Branding And Marketing Blueprint For Small & Medium Sized Business Owners

Table Of Content

Branding And Marketing

Branding and Marketing are two lifelines of a business that determine its success in the long run. Wherever business is involved, You inevitably come across the concepts of ‘Branding’ and ‘Marketing’. Like most laymen, you may be interchangeably using these terms. However, branding and marketing are interlinked but distinct concepts.

A clear understanding of the link between branding and marketing helps you optimally plan them for your business. Here, we will provide you with the required blueprint to help you get started with your branding and marketing strategies.

1.1 What is Branding?

We must begin by defining the concept of ‘brand’, the primary foundation of branding. A brand is an image that your audience forms in their mind about your business. A brand captures the overall public perception of your company, such as the customer experience, your values, your mission, and your product.

Branding involves all the efforts concerned with a company’s identity, values, and mission. Identity development involves elements such as logo, visual design, catchphrases, and tone of voice.

Creating a brand is about making an impression(e.g.- Coca-Cola’s red label with iconic white font and customer-centric commercial) in the consumer’s mind to make them crave an emotional connection with you and help you stand out from the competition.

These efforts take care of the experiences that the customers,  clients, and even the general public have with your brand.

Death Wish Coffee, a small business that touts its coffee as the world’s strongest coffee, is an example of the wonders good branding does to your business regardless of size.

Death Wish Coffee minimalist packaging

Figure 1: Death Wish Coffee minimalist packaging

This company with unconventional creativity named itself ‘Death Wish’ to convey that drinking its strong coffee is a bold choice as stated on its About page. Death Wish conveys its bold element with its minimalistic but expressive design that involves black, a color suggestive of boldness and power.

Death Wish derives its branding and position from extensive research of its target market, revealing that a considerable portion of its target audience just wants to feel alive notwithstanding the taste of the coffee.  Their simple yet effective branding strategy won them an ad in the Superbowl in 2016.

1.2 What is marketing?

Once your brand has been set up, the target audience needs to be made to buy it through a set of processes called marketing. Simply stated, marketing is a set of tools and strategies to sell your products and services to your customers.

Marketing strategies evolve based on consumer trends, the economy, and the strategies of the competitors. Businesses of all kinds, from small ones to corporate giants, ultimately require marketing to survive.

Some of the commonly used marketing techniques are Pay-per-click advertising, Social Media Marketing, Email Marketing, Content Marketing, Native advertising, and radio.

You may take the outbound marketing approach to directly reach out to your potential audience through cold calling and advertisements instead of waiting for them to find you organically, or else the inbound marketing approach, to attract customers to you through engaging and informational content to make them crave a connection with you.

Examples of outbound marketing approaches include cold emails, billboards, TV, radio, and Print ads.

Examples of inbound marketing approaches include blogs, ebooks, videos, and organic social media reach.

Uber started as a small ride-sharing business. Its marketing strategy helped to make it the household name it is today. Uber focused on how its supply could satisfy the demand. Initially, its marketing relied on customers’ word of mouth about the reliability of its service, affordable prices, and ease of use.

Uber’s marketing primarily involves mobile ads and YouTube content. Their creative ads and easily understandable YouTube videos have earned its app over 130 million active monthly users in 2023.

Uber uses a mix of inbound and outbound approaches. Its informational YouTube ads and word of mouth which play a primary role in brand awareness may be considered a part of the inbound approach, while its mobile ads, and sometimes its YouTube ones that interrupt users when using an app and show discount offers may be considered a part of the outbound approach

1.3 What is the difference between branding and marketing?

1.3 a) Branding comes before marketing.

Your brand identity is at the root of your marketing strategies. Without a strong visual identity and meaningful message with a unified tone of voice, your marketing efforts won’t make any sense. If you want recognition, you first need to focus on branding.

You need to ask, is your identity special? What are your values? What makes you stand out from the competition?  Once these questions have been answered, you can start thinking about the actual value of your products and services.

1.3 b) Marketing drives sales, while branding focuses on customer loyalty.

Marketing focuses on short-term sales. Branding focuses on the long-term goal of creating recognition, improving brand perception, and building a loyal customer base, all of which are just as important to keep your business going in the long run.

1.3 c) Marketing gets the audience’s attention, while branding sustains it.

