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  • Writer's pictureVivien Koh

How To Align Your Marketing Strategy Well With Your Brand

๐†๐š๐ซ๐ญ๐ง๐ž๐ซ ๐Ÿ๐จ๐ฎ๐ง๐ ๐ญ๐ก๐š๐ญ ๐ข๐ง๐ญ๐ž๐ ๐ซ๐š๐ญ๐ข๐ง๐  ๐›๐ซ๐š๐ง๐๐ฌ ๐ž๐Ÿ๐Ÿ๐ž๐œ๐ญ๐ข๐ฏ๐ž๐ฅ๐ฒ ๐ข๐ง๐ญ๐จ ๐œ๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐œ๐š๐ญ๐ข๐จ๐ง๐ฌ ๐ข๐ฌ ๐ญ๐ก๐ž ๐ญ๐จ๐ฉ ๐œ๐จ๐ง๐œ๐ž๐ซ๐ง ๐Ÿ๐จ๐ซ ๐Ÿ๐Ÿ—% ๐จ๐Ÿ ๐ฌ๐ฎ๐ซ๐ฏ๐ž๐ฒ๐ž๐ ๐‚๐Œ๐Ž๐ฌ.

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.

๐Ÿ“Œ How to Align Marketing Strategy well with your Brand: 3 Simple Tips

To recap the difference between marketing and branding, branding is your โ€œwhyโ€, 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.

1๏ธโƒฃ 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

  1. Brand Heart: Purpose, Mission, Vision, Values. These high-level brand artefacts can be used to inform customers what your companyโ€™s values are, and provide direction for the next two elements of this guide.

  2. 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.

  3. Visual Identity: Logo, Colors, Typography, Visual Assets (Photographs, Videos, if any). This will help you ensure that your brand looks cohesive and professional.

2๏ธโƒฃCreate Personas

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 youโ€™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).

๐Ÿ“Œ Start Marketing Effectively Now!

As shown, it can be complicated and overwhelming to effectively ensure brand alignment. Let VKT do it for you!

With our experienced EDG Certified Consultant, VKT boasts a proven track record in achieving a high EDG application success rate with up to 80% funding. Note that funding will be dropped to 50% support for EDG. So wait no longer, and contact us for a virtual coffee chat to discover more about how you may start your digital brand & marketing journey and leverage our expertise! Contact us now for a free strategy session through the link here:


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