What is brand marketing?

[H. M. Nasim]

There is a lot of confusion around the brand. It's one of those words widely used but not widely understood. Is it just a logo, a color palette and a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market? Just what is brand marketing? And can it be measured?

What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product. What it is not is tattooing your logo on someone's forehead.

"That's branding, but that's like branding with cow and cattle back in the day for ownership and territory," said Paige Musto, Act-On's senior director for corporate communications.

That approach may have worked in the past, but today's brand marketers are more sophisticated.

Your brand is your most valuable intellectual property. It represents your business's identity, enhances your culture and extends your value proposition.

"The brand is very important because it is the first touch point, the first exposure that a potential buyer, a potential partner, a potential influencer has with your brand and with your company," Musto said.

Too often, today's marketer is defined as a demand marketer or the function of generating the demand that sales then take and closes. At Act-On, we see the marketing discipline segmented in three key areas: Brand, Demand and Expand.

"Marketing is more than just acquisition of net new leads," Musto said. "It's more than just generating the end results of the new business."

This kind of oversimplification shortchanges what marketers are doing across the entire buyer's journey. As a counter to this generalization, Act-On is releasing a series of videos styled in the Big Short way of using metaphors to humorously explain Brand, Demand, Expand and how marketing automation can help marketers adapt to the ever-changing buyer's journey.

[H. M. Nasim]

More information: https://marketingland.com/what-is-brand-marketing-208707
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