Brand Marketing: How to Keep up in the Digital Era

A brand consists of more than a logo and color scheme plastered around the web and on signs and business cards. A brand represents an opportunity to instantly communicate the values of a company and its products. It also communicates what a brand can do for its customers.

As a business owner, you should recognize your brand as a valuable asset that establishes initial connections between you and your target market. It also lays the foundation for repeat business and the type of loyal customers that you need to thrive.

Right now, your business has more opportunities to market their brand than ever before. In addition to traditional paid and organic search engine strategies, companies can now use social mediato create a voice for their brand and engage with prospective customers on a personal, human level.

Along with new opportunities for brand marketing, brands like yours also face new challenges. For starters, competition continues to intensify, challenging brands to find new ways to differentiate themselves. Boost the relevance of your brand in the digital era by using the following tips.

The Importance of Brand Marketing

By creating a brand message that resonates with consumers, you have an opportunity to form meaningful relationships. As a result, you can expect to grow your customer base and profit from the lower transaction costs that come from repeat business.

As time passes, your loyal customers will increasingly incorporate your brand as part of their identity. This means that they will share their experiences with your company with their friends, associates, and relatives.

In other words, your loyal customers will become advocates for your brand, expanding its reach.

The Role of Employer Branding

Before you pursue a brand marketing strategy, you should prepare your company to assume additional responsibilities. In addition to creating a genuine customer-centric business model, your company culture must also deal favorably with your employees.

After all, if a company has an excellent message but a pathological culture, your branding campaign can easily fail. For the most part, customers love to see the faces of the people who power their favorite brand and can easily become disenchanted if they see conflicting attitudes and behaviors.

So, you should include employer marketing as part of your overarching branding strategy. To do this, be sure to include real-life stories about your team members and show the world how your brand improves their lives. Put the spotlight on the employee benefits that your company offers.

Consumers want to support brands that treat their employees well. They especially like it when firms allow remote work because that type of arrangement promotes a healthy work-life balance. This means that your company encourages team members to have vibrant personal lives that result in strong family and community ties.

Remote work also offers benefits for your company. First, you gain environmental credentials by taking commuters off the highway. Rather than driving to work, employees log in from home. Cloud-based technologies enable workers to participate in projects as if they were at your facility.

Because remote workers often experience less stress, they tend to produce more and develop loyalty to their employer. For this reason, remote employees can increase the efficiency of your operations. Additionally, remote workers allow you to reduce the space required for your office, further reducing overhead.

When you gain recognition as being a remote employer, you can literally hire workers from around the world, giving you access to all the best talent. Meanwhile, your favorable work policies will help you attract top candidates.

Staying Ahead with Brand Marketing

To get ahead and stay ahead in the modern marketplace, your brand needs to embrace new technologies and marketing methods. Get started by making full use of the data available to your company via big data. Data analytics can help you understand your audience and focus on their needs and expectations.

Keeping your edge also requires that you share your values with the world. When your brand takes a stand on a controversial issue, you have a chance to get people to like you. On the other hand, if you never share your opinions, you might never offend anyone, but you also may never win any hearts and minds.

Brand marketing also requires that you get your brand noticed. So, stay active on social media, especially on your Facebook pages, and keep your Instagram followers engaged. Always put forward a human face for your brand and connect with people on their level.

In conclusion, brand marketing involves more than creating a spiffy logo and attractive web pages. It requires that your brand build personal relationships with customers and develop a positive company culture that proves your human credentials. In the end, if you center your brand marketing strategy around people, you will have a good chance to keep up in the digital era.


Jasmine Williams covers the good and the bad of today’s business and marketing. When she’s not being all serious and busy, she’s usually hunched over a book or dancing in the kitchen, trying hard to maintain rhythm, and delivering some fine cooking (her family says so). Tweet her @JazzyWilliams88.

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