The importance of colors in marketing

Marketing is a field that is a perfect example of the impact of individual colors on a person. Individual branches of business use this effectively, adhering to the discoveries of the psychology of colors. This science confirms that colors have a specific influence on us. Some give you energy, stimulate you to act, while others relax, calm down or inspire confidence. Being aware of these impacts, marketers scrupulously construct advertisements so that they most accurately affect the recipients.

Color is not only used to create advertisements. It is an indispensable attribute of product packaging, company logo or visual identification of stores. Color is also an important element in internet marketing. You have to choose it skillfully when creating your website. In many cases, a specific color can determine the success of the conversion, more about that later in this article.

Color in marketing, including internet marketing, fulfills several functions. Here are the most important of them:
– Aesthetic – the aesthetic value of the colors cannot be ignored; appropriate combination of colors makes consumers more willing to reach for specific products or stay longer on a selected website;
– Emotional – colors affect emotions, evoke specific associations and can stimulate specific actions, so it is worth knowing what colors to use to create the intended effect in the recipients;
– Informational – colors in marketing are also used to provide recipients with specific information about the offer or product;
– Constructive – the task of color is also to integrate the entire marketing message and ensure its consistency.

Can a color influence a purchasing decision?

Yes it can. Color is an important element that influences consumers’ final purchasing decisions, but not the only one. Remember that most decisions in our lives are made unconsciously, although we want to think the opposite is true. And it is this unconsciousness that is influenced by color. The color that evokes specific feelings, thoughts and emotions in us may decide whether we decide to buy a given product or take advantage of a specific offer. It is not without reason that there is a color of trust or a color of security. If the colors of the website or product evoke positive associations in us, then we will be much more likely to take advantage of the offer or purchase.

Blue color – meaning

The blue color evokes clearly positive associations in the recipients. It is the color of trust, professionalism, wisdom and truth. It is associated with a sense of stability, but also cleanliness, peace and composure. Many brands use blue in their visual identification. A perfect example is Facebook or Twitter, but also companies from the insurance and banking industry. Blue helps to establish a positive relationship with the customer.

Red color – meaning

This intense color can evoke extreme emotions. On the one hand, it brings to mind positive associations related to love, passion or passion, on the other, however, it is a strong warning sign. In addition, red is associated with energy, strength, aggression, stimulates action, and effectively stimulates intense emotions.

Due to such a strong effect of the red color, it is skillfully dosed in marketing. It is usually used to mark promotions and occasions. It is also great for highlighting the CTA button – not only will it make it more visible to the recipient, but also encourage them to take action that may translate into the conversion of the store.

Remember not to overdo it with red. It is best to keep it in the color scheme of the website to highlight its most important elements. An excess of red can become irritating to the eye in the long run and make the customer leave the site faster.

Orange color – meaning

Orange brings to mind fun, is associated with positive energy and good emotions. Like red, it also encourages action. This color is often used in marketing to draw the customer’s attention to discounts and bargains.

Yellow color – meaning

Another intense color is yellow. This color is quite ambiguous, just like red. On the one hand, yellow is associated with the sun, joy, energy and vacation, on the other hand, it is used, for example, for warning signs. Therefore, it is important to skillfully use yellow in marketing. A great example of the effective use of this color is, of course, the McDonald’s company. There is probably no person in the world who would not associate the characteristic yellow letter M. It is worth noting that over time, the second intense color, i.e. red, has disappeared from the brand’s logo. Such a combination is considered too flashy today. Currently, the yellow M is used alone or in combination with a more muted brown.

Yellow, like red and orange, is recommended for use in creating CTA buttons on a page. It is also worth using this color to emphasize the unique features of the product or offer. It will also work well when highlighting promotions and discounts.

Green color – meaning

Green is the color of safety. It is associated with nature, ecology, peace and harmony. According to color psychology, green stimulates creativity and also increases credibility. In marketing, green is most often used by banks, medical and pro-health industries, as well as by all those who want to emphasize the ecological activity of their company.

Green is the color of gentleness. Therefore, if we want to evoke delicate feelings and gentle positive emotions in our recipient, this shade will be perfect. Green may dominate the colors of the website if it is justified in the visual identification of the company. This color is also very soothing and friendly to the eyes. It is worth knowing that subconsciously people like to look at everything that is green, because our eyes then rest.

