Brand Marketing
Print this pageDefine the Difference & Establish Your Positioning
Every organization must differentiate and define itself. Share your story through your Website, content, social media and public relations, but remember that your brand is defined by experiences and perceptions, which now primarily occur online.
- Brand messages
- Brand names
- Collateral
- Content
- Taglines
- Value proposition
- Websites
How Does Brand Marketing Fit into Your Strategy?
Brand marketing is the foundation upon which your entire organization and marketing campaigns are built. Start by answering these questions:
- Who are we (in 140 characters or less, and without meaningless jargon)?
- What are the three greatest strengths/weaknesses of our brand?
- What are our greatest opportunities for growth?
- What keywords would people search to find our organization/products/services?
- Who are our buyer personas?
- What makes us different?
- How do we express that differentiation in words, images and actions?
- What is our sustainable competitive?
- What value (i.e. expertise, resources, guidance, tools) can we bring to the community (i.e. our audiences in the social Web)?
- What are we doing to innovate and move our industry forward?
- What is our sustainable competitive advantage?
- What makes customers buy from us the first time (acquisition)? What keeps them coming back (retention)?
Next, integrate them into your Web, search marketing, social media, content marketing and public relations strategies.
Brand Marketing Blog Posts
- How to Determine Your Buyer Personas
- Recession-Themed Marketing: Three Lessons from Schooner Tuna
- Google Yourself: Claim Your Online Brand with Google Profiles
- Is it Time to Change Your Brand Name?
Connect with PR 20/20