Evolution of Brand Marketing

Evolution Of Brand Marketing

What will your customers think of your brand when they hear, see, smell, or taste it? How do you intend to impact your customers’ lives while simultaneously building your business?

The answer is brand marketing, the conscious and deliberate effort to influence someone’s thoughts, feelings, and actions toward your brand. 

While your customers need you to provide value and solve problems, your brand is something that you’re always thinking about, working toward, and aiming to improve. Your brand is what people think, feel, and do when they’re not actually thinking about you or your products.

What is Brand Marketing?

For decades, businesses have used a brand’s reputation, which is the positive impact it has on customers’ minds, as a proxy for measuring the success of their marketing and advertising campaigns. 

The logic behind this is that if someone hears about your good deeds in the community or sees your product in an ad and believes it will solve their problem, you’ve successfully influenced them to think positively about your brand. 

Similarly, if someone thinks that your brand is a scam or a cheat, you’ve failed to influence them. While this may be enough to get you started, it’s only the beginning. 

Now that you’re aware of the power of the mind and the impact of branding, you can better understand the importance of continuously evolving your brand strategy. Keep reading for more information on how to do just that.

Why Are Brands Important?

When customers buy a product from a company, whether it’s a meal at a restaurant or a hotel stay at a chain hotel, they trust you to deliver value and assure that what they’re buying is of good quality and won’t disappoint them. 

From the second they place that order and pay for it, they expect you to satisfy their needs and wants. 

In the case of restaurant brands, this could mean serving them food they like, and that is of good quality, or it could mean providing them with an experience they’re looking for (like a table in the middle of the restaurant or having fun activities for their kids to do while eating).

When a business fails to provide value or assurances of value, they risk losing customers who might believe that they’re not living up to its end of the bargain. This is why brands are so important you’re promising to provide a certain value or experience, and you have to deliver on this promise. 

When you do, you’ll have built a relationship of trust with customers and earned their loyalty, which you can use to get them to come back for more.

What Is A Brand’s Reputation?

A brand’s reputation is everything about the impact it has on customers’ minds, whether this is good or bad. This reputation can be built on several factors, including the quality of your business’s products or services, the value you deliver, and the consistency of these values across all your marketing communications (like ads and website content).

ALSO READ  The 34 Best WYSIWYG Markdown Editors for Your Team in 2023

Brands with good reputations are more valuable to business owners than bad ones because they’re more likely to get customers who will remain loyal to them, purchase more products from them, and tell others about their good qualities.

You can think of your brand’s reputation as its ‘brand voice’ – the way it speaks to your customers – which is why it’s so important that you establish a brand voice that is clear, honest, and easy to understand. 

You don’t want to speak in riddles or be misleading in your communications because people will misunderstand you, and you’ll lose the trust of your customers. 

You can review all of your brand’s public communications, like social media posts and website content, to get an idea of what qualities are most important to you as a brand and whether or not others are connecting with these values. 

This will also help you evolve your brand voice and ensure you’re always communicating with the same consistent tone.

How Is A Brand’s Reputation Different From Brand Awareness?

Brand awareness is when a customer is aware of your brand but hasn’t necessarily formed an opinion of it yet. 

If someone hears of your brand or sees it in an advertisement but doesn’t know enough about it to form a meaningful opinion, this is brand awareness. They might think that you’re a fast-food restaurant, for example, but don’t know enough about this specific brand to form an opinion about it.

What’s important about brand awareness is that it creates the opportunity to influence someone who hasn’t yet formed an opinion about your brand but is open to being persuaded. 

This is often called ‘brand likability’; you can use your products or competitors’ products to see how others perceive you and whether or not you resonate with them. You can also learn how to build credibility and trust through your brand from the best people.

Why Is Brand Awareness Important?

If you want to establish a brand that people want to purchase from, whether this is your own business or a brand that you’re representing, you have to start by being aware of what qualities people will find attractive or repulsive about your brand. 

get google ranking ad

Your brand’s image can be highly influential in shaping someone’s perception of you and your business, so it’s important to remember what people think and feels when they’re thinking about your brand. 

In other words, it’s important to be completely honest and straightforward about your brand and what it stands for.

This doesn’t mean that you have to avoid all forms of advertising or marketing because this is how you’ll attract potential customers and get them to know and like your brand.

