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What is Brand Marketing? | Welcome Software

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11 B2B Content Ideas to Fuel your Marketing (with Examples)

Before you get to brand marketing, let’s answer one question. You’re 100% sure that you know everything about your brand. However, can you say the same about your target audience?

Brand marketing is that aspect of marketing you don’t hear a lot about. That’s until something significant happens-like Facebook changing its name to Meta. Then it’s all over the news.

This time, don’t let that urgency slip away into the darkness as the news cycle changes. If you’ve been thinking about your brand and its marketing⁠— now is the best time to take action.

What better way to start than this blog? This piece will cover everything you need to learn about brand marketing and a little bit more. This includes:

  • What is Brand Marketing (Spoiler Alert! It’s Not Branding)
  • Why Brand Marketing is Important (the Bigger Picture)
  • Why Your Brand is Not The Problem, Your Marketing is
  • The Anatomy of A Great Brand Marketing Campaign 
  • How To Get To A Coca-Cola Like Status (Ten Steps plus one Michael Jackson Joke)

What Is Brand Marketing (Spoiler Alert! It’s Not Branding)

It only takes 10 seconds for consumers to make an opinion about a brand. The funny thing is that consumers can’t make an opinion without seeing the brand in the first place. 

This brings us to brand marketing.

Brand marketing is a set of marketing practices that aim to improve sales, retain customers and build a reputation by promoting your brand as a whole.

In brand marketing, you’re not promoting your affordable prices, features, or achievements; you’re promoting what you are as a business (your brand)

Why Brand Marketing Is Important (The Bigger Picture)

If someone asked you why bother with brand marketing in the first place, what would your answer be?

 It will probably be along the lines of increasing brand recognition to improve conversions with an end goal of increased revenue.

That’s mostly accurate. 

However, there’s more to brand marketing than that. Some of the crucial reasons to embrace brand marketing you’ve never thought about include:

1. Access to Quality Talent

“A small team of A+ players can run circles around a giant team of B and C players.” (RIP Steve Jobs).

Did you know that effective brand marketing campaigns can put you within reach of quality employees? Well, this is because such employees look for more in companies than the pay they take home.

 According to statistics, 92% of people would leave their job if offered one at a company with an online presence and excellent corporate reputation. 

2. Strategic Exposure To Investor Funding

Everybody knows that their target audience is listening to their brand awareness campaigns. Oblivious to many, there’s another group silently taking notes and paying attention. 

You guessed right, investors. 

82% of investors believe that brand strength and recognition are essential in their decision-making. If you’re planning to woo some big bucks soon, consider adding brand marketing to your marketing strategy.

3. Create Customer Loyalty

There is such a thing as customer loyalty. For example, if you ever see the queen driving about, there’s a 9 in 10 chance she’ll be in a Range Rover.

It’s not that Range Rovers are the best cars ever built (coughs in Bentley). Maybe they have the best branding.

A company’s brand⁠— how you present yourself to the public is right up there with customer experience as a catalyst for customer loyalty. 

4. Differentiate Your Business From Other’s

There are a million similar products out there, some even selling at half your price. Your target audience wants to know what makes yours different. 

Fortunately, you have brand building to take care of this.

Look at Tesla, for example- they branded their cars as minimalist, environmentally friendly cars of the future that run on nothing. As a result, they’ve built themselves such a loyal fan base they don’t even have to market to sell cars.

Your Brand Is Not the Problem, Your Marketing Is

How many times have you toyed with the idea of changing your brand entirely? If you’ve done so, you’re not alone.

By instinct, the first thing you, and many others, blame for missed targets is their brand. However, the real problem is often the marketing and the brand itself.

That said, even more essential than a successful brand is effective marketing. This is because:

  • Your customers value your brand presentation as much as the brand itself
  • Your brand name on itself cannot answer all your customer’s questions
  • A mediocre brand presentation can tarnish a quality brand
  • Effective brand presentation is cheaper than rebranding

The best part of it all is that effective brand marketing doesn’t require that you change your brand-which is a whole different story altogether.

The Anatomy Of A Great Brand Marketing Campaign

Not all branding campaigns are created equal. There’s good brand marketing and excellent brand marketing. By the end of this section, you’ll be able to tell the difference from a mile.

