Brand promotion as a marketing communication strategy informs, persuades, convinces and influences the decision-making process of a target market to create and maintain consumer interest in the brand.
Of course, brand promotion in itself is no joke especially for small businesses looking to make waves in the ever-increasing business sector. Branding, if done right, can set a business apart from its competitors, otherwise, it can lead to the ruin of a business.
Not to fear though, below we’ve isolated and listed key strategies every business looking into brand promotion needs to know:
In order to launch and hold a successful brand promotion, a firm and sound knowledge of the target market is imperative. The target market constitutes your potential costumers. This can be determined based on age, sex, occupation, etc. Running brand promotion without your target audience in view can lead to huge losses. A good example of such is the Abercrombie and Fitch company; they were boycotted severally by their consumers, for sexualized statements, racy taglines and at a point body-shaming. Thus to avoid losses and story that touches the heart, study your target market and integrate what appeals to them into the brand promotion process.
Promoting a brand online is cheaper and more effective compared to traditional brand promotion. It entails the use of internet platforms such as social media to promote a brand. Online brand promotion should be tailored to the target market of the brand; for instance, fashion brands should be promoted on Instagram, Pinterest. For more integrated and familial brand building, promotion should be done on Facebook, twitter and YouTube. Other online platform to promote your brand on includes linked in, up-write, blogs, etc.
Influencers are people with a strong unusual following either on social media or physically; they have a measure of influence on their followers’ decision making process and their followers tend to listen to them. A good recommendation from an influencer would promote your brand in their circle. Some influencers would do this for pay while some would for free. In Nigeria for instance, a lot of brands flock Bbnaija housemates whenever they leave the house so as to have access to their fan-base.
A brand ambassador represents a brand and creates awareness about the brand. Influencers can be employed as brand ambassadors as stated above, also getting your employees to serve as ambassadors is a sensible as well as cheap way to promote your brand.
It goes without saying that word of mouth is one of the oldest and still relevant means for promotion and advertisement. Reviews from customers are a solid way to promote a brand, acquire new customers and build a reputation for a brand. This is why having an iron-clad reputation imbedded in the values of the brand and living up to them is paramount.
In the story of the fall of man from the Christian bible, the serpent advertised the fruit to eve but it was till she saw it and it was pleasing to her eyes that she ate it and also recommended it to Adam; and now we wear clothes. Packaging is important; a good and unique packaging of products and services reflects well on your brand’s identity and would make the brand stand out among competition.
Being up to date on your brand’s competition helps you stay abreast in the market and also stay ahead. Study other brands, what made them rise or fall, integrate these findings into your branding process.
Brand guidelines hold the core values and goals of your brand. They serve as a rule book to guide the operations of the brand, its products and services. Having a brand guideline leads to consistency which is key to brand promotion and breeds brand loyalty.
Finally, the ball is in your court, select the points and keys that best reflect your brand values. Good luck and God speed…
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