However, it does mean that you have to be mindful about what you say and do about your brand and make sure that these things are consistent and predictable.

How Do You Improve Your Brand’s Reputation?

Once you have a good idea of what qualities people are reacting to and liking about your brand, you can use this to guide your efforts in two ways:

  • You can improve the quality of your products or services to enhance the reputation that comes with them. This could mean hiring better talent to make your products more efficient and effective, investing in new machinery or equipment to enhance the quality of your output, or revising the way that you do business to become more efficient and productive.
  • You can also try to reduce the things that people are reacting negatively to, whether through product or service improvements, business model changes, or simply by being more mindful of your public and private actions.
ALSO READ  Building a Strong Online Presence: How an SEO Agency Can Amplify Your Personal Brand

Why Is Brand Mindfulness Important?

When you’re building a brand, you have to be mindful of how others perceive you and your business, so you can improve your reputation and impact your customers’ lives. You can’t assume that just because someone knows your brand, they’ll like or dislike it. 

You have to be careful about how you choose to represent yourself to the world and ensure that your actions and the way you do business reflect your brand’s voice, values, and goals.

Being mindful of your brand means putting yourself in your customers’ shoes for a second and asking yourself: What would I think and feel if I were in this situation and had to decide on your brand? 

You never know what problems your customers are facing, so it’s important that you find out what they think of your business and if you can assist them in any way, even if it’s just by listening and being there to support them.

Consumers Have Changed The Game

With the rise of the sharing economy and the influence of social media, people have changed the game. Today, customers often rely mainly on online reviews or social media to learn about brands, so it’s essential that you establish a good reputation on these channels if you want to gain credibility and trust.

How Online Marketing Changed Brand Marketing

In the never-ending quest for creating profitable businesses, figuring out how to sell your product is often the key to unlocking the secrets of industry experts. One of the biggest industries to explore this strategy is consumer products, especially when you consider that marketing budgets have increased.

Thanks to digital marketing, which incorporates online and mobile marketing, businesses can now target the particular consumer that they want to approach. 

But just because businesses can target the right audience, it doesn’t mean that all of a sudden, sales will skyrocket. In fact, the opposite might happen. To ensure that your online marketing efforts result in a profitable outcome, you must look into the following five pillars of digital marketing.

1. SEO

Search engine optimization (SEO) is the process of improving the ranking of your website in search results for relevant keywords.

You won’t necessarily achieve high search rankings overnight. However, with a little bit of effort and research into the best keywords for your niche, you can start to see significant results from implementing SEO strategies.

ALSO READ  How to Stay Entertained While Travelling: 20 Recommendations

On-page SEO is very important because your website’s content, keywords, and overall structure all work together to determine your site’s ranking in search results. 

While off-page SEO is also important because Google considers other websites and blogs in its rankings calculations, on-page SEO is imperative for boosting your site’s visibility. You can’t focus all of your efforts on off-page SEO and expect to see good results.

2. Content Strategy

Creating and publishing content regularly is important for attracting and retaining audiences, engaging them in action, and growing a business. However, not all content is created equal, and you need to have a strategy to ensure that you consistently produce the best possible content.

Creating content can be stressful enough without worrying about whether or not the right audience will read it. To combat this, you need to work with a content strategist who can help you develop a strategy for creating and distributing engaging content to your target audience.

3. Performance Marketing

Performance marketing is a holistic approach to marketing that incorporates analytics, measurement, and optimization to enable you to achieve your marketing goals.

This strategy applies to both online and offline marketing, but its main purpose is to assess how well your marketing efforts are performing and determine the next steps accordingly.

To be able to do this, you need to be sure that you are comparing apples to apples. Sometimes companies that are newer or have lesser experience than you will give you biased or vague marketing analytics that doesn’t necessarily translate to successful outcomes.

4. Digital Marketing Automation

Fully understanding your customers’ interactions with your brand is crucial to replicate and optimizing those actions. But gathering this knowledge can be extremely time-consuming, especially because there are so many platforms and channels that your customers might use to interact with your brand.

To save you the effort and speed up the process, many marketing platforms now offer automated digital marketing analysis that can determine the best approach based on your provided data. 

For example, HubSpot’s Marketing Analytics can automatically track your web pages, social media posts, and email marketing to see which strategy produces the best results.

