Brand Marketing: What It Is + How to Create Your Strategy | Coursera

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Explore how brand marketing helps businesses build brand equity and promote their product lines, and discover the steps of creating a brand marketing strategy for your business.
Brand marketing promotes your company as a whole to build reputation, trust, and long-term customer loyalty.
Brand marketing serves multiple business goals, including building brand equity, increasing revenue, and turning loyal customers into brand ambassadors.
A strong brand marketing strategy starts with a coherent narrative about your company's origin, mission, and role in customers' lives that makes your marketing more emotionally compelling.
You can strengthen your brand marketing foundation by learning how to create a marketing plan to reach your target audience.
Learn about what brand marketing is and how you can create your own brand marketing strategy. If you're ready to start building brand marketing skills, enroll in the Meta Marketing Analytics Professional Certificate. You'll have the opportunity to work with marketing data, design and run experiments to test advertising ideas, and use marketing analytics methods to summarize and analyze data. In as little as seven months, you can earn a shareable certificate.
Brand marketing refers to promoting a company’s brand as a whole rather than highlighting individual products and services. In this approach, a company might build marketing collateral that showcases its look and feel, transmits its values, and tells a compelling brand story.
Brand marketing serves several purposes, including boosting your brand’s reputation, building brand equity, and inspiring consumers’ trust and loyalty. In addition, an effective brand marketing strategy can also make it possible to increase consumers’ engagement with your brand, increase revenue, turn loyal customers into brand ambassadors, and have a positive impact on people’s lives.
While brand marketing combines concepts related to branding and marketing, these two business practices by themselves are not the same thing. Branding is the process of developing a distinct identity for a company and an experience for consumers. Marketing refers to the tactics a company uses to promote products and services to a specific market segment using insights from research.
A brand marketing strategy is your long-term plan to improve your brand’s position in the marketplace. A strategy helps organize efforts to educate consumers about your brand. Gather any brand assets and marketing collateral you may already have, including design elements, social media content, buyer personas, and ad campaign creatives, and then follow the steps below to build your brand marketing strategy.
Articulate what you want to achieve with your brand marketing efforts. That way, you can determine your tactics and approaches with intention and have a basis for measuring your progress over time. Make these goals as specific as possible, understanding that you can adjust as needed as you build other sections of your brand marketing strategy.
Draw from these examples of brand marketing goals:
Develop marketing content to elevate brand vision and philosophy and increase customer engagement with such messaging.
Understand the brand’s overall appeal.
Recruit brand ambassadors from the existing customer base who willingly participate in promotional activities.
A brand story is a coherent narrative about a brand’s origin, mission, purpose, and role in customers’ lives. A good brand story should captivate customers because they can relate to the brand's experiences or aspire to what it represents. Because humans respond emotionally to well-crafted stories, having a coherent brand story can make your brand marketing more effective.
To define your brand story, start by reviewing everything that comprises your brand’s identity, from the visual and language elements that consumers first encounter to the values and philosophy that undergird these elements. Next, answer these questions to bring brand story material to the forefront:
How did this brand originate?
What were the events that led to its inception?
What inspired you to develop it?
What problems do customers have that your brand helps to solve?
What desire do customers have that your brand satisfies?
What ideas and principles went into this brand’s design?
What goes into the development of each product and service?
Then, shape the raw brand story material into a short but coherent narrative. You might consider developing several versions of the brand story: a short one that can be verbalized in a few seconds or added to a social media profile as a brief intro, and a longer one that comprises a page on your website.
Your brand story can serve as the basis for brand marketing collateral.
Review any market research you’ve conducted, your brand marketing goals, and your brand story to determine the specific tactics you’ll use to market your brand. Answer the following questions to decide on your tactics. Be able to say why you’ve chosen each one and how you foresee it helping you reach your brand marketing goals:
Which marketing channels will you use to develop a brand presence?
How can you coordinate paid ad campaigns and organic content to tell your brand’s story and extend its reach?
How will you leverage social media influencers and the rapport they’ve cultivated with their audiences to reach new niche markets?
What affiliate marketing and referral programs can you offer to turn loyal customers into brand ambassadors?
Read more: What Is a Marketing Plan? And How to Create One
Your goal in this step is to create brand marketing collateral that communicates your brand’s values, mission, visual identity, and story in compelling ways for use across all marketing channels. Collateral can include:
Email campaigns and sequences
Web copy, blog articles, or other content
Digital or print ad creatives
Business cards and other print collateral
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