Recognition: Having consumers recognize brand names and logos through brand recall
– Brand Preference: Having consumers indicate a preference for your brand over other competing brands when given the chance to choose between your brand and others