Some of the things that lead to great brand marketing campaigns and strategies include:

1. Customer Centricity

Brand marketing is as much about your customers as it is about your product. Every aspect of a great brand marketing strategy revolves around the customer.

To build a customer-centric strategy, you have to create client personas. While you’re at it, answer the following questions.

  • Who are my customers?
  • What do they want to hear?
  • Who do my customers like (celebrities, influencers, etc.)?
  • What mediums do they use to access their information?

2. More Than Just Your Product 

Every great brand must offer something greater than itself. Remember, it takes more than a product to build an emotional connection or trust with your target market.

To build trust, you have to discover the shared beliefs that you and your clients hold dear. 

Take Colgate, for example. Instead of building their brand around how great their product is, they advertise healthy dental practices instead. 

HubSpot takes a similar approach where most of its brand marketing content is educational. As such, the company brands itself as a reliable source of information, building trust in the process.

Some questions to guide you through this process include:

  • What concerns do my clients have (safety, climate change, job security, etc.)
  • What beliefs do my brand share in common with my audience
  • What do my customers feel strongly about (Patriotic, Supporting small businesses, charity, etc.)

3. Consistency Across All Platforms

If the’s one word that can sum up a great digital marketing campaign, it’s consistency. Even a terrible brand can achieve a lot. It only has to stay consistent for long enough.

And it shows in the numbers. Presenting a brand consistently across all platforms improves brand recognition by 20%.

To ensure consistency in your brand marketing, consider:

  • Finding a compact brand management software for your content marketing
  • Brand positioning in as many marketing channels as possible
  • Finding a unique brand tone and voice for your marketing messaging
  • ​Creating content guides for all your content creators

4. Simplicity

Simplicity is the mother of all branding techniques. From Apple to McDonald’s, some of the most effective branding initiatives are also the simplest.

You can see this in:

  • Companies migrating from high-quality 3D logos to 2D logos
  • Single syllable advert lines such as Nike’s “Just Do It” and 
  • Easy and memorable advert lines such as Gillette’s “The Best A Man Can Get”

To put how simple most brand marketing initiatives are into perspective, just watch how popular they are with kids and children.

How To Get To A Coca-Cola Like Status (Ten Steps, Plus One Michael Jackson Joke)

You’d be shocked to learn that the late Michael Jackson was the most famous guy on earth. However, nothing will prepare you for this; the Coca-Cola brand is more globally recognized than MJ. 

If you don’t believe this, walk to any remote part of Africa or Asia or even Siberia and ask them about the late musician. 

They’ll ask you who’s that, look at each other in confusion, then go back to sipping their Coke.  That’s because Coca-Cola is the king of Pop. Above that, 94% of the population know it as a global brand.

That said, very few brands will ever get that global Coca-Cola status. Nonetheless, there’s a lot you can learn from them. 

Some of the steps successful brands like Walmart and Coca Cola take when advertising include:

1. Find Out Your Objectives

There’s an objective behind every brand marketing campaign. The earlier you find yours, the better your chances of creating an effective brand marketing campaign.

You could be embarking on a brand marketing campaign for different reasons, each with its approach.

Some of these reasons include:

  • Launching a new product 
  • Expanding into a new market 
  • Wanting to improve customer retention rates
  • Desire to change perspective about your business

Once you’ve come up with a clear objective for your marketing campaign, you can then break it down into simple (but more comprehensive ) goals. Answering the following questions will help:

  • What are your short-term goals?
  • What are your long-term goals?
  • Where do you see your brand in 10 years?

2. Know Who Your Target Audience Is

Having prior knowledge of who your audience comprises goes a long way in helping you create an effective brand marketing strategy.

Think about it; if you’re advertising kid’s content, you probably wouldn’t run the TV ads at 10 p.m.

It doesn’t stop there. Having your target audience at the back of your mind also affects significant aspects such as your tone of voice, level of personalization, and media channel.

 To perfect this, channel some of your marketing efforts into:

  • Creating buyer and target audience personas 
  • Leveraging previous metrics from content and social media marketing
  • Read previous feedback from your customers for perspectives
  • Run surveys on social media sites such as Twitter

3. Identify Your Company’s Personality

Identifying your company’s personality isn’t as complicated as people make it out to be. It all comes down to one question. If your company was a person, who would it be?

