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What is Brand Marketing and Why Is It Crucial in Your Facebook Strategy?
Guide to brand marketing as part of your Facebook approach
Brand marketing – when you’ve only got a limited marketing budget, and let’s face it, all budgets are limited, you want to get the biggest bang for your buck. And that means campaigns that bring in leads, sales and conversions. But if you only focus on more direct response forms of advertising, such as lead generation or conversion, you could be missing out on a crucial element of the picture – brand awareness.
Think about McDonald’s, Coca Cola, Nike and Apple. Why do you instantly recognise and associate certain words, products, and logos with these companies? It comes down to brand marketing.
How do you do it? That’s what I’m going to tell you in this article. Specifically, I’m going to show you how brand awareness should, in most cases, be a part of your marketing campaign mix.
Before you panic and switch all of your direct response campaigns to brand awareness, I’m going to give you the facts. It’s definitely not an either-or approach. Branding and digital marketing strategies rarely are. It’s about using data to guide your decisions and drive the best results from your campaigns.
In this brand marketing article / guide you’ll get the lowdown on:
- What is brand marketing and the difference between brand awareness and direct response campaigns.
- Why you should be considering brand marketing in your Facebook campaigns.
- The strategies you can implement to use Facebook brand awareness objectives to get results and the factors that may impact this.
- Why marketers in 2021 should be developing a full-funnel approach that includes both direct response and brand awareness goals.
- Answering some FAQ’s
This is all practical, actionable, data-driven marketing gold. So let’s get into it.
What is brand marketing?
What is brand marketing? Effectively, it is related to long-term brand-building marketing goals. Direct response marketing, on the other hand, is all about selling. I.e. taking the customer straight to your products and services so they will convert to a sale.
But what you need to know is that they both drive conversions in their own way. I’ll give you more details on that later. For now, I want to dive into the fundamental differences (and similarities) between the two marketing strategies.
Direct response marketing vs branding
Direct response marketing is similar to calls to action as they are designed to drive an immediate action from your customers. You want them to click through to your website and complete the checkout business or send an enquiry for your services. Direct response calls to action are typically strong phrases that compel customers towards action, such as “buy now” or “limited time only”.
The messages and calls to action for direct response marketing is highly targeted. Much like in a conversation, you are giving your customers everything they need to know in order to make a quick decision… and take action.
On the other hand, brand marketing is about the long game and educating your customers about your company brand and the products and services you provide. Brand marketing helps to establish your brand identity with your customers and to build positive sentiment towards your company.
As a long-term strategy, brand marketing helps you to distinguish your business from your competitors. Through brand marketing you are telling your brand story, reinforcing your brand messages and positioning your brand as an industry leading business.
Ultimately, brand marketing allows you to control the narrative. Can you see how both direct response and brand marketing play an important role in your marketing funnel?
Don’t discount the role of brand marketing in driving sales
Even if your number 1 metric is conversions, don’t discount the role of branding in driving revenue growth. In fact, recent research from Facebook showed that in certain industries, brand marketing can be a more effective strategy at driving short-term conversions than direct response strategies.
But isn’t that counter-intuitive to everything I just told you about the difference between brand marketing and direct response?
It is. But also, it isn’t.
The research social media marketing platform, Facebook, in partnership with Marketing Mix Modeling (MMM), analysed results from 500 Facebook marketing campaigns across 21 different businesses spanning three years. The intention of the study was to test the assumption that lower-funnel (direct response) strategies outperform upper-funnel (brand marketing) strategies for driving sales.
The results found this assumption to be untrue. As I’ve already mentioned, brand marketing can in fact play a huge role in driving conversions for your company.
There are a few points of clarification I need to make so you have the full picture. Direct response was shown to drive more incremental sales over brand marketing. However, because of the nature of direct response targeting, i.e. based on very tight and specific criteria, these ads do tend to be more costly.
Due to the nature of the broader audience targeting with brand marketing, the cost per impression is generally lower than direct response, which makes the performance more comparable.
And, in fact, with media cost accounted for, on a per-spend basis, the return on investment that brand marketing delivers is consistently better for certain industries, like eCommerce and retail. I’ll dive more into this industry related impact later.