Black color – meaning

Black is considered by many to be a dark and unambiguously negative color, but it takes on a completely new meaning in marketing. Black is also a symbol of elegance and luxury combined with minimalism. It is worth noting that the most prestigious brands in the world often use black in their logos. This color also symbolizes the high quality of products or offer, as well as timelessness, reliability and efficiency.

White color – meaning

White is a universal color that is often the background for all other colors. In the psychology of colors, it symbolizes innocence, delicacy and subtlety. This is why white is a common shade in ads for tissues, toilet paper and cleaning products. We can also find it in promotional campaigns for more prestigious products, such as jewelry, perfumes, and even electronic equipment.

Thanks to the skilful use of white, you can effectively display other elements of the marketing message. It is worth noting that many brands, when creating a company logo, decide to combine a specific color with white. Such a logo is used by most sports brands, such as Adidas, Nike or Puma. Other examples include Coca-Cola and Samsung.

Combining colors in marketing

Knowing the symbolism of colors is one thing. The real art is their skilful combination that allows you to get the best possible effect that will not only meet the aesthetic expectations, but also create the desired impression on the recipients. To achieve this, it is worth focusing primarily on balance.

Subdued colors such as blue, green, but also brown, black or white should be most often chosen as the basis for creating a marketing message. It is especially important when selecting the colors of the website. Here, subdued colors should be the basis, while bright colors such as red, yellow or red should be used for elements that require distinction. Eye-catching shades are best for CTA buttons or listing promotions, deals and discounts. If some content on the website is particularly important, it is also worth highlighting it with an intense color.

However, it should be remembered that bright colors should not dominate. Their excessive number may distort the final reception of the marketing message and make it unreadable for the recipient.

Many companies also focus on brand marketing that is based on contrasts. Paraphrase-Online.com is the perfect example of this. The use of two opposing and expressive colors in visual identification allows you to achieve a clear and clear message. This effect is not only valid for black and white. Contrasting colors are also violet and yellow, orange and blue, or green and red. Examples of brands that use this aesthetic treatment include Mountain Dew, the Los Angeles Lakers basketball team, and the Firefox browser.

In summary, colors in marketing are an important element, although it should be remembered that it complements the entire message. When choosing the colors of the product packaging, the colors of the website or when creating an advertisement, it is worth remembering what effect a given shade has and skillfully combine it with the remaining color range. The choice of colors can really translate into the conversion of the store. It is therefore worth checking whether customers are more likely to click red or green buttons. One cannot forget about the consistency of the message. The selected colors must reflect the company’s mission and vision, and at the same time be eye-friendly and aesthetically pleasing.

The brand archetype – what is it anyway?

The concept of archetype, obviously, has not appeared for the first time in marketing. It became widely known in the first half of the last century thanks to Carl Gustav Jung, who used it in research in psychiatry and psychology. Jung noticed that all people, although they are not aware of it, recognize certain patterns, repetitions, universal patterns in their environment. He called these instinctively recognized patterns, in some way simplifying the world we live in, archetypes. They help us find ourselves in a very complex reality in a similar way as stereotypes.

Other researchers continued to consider patterns in the collective unconscious, noting, for example, that they appear very often in fairy tales and myths – both in the plot and in the construction of the characters. Let’s look at it for a moment. In the classic fairy tales we know, all characters are either extremely good or unimaginably evil. In addition, it mostly applies to the same types of heroes. If the mother appears in the story, she is good and affectionate, but the stepmother is always a black to the bone character, a jealous, greedy and self-righteous person. The main character must be innocent, noble, pure-hearted, and usually he is rewarded for these qualities – often the prince of a fairy tale appears as a reward here.

How brand archetypes work in marketing?

But let’s go back to the marketing field. Two researchers, Margaret Mark and Carol Pearson, introduced the archetype to this area of science in their 2001 book The Hero and The Outlaw. Building Extraordinary Brands Through The Power of Archetypes. There, the authors noted that currently producers have very little chance to stand out on the market. Competition can easily copy their solutions, more and more brands produce the same or very similar products, leading to a situation where the only solution seems to be to keep lowering prices. Seemingly, because in fact there is one more solution that can be used – to give your products and the entire brand a special meaning. Making buying from this manufacturer an experience was associated with adhering to certain values and principles. This is how the theory of archetypes found its place in the story of the brand.