If you picture your company as a young, fun, millennial and social person, then you’d take bright color palettes and punchy copy. You’d also take more youthful marketing channels.

If you picture your company as a reserved, traditional, and conservative guy, then you’d take a less intrusive and more serious copy for your brand marketing campaign.

4. Map Out Your Customer Journey and Experience

Before you get a brand, you have to determine which part of your customer experience resonates most with your clients.

  Look for ways your product simplifies, eliminates steps, creates convenience, and increases comfort in a customer’s life. Finding answers to the following questions might help:

  • In which way does my product make my customer’s life convenient
  • What pain points does my product deal in my customer’s life
  • What do my most loyal customers love about my product
  • What makes my product special

When Roll’s Royce did this in 1958, they realized how convenient the silence of their cars was. From this came one of the most iconic pieces of brand marketing in recent history.

“At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.”

5. Develop Brand Guidelines

With the above processes, you now have enough information to develop brand guidelines for your content creators. 

These guidelines will help create uniformity and consistency across your entire marketing system. You make brand guidelines to:

  • Bring all your teams under the same page
  • Create a central point of truth and reference for your brand
  • A place to share brand objectives with even your future freelance content creators

But before you do that, you’ll first have to fit all these plans into an efficient content calendar. This calendar will act as a self-service portal that helps you organize workflows, track deadlines, and keep in touch with your clients.

6. Come Up With Reliable Metrics to Track Progress

80% of marketers say it takes 12 weeks to launch a campaign (Welcome & Sirkin study, Jan 2021). With the right planning, however, you can take even fewer weeks.

Once you’ve developed your brand marketing strategy, there has to be a way to measure its efficacy.

Is it working, and if so, to which extent? This calls for you to embrace key performance indicators and branding metrics to track progress in your campaign.

Reliable metrics will help you:

  • Make informed decisions rooted in data
  • Create gradual improvements in your branding
  • Perform A/B testing in your branding campaign

Worried About Brand Consistency?  Let Welcome Bring Everything Under A Single Dashboard

You probably have an army of writers writing dozens of articles and audiovisual teams almost missing deadlines. Let’s not forget the copywriters writing copy. How do you keep track of everything?

It can be overwhelming. Fortunately, there’s a solution.

Welcome was created for people just like you. Our software brings all your pending projects within your reach under one dashboard -this way, you don’t have to move from tab to tab.

From this dashboard, you can track progress, organize workflows, supervise brand consistency, communicate,  and read metrics. Ready to give it a try? Get started with a free Welcome account today!


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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. (more…)

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How data clean rooms might help keep the internet open

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How data clean rooms might help keep the internet open

Are data clean rooms the solution to what IAB CEO David Cohen has called the “slow-motion train wreck” of addressability? Voices at the IAB will tell you that they have a big role to play.

“The issue with addressability is that once cookies go away, and with the loss of identifiers, about 80% of the addressable market will become unknown audiences which is why there is a need for privacy-centric consent and a better consent-value exchange,” said Jeffrey Bustos, VP, measurement, addressability and data at the IAB.

“Everyone’s talking about first-party data, and it is very valuable,” he explained, “but most publishers who don’t have sign-on, they have about 3 to 10% of their readership’s first-party data.” First-party data, from the perspective of advertisers who want to reach relevant and audiences, and publishers who want to offer valuable inventory, just isn’t enough.

Why we care. Two years ago, who was talking about data clean rooms? The surge of interest is recent and significant, according to the IAB. DCRs have the potential, at least, to keep brands in touch with their audiences on the open internet; to maintain viability for publishers’ inventories; and to provide sophisticated measurement capabilities.

How data clean rooms can help. DCRs are a type of privacy-enhancing technology that allows data owners (including brands and publishers) to share customer first-party data in a privacy-compliant way. Clean rooms are secure spaces where first-party data from a number of sources can be resolved to the same customer’s profile while that profile remains anonymized.

In other words, a DCR is a kind of Switzerland — a space where a truce is called on competition while first-party data is enriched without compromising privacy.

“The value of a data clean room is that a publisher is able to collaborate with a brand across both their data sources and the brand is able to understand audience behavior,” said Bestos. For example, a brand selling eye-glasses might know nothing about their customers except basic transactional data — and that they wear glasses. Matching profiles with a publisher’s behavioral data provides enrichment.