When a customer has your attention, you must give them a solid reason to sustain their attention. While crafting a branding and marketing plan, you should keep the long-term goals in mind to keep your brand relevant for a long time.

Simply stated, you need a marketing strategy to persuade your audience to consider your brand and a branding strategy to build a long-term connection to keep customers coming back to you.

1.3 d) Branding is a continuous effort, while marketing changes.

Your marketing strategy is a short-term plan and has a roadmap that depicts how it will be carried out till the end. The marketing strategy also changes depending on the season, festivals, type of product, and campaign goals. On the other hand,  branding usually remains consistent as long as the company exists.

Irrespective of your marketing strategy, you will be defining your brand’s identity and building audience perception to connect with them more meaningfully.

At one point, you might feel like your brand is no longer relevant due to factors such as crushing competition, business expansion, and change in organizational vision. This is when you should consider rebranding, i.e. giving a new identity to your brand to change how it is perceived by the target audience and the corporate world.

1.4 Linking Branding and Marketing

You should know about the optimal usage of branding and marketing strategies for your business goals to succeed.

When you use both in tandem, the result is an impactful company image that attracts the public’s attention like a magnet.

If you are looking to sell, your marketing strategies can only take you so far in the absence of a compelling brand identity.  If your audience doesn’t connect with you, your sales will see a dip.

Marketers, while basing their campaigns on the brand, attract the target audience with products and services that address their needs, which will drive more sales and conversions.

Understanding how branding and marketing work together is fundamental to the success of your business, as a result, you will develop a strong brand and then sell your products or services with the appropriate marketing strategy.

The Various Elements Of Branding

Having understood how branding and marketing inform each other, you need to know the various aspects of both in depth.  This section focuses on everything you need to know about branding.

2.1 The elements of branding:

When you’re starting to define your brand, it needs certain unique features or elements that give it a recognizable and consistent image. These elements will influence your further branding efforts and will decide the audience’s perception of your brand.

The definition of your brand needs to happen while keeping the following elements or features in mind:

  • Brand Voice
  • Brand Values
  • Brand identity
  • Brand Promise
  • Brand Targeting
  • Brand Positioning

2.1 a) Brand Voice:

It defines your brand’s personality and gives it a consistent message that helps you humanize your brand to form an emotional connection with your audience. It shows your values and sets you apart from the competitors. Your brand’s voice gives your brand a tangible identity that the general public and the audience can relate to.

For example, Old Spice’s brand voice is one of the most successful ones in recent times. Old Spice rebranded itself in 2010 owing to stiff competition. It has a masculine and humorous brand voice that was marketed through video campaigns which brought Old Spice to the spotlight again.

2.1 b) Brand Values:

Your brand should be based on an underlying set of principles and beliefs known as ‘ brand values’. These values allow you to connect to people at a level that transcends sales and services. This connection makes your brand relatable to people and assures them they are choosing a brand that aligns with their values.

For example, Patagonia’s core value is environmental sustainability. They manufacture clothes in an environment-friendly fashion to reduce their carbon footprint.

2.1 c) Brand Identity:

The aspects of your brand that your audience recognizes collectively form your brand’s identity.  These include your brand’s name, color theme, slogans, and typography, as well as your presentation online and in the real world (packaging and tangible aspects of your brand). Brand Identity should be crafted in a way that remains evergreen.

It needs to be emphasized that a brand identity is not solely about the visual aspect, but also about elements like jingles and sound effects. However, modern-day branding primarily relies on visual identity.

Glossier is a skincare company founded in 2014  whose uniqueness lies in its minimalist packaging of products and its commitment to natural ingredients. Minimalism is an integral part of Glossier’s visual identity which is seen everywhere – on social media, the website, and offline campaigns.

An example of a Glossier skin set with a minimalist package design

Figure 2- An example of a  Glossier skin set with a minimalist package design.

2.1 d) Brand Promise:

Your brand promise is the value and the experience your customers receive when they interact with your company.  It includes your statements of your vision and mission as well as your brand’s values.

Your customers’ expectations depend on your brand promise and you should strive to meet them. When your company goals are informed by your brand promise, your customers’ loyalty toward you increases.

For example, GEICO(Government Employees Insurance Company), an American Auto insurer, has a brand promise “ 15 Minutes or Less Can Save You 15% or More on Car Insurance”.

