A Dynamic Newsletter on Marketing and Branding.

MARKETING AND BRANDING.

Based on research, a business enterprise primarily serves two core purposes: marketing and innovation. Marketing involves comprehending customer requirements and developing products and services to fulfill those demands. It plays a critical role in helping businesses identify suitable products or services and effectively launching them.

Another vital element within marketing is branding, which concentrates on establishing a favorable perception of a company's offerings, reflecting its values and principles. Let's dive into it!

THE MARGINAL DIFFERENCE BETWEEN MARKETING AND BRANDING

Branding encloses all activities that define why a company exists, what it does and its long-term goals. This is communicated through logos, the name, color and tone of the company/business.

On the other hand, marketing are tools and strategies used to find a relevant audience, educate them on the company’s products/services and how it would benefit them.

TIP: Branding comes first, marketing comes second.

You need to build your brand before marketing it; you cannot market what is not designed!

QUESTIONS TO ASK BEFORE BUILDING A BRAND:

1.?????Who are you?

2.?????What do you have to offer?

3.?????What are your goals?

4.?????What do you stand for?

5.?????Who is your target market? Moreover, how are you going to bring them on-board?

6.?????How are you going to maintain your clients?

TIP: Branding lasts for a lifetime while marketing tools and strategies change over-time.

6 STEPS ON HOW TO BUILD A BRAND

1.?????Ensure you have maximum knowledge of the industry your building.

This is self-explanatory; you cannot start a company with little to no knowledge of what you are getting into. Do research, lots of it, and get to understand:

·????????The industry’s target market.

·????????Your completion; their strengths, weaknesses, threats and opportunities (SWOT)

·????????Legal procedures it requires.

·????????The capital you need to start.

·????????The revenue to be attained.

·????????Best locations your business would thrive.

2.?????Define business goals and values.

Businesses/companies’ goals and values can be categorized into vision, mission and motto/core values.

Here is an example of KFC’s vision and mission.

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You can used this as your guide while generating missions and visions for your brand.

3.?????Chose a business name and do not be afraid to re-brand.

Ensure that the name is short, memorable and catchy if possible. In cases where the name is too long you can always abbreviate it for example, our company goes by the name Africa Business Warriors marketing but we abbreviated it to ABW marketing.

As your business keeps growing, you may find a name better suited for it and it is okay to change it to fit your current needs! This is re-branding.

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4.?????Design a business logo.

A logo should portray what your business is about; it is the visionary representation of your business.

You can get a professional to do your logo and get inspiration from existing companies in your niche.

5.?????Create relevant social media accounts and a website.

This is necessary for:

·????????Reach and Visibility: A digital presence allows businesses to expand their reach globally, breaking geographical barriers and increasing visibility to potential customers.

·????????Customer Engagement: Through various digital channels, businesses can interact and engage with their customers, fostering better relationships and providing improved customer support.

·?????????Brand Building: A strong digital presence helps in establishing and reinforcing a brand's identity, values, and unique offerings, leading to increased brand loyalty.

·????????Marketing and Advertising: Digital platforms offer cost-effective marketing and advertising opportunities, enabling businesses to target specific demographics and measure campaign effectiveness.

·????????Competitive Advantage: In today's digital age, businesses without an online presence risk being overshadowed by competitors who are actively engaging with their online audience.

·????????E-commerce Opportunities: A digital presence facilitates online sales, allowing businesses to expand their market and generate additional revenue streams.

·????????Data and Insights: Digital platforms provide valuable data and insights about customer behavior, preferences, and trends, which businesses can leverage to make informed decisions.

·????????Business Credibility: A well-designed website and active social media presence enhance a business's credibility and legitimacy in the eyes of potential customers.

·????????Cost Efficiency: Digital marketing often offers a more cost-effective option compared to traditional advertising methods, especially for smaller businesses with limited budgets.

·????????Adaptability and Innovation: Embracing a digital presence enables businesses to adapt to rapidly changing market conditions and incorporate innovative technologies to stay ahead.

Now that your brand is up and running let us look at the marketing strategies you could use to increase our brands’ visibility online and in the process bring in sales.

MARKETING STRATEGIES

1)?????Video Marketing Dominance

Video marketing continues to be a dominant force, with statistics showing that video content consistently outperforms other formats. Invest in creating engaging video content that tells your brand story, highlights your products or services, and encourages social sharing. Video platforms, like TikTok and Instagram Reels, provide excellent opportunities for organic reach and brand exposure.

This however does not mean that other types of content such as blog posts, carousels and images are not necessary; strike a balance on the content you create. Creating valuable and engaging content attracts and educate your target audience.

2)?????Social Media Marketing

?Leverage various social media platforms to connect with your audience, share updates, and run targeted advertising campaigns. Each platform has its unique advantages, so choose the ones that align with your business and audience.

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3)?????Search Engine Optimization (SEO)

?Optimize your website and content to rank higher in search engine results. SEO helps increase organic traffic and visibility, bringing more potential customers to your site.

For example if you are a bakery company, describe in detail what you are posting e.g. Blueberry muffin cakes in thika town instead of just describing the post as muffins in Nairobi.

Moreover, use hashtags such s #blueberrymuffins etc. to maximize your chances of discovery online and reach your target audience.

4)?????Email Marketing

?Build and maintain an email list to nurture leads and stay connected with your customer base. Send personalized and relevant content, offers, and updates to engage your subscribers.

5)?????Paid Advertising

?Use pay-per-click (PPC) advertising on search engines and social media platforms to target specific audiences and increase brand visibility. Set clear goals and track the performance of your campaigns

6)?????Influencer Marketing

Partner with influencers or industry experts to promote your products or services. Influencers' endorsements can have a significant impact on their followers and help expand your reach.

7)?????Customer Reviews and Testimonials

?Showcase positive reviews and testimonials from happy customers on your website and social media. Positive feedback builds trust and credibility for your brand.

8)?????Webinars and Live Events

?Host webinars or live events to educate your audience, demonstrate your expertise, and interact directly with potential customers.

9)?????Partnerships and Collaborations

Collaborate with complementary businesses or organizations to cross-promote each other's products or services. Partnerships can open up new markets and expand your customer base.

NOTE: Staying ahead in the marketing and branding landscape requires agility, innovation, and a deep understanding of your audience.

As your strategic partners, ABW marketing agency is here to support and guide you on your journey to success.

We offer digital marketing services and strategies tailored to your business, do not hesitate to reach out.

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