Upgrade Your Brand Marketing Strategy Now

Understanding how customers interact with your brand, product, and marketing efforts is vital to formulating future marketing strategies and ROI measurements.

You need to be able to see at a glance which marketing efforts are performing best and what adjustments you might need to make to continue producing more of the same results.

Fortunately, the above four pillars comprise most of what you need to know to create a profitable digital marketing strategy. In no time at all, with the right combination of research, strategy, and automation, you will be able to see steady growth in your business.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Enterprise SEO: Everything You Need to Know

Are you looking to enhance your online presence and boost organic traffic to your website? If you’re operating on a …

10 Tested SEO-optimised Content Development Techniques

Content development refers to creating or improving material that conveys information to a particular audience. In addition to textual material …

7 Emerging Skills Every SEO Must Master in 2023

7 Emerging Skills Every SEO Must Master in 2023 One thing almost all SEOs can agree on is that SEO …

How to Use Keyword Intent to Maximize Conversion Rate

After keyword research, you’re armed with a list of potential keywords to target.  Let’s say one of the keywords is …

Search Engine Marketing (SEM)

Leveraging Social Media for Search Engine Marketing (SEM)

You’ve probably heard of social media, and how important it is to businesses and marketers. Chances are, you use one …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

Is SEO Better Or SEM Better?

I think we can all agree that Google SEO is pretty cool! A lot of people get to enjoy high …

How To Remove A Web Page Without Affecting Overall SEO

Before removing an old page from your website, do you ever stop to think about the potential effect it might …

Toxic Links Threats and Disavows: Complete SEO guide

Your website is only as strong as the backlinks you have. We’re not talking numbers here but quality.  If you …

Social Media

25 of the Top Social Media Agencies in Singapore (in 2023)

Singapore is a hub of creativity and ingenuity, so it should come as no surprise that it’s also home to …

How to Find Influencers to Promote Your Small Business in Singapore (Low Cost)

In today’s digital age, social media influencers have become powerful tools for businesses looking to increase their brand awareness and …

Instagramming Your Way to Success: Tips for Effective Social Media Marketing in the Travel Industry

Social Media has revolutionised how businesses connect with their audience. In the travel industry, where experiences and visuals play a …

The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

App Marketing on a Budget: Cost-Effective Strategies for Maximum Impact

In today’s digital landscape, app marketing plays a crucial role in driving the success of your mobile application. However, many …


The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

8 Strategies for Bug Hunting: Debugging, Testing, and Code Review

Bugs are among the most unpleasant aspects of the software development process, whether you’ve worked on a little side project …

How Does A Virtual Private Network Work

If you’re reading this, I assume you’re either a small business owner who’s looking to expand your reach, or an …

Digital Identity Theft: How to Protect Yourself from Scams and Fraud

We are always online in this day and age of technology, which makes personal data more exposed than ever. Digital …

The Legal Consequences of Cybersecurity Breaches in Singapore

Technology has advanced greatly in the digital age. It paves the way for a higher risk of cybersecurity breaches. There …


What Are Virtual Fitting Rooms and How Do They Work? (2023)

Shopping for clothes online can be tricky. It’s difficult to know how something will look and fit without trying it …

Planograms: What They Are and How They’re Used in Visual Merchandising

As a retailer, you know the importance of creating an appealing and organised display of your merchandise. The way you …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

The Importance of Authenticity in Your Brand Voice Strategy

Most companies are aware of the value of branding. The reputation of a firm may make or break it, after …

Featured Snippet Optimization: Complete Guide In 2022

You’ve probably seen the boxes that pop up at the top of the SERP featuring a summary of an answer …


15 Ways to Remain Empathic While Still Making Deals

Empathy is an essential quality in any negotiation. It allows you to understand the other party’s perspective, build trust and …

10 Prospect Qualification Mistakes That Are Hurting Your Sales

10 Prospect Qualification Mistakes That Are Hurting Your Sales Prospecting is one of the most important aspects of sales. It’s …

How Pros Write Business Proposals To Win New Clients

As a business owner or entrepreneur, one of the most critical skills you need to have is the ability to …

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Time Management Tips for Busy Entrepreneurs (Free Tools)

Are you one of the entrepreneurs juggling multiple tasks, constantly racing against the clock? Do you often find yourself overwhelmed …

Most viewed Articles

Other Similar Articles