2.1 e) Brand Targeting:

Brand targeting involves picking the right segment of the market for your products or services.  You begin by segmenting the target market based on features such as age, gender, geographical location, income, and personality( purchasing habits)

2.1 f) Brand Positioning:

Brand positioning informs how your brand is different from its competitors and what your audience thinks about it. This process aims to make people perceive your brand in a way you desire.

Dollar Shave Club, an American grooming products company, uses the slogan, “shave time, shave money’” to focus its positioning on affordability and convenience. To make it more relatable to the consumers, this company’s ads, unlike other brands, feature your average-looking consumers and not guys who look like models.

Dollar Shave Club’s slogan “Shave Time, Shave Money”

Figure 3 – Dollar Shave Club’s slogan “Shave Time, Shave Money”

Branding: Techniques and Types

3.1 Steps involved in branding

3.1 a)  Research your target market:

You should first know to whom you are going to sell your products. Your target market is segmented based on:

● Demographics:

Grouping audience based on age, gender, income level, and career

● Geography:

Profile customers based on Country, state, and city. They can also be profiled as urban, semi-urban, or rural

● Behavior:

Your audience’s purchasing habits, website visits, and reviews can be used to group them

● Psychographic traits:

They include factors like attitudes, lifestyle, and interests. Your research will enable you to create a buyer persona, i.e. a fictional profile of your ideal customer which includes details like demographics, political views, buying habits, needs, and pain points. Knowing your audience will help you to communicate your brand in a way that resonates with your target market.

3.1 b) Define your Brand’s Purpose:

You should first begin by stating your mission and vision. Your mission statement explains why your brand exists, and what its aim is, while your vision dictates how it aims to achieve the company’s goals in the long run.

These two statements inform your branding strategies and therefore need to be aligned with the foundational values as well as the long-term business plans.

3.1 c) Research your competitors

Researching your competition can give you an idea about defining your USP(Unique Selling Proposition). You can try to level their strengths and find weak areas where you can outperform them. Check your competitors’ sites and conduct keyword research to find out what topics they are not covering.

If the competition pool is huge, experiment with different ways of communicating your brand.

3.1 d) Develop a strong personality:

Your brand’s personality shows its uniqueness and determines the kind of audience you attract. Your audience should see that personality in their every interaction irrespective of where it happens( social media, website, offline, and emails). The kind of personality you pick largely depends on your niche and your audience.

For example, if you are targeting the corporate world, then you would consider having a formal tone of voice across every channel.

3.1 e) Choose a brand name

Naming your brand right is a crucial step that requires a lot of thought. Your brand name should stand out from the competition, resonate with your audience, and represent who you are as a company. It influences your visual identity, your marketing, and your domain.

If you are considering diversification of your products, it is necessary to use a broad name so that you don’t have to choose your brand name based on your product category.

Here are some tips to help you name your brand:

● Combination of words:

Microsoft (microcomputer + software)

● Alteration or removal of letters:

Flicker to Flickr.

● Abbreviation/Acronym derived from Founder’s name:

Adidas ( Adolf ‘Adi’ Dassler)

● Make up a word:

Pepsi

3.1 f) Develop unique markers for your brand:

People are more likely to remember your brand when it leaves a unique imprint in their auditory and visual memory. Creating a strong visual identity and a slogan presented through a jingle can help you make your brand memorable.

Take the example of KFC ( Kentucky Fried Chicken)  which has a simplistic red, but evergreen visual identity, and KitKat’s catchy Jingle “ Give me a Break” which has become one of the most recognized jingles since 1986.

KFC’s visual identity

Figure 4: KFC’s visual identity

 3.1 g)   Popularize your brand:

After all the aspects of your brand have been completely addressed, you have to develop marketing plans to popularize your brand on various channels. Your Marketing strategies should be developed in a way that is relatable to your target audience.

Your branding philosophy should be infused in all your branding and marketing efforts across all channels, from social media, web, and email to packaging and offline strategies.

3.2 Types of Branding

The Branding technique you employ depends on your goals. Understanding the various types of branding and their differences will better position you to strategize an effort.

3.2 a) Corporate Branding:

Corporate branding focuses on your business in its entirety. It includes everything from service, products, employees, and communication among others. This technique plays a massive role in shaping your reputation.

An ideal corporate branding primarily focuses on your unique value and selling proposition and guides you on ways of communicating your uniqueness to your customers and the public.