As a strategy, the conversions that come from brand marketing can be more cost effective than direct response and deliver a higher ROI.
My message here isn’t to give up on direct response marketing. It is that band marketing and direct response marketing as a combined approach can be a very successful strategy to build better results.
Image source: Facebook
Why is Facebook a crucial component in brand marketing strategies?
Facebook remains a crucial component in brand marketing strategies for several reasons, despite the rise of other platforms. It offers a unique combination of reach, targeting capabilities, and engagement features that make it indispensable for businesses looking to build and grow their brand.
Why Facebook is so important for brand marketing:
Massive Audience Reach
With over 2.8 billion monthly active users worldwide, Facebook provides an unmatched platform to reach a large and diverse audience. Whether your brand targets a broad demographic or a specific niche, Facebook allows you to connect with millions of people globally. This reach is especially valuable for brand awareness campaigns, where getting your brand in front of as many eyes as possible is a priority.
Advanced Targeting Options
One of Facebook’s standout features is its sophisticated targeting tools. Brands can reach their ideal audience by using a variety of targeting options, including:
- Demographics: Age, gender, location, income level, education, etc.
- Interests: Hobbies, lifestyle choices, and other behavioural data.
- Custom Audiences: Upload your own customer data to target people who have already interacted with your brand or website.
- Lookalike Audiences: Reach new people who resemble your current best customers.
This precise targeting helps ensure your brand marketing efforts are focused on the right audience, increasing the effectiveness of your campaigns.
Rich Media and Creative Formats
Facebook offers a wide range of creative formats to engage your audience. From image and video ads to carousel posts and slideshow ads, you can experiment with various content types to capture your audience’s attention. Visual content plays a significant role in brand marketing, and Facebook’s multimedia capabilities allow brands to deliver compelling stories that resonate with their audience.
Engagement and Interaction
Facebook is not just about broadcasting your brand message; it’s about building relationships. The platform allows brands to engage directly with customers through likes, comments, shares, and private messages. These interactions help humanise the brand, foster trust, and create a sense of community. Consistent engagement with customers on Facebook helps improve brand loyalty and strengthens the customer-brand relationship.
Social Proof and User-Generated Content
The social nature of Facebook enables users to share their experiences with your brand, providing valuable social proof. Positive reviews, user-generated content (UGC), and customer testimonials can significantly influence potential customers’ perception of your brand. Facebook makes it easy to encourage and showcase this kind of content, helping build credibility and trust.
Cost-Effective Advertising
Compared to traditional advertising channels, Facebook offers relatively affordable advertising options. You can run highly targeted ad campaigns with flexible budgets, making it an attractive option for brands of all sizes. Facebook’s cost-per-click (CPC) and cost-per-impression (CPM) models allow you to manage your spending effectively and get the best return on investment (ROI).
Detailed Analytics and Insights
Facebook provides powerful analytics tools that allow brands to track the performance of their campaigns in real-time. You can measure key metrics such as reach, engagement, clicks, conversions, and return on ad spend (ROAS). This data helps you understand what’s working and what needs improvement, allowing you to optimise your brand marketing strategy for better results.
Integration with Other Marketing Channels
Facebook integrates well with other marketing platforms, such as Instagram (also owned by Facebook) and Messenger, enabling you to run cross-platform campaigns. By expanding your brand marketing strategy across multiple channels, you can create a seamless experience for your customers and maximise brand visibility.
Building Brand Loyalty
By using Facebook to consistently deliver valuable content, promotions, and customer service, brands can build stronger connections with their audience. Loyalty-building strategies like exclusive offers, behind-the-scenes content, or customer appreciation posts can foster long-term relationships and turn customers into brand advocates.
Facebook Groups and Community Building
Brands can create or join Facebook Groups to further engage with their audience. These groups provide a space for like-minded people to discuss topics related to your brand, products, or industry. By participating in or creating such communities, brands can position themselves as industry leaders, offer value, and strengthen customer loyalty.
Facebook’s combination of a massive global audience, powerful targeting, engagement tools, and cost-effective advertising makes it a crucial part of any brand marketing strategy. Whether you’re looking to raise awareness, engage with your audience, or drive sales, Facebook offers a versatile and comprehensive platform that can help you achieve your brand marketing goals. By leveraging its capabilities, you can build a strong, recognisable brand that resonates with your target audience.
