How To Align Your Marketing Strategy Well With Your Brand
𝐆𝐚𝐫𝐭𝐧𝐞𝐫 𝐟𝐨𝐮𝐧𝐝 𝐭𝐡𝐚𝐭 𝐢𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐧𝐠 𝐛𝐫𝐚𝐧𝐝𝐬 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞𝐥𝐲 𝐢𝐧𝐭𝐨 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬 𝐢𝐬 𝐭𝐡𝐞 𝐭𝐨𝐩 𝐜𝐨𝐧𝐜𝐞𝐫𝐧 𝐟𝐨𝐫 𝟐𝟗% 𝐨𝐟 𝐬𝐮𝐫𝐯𝐞𝐲𝐞𝐝 𝐂𝐌𝐎𝐬.
Indeed, marketing your brand effectively can be challenging, even if you have a deep understanding of your brand. This is especially true when you need to maintain consistency across multiple platforms.
In this blog post, we are going to focus on how to effectively bridge your branding to your marketing strategies. If you would like some quick pointers on how to create a robust brand first, we touched on how to cultivate good branding in a previous post.
📌 How to Align Marketing Strategy well with your Brand: 3 Simple Tips
To recap the difference between marketing and branding, branding is your “why”, who your company is, and what you are all about. Marketing is the methods and tools to convey those values and personality. To bridge the gap between your branding and marketing strategies, using a brand style guide, creating personas, and performing a tactical execution of the brand strategy can help.
1️⃣ Create and Follow a Brand Style Guide
A brand style guide translates what the brand is into tangible features such as a colour palette and writing tone. Having one makes it easier for the marketing team to create cohesive pieces of content that are of consistent quality.
Essential elements to include in the Brand Style Guide
Brand Heart: Purpose, Mission, Vision, Values. These high-level brand artefacts can be used to inform customers what your company’s values are, and provide direction for the next two elements of this guide.
Verbal Identity: Voice, Tone, Personality, Tagline, Value Proposition. This will help you determine how you speak about your customers, and how you promote your products and services.
Visual Identity: Logo, Colors, Typography, Visual Assets (Photographs, Videos, if any). This will help you ensure that your brand looks cohesive and professional.
A persona is a fictional character based on real demographic and psychographic data from your target consumers. Personas can help you understand your target audience even further because they consolidate consumer data into relatable, human characters.
Personas can be extremely valuable when building your marketing strategy. You can consider whether your messaging and artwork will appeal to your personas, and whether your campaign will even reach your personas through the platforms you plan to use. By considering these questions, you can further tailor your marketing efforts and effectively target your personas and hence, expand your reach.
Tactical Execution of Brand Strategy
Once you’ve built your Brand Strategy, you will need to focus on tactical execution. Strategy is all about ideas, synchronisation and objectives. Tactical execution will turn ideas into results. Decide on which marketing activities to invest in to meet your objectives and deliver the highest Return on Investment (ROI).
📌 Start Marketing Effectively Now!
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