Archetypes in brand communication

Mark and Pearson noticed that when brands communicate with their audience, they say a lot about what they do and how, but their message is missing the most important question: why ?. Why are they doing what they are doing? Why exactly this way and not otherwise? Why this product? By telling its potential customers about it, the brand has a chance to present a motivation other than earning money, show the values that guide it, and thus establish a bond with recipients for whom the same issues are important. However, building such a coherent brand image is not easy – that is why it is worth reaching for archetypes.

Talking about fairy tales, myths and values may seem a bit pathetic and out of place in modern free market realities. In practice, however, brand archetypes are nothing more than another marketer’s tool. They allow you to define how the brand should look like in the eyes of the recipients, and thus build certain guidelines for communication on the website, in social media or in advertising. The archetypal theory is used by most well-known brands such as Disney, Pepsi, Nike. Apple or Volkswagen. Thanks to this, their promotional activities are not random or chaotic – they form a harmonious image that provides them with millions of devoted customers.

Twelve brand archetypes

The classifications of archetypes differ somewhat from one researcher to another, but there are always twelve and they have similar descriptions. What archetypes can the brand identify with?

Innocent / Dreamer
Brands of this type prove to us that the world is a beautiful, safe place where everything is possible. They promise us nothing but positive emotions, kindness and predictability, but not one that is boring, but one that provides comfort. They never talk about sad, unfair or terrible events, they surround us with a bubble of beauty, harmony and acceptance. They strive to make the recipient feel that nothing bad can happen to them. They radiate optimism and energy at every step.

Coca-Cola and McDonalds are examples of brands that use this archetype. They are based on very positive messages, often calling for enjoying even the most ordinary moments. Each advertisement is based on the celebration of joyful experiences and good emotions, and the visual identification is created in optimistic, saturated colors. All this so that we know that nothing unpleasant can happen to us with these brands.

Who can build the image of the Innocent? There are probably industries that perfectly match the image of the Innocent and naturally find themselves in this type of communication with the client. These include cosmetic brands (especially with natural cosmetics), producers of healthy, organic food, companies producing children’s products, sweet drinks or snacks.

Discoverer
Brands that identify with the Explorer archetype want to be seen as adventurous, exploring unconquered paths and lands. Freedom and unrestricted freedom are very important in their communication. They often play in their advertisements with frames with vast spaces that emphasize the lack of restrictions. They like to challenge them, encourage them to live their lives actively and overcome their own barriers.

Brands that communicate with their audience using the Explorer archetype include Jeep and GoPro. They show us at every step that we can do more with their products, that our lives will become more interesting, full of fascinating journeys and amazing experiences.

Who can build the image of the Explorer? The Explorer Archetype is directly created for brands selling sports equipment (especially for extreme sports), travel agencies offering exotic tours or producers of off-road vehicles.

Wise / Philosopher
Such brands take on the role of a mentor, a teacher who helps the audience understand the world. In their communication, they do not use opinions, but pure facts. They like to present figures that show why their product is the best. By creating advertisements or posts, they share knowledge, research results and statistics. The key to communicating like a Sage is gaining authority in the eyes of your audience. Brands that choose to do so must be sure that they present true, unquestionable information and that they serve their wisdom in a way that customers can understand.

Communication in the style of the Sage is usually carried out by large brands with an established position on the market, such as Google or the BBC. They provide a lot of information that most recipients treat as proven, not requiring verification. In the case of Google, the mentoring aspect is also highly developed – the company provides a lot of materials for free, thus educating its customers. This is a profit for the recipients, but even greater for the brand, which thus strengthens its image as an expert.

Who can build the image of the Sage? Information websites, companies creating educational materials, brands selling industry courses, schools, universities or people offering their services as consultants can appear as Sages.

Clown
The name Clown may not be very well associated, but the very concept of communication behind it is extremely attractive to brands. It is based on food, mockery of authorities and the joy of life. Jester-brands can sometimes hover over the edge of what’s falling out and what’s wrong and making jokes about serious topics. However, they never have bad intentions – there is no bitter cynicism or irony in them, but the sheer joy of life itself. They want to bring a smile to their recipients, which is why they can use, for example, memes, funny viruses, etc. in their communication.

A brand that uses the Jester’s potential as a textbook is, for example, Skittles with its adverts with a rainbow and a milked giraffe. However, this archetype can also be attributed to Pepsi, which is thus playing a game with its main rival on the market, Coca-Cola. This can be seen, for example, in an advertisement depicting Santa Claus – a character entirely created by Coca-Cola – sipping Pepsi on vacation.