“If you’re able to understand behavioral context, you’re able to understand what your customers are reading, what they’re interested in, what their hobbies are,” said Bustos. Armed with those insights, a brand has a better idea of what kind of content they want to advertise against.

The publisher does need to have a certain level of first-party data for the matching to take place, even if it doesn’t have a universal requirement for sign-ins like The New York Times. A publisher may be able to match only a small percentage of the eye-glass vendor’s customers, but if they like reading the sports and arts sections, at least that gives some directional guidance as to what audience the vendor should target.

Dig deeper: Why we care about data clean rooms

What counts as good matching? In its “State of Data 2023” report, which focuses almost exclusively on data clean rooms, concern is expressed that DCR efficacy might be threatened by poor match rates. Average match rates hover around 50% (less for some types of DCR).

Bustos is keen to put this into context. “When you are matching data from a cookie perspective, match rates are usually about 70-ish percent,” he said, so 50% isn’t terrible, although there’s room for improvement.

One obstacle is a persistent lack of interoperability between identity solutions — although it does exist; LiveRamp’s RampID is interoperable, for example, with The Trade Desk’s UID2.

Nevertheless, said Bustos, “it’s incredibly difficult for publishers. They have a bunch of identity pixels firing for all these different things. You don’t know which identity provider to use. Definitely a long road ahead to make sure there’s interoperability.”

Maintaining an open internet. If DCRs can contribute to solving the addressability problem they will also contribute to the challenge of keeping the internet open. Walled gardens like Facebook do have rich troves of first-party and behavioral data; brands can access those audiences, but with very limited visibility into them.

“The reason CTV is a really valuable proposition for advertisers is that you are able to identify the user 1:1 which is really powerful,” Bustos said. “Your standard news or editorial publisher doesn’t have that. I mean, the New York Times has moved to that and it’s been incredibly successful for them.” In order to compete with the walled gardens and streaming services, publishers need to offer some degree of addressability — and without relying on cookies.

But DCRs are a heavy lift. Data maturity is an important qualification for getting the most out of a DCR. The IAB report shows that, of the brands evaluating or using DCRs, over 70% have other data-related technologies like CDPs and DMPs.

“If you want a data clean room,” Bustos explained, “there are a lot of other technological solutions you have to have in place before. You need to make sure you have strong data assets.” He also recommends starting out by asking what you want to achieve, not what technology would be nice to have. “The first question is, what do you want to accomplish? You may not need a DCR. ‘I want to do this,’ then see what tools would get you to that.”

Understand also that implementation is going to require talent. “It is a demanding project in terms of the set-up,” said Bustos, “and there’s been significant growth in consulting companies and agencies helping set up these data clean rooms. You do need a lot of people, so it’s more efficient to hire outside help for the set up, and then just have a maintenance crew in-house.”

Underuse of measurement capabilities. One key finding in the IAB’s research is that DCR users are exploiting the audience matching capabilities much more than realizing the potential for measurement and attribution. “You need very strong data scientists and engineers to build advanced models,” Bustos said.

“A lot of brands that look into this say, ‘I want to be able to do a predictive analysis of my high lifetime value customers that are going to buy in the next 90 days.’ Or ‘I want to be able to measure which channels are driving the most incremental lift.’ It’s very complex analyses they want to do; but they don’t really have a reason as to why. What is the point? Understand your outcome and develop a sequential data strategy.”

Trying to understand incremental lift from your marketing can take a long time, he warned. “But you can easily do a reach and frequency and overlap analysis.” That will identify wasted investment in channels and as a by-product suggest where incremental lift is occurring. “There’s a need for companies to know what they want, identify what the outcome is, and then there are steps that are going to get you there. That’s also going to help to prove out ROI.”

Dig deeper: Failure to get the most out of data clean rooms is costing marketers money


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Ascend | DigitalMarketer

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Ascend | DigitalMarketer

At this stage, your goal is to generate repeat buys and real profits. While your entry-point offer was designed for conversions, your ascension offers should be geared for profits—because if you’re serving your customers well, they’ll want to buy again and again.

Ascension offers may be simple upsells made after that initial purchase… bigger, better solutions… or “done for you” add-ons.

So now we must ask ourselves, what is our core flagship offer and how do we continue to deliver value after the first sale is made? What is the thing that we are selling? 

