{"id":4045,"date":"2022-01-18T22:38:06","date_gmt":"2022-01-18T22:38:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/brand-marketing-how-to-radically-stand-out\/"},"modified":"2022-01-18T22:38:06","modified_gmt":"2022-01-18T22:38:06","slug":"brand-marketing-how-to-radically-stand-out","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/18\/brand-marketing-how-to-radically-stand-out\/","title":{"rendered":"Brand Marketing: How to Radically Stand Out"},"content":{"rendered":"

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Jeff Bezos\u2019s private space technology company Blue Origin<\/a> was founded back in 2000. You\u2019d think that no one could recreate a product so sophisticated and advanced as space rockets, right?<\/p>\n

In 2002, Elon Musk created Space X<\/a>. He was swiftly followed by Richard Branson and Virgin Galactic<\/a> in 2004.\u00a0<\/p>\n

With enough resources, products can always be copied. It\u2019s tough to compete on product alone and you\u2019re likely to see diminishing returns.<\/p>\n

The solution: build a brand. The moat you create with brand is harder to replicate.<\/p>\n

According to Edelman research<\/a>, when that trust is built, 61% of people will become vocal advocates, 57% of people will purchase more products, and 43% will stay loyal.\u00a0<\/p>\n

In this article, you\u2019ll understand how to build a memorable brand that your customers want to buy from. Learn how to identify what your customers want from your brand, how to build momentum with content, and then explore some brands that excel at brand marketing<\/a>.<\/p>\n

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Brand is your strongest asset<\/h2>\n

For most of 2021, CXL didn\u2019t have a marketing team. And yet, revenue went up by 45% YoY.\u00a0<\/p>\n

Why? Brand.<\/p>\n

Your brand is your strongest, most sustainable long-term asset. It keeps working for you when you\u2019ve logged off. Your brand is your reputation<\/em><\/a> \u2013 that intangible thing that determines whether your customers trust you above the rest.<\/p>\n

There have never been more brands competing for attention<\/a> than there are right now. Studies show that only 5% of B2B buyers are ready to buy<\/a>. You can\u2019t force the other 95% to move into a buying position now; you can only create brand awareness so you\u2019re what they think of when they\u2019re ready.\u00a0<\/p>\n

If you spam the non-buyers with sales CTAs, you\u2019ll only annoy them.<\/p>\n

Your brand is how you differentiate, build awareness<\/a>, and sear your solution into customers\u2019 minds so they think of you when that time comes.<\/p>\n

Why should customers choose to do business with you? How do you ensure they have a first-class experience?<\/p>\n

Build the answers to those questions into your brand strategy<\/a>. Lean into your strengths, and don\u2019t try to appeal to everyone.\u00a0<\/p>\n

CXL, for example, leads on the strength of its course instructors and the depth of its course coverage. Our instructors are the top 1% of practitioners from real, successful companies\u2014not self-labeled gurus.<\/p>\n

By demonstrating proven marketing expertise, we can provide a consistent, valuable experience for our audience.\u00a0<\/p>\n

Build a radical, memorable brand strategy<\/h2>\n

Define your unique value proposition<\/a>\u2014 the primary reason your customers should buy from you. This process helps you zero in on who your customers are, what they need, and what they expect from you. Do this, and you\u2019ll know who your brand is for (and who it\u2019s not).<\/p>\n

Understanding what your customers crave\u00a0<\/h3>\n

Your brand is a combination of words and action. Both should reflect what is important to your target market and accentuate your core values.\u00a0<\/p>\n

Kantar research<\/a> shows 68% of consumers expect brands to be clear about their values. That means being explicit about what your brand stands for and why they should trust you.<\/p>\n

Your brand values should permeate through your entire business and marketing strategy<\/a>, from external interactions (including social media<\/a> content) to internal culture (more on that in a bit).\u00a0\u00a0<\/p>\n

Edelman\u2019s 2021 brand trust research shows that 86% of people expect brands<\/a> to take one or more actions beyond their product and business<\/a>. Actions selected by participants included:<\/p>\n