Unlike more tradtional and widely accepted forms of marketing such as advertising used to generate often short-lived bursts of new business from previously un-branded prospecs, brand marketing facilitates exposure to the brand experience while reinforcing the marketer’s value proposition. So, what does this mean, and how the heck do we make it happen. Well, first a company that is interested in brand marketing should invest in their brand. Start with a value proposition. This will help you determine what aspects of your product or service differentiates you from competitors (if there are any). It will also help establish the tone and mood for your identity package and communications. It will also assist with positioning your company in the market. Essentially, your value proposition should identify and determine why customers choose your business rather than your competitors’.

Once you have your value proposition, your identity package, product or service paradigm, and business model established, then it’s time to put brand marketing to work. You’ll want to build a comprehensive and cohesive tool kit of materials coupled with an effective and convenient two-way communication system that can be used with your entire brand community to facilitate brand immersion. Your brand community is everyone involved with your business, so put some thought into the best methods for communicating with a variety of audiences. None of this will be effective, of couse, if your value propositions and brand-experience delivery isn’t appropriate and consistent. Unlike advertising, brand marketing effectiveness takes time and effort. But once your brand marketing is built and running on all cylinders, it will generate consistent and significant long-term results vs. the short-term bursts garnered by typical ad campaigns.