How we continue to deliver value after the first sale is really important, because having upsells and cross sales gives you the ability to sell to customers you already have. It will give you higher Average Customer values, which is going to give you higher margins. Which means you can spend more to acquire new customers. 

Why does this matter? It matters because of this universal law of marketing and customer acquisition, he or she who is able and willing to spend the most to acquire a customer wins.

Very often the business with the best product messaging very often is the business that can throw the most into customer acquisition. Now there are two ways to do that.

The first way is to just raise a lot of money. The problem is if you have a lot of money, that doesn’t last forever. At some point you need economics. 

The second way, and the most timeless and predictable approach, is to simply have the highest value customers of anyone in your market. If your customers are worth more to you than they are to your competitors, you can spend more to acquire them at the same margin. 

If a customer is worth twice as much to you than it is to your competitor, you can spend twice as much trying to acquire them to make the same margin. You can invest in your customer acquisition, because your customers are investing in your business. You can invest in your customer experiences, and when we invest more into the customer we build brands that have greater value. Meaning, people are more likely to choose you over someone else, which can actually lower acquisition costs. 

Happy customers refer others to us, which is called zero dollar customer acquisition, and generally just ensures you’re making a bigger impact. You can invest more in the customer experience and customer acquisition process if you don’t have high margins. 

If you deliver a preview experience, you can utilize revenue maximizers like up sells, cross sales, and bundles. These are things that would follow up the initial sale or are combined with the initial sale to increase the Average Customer Value.

The best example of an immediate upsell is the classic McDonalds, “would you like fries with that?” You got just a burger, do you also want fries with that? 

What distinguishes an upsell from other types of follow up offers is the upsell promise, the same end result for a bigger and better end result. 

What’s your desired result when you go to McDonalds? It’s not to eat healthy food, and it’s not even to eat a small amount of food. When you go to McDonalds your job is to have a tasty, greasy, predictable inexpensive meal. No one is going there because it’s healthy, you’re going there because you want to eat good. 

It’s predictable. It’s not going to break the bank for a hamburger, neither will adding fries or a Coke. It’s the same experience, but it’s BIGGER and BETTER. 

Amazon does this all of the time with their “Customers Who Bought This Also Bought …” But this one is algorithmic. The point of a cross sell is that it is relevant to the consumer, but it doesn’t necessarily have to be aligned with the original purchase. What you don’t want to do is start someone down one path and confuse them.

You can make this process easy with Bundles and Kits. With a bundle or a kit you’re essentially saying to someone, “you can buy just one piece, or you can get this bundle that does all of these other things for a little bit more. And it’s a higher value.”

The idea behind bundles and kits is that we are adding to the primary offer, not offering them something different. We’re simply promising to get them this desired result in higher definition. 

The Elements of High-Converting Revenue Maximizers (like our bundles and kits) are:

  1. Speed

If you’re an e-Commerce business, selling a physical product, this can look like: offering free shipping for orders $X or more. We’re looking to get your customers the same desired result, but with less work for them.

  1. Automation

If you’re a furniture business, and you want to add a Revenue Maximizer, this can look like: Right now for an extra $X our highly trained employees will come and put this together for you. 

  1. Access 

People will pay for speed, they’ll pay for less work, but they will also pay for a look behind the curtain. Think about the people who pay for Backstage Passes. Your customers will pay for a VIP experience just so they can kind of see how everything works. 

Remember, the ascension stage doesn’t have to stop. Once you have a customer, you should do your best to make them a customer for life. You should continue serving them. Continue asking them, “what needs are we still not meeting” and seek to meet those needs. 

It is your job as a marketer to seek out to discover these needs, to bring these back to the product team, because that’s what’s going to enable you to fully maximize the average customer value. Which is going to enable you to have a whole lot more to spend to acquire those customers and make your job a whole lot easier. 

Now that you understand the importance of the ascend stage, let’s apply it to our examples.

Hazel & Hem could have free priority shipping over $150, a “Boutique Points” reward program with exclusive “double point” days to encourage spending, and an exclusive “Stylist Package” that includes a full outfit custom selected for the customer. 

Cyrus & Clark can retain current clients by offering an annual strategic plan, “Done for You” Marketing services that execute on the strategic plan, and the top tier would allow customers to be the exclusive company that Cyrus & Clark services in specific geographical territories.



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