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Congratulations! At last, you’ve completely nailed your brand identity. You and everyone on your team has a strong sense of who you are as a company. You’ve clearly established what you stand for, what you aim to achieve, and who you’re speaking to. Maybe you’ve even tied your brand identity to a greater purpose. This is an accomplishment to be proud of. But unfortunately, it’s absolutely meaningless unless you can communicate this incredible brand identity to the wider world. That’s where brand campaigns come in.
While everyone at your company may have a firm notion of your brand’s identity, your brand’s true identity is the perception that consumers hold. If those two identities are aligned, that’s great! But if they’re not, then you have some work to do, and developing a brand campaign is the first step.
In broad strokes, brand campaigns are targeted communications meant to generate awareness about your company, to tell your story and set yourself apart from competitors. They aim to bring your brand to life in an impactful way, leaving people with lasting positive impressions. This can be done in a variety of different ways and across all sorts of different media — TV! Billboards! Radio! Newspaper! — but in today’s landscape, most brand campaigns live primarily on digital platforms: social media, email marketing, paid ads, and so on. This is great, because it makes impactful brand campaigns more accessible to all budgets, and because it’s much easier to track, tweak, and measure the success of digital campaigns.
But why should you bother with all the work of a brand campaign? Your product or service is great, so shouldn’t the quality speak for itself? Unfortunately, that’s not how things work today. Consumers expect more of their brands: they want personality and authenticity, and they see the brands they use as an extension of their personal identity, not commodities. In fact, 66% of people follow between brands on social media, and 59% of consumers prefer to buy new products from brands familiar to them.
And remember, brand campaigns aren’t just for startups or rebranding efforts. Every company, no matter how big or well established, needs to think about how consumers view their brand. With the business landscape constantly shifting and new brands and trends emerging, getting and keeping customers requires a constant investment in brand awareness — for everyone.
Brand campaigns can be huge drivers of success for a company — remember how Warby Parker emerged out of nowhere to become the go-to glasses brand for millennials? — or they can fall completely flat. To ensure that your campaign is the former rather than the latter, it’s important to keep in mind some best practices and proven strategies for success.
The strength of your brand is measured not by what you think and say about it, but what other people think and say about it. Thankfully, a successful brand campaign can help you make sure that those two impressions are exactly the same.
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