Who can build the image of the Clown? There is basically no limit to what brand can become a Jester. Most often, however, producers of snacks and sweet drinks, beer or toys decide to create their image in this way.

Everyman
Everyman is simply an ordinary person, similar to all of us. Brands that want to be like this do not try to shock, stand out with sharp wit or creativity. They do not say that their products are unique, but say that they are comfortable, safe and known. They simply accompany us all the time, supporting us in everyday problems. Such brands are not a star, they are part of the group to which their recipients belong. They do not put pressure on us that we must be better, more brilliant, that we must achieve something extraordinary in life. These are brands that accept us.

It may seem that this is a completely unattractive archetype for brands – after all, each of them wants to stand out from the competition. In reality, however, the opposite is true – there are companies that have achieved the championship and huge financial benefits by posing as Everyman. An example here is IKEA with its furniture and accessories for every home, affordable, simple, easily accessible and always up-to-date.

Who can build Everyman’s image? This archetype works best for companies that produce everyday items, home and garden items, workwear, practical family cars, groceries, etc.

Lover / Admirer
Brands that want to be a Lover make their products desirable in recipients. In communication, they use sensuality, intimacy, the promise of pleasure, perhaps even a bit sinful. The advertisements show us beautiful women and handsome men who tempt, seduce and attract like a magnet. They often use references to love, romance and bodily pleasure. They want to show themselves as worthy of the moment of oblivion, as a temptation worth succumbing to, because it brings unforgettable experiences.

We see this type of communication, for example, in Victoria’s Secret commercials that are based almost entirely on beauty, desire and seduction. The brand that plays these patterns masterfully is also Chanel with its fragrances that promise delight to the senses. This image has been created with great consistency since the time when the face of Chanel was Marylin Monroe – a sex icon of the 1950s and 1960s.

Who can build the image of a Lover? This archetype fits perfectly with cosmetic and clothing brands that sell underwear, but also sweets (sinful pleasures), exclusive jewelry, expensive wines and perfumes.

Creator
Brand-Makers want to be perceived as creative, innovative, and turning dreams into reality. They like what is original, unique, they are visionaries who strive for continuous development and improvement of their products to fulfill even more functions. They do not follow others, but they make new paths themselves. They communicate to their audience that they are creating something valuable and lasting. They often pose as artists, but also those who know business well.

Brands that use this image-building scheme are, for example, Apple and Lego. The first one shows itself as a company that creates products of completely new quality, technologically advanced and beyond any competition. The second one creates blocks that allow the buyer to create whatever he wants, even transferring him to a different, more colorful and creative world.

Who can build the Creator’s image? This archetype is most beneficial for brands producing high-tech equipment, marketing companies, copywriters, architects, artists, all of these companies create something innovative.

Guardian
Creating the image of the brand-Guardian is particularly demanding because it requires maintaining authenticity in communication based on empathy and altruism. Such companies care about their audience and show that they are willing to sacrifice to keep them safe. They put themselves in the role of a guardian who protects against evil and helps in achieving goals. The features visible in such brands are warmth, gentleness, caring and cordiality.

Which brands use this archetype? For example, organizations such as UNICEF and WWF. They show that they care for the weaker, the needy, that they do not act for their own benefit, but only for the common good.

Who can build the image of the Guardian? The Guardian is a natural archetype for nonprofits, medical companies, insurers, clinics, and even banks as the Guardian enters wherever someone needs help.

Lord
Ruler is the archetype for strong brands that are already high in the industry. They have everything under control, they radiate self-confidence, an aura of invincibility and success. However, they are not perceived as self-righteous, because they bestow loyalty and protection for their consumers. They care for them, not out of empathy like the Caregivers, but out of a sense of responsibility. They strive to make the recipient want to be in the group they protect, because it is an elite group, available only to the chosen few.

The Brand-Ruler is, among others, Mercedes, which bases all its communication on creating a leader, a winner, a class in itself. He always presents his cars in such a way that they look as impressive as possible, and the entire visual setting shows that not everyone can afford a vehicle of this brand.

Who can build the image of the Lord? Luxury brands such as expensive watches, jewelry, cars, designer clothes and shoes will benefit the most from this archetype. However, it is also a good way of communication for high-standard hotels or spas.