Apart from aiding your marketing, it can help you in attracting fresh talent because they know your worth. Corporate branding can also fetch you new investment and stable partners.

‘Apple’ is an example of corporate branding done well. Their products and services are something that is only paralleled by very few. You will be hard-pressed to find someone who doesn’t recognize Apple’s corporate branding.

3.2 b) Personal Branding:

Personal branding involves giving yourself an identity as an authoritative person in your niche/s. It is about projecting your personality, skills, and experience to connect with others.

Personal Branding is commonly used by entrepreneurs, freelancers, influencers, and affiliate marketers. It sets you apart from the competition. It is important to understand that who someone is in real life does not necessarily reflect in their brand.

For example, Tony Robbins, an American business coach, motivational speaker, and best-selling author,  commands millions of followers across social media owing to his charisma and the professional image he projects on all the platforms.

About Section of Tony Robbins’s site ( Personal branding)

Figure  5: About Section of Tony Robbins’s site ( Personal branding)

3.2 c) Product Branding:

You do product branding when you release a new category or a line of products. It involves giving a recognizable name and identity to your new products.

Product branding becomes necessary whenever a new line of products is released because they may differ in pricing, benefits, and target users.

A good product brand sets itself apart from competitors in the way it solves the customer’s problem.

Example: When there was a shortage of cheap grooming alternatives to Gillette, Dollar Shave Club capitalized on this gap by offering the same type of products at a cheaper rate. Dollar Shave Club has since become a household name and a close competitor of Gillette.

3.2 d)  Retail Branding:

Retail Branding is when you create a positive perception of your retail business or a store among your audience and the public.

It primarily involves the promotion of your store as a seller of a wide product range of various brands. You can also do featured promotions for specific brands during events such as a new product launch and seasonal discounts.

Kroger co, an American retail store, has an expansive product catalog that includes clothes, groceries, electronics, medicines, and others. at various price levels.

3.2 e) Geographic Branding:

Geographic branding focuses on the unique features of a country, state, city, or town and uses them as a selling point. This branding can be used to attract people to a specific region (tourism) and can also be used to target customers of that area specifically.

For example, Being a tourist agency owner in Wyoming, you can attract people to you by showing the scenic images of Yellowstone National Park, a world-famous tourist attraction.

3.2 f) Service Branding:

This is the process of promoting your company’s image with a special focus on its services and how it sets itself apart from the competitors.

A Service brand is comparatively less tangible than a product and is mainly centered around customer experience. For example- Hotels, airlines, and cloud storage.

The various Aspects of Marketing

There is no single correct way or group to get your marketing right.  A lot of research underlies each marketing plan.

In this chapter, we have got you covered with everything you need to know to create the best marketing plan.

4.1. The Marketing Mix:

It is a set of techniques that you can use to market your products and services to your target audience in a way they connect with you.

This concept initially included 4Ps, namely product, price, place, and promotion. Later 3 more Ps were added(People, process, and physical evidence.

4.1 a)  Product:

Your product is at the helm of your marketing mix, which informs the remaining elements of it. At this stage, you should know about the unique solution your product or service offers to your customers’ problems.

You should ask yourself questions about every aspect of your product.

  • Does my design and packaging communicate my message effectively?
  • What are the differentiating features of my product?
  • What place does it occupy in my audience’s mind?

For example, You sell laptops. First, start by studying the needs and pain points of your target market. They could be related to portability, battery life, web camera, and other features. You may also need to create submarkets because some consumers may have just a few of the above-mentioned needs or pain points and others may have all of them or just one.

4.1 b) Price:

The price of your product should be based on the real benefits of it, production costs, overhead costs, and also how much the customers are willing to pay.

If your product cannot be cheaper than the market standard, then you should consider adding some additional value to your sales

You should also monitor the pricing of your competitors. Your products can be priced higher than competitors’ to project an impression of a premium offering and they can even be priced lower to attract customers.

To highlight the unique benefits your product offers, it can be priced similarly to competitors, and once your sales increase, its price can be raised to show its value in the market.

4.1 c) Place:

This is the location where your customers are most likely to buy your product.  It could be a physical store, your e-commerce website, or a third-party website.

You should also decide if third-party customer service will address the queries or if the customers will directly talk to you. You should also consider the nature of your product. Is it something portable and be easily held? Or is it something heavy that needs to be carried to the customer’s location through your own or a third-party service? Researching your customers’ buying cycles will help you know where to promote as well as sell your products.