How to use Facebook for brand marketing
Now it’s time to get into the nitty-gritty. I’m not just talking about the what or why anymore. This is the how. How you can drive brand awareness of your business branding with Facebook Ads. And Facebook is one of the most successful channels for growing your brand’s name, establishing an emotional connection and building brand recognition.
There are more than 2.7 billion active users on Facebook giving you an enormous opportunity to get your company brand in front of more people.
As I’ve already mentioned, the answer here isn’t to move your direct response marketing budget towards brand marketing. But you do need both social marketing strategies in the mix.
There are a few outcomes you might want to achieve from your Facebook brand marketing. It could be simply to reach and educate a new audience of customers for your company. Or you might want to give your existing customers a gentle nudge to remind them of the core values of your brand and why they should buy from you. Depending on your market position you might also have a goal to strengthen and build on your brand message to foster trust and loyalty with your customers. Or even to completely shift your core brand identity and core values to change the perception of your brand amongst your customers.
Whatever your objective is, you need to establish it before you do anything else. Without a clearly defined objective, you can’t possibly measure the success later down the track.
Once you’ve defined your objective, then you need to consider four things – your target audience, ad creative, budget and measuring the results. These four elements are all directly linked to how you actually set up brand marketing ads within Facebook.
Define your target audience
This is why understanding your goals and objectives is so important. If you are working on brand marketing to educate new customers about your brand you will target a different audience than if you want to give past customers a reminder of your brand.
Audience targeting for branding and brand awareness requires really solid understanding of the characteristics of your buyer personas so you can target the right people. As I’ve already mentioned, a target audience for brand marketing will be much broader than for direct response, lower down your funnel.
Image: Sprout Social
Set your ad creative
The ad creative and copy must be consistent with your brand marketing objective. How do you want people to feel when they see your ads? What brand sentiment are you trying to build? What differentiates your brand from that of your competitors? What problems can you solve for your customers? Why should they care about your brand and what your business does?
Brand marketing ads are about education so a strong “buy now” type call to action will not work. These ads are more about communicating a message and getting in front of new or existing customers than compelling a direct action.
Image source: WordStream
Determine your budget
I’ve said it once and I’ll say it again, you need to manage your budget across both branding and direct response goals. There will be times when your budget leans more towards brand ads and other times – such as during a sale or event – when your focus and budget will sway to direct response ads.
When you set up your brand building ads, use a CPA goal to reach a broad audience through dynamic ads.
Image source: AdEspresso
Measure your success
I recommend using multi-touch attribution for your marketing brand ads. Why? If you are running both brand and direct response ads, multi-touch attribution allows you to see the value of each touchpoint rather than the last touchpoint only.
You will see much more variation in your brand marketing results than you will for direct response. And that variation will also be impacted by the size of your target audience, budget and creative. What you need to do is create benchmarks,
However, there is also a tool within Facebook that you can use to measure the success of your brand marketing ads. That is the Facebook Brand Lift Test which uses polling and brand awareness measurement to determine the actual value of your brand marketing efforts. You can run this on a single campaign or across your entire portfolio.
You will find the Brand Lift Test within the Experiments section of Facebook Ads Manager. I recommend using the Brand Survey option across only your brand awareness ads. You will need to select up to three polling questions related to your objectives. Do you want to measure brand loyalty? Establish whether your customers can recognise the brand identity of your company?
Consistent measurement is a crucial step. You need to be able to measure your results so you can tweak and adjust your ads to improve their performance.
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Consider your industry and other factors
One thing you do need to remember in all of this is that the results aren’t going to be consistent across every industry or subset of demographics.
I’ve already mentioned that the Facebook research found that brand awareness ads are particularly useful in industries such as eCommerce and retail. But you can drive down even further than that.
For example, the research also found that for the healthcare industry, brand marketing is a more effective way to drive short-term conversions for the 35-54 age group. For teens however, better short-term conversions are linked to direct response.
Consider your industry and demographics, then establish benchmarks so you can measure your results and tweak your ads for the best results.