Hero
The protagonists are those brands that face challenges. In their communication, they show that life can be tiring, difficult, full of obstacles, but persistence and determination can overcome them. Their task and main goal is to persuade the recipients to act, take risks and make efforts, because taking them is profitable. Sometimes the Hero-brand protects the weaker who are unable to fight for themselves, but this is not inherent in this archetype. The motives most characteristic for the Hero are overcoming his own weaknesses and hard work, thanks to which he can achieve what is most important to him – mastery.

The Hero archetype is used, among others, by Adidas and Nike. They both show us that we want to be able to do so and that it is only up to us whether we will become winners or losers. They show people who, despite failures, make new attempts and finally achieve their goals thanks to persistence and perseverance.

Who can build the image of the Hero? Of course, this archetype best suits brands that offer sportswear or sports equipment. However, the image of the Hero can also be used by those companies that offer support in crisis situations, for example roadside assistance, mechanical facilities or physiotherapy and rehabilitation rooms.

Rebel
Brands with this archetype do not agree to the existing reality. Their domain is struggle, they want to instigate a revolution, and overthrow stereotypes. They don’t care about rules, and they value freedom above all else. Sometimes their communication is accompanied by anger, even a bit of vulgarity, although of course there are exceptions. However, there is no taboo for them and they like to be blunt in their messages. They fight to make life better, but they also enjoy the anarchy they create.

The brand that chose the image of the Rebel is, for example, Netflix. He uses his social media and even products to promote tolerance, speaks loudly about the problems of modern societies and refuses to be discriminated against. However, there is no pathos of the Hero or the altruism of the Guardian in it – there is a lot of humor and simple disagreement with the existing situation. The brand is also rebellious in its very premise – in a way, it ended the stage of television domination and started the era of streaming platforms.

Who can build the image of a Rebel? The image of the Rebel is perfect for companies that introduce a completely new, revolutionary product to the market. It also works well in the promotion of brands promoting avant-garde fashion, motorcycles or in the case of alternative media.

Wizard
Wizard Brands show us that the world can be beautiful, but they do it in a different way than the Innocent – they bring magic into our lives. They promise thrilling, fantastic adventures, they prove that the only limits that exist are the limits of our imagination. They are charismatic in their communication and reveal new possibilities for us, thanks to which we can reach the stars.

The company that masterfully implements this archetype is Disney. It naturally takes us to a fairy-tale world, but proves that everything is possible in ours. This can be seen, among others, in the Dream Big campaign, Princess, implemented by the brand, in which Disney showed girls that they can achieve anything they dream of.

Who can build the image of the Wizard? This archetype is very natural for brands that produce toys, animations for children and all products associated with rest and relaxation. According to the principle that a sufficiently advanced technology is no different from magic, it can also be used by companies producing modern gadgets.

How to use brand archetypes?

Brand archetypes are not meant to be cages for brands that stifle their freedom. On the contrary – they should be a signpost facilitating communication with potential customers. Many companies do not limit themselves to using one schema, but combine the characteristics of two or three archetypes – and that works well too. An example can be Coca-Cola, which neatly interweaves the features of the Innocent and the Wizard, or Apple, which is part Creator and part Rebel. However, it is important to think through your communication strategy as carefully as possible and implement it consistently in all channels.

What is a brand?

The word brand can be understood in many ways. In the past, they were identified only with the name and logo placed on the company’s products in order to distinguish them from those from other manufacturers. In the late 19th century, trade symbols began to be registered to protect them. It was then that people began to appreciate the strength of a recognizable and trusted brand. Today, this word has a much wider meaning. A modern brand consists of many aspects. It can be assumed that these are all the tools that help shape the character and identity of the company, as well as its reputation. The elements of the brand include both a characteristic logo and a specific color, sound, name, slogan and public relations activities. It must have a strong personality – something that distinguishes it from the competition, and at the same time determines which target group will be interested in it.

The concept of a brand is associated with branding, i.e. a set of tools used to create a distinctive brand. Combined with marketing techniques, this results in brand marketing, i.e. a field dealing with brand promotion.

Brand marketing – what does it mean exactly?

More specifically, brand marketing is all activities that promote a specific product or service in a way that creates a brand image. Its goal is to create a consistent communication with customers that will reflect the identity and values that describe a given brand. It also cares about acquiring new customers, reaching a specific target group. One of the main tasks of brand marketing is to increase brand visibility and recognition, of course, while taking care of a positive and intriguing image. A successful strategy in this direction should make customers want to interact with the products of a given brand. Importantly, brand building is distinguished by long-term, strategic and perspective action. Short-term goals are of little use in this context.

