What is brand promotion?
Brands are in existence because they are communicated continuously. Brand promotion involves active and positive communication of what a brand is and the values it represents. The aim of the strategy is not just intended at highlighting the unique core competencies of a business, but it also helps keep the image of the business alive in the minds of consumers. The strategy typically underscores the business attributes capable of standing the test of time. Promotions also need to be adjusted to cater for the goings-on in the market. It is important for you to note that positive experiences for the consumers enhance a brand. For example, experiencing excellent service and prompt deliveries can improve the image of a brand. Conversely, having a bad experience with products can have negative impacts on a brand, and such effects are challenging to erase through a simple promotion.
Methods of promotion
Websites
With the rapid growth in internet use, companies now prefer to set up websites for their promotions. Companies set up sites and enjoy low promotional costs when compared to other methods, and still achieve the same objectives. Websites have thus become ideal platforms to promote brands. Websites offer more space and flexibility needed for brand promotions.
Media Advertising
Brand building efforts can be greatly enhanced through media advertising. Companies place adverts on television or online platforms to promote their brands. However, this method might be expensive for you. Media campaigns have to be well designed to achieve their objective to avoid wasting resources.
Personal contact
Even though personal contact is slowly waning, it is still an effective way for companies to promote their brands. Personal communication involves face to face meetings, emails, and phone calls. Sales employees have a significant impact on the way consumers perceive a brand. Therefore, this method requires competent management. Implementing tools such as a CRM is an effective way to manage and measure the success of those interactions and the growth of those relationships.
Branded material
Branded material such as business cards, stationery, newsletters, brochures and price lists can be used to convey the guiding message and tell a cohesive story the company wants to share about their brand. In the promotional material, the company can communicate all relevant details about their company with the aim of enhancing the brand’s image.
Unique promotional products
Unique promotional products can be used to help a company stay top of mind with their audience. Choosing the right items to promote the brand can create an authentic branded experience, adding value to the customer’s life and reinforcing the positive value the company provides through their products or services. The best promotional merchandise is selected to resonate with the specific audience the company is seeking to connect with, while representing the ethos of the brand.
Benefits
Increasing awareness among consumers
Brand awareness is the measure of how much people know about a company’s products, services, and principles. The basic tenet behind promoting brands is because people cannot buy into an idea they know nothing of. To create awareness, companies have to deliver targeted messages repeatedly. It is a well-known fact that the average person needs to see a company’s message more than five times before it is ingrained in their thoughts. Incorporating different methods of brand promotion such as delivering a creative digital advertisement and gifting unique promotional products helps drive awareness that continues to capture an audience’s attention.
Gaining Loyal Customers
Companies promote brands with the objective of building customer loyalty. If businesses offer unique promotional products, then it improves the shopping experience for consumers. The rewarding experience for consumers ensures that they will want to repeatedly buy goods or services from the company. At some point, such customers who develop a sense of loyalty to the brand will invest in the company’s products even when there are cheaper alternatives in the market.
Challenges
Finances
Brand promotion is not a get rich quick strategy; it is intended to improve the brand over the long term. Therefore, expending resources is not a guarantee of immediate results. Managers, therefore, opt to compromise the campaigns to gain short-term benefits.
Consistency
Brands need to be promoted over an extended period. It is challenging to get staff to commit to the strategy over extended periods. Driving the entire organization to embrace the strategy over the long term can be a challenge, resulting in unfulfilled visions.
Maintaining relevance
Brands have to focus on remaining relevant over the long term. At times, customer numbers depreciate, which results in a loss of energy in the brand. Companies have to be highly adaptable to changes.
Final thoughts
Effective brand promotion is necessary for a company to stand out in the competitive landscape. Partnering with a branding agency who is dedicated to helping implement and manage the methods to promote your brand is an effective way to overcome said challenges and build strong awareness among your target audience.