Brand marketing refers to the marketing that your organization undertakes to render a unique image to your brand. Brand marketing focuses on marketing your entire brand, including its philosophy and other elements, rather than promoting a single product line or service.
Brand marketing generates awareness for the brand, engages customers, and aims to cultivate loyalty. Brand marketing is successful when you succeed in differentiating your brand from that of your competitors in the minds of your audience. Your offerings, marketing communications, and customer experiences across touch points, play a key role in accomplishing your brand marketing goals.
Demand generation is a key strategy in an organization’s sales and marketing portfolio. It is implemented to generate interest for a product or service and thereby infuse leads into your sales funnel. Though primarily seen as a lead generation process through targeted campaigns, the significance of demand generation is more than that meets the eye.
A well-conceived demand generation strategy creates brand awareness, builds credibility, generates interest, and routes quality leads to your pipeline. Leads generated through demand generation are strong as they are sourced primarily through brand awareness and credibility.
Demand generation and brand marketing are not separate entities. Brand marketing starts with creating demand for the brand. On the other hand, demand generation does not create the essential impact on audiences without adequate brand power. Integration of these strategies is key to experiencing meaningful growth in the long- and short-term.
With an excellent brand marketing strategy backing your demand generation marketing, you realize stellar results. Achieving demand generation on the strength of brand marketing saves time, resources, and cost.
Trusted brand reputation built on your brand marketing strategy makes demand generation easier. Audiences are able to connect emotionally with the brand based on its strong reputation. As a result, targeted demand generation objectives such as audience engagement and lead generation fall into place.
Demand generation is a gradual process that relies heavily on the strength of awareness-building for efficiency. Without building strong brand awareness, subsequent activities such as prospect attraction, personalization and nurturing are a far reach.
The authenticity that good brand marketing cultivates, builds an emotional connection with your target audience, which in turn mobilizes subsequent demand-gen activities. This tandem effect makes process elements more interconnected and hence efficient.
Brand marketing and demand generation boost each other, leaning into, and gaining from, each other’s strength. As demand generation rides smoothly on the strength of your brand, your brand too gains from the process. As you succeed in creating demand for your product or service, your brand gets more reach, is highly engaged, and is retained better in the minds of potential buyers.
This increase in your brand presence across marketing channels solidifies its market position and improves market value. This brand power, in turn feeds your demand generation, attracting quality leads and keeping your pipeline and sales teams engaged.
By aligning brand marketing with your demand-gen efforts, you create a rippling effect across touch points with consistent brand messaging. This personalized communication serves as an opportunity to differentiate your brand.
Here are some steps to get started with the alignment:
The effectiveness of your demand-gen campaign depends on how well you know your target audience. This knowledge enables you to tailor your strategies and communications accordingly for maximum impact.
Deep research is key to obtaining insights into your audiences’ pain points and preferences. Real-time insights, garnered even as buyer actions happen, are impactful. This data gives an understanding of buyers’ intent, interactions, satisfaction levels, and purchase behaviors, and helps maintain highly effective campaigns.
Whether you are using display ads, email marketing, or other demand-gen channels, ensure that the channels reflect your brand. From your brand design to personality and messaging, all elements that make your brand “your own” need to be infused into these channels. This brand representation enables you to make an emotional impact on your target audience.
Demand-gen campaigns are intensive in terms of time, resources, and people. Your strong inhouse team, which knows the brand best, is great to generate the best assets, visuals, and communications, key to a demand-gen campaign. But outside expertise can bring in a fresh outlook and edge, which can put your demand-gen initiative on a fast-track.
With a trusted demand generation solutions company, you get to leverage the best buyer data and personalization tactics, which puts your campaign on the path to roaring success.
Ensuring a seamless buyer experience is an intense, micro-dynamic, detail-oriented, and a meticulous exercise.
From presenting a humane brand in your communications to delivering the best content assets, every touch point is an opportunity for brand marketing in a buyer’s purchase journey. Align your sales and marketing teams for shared insights to effect consistent brand experiences at every touch point.
Leverage efficient marketing technologies such as automation, email marketing, and data enrichment to analyze prospect action, intent, and sentiment at critical touch points. Data-based actions culminate into that critical moment where a prospect makes a purchase decision in your favor.
Your brand marketing and demand-gen campaigns need to be monitored and measured for performance. In addition to manual research and analysis, technology infrastructure to monitor, gather, modernize, and make data readily-accessible is crucial.
Relevant data offers actionable and timely insights to make well-informed decisions faster. You can reach your prospects at the right time with the right message, increasing opportunities for the next best actions.
Aligning brand marketing with demand generation does not stop with a one-time implementation. You may not need to launch huge brand campaigns every time you want to generate demand for a product or service, but small-scale campaigns are essential.
Your brand needs to be present in front of prospects either in visual or auditory form at least 7 times, for them to make a purchasing decision. Brand marketing powers your demand generation with this traditional marketing wisdom as well as its elements of trust, authenticity, and reach.
Marketers that realize the cohesive impact of these powerful strategies can leverage their unison effectively. This unified approach delivers short-term results such as lead generation while effecting long-term impact such as sustained brand growth.
Utilize your brand marketing more efficiently to drive demand with FinalFunnel. Explore your brand and demand-gen opportunities with us!