Image source: Facebook
The power of a full-funnel approach
What’s really quite interesting about this research is that it showed the value of having both lower-funnel and upper-funnel strategies in the mix.
The temptation is to focus on the direct response. The ads with a strong call to action that drive sales, leads and support your cash flow.
But now it’s time to think differently. If brand marketing can be more efficient, at driving short term sales, and helping to build brand recognition and trust to foster loyalty, what are you waiting for?
A consistent full-funnel approach allows you to balance your budget with the higher cost direct response ads and the lower cost brand marketing ads. You are taking your customers on a journey through the funnel and, perhaps, even circling back to them to push them down that funnel again.
Ultimately, this is the approach that is going to help you achieve both short and long term goals.
Image: AdEspresso
How to Build a Brand Marketing Strategy
Building a successful brand marketing strategy is essential for creating a lasting impression, gaining customer loyalty, and differentiating your business in a competitive market. A well-crafted brand strategy helps ensure that your messaging, visual identity, and customer experience align consistently with your brand’s values and goals.
Here’s a step-by-step guide to building a comprehensive brand marketing strategy for your business:
Define Your Brand Purpose and Values
Before diving into tactics, it’s essential to understand the core of your brand. Ask yourself: What is the purpose of your brand? What are the values that guide your business decisions? Your brand purpose should reflect why your business exists beyond just selling products or services, while your values should guide your interactions with customers, employees, and the broader community.
Identify Your Target Audience
A critical part of any brand strategy is understanding who your ideal customers are. What are their demographics, preferences, pain points, and behaviours? This helps you create tailored messages and experiences that resonate with the people you want to reach. Build buyer personas that detail your target audience’s needs, desires, and challenges, which will help refine your branding and marketing efforts.
Develop Your Brand Messaging
Your brand messaging is how you communicate your brand’s value proposition to your audience. It should convey what makes your brand unique and why customers should choose you over competitors. Think about your brand’s tone of voice (e.g., friendly, professional, playful) and ensure that your messaging is clear, consistent, and aligned with your target audience’s expectations.
Create a Visual Identity
Visual elements like your logo, colours, typography, and imagery play a significant role in how your brand is perceived. Your brand’s visual identity should be consistent across all touchpoints, from your website to social media profiles and packaging. Consider hiring a professional designer or working with a branding agency to develop a cohesive and memorable visual style that aligns with your brand’s values and message.
Choose Your Brand Marketing Channels
The channels you use to communicate your brand’s message will depend on where your target audience spends their time.
Popular brand marketing channels include:
- Social Media: Platforms like Instagram, Facebook, LinkedIn, and TikTok help you engage with your audience through regular posts, stories, and paid advertising.
- Content Marketing: Blog posts, videos, podcasts, and other content types can educate and engage your audience, establishing your brand as a thought leader.
- Email Marketing: Send newsletters, updates, or exclusive offers to keep customers informed and loyal to your brand.
- Public Relations: Media coverage and partnerships with influencers or thought leaders help expand your brand’s visibility.
Choose the channels that best align with your audience’s habits and preferences. This ensures your brand message reaches them where they are most active.
Set Clear, Measurable Goals
A strong brand marketing strategy requires clear objectives to track progress and success. Whether it’s increasing brand awareness, driving website traffic, or boosting customer engagement, establish key performance indicators (KPIs) to measure your efforts. By setting measurable goals, you can assess the effectiveness of your strategy and adjust your approach as needed.
Build Brand Consistency Across Touchpoints
Consistency is key in brand marketing. Ensure that your brand message, tone, visual identity, and overall experience are consistent across all customer touchpoints, whether it’s your website, email, social media, or physical store. Consistency builds trust and recognition, which is crucial for establishing a strong brand presence.
Engage with Your Audience
Brand marketing isn’t just about pushing your message out; it’s about creating a two-way conversation with your audience. Engage with your customers on social media, respond to their inquiries, ask for feedback, and involve them in your brand journey. By building a community around your brand, you create loyal advocates who will help spread the word.
Monitor and Adjust Your Strategy
Brand marketing is an ongoing process. Regularly monitor your performance using analytics and feedback to understand what’s working and where improvements are needed. Look for trends in consumer behaviour, changes in your industry, or new opportunities for brand growth. Be prepared to pivot your strategy if necessary to stay relevant and meet evolving customer needs.
