When the marketing function bifurcates into brand and performance marketing, it inherently does a disservice to society.
Why? Simply because brand is critical throughout the entire purchase funnel and all marketing ne s to perform. Separating brand marketing from performance marketing implies that brand doesn’t apply to certain marketing tactics throughout the funnel and suggests that not all tactics ne to deliver ROI or that they won’t. These poor definitions also suggest that marketers should live in a different pillar (i.e. brand marketing or performance marketing) rather than understanding the entire marketing mix across the purchase funnel.
Let’s dive into the first topic, why branding should be consider throughout the purchase funnel
This can be confusing because some people think that brand marketing is just talking about the brand’s purpose and mission. However, branding determines everything a brand does. Brand positioning afghanistan phone number library aligns a product’s attributes with functional benefits, which in turn align with emotional benefits and an overall purpose or promise. Therefore, branding defines a product’s position in the market, including its pricing and promotional strategies. In the upper funnel, brands will speak to their purpose, emotional realm, and should begin to build a straightforward memory structure (i.e., this brand is right for me). In the middle of the funnel, brands will speak more to rational elements and remind consumers of consistent brand assets.
Defining a brand includes articulating a personality and tone that will inform all brand communications, regardless of where they are deploy in the purchase funnel. All copy us by a brand should use the same playbook.
Branding should also be us to define ownable visual brand assets and assets that are consistent in execution across all stages of the funnel. Your brand story ne s to be consistent. You can’t have two different groups executing different looks.
Ultimately, branding is the roadmap for all marketing execution
What branding elements do you ne to fill your entire marketing funnel?
You ne to start by defining your brand positioning, personality, tone, and visual assets. From there, you should have brand and creative guardrails that guide your efforts to:
The positioning, promise and key messages bad copy that isn’t interesting or relevant you want to convey.
What is brand and non-brand .
Visual assets, including ownable key colors, symbols, typography, etc., can be utiliz and repeat to maintain consistency.
Personality and tone us in written communication.
What words can and cannot be us .
A promotional strategy that is consistent cell p data with the brand.
On-brand engagement campaigns and content.
Now let’s get back to the second theme, all marketing should deliver results.
Yes, some tactics will have a higher ROI than others, but the tactics work together. Also, attribution is still hard to pin down today, not to say you shouldn’t strive for measurement and clarity.
