What Is The Difference Between Brand Strategy Consulting Services And Product Promotion?
The Internet provides almost limitless opportunities for promotion. The main thing is that the business has the right strategy, which implies the comprehensive promotion of the company. It’s also important to know how basic internet marketing tools work. This may sound too complicated. Therefore, let’s take a look at brand promotion on the Internet in detail in brand strategy consulting services.
What is the difference?
These two concepts are often confused by beginners, because at first glance it may seem that they are talking about the same thing. But in fact, brand promotion is different from product promotion, literally everyone differs. The main difference, of course, is in goals.
The purpose of product promotion is to sell it. This is not so difficult to do. It is enough to correctly set up targeting, contextual advertising and convey the message to the target audience using suitable channels. But promoting a brand via the Internet requires much more effort and time.
Its goal is to create a certain image of the business in the eyes of its target audience, improve brand awareness, establish communication with potential and current customers and make them loyal. This is much more difficult than just selling a product.
Where to begin?
The starting point is the development of a marketing strategy for promoting a brand on the Internet. Without a clear plan, you won’t be able to act effectively and consistently. Therefore, you must first register your actions regarding:
- site optimization for search engines;
- working with opinion leaders;
- promotion in social networks.
Of course, when starting to draw up a marketing business plan for brand promotion, you should already know everything about your target audience: interests, preferences, age, location, and so on. Otherwise, you risk spending energy on the audience that is not interested in your proposal.
What are the promotion methods?
There are basic ways that generally work for everyone. To make them as effective as possible, you need to think about how to customize them for your specific business. But for a start, it’s enough just to familiarize yourself with the methods.
Search engine optimization site
This is the basis of promotion, especially if you need to promote a new company brand. If search engine bots can’t index a website correctly, it will be very difficult to get high rankings. Therefore, you need:
- make a list of keywords;
- register all tags on each page;
- write unique texts for all pages, including keywords;
- if there is a blog, fill it with informative and interesting articles with keywords;
- set up targeting and launch contextual advertising;
- post links to the website on third-party resources (advertising articles, reviews, and so on).
When website promotion is started, you can move on to other marketing tools.
Working with influencers
This can be collaborations with bloggers or other famous personalities that are relevant to your brand area. You can buy ads from them, which will be very effective since their audience trusts their opinion. With bloggers, you can do a lot of interesting joint projects that will attract the target brand strategy consulting services audience and increase their interest in the brand.
Working with social networks
Social media promotion is one of the most effective marketing tools today. We spend a lot of time in them, so we are a great target for advertising. Companies successfully attract their target audience on social media almost regardless of the market niche.
It should be borne in mind that each social network has its own purpose and, accordingly, a different audience. For example, if promotion on Facebook is universal – almost everyone uses this social network – then Linkedin is suitable only for those companies that are focused on businesses or professionals.
But promotion on Instagram will work great for brands with beautiful products, travel agencies, various applications, courses, and so on. Users come here to look at aesthetic photos, get inspiration and motivation. Therefore, they will respond perfectly to advertising of jewelry, for example, or trips to the sea. The main thing is that they can quickly find out the information they need or take targeted brand strategy consulting services action.
Also in social networks, you can conduct various sweepstakes and other activities for subscribers. This increases their engagement with the brand. There are tons of options on how to work with this marketing tool. The main thing is to be creative.
Brand promotion strategy – why it matters
Let’s understand the concepts: promoting a commercial brand is a system of events aimed at increasing brand awareness, expanding the target audience, demonstrating the importance of the brand and its benefits with the ultimate goal of increasing sales of goods or services.
The modern market is highly competitive, the reduction in effective demand exacerbates the competition for the buyer. There are already a number of tempting offers for almost every type of goods and service. In such a situation, only a strong, recognizable and credible brand wins.
The first time you work for the brand strategy consulting services, and then the brand works for you. If you are counting on a long stay in the market (and not just “deceive everyone and run away”), then you should work for the long term, that is, start building and promoting a brand. The better you take off, the farther you fly.
Brand is an image
In some cases, the real quality of the product may recede before the strength of the brand, that is, the image formed in the consumer’s mind. We all know that Sberbank is a green bank and Camel is a cowboy cigarette.
The fact is that a brand is not only a company name, but also a logo, corporate identity, reputation, and even a set of marketing strategies. For example, McDonald’s is strongly associated with the image of the clown Ronald, and KFC is tied to the story of Colonel Sanders and his notorious recipe.
Brand promotion strategy – why it matters
Let’s understand the concepts: promoting a commercial brand is a system of events aimed at increasing brand awareness, expanding the target audience, demonstrating the importance of the brand and its benefits with the ultimate goal of increasing sales of goods or brand strategy consulting services.
The modern market is highly competitive, the reduction in effective demand exacerbates the competition for the buyer. There are already a number of tempting offers for almost every type of goods and services. In such a situation, only a strong, recognizable and credible brand wins.
The first time you work for the brand, and then the brand works for you. If you are counting on a long stay in the market (and not just “deceive everyone and run away”), then you should work for the long term, that is, start building and promoting a brand. The better you take off, the farther you fly.
The brand is an image
In some cases, the real quality of the product may recede before the strength of the brand, that is, the image formed in the consumer’s mind. We all know that Sberbank is a green bank and Camel is a cowboy cigarette.
The fact is that a brand is not only a company name, but also a logo, corporate identity, reputation, and even a set of marketing strategies. For example, McDonald’s is strongly associated with the image of the clown Ronald, and KFC is tied to the story of Colonel Sanders and his notorious recipe.
Online brand promotion
Moreover, a brand can have more than just a positive reputation. For example, in the nineties “Coca-Cola” symbolized for many Russians “American aggression”, the total expansion of American business and the American way of life, erasing the national characteristics of the third world countries. Therefore, Coca-Cola tents or McDonald’s restaurants were often targets of radicals. <.p>
Keyways to promote a company’s brand
The most basic mechanisms for brand promotion today are:
- Promotion via the Internet. Website development, promotion through social networks and specialized forums.
- Marketing policy. This refers to the work with pricing, all kinds of discounts and promotions.
- Advertising in the media. Contract materials in the press, radio and television.
- Sponsorship and charity. This allows creating information noise and presenting the company in a decent manner.
- Participation in events, exhibitions, conferences.