Stay Authentic and True to Your Brand
Finally, it’s important to stay true to your brand’s core values and personality. Authenticity builds trust, and when your brand’s actions align with its promises, you create deeper, long-lasting relationships with your customers. Whether you’re launching a new campaign or responding to customer inquiries, always reflect your brand’s true essence.
At the end of the day, building a strong brand marketing strategy and campaign is about creating a clear, compelling narrative that resonates with your audience, differentiates your business, and drives customer loyalty. By defining your brand’s purpose, knowing your audience, delivering consistent messaging, and choosing the right channels, you’ll set a solid foundation for success. Remember, brand marketing is a long-term commitment that requires ongoing attention, but the rewards in terms of customer loyalty and business growth are well worth the effort.
Next we will answer some frequently asked brand marketing questions
Are brand marketing and performance marketing the same thing?
No, brand marketing and performance marketing are not the same thing, although they can complement each other. They focus on different goals and strategies within the overall marketing landscape.
Here’s a breakdown of how they differ:
Brand Marketing
Brand marketing focuses on building long-term brand awareness, loyalty, and emotional connections with your target audience. It’s about creating a strong, recognisable brand identity that resonates with consumers and establishes a positive reputation in the market.
Brand marketing efforts usually revolve around:
- Brand Awareness: Making potential customers aware of your brand and what it stands for.
- Emotional Connection: Building a relationship with consumers by creating memorable experiences or aligning with their values.
- Long-Term Goals: It’s a more strategic, long-term approach aimed at positioning the brand for sustained success over time.
Brand marketing typically includes activities like storytelling, content creation, social media engagement, sponsorships, influencer collaborations, and TV or print advertising.
Performance Marketing
Performance marketing, on the other hand, is a data-driven approach that focuses on achieving specific, measurable results in the short to medium term. This could include actions like generating leads, driving website traffic, increasing conversions, or making sales. The focus is on tracking the performance of marketing campaigns and optimising them to achieve the best return on investment (ROI).
- Measurable Results: It’s all about tracking key performance indicators (KPIs), such as click-through rates (CTR), conversions, or cost per acquisition (CPA).
- Short-Term Goals: Performance marketing campaigns are typically designed with short-term goals in mind, such as promoting a sale or boosting product visibility.
- Channels: It often involves paid channels such as search engine marketing (SEM), social media ads, affiliate marketing, email marketing, and display ads.
Key Differences
- Focus: Brand marketing is focused on building awareness and trust, while performance marketing is focused on driving measurable outcomes like conversions and sales.
- Timeframe: Brand marketing is long-term and strategic, while performance marketing aims for immediate results.
- Metrics: In brand marketing, success is often measured through brand perception, sentiment, and reach, while performance marketing is measured by direct metrics like ROI, clicks, leads, and sales.
How They Work Together
Brand marketing and performance marketing can work together to create a comprehensive strategy. Brand marketing lays the foundation for trust and recognition, making performance marketing efforts more effective in driving conversions. Meanwhile, performance marketing provides immediate results and insights, which can inform and refine long-term brand strategies.
In short, while they have different objectives, both play an important role in a successful overall marketing plan.
Is branding the brand marketing?
No, branding and brand marketing are not the same, although they are closely related concepts and often work together.
Here’s the key difference:
Branding
Branding is the overall process of creating and defining a brand. It involves developing the unique identity of your business or product, which includes your brand’s purpose, values, visual identity (logo, colours, typography), voice, and personality. Essentially, branding is about shaping how your business is perceived by your customers and the broader market. Branding is foundational and focuses on defining what your brand stands for, who you are, and how you differentiate yourself from competitors.
Key components of branding include:
- Brand Values & Purpose: The core principles and mission of your business.
- Brand Identity: The visual and emotional aspects that represent your brand, such as the logo, design, and messaging.
- Brand Voice: The tone and style in which your brand communicates with its audience.
- Brand Perception: How your brand is viewed by customers and the market.
