The importance of brand marketing is still sometimes overlooked because it takes time to see results. Many businesses tend to focus on short-term gains in their marketing efforts rather than investing in long-term business objectives.
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In today’s market though, companies that care about longevity and differentiation are investing in brand marketing early and often.
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Why? Investing in brand marketing is essential to building brand equity, AKA a trustworthy, premium reputation.
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Brand equity enables businesses to expand brand awareness and market reach, and even helps companies charge more for their products and services because of the perceived higher value.
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Retailers like Apple, Nike and Starbucks are prime examples of boosting product value through brand equity. (Name recognition, too — those brands need no introduction!) But branding isn’t just for big fish. Brand marketing is how you become a big fish — and it doesn’t have to cost millions.
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It’s actually small businesses and up-and-comers who need brand marketing the most to cut through the noise and connect with customers. Brand marketing helps potential customers get to know businesses through multiple touch points, and see that their messaging is consistent, which builds trust.
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Even after prospects become customers, brand marketing can help them become repeat or recurring customers. That’s because brand impacts how a company’s products, services, and core values make customers feel.
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The emotional connection branding can forge is powerful. It’s a big reason why some people habitually buy Coca-Cola over Pepsi and why Burger King refreshed its brand identity to take on McDonald’s.
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Walmart and McDonald’s have such strong brands that we recognize them by their color palettes and marks – golden arches and the yellow spark against blue. They give us a sense of comfort and familiarity on sight.
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Brand marketing isn’t just about vibes, though. When done well, it decreases the time and money it takes to acquire leads and grow your top-of-funnel by sparking word of mouth marketing, referrals, and brand loyalty.
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By defining visual brand identity and voice ahead of time, brand marketing also makes launching future campaigns easier and faster. There’s less groundwork to lay when you’re already clear on your brand mission, messaging, and target market.

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