Why is a strong brand so important?

A strong brand gives you an amazing advantage in the business world. It is primarily an indicator of customer trust, experience and other distinguishing features. Thanks to a strong brand, you can not only reach a much larger part of the market, but also increase the value of your products. Customers are able to pay more for trustworthy, reliable or related to a certain status or lifestyle goods. By offering a unique world of experiences impossible to obtain anywhere else, you gain new customers and multiply your profits. You also create a community around the brand, or even the so-called fandom, i.e. a group of loyal customers.

Apple is a perfect example of a very strong brand with a huge crowd of committed and loyal customers. It is a combination of recognizable style, high quality and unique products positioned as those that use breakthrough technological solutions. Combined with the original style of communication and the sense of belonging and lifestyle promise Apple products seem to make, this creates an unparalleled mix. This is why the brand is not only recognizable all over the world, but also enjoys so much adoration among a large part of its recipients. In addition, other brands try to copy various aspects of its business or style. Are Apple products really the best? One could argue here. However, it is not the most important thing for its recipients – what counts is the remaining elements of the brand that encourage the purchase of new gadgets.

Branding – the most important first step

If you are building a new brand, it is worth spending a lot of time on careful branding at the beginning and then developing a long-term brand marketing strategy. These are not very easy, and at the same time time-consuming and costly processes. Their goal is to build a unique image of the company, as well as evoke emotions in consumers that will be clearly associated with it, create a bond and encourage them to get to know the brand better.

At the first stage, it is worth answering a few questions, such as:
– what is the brand identity,
– what makes it stand out, what it expresses itself,
– how it is perceived,
– what is associated with,
– how to communicate, etc.

This is a good starting point to consider defining the brand and the main aspects of the company’s operations, as well as developing a brand strategy – of course in combination with market research, target group analysis, etc. Then, you should formulate a brand mission that will be understandable and unique at the same time.

Of course, as part of branding, you need to develop a brand name, logo and slogan, which will then appear in every message related to it. In addition, you need to decide on the elements that make up the company’s visual identification system – develop a book of signs and sample graphic templates for various promotional materials. It should not be forgotten that all these elements should be consistent and create an unambiguous and characteristic message for a potential customer. Branding, however, is also highlighting the unique and distinguishing features of the brand and confronting them with the needs of the market. Its purpose is to partially “appropriate” the emotions of customers and reach their awareness.

It is worth noting that although branding is identified with new brands, the already existing ones sometimes decide to carry out this process again, refreshing their image or changing the direction of activities. Such a process is called rebranding and may include both a slight change of the logo or the company’s color scheme, as well as the entire philosophy and mission of the brand. Contrary to appearances, this is a very common practice, and even the best decide on it – this is why they stay at the top, because rebranding allows you to adapt to the current market requirements.

How to build an appropriate brand marketing strategy?

It must not be forgotten that all decisions made in connection with branding and brand marketing must fit into the company’s long-term plans. They should be based on:
– brand mission and vision,
– characteristics of the target group,
– willingness to convey emotions,
– consistency in all the company’s moves.

How to create a successful brand marketing strategy step by step?

Brand vision
Every company should know what it wants to be known for and how it is going to stand out. It is this vision that should be matched with the provisions of the marketing strategy, not the other way around. Therefore, first you should specify which field you want to dominate. Perhaps you want to be a leader in the latest technology like Apple, a source of motivation for athletes like Nike, or a leader in meeting all the immediate needs of consumers like Amazon. There are many possibilities. However, you should carefully specify the way you want to be described, recognized and remembered.

Target group
Specifying your target group is an extremely important step for any company, regardless of the industry and its scale of operation. Many budding businessmen have a problem with this, claiming that they want to hit “everyone.” It’s a straightforward path to unsuccessful and ineffective marketing efforts. Meanwhile, a strictly defined target group, at the same time divided into the so-called personas, i.e. the main types of customers, will greatly help in adapting brand communication to the needs of potential buyers. Specify the gender and age of your people, define what they are guided by when making purchasing decisions, what values they have and what are their habits in this regard, as well as where they work, who they live with and what they expect from a product like yours. Only by knowing who you are talking to can you do it well. Therefore, the stage of identifying the target group should certainly not be taken lightly.