Brand Marketing
Brand marketing, on the other hand, is the strategic effort to promote and communicate your brand to your target audience. It focuses on raising awareness, building brand recognition, and fostering customer loyalty through marketing campaigns and activities. Brand marketing uses the elements defined during the branding process (such as brand messaging and visuals) to engage and connect with consumers, ultimately driving their perception and relationship with the brand.
Brand marketing includes:
- Campaigns & Advertising: Paid and organic marketing efforts designed to reach and engage your audience.
- Social Media Marketing: Building relationships with customers and creating brand awareness through social media platforms.
- Content Marketing: Sharing valuable content that aligns with your brand’s messaging to engage and educate your audience.
- Customer Engagement: Building brand loyalty through interactions with customers and delivering consistent experiences.
Key Differences
- Focus: Branding is about building the identity and foundation of your brand, while brand marketing is about communicating and promoting that identity to your target audience.
- Scope: Branding is broader and more strategic, focused on long-term brand positioning. Brand marketing is tactical and often shorter-term, focused on marketing activities that drive visibility and customer engagement.
- Goal: The goal of branding is to define who you are and differentiate your business, whereas the goal of brand marketing is to generate awareness, foster loyalty, and influence customer behaviour.
How They Work Together
Branding provides the foundation for brand marketing. Strong branding ensures that the brand marketing efforts are consistent and aligned with the brand’s identity, making marketing activities more effective. In turn, brand marketing helps bring the brand to life in the eyes of the consumer, driving engagement, loyalty, and ultimately business success.
In short, branding is the creation of your brand’s essence, while brand marketing is the effort to share that essence with the world and build relationships with your customers.
What are the 4 P’s of branding?
The 4 P’s of branding are fundamental elements that businesses use to create and maintain a strong brand identity. These principles help guide your brand strategy and ensure it resonates with your target audience.
Here’s a breakdown of the four key components:
Product
The product is at the core of your brand. It’s what your business offers to the market. For a brand to be successful, its products must align with consumer needs, be of high quality, and stand out in the marketplace. The product’s features, design, packaging, and functionality all contribute to the perception of your brand. Understanding how your product satisfies a specific need and differentiating it from competitors is key to building a strong brand.
Price
Pricing is a critical element in shaping your brand’s image and positioning in the market. The price should reflect the value your product offers to the customer and align with your brand’s identity. Whether you’re positioning your brand as premium or budget-friendly, the pricing strategy can influence consumer perception and purchasing decisions. A well-thought-out pricing strategy also helps establish your brand’s target market and competitiveness in the industry.
Place
The place refers to the channels through which your product is sold and distributed to customers. It’s about ensuring that your brand is accessible where your target audience shops. This includes physical stores, e-commerce platforms, or third-party marketplaces. Having a strong distribution strategy ensures that your brand reaches its audience efficiently, while also considering factors like customer experience and convenience. Effective placement increases brand visibility and accessibility.
Promotion
Promotion encompasses all the activities used to communicate your brand’s message to your target audience. This includes advertising, social media marketing, public relations, events, and other forms of outreach. A strong promotional strategy ensures your brand is visible, engages with the right audience, and maintains a positive image. Promotions should reflect your brand’s voice and values while appealing to your customers’ desires and needs.
Integrating the 4 P’s into Your Branding Strategy
The 4 P’s of branding work together to create a comprehensive brand identity and drive business success. By aligning your product, pricing, placement, and promotional efforts, you can build a brand that resonates with customers and stands out in the marketplace. These elements not only shape how consumers perceive your brand but also influence their buying decisions and long-term loyalty.
So, what does this all mean for marketers?
For many, it likely means a change in strategy. If you’ve dismissed brand marketing as contrary to achieving your short-term goals then you need to rethink. Broaden your perspective to look at the complete funnel, rather than just the end of the funnel where you can see the dollar signs.
If you want efficiency from your marketing, upper-funnel brand marketing strategies are the way to achieve it. Not only will you get greater efficiencies but you’ll also help to boost sales of your products and services.
But, at the end of the day, the most important thing is that you don’t just charge into any strategy. You look to the data and the evidence and make smart decisions that will deliver results.
The question is no longer what is brand marketing, it’s how you can use it as a digital marketing tool for your business.
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