Brand history
Every brand has a history. It can be used to build an image and create a bond with the consumer. This story does not have to be dramatic, full of emotions or twists and turns. However, it is worth ensuring that it has several elements characteristic of good film scripts or books – heroes who are easy to like and a certain progression, preferably indicating a problem or difficulty, and then solving it. This will allow customers to get involved in the history of the brand and want to be part of it.

Competition
It is also worth taking a few moments to get to know your competition. Only then will you know what you can do better. Remember to then focus on what makes you stand out and include that in your marketing message.

Coherence of actions
Effective brand building is largely based on consistent communication. You have to make sure that the interactions of the brand with customers are always characteristic and recognizable – this is how you build trust and gain consumer loyalty. The point is that the first contact with the message allows you to find out which company you are dealing with, and preferably immediately evoke pleasant associations related to a given brand. Perhaps you know the feeling when driving on the freeway, you suddenly see the characteristic golden arches in the distance and you immediately feel like a fries or a cheeseburger. This is how it should work!

However, you do not have to act with a flourish, like the biggest players on the market. All you have to do is start with consistent online communication. It is worth investing in online marketing because it can offer very good results with little financial outlay. Bet on a carefully maintained website and social media profiles, take care of the continuity and integrity of the message, interact with consumers. Provide them with valuable content, be it in the form of articles, videos, infographics, short information, etc. Use consistent language and visual elements to evoke clear associations about the nature and identity of the brand. At the same time, you will build credibility, authority and trust.

Don’t make false promises
False promises and the discrepancy between the marketing message and the facts are one of the fastest ways to sink a brand. If your emphasis is on the quality of your product, make sure it is flawless. If you create the image of a friendly brand that puts the customer’s good and satisfaction first, take care of their impeccable service both before and after the purchase. It sounds obvious, but some companies still have a huge problem with it. Of course, in order to be successful, it is important to ensure quality in all aspects of your business. However, keeping the promises you make in your marketing communication should be your highest priority.

Do you know Volkswagen? All over the world, her cars are associated with something safe, practical, reliable and trustworthy almost “always”. In 2015, however, it became known that the results of laboratory tests of exhaust emissions of diesel engines used by the brand were falsified. It found that Volkswagen had programmed the engines to reduce emissions only during testing. Within days of the scandal’s outbreak, the value of the company’s shares fell by a third, the CEO resigned and several other high-ranking employees were suspended. The scandal was also publicized in the media, and public confidence in the company has clearly decreased.

Arouse emotions
Currently, the biggest brands base their image on emotions. If you want yours to be included in this group, you need to make sure that it is desirable and associated with consumers. Creating an emotional bond between a brand and its customers is possible even without the multi-million dollar budgets at the disposal of global concerns. Creativity and grassroots work is what counts.

Effective brand marketing – what to avoid?

There are many pitfalls that you can easily fall into when developing your company’s brand marketing strategy. However, a few errors appear most often. At the same time, they are classified as the most severe. What are these mistakes?

No analysis of competitors’ activities
Imagine that you create a vision of your company and develop a complete marketing strategy. Then you start creating campaigns and promotional materials. However, during the distribution it turns out that your competitors have already done something very similar … A nightmare! Contrary to appearances, this happens quite often, and the only way to avoid this problem is thorough research. Before putting anything on the market, you need to thoroughly familiarize yourself with the past activities of companies operating in the same industry.

Inconsistent message
The so-called creation should always be consistent with the brand image and its activities so far. Using completely different treatments with each new product may seem interesting and original, but in reality it only introduces chaos and deprives consumers of the opportunity to create deep, lasting associations with your brand. Thus, her strength is weakening! Choose a uniform style for all promotional messages and make sure that they always speak with one voice. The language and tone of speech should also be unique to your brand.

Lack of a long-term vision
As mentioned at the beginning, brand marketing is all about long-term goals. Without the signposts of the brand’s mission and goals, it is very easy to blur the direction in which the strategy is headed. As a result, you create an ineffective, inconsistent message and waste the resources and time used.

Brand marketing – a way to success in business

Nowadays, the concept of brand is of great importance. It is she who sells a certain lifestyle, sets trends and creates a world to which consumers want to belong. If you want to be successful, it is worth putting special emphasis on brand marketing. Regardless of whether you want to conquer the world, the largest concerns, or you want to dominate the local market, it is a strong brand that will help you achieve these goals. The more you put into creating and developing it, the easier it will be for you to achieve new successes.