The Buying Cycle

Figure 6 – The Buying Cycle

4.1 d) Promotion:

Promotion is how you draw the attention of the customers and the public towards your product. This includes public relations, advertising(online and offline), trade shows, and offline promotional strategies.

The objectives of promotion are creating awareness, interest, a call to action, and communicating with people why they should buy your product. You should ensure the promotion of your product to the right audience at the right time.

For example, you are a brand specializing in gaming mobiles. Since most gamers are young adults, your product can be best promoted in and around college areas, Popular gaming YouTube channels, and TV  shows targeted at young adults.

4.1 e) People:

They are your brand’s representatives and employees who interact with your customers and the public. They could be your customer service executive, sales and marketing experts, employees of various fields, and even the chatbot on your site that answers the queries of the visitors.

Your workforce is an indispensable part of your brand’s identity and plays a great role in shaping the public perception of your brand.

4.1 f) Physical Evidence:

The physical attributes of your brand should communicate its core values, and hint about the quality of experience it offers. A good physical presentation plays an important role in attracting new customers.  It should be instantly recognizable.

For example, A hotel’s physical evidence could be its ambiance, staff uniform, and its menu.

For a skincare company, its package could detail its chemical constituents, and products meant for different skin types could have differently designed packages.

4.1 g) Process:

You should make every effort to ensure that your customers have a smooth journey at every step, beginning from inquiring about buying something. Apart from this, you should also take care of promotional activities, production costs, and logistics.

This step of the marketing mix helps streamline your company’s processes which leaves you with enough time to interact with customers to provide them a good experience.

4.2 Steps involved in the marketing process:

4.2 a) Study your target audience:

Researching your potential customers makes achieving your marketing goals easy. Segment your target audience based on demographics(age, gender, occupation, location, and income) psychographic traits( attitudes, beliefs, and interests), and their preferred media channels.

This will enable you to create a buyer persona, a profile of the ideal customer you would be selling your products to.

4.2 b) Study your competition:

Analyze your competitors through business reports, case studies, and social media.  Find out the companies and their products in your niche that are being talked about the most. Check if there is any aspect in which you can outdo them.

The SWOT framework, used for analysis of the strengths, weaknesses, opportunities, and threats of your business can help you assess your competition better.

● Strengths:

These are the strong points of your business relative to your competitors. It could be your brand image, loyal customer base, and so on.  For example, You have a food delivery app that has the highest rating for customer service in your niche.

● Weaknesses:

These are the areas of your business that are not up to the mark. You have to analyze why that is the case and how you can improve that.  For example,  Your app is not getting the required visibility because of a lack of a strong advertising strategy.

● Opportunities:

You can easily spot opportunities once you know your strengths and weaknesses. Opportunities are favorable situations that arise due to some external factors.  For example, you can try to improve your visibility by running campaigns on YouTube and Social Media.

● Threats:

These are events or changes in the competitive landscape that pose a threat to your business and are not under your control. For example, economic recession or a new food delivery app charging a lower delivery fee.

4.2 c) Define your marketing goals and budget:

Your marketing strategy is completely reliant on your marketing goals. The 7Ps(product, price, place, promotion, people, process, and physical evidence) of the marketing mix can help you decide the most suitable marketing activities. It is always advisable to have goals that are measurable and trackable.

For example, an increase in brand engagement is a vague goal, while boosting engagement by 20% by the end of this month is a more specific and measurable goal.

Make sure that your marketing activities are aligned with your budget. More aggressive and targeted goals will cost you more.

For example, Aiming to get your newly launched grocery delivery app downloaded 500 times in the first few days will cost you a lot more than aiming for 100 downloads since the former involves a higher advertising budget.

Before the execution of your campaign, develop KPIs (Key Performance Indicators) to check how your strategies are performing. E.g. engagement rate, conversion rate, sales, organic traffic, etc.

4.2 d) Create a strong message:

Creating a message that your audience can relate to is one of the most important steps of a marketing strategy. Your message should address the needs, pain points, and establish your brand as an authority in a crowded market.

Some effective ways of earning your audience’s trust are sharing customer reviews, Testimonials, endorsements by public figures, and showing business reports that prove your claims.

4.2 e) Develop a timeline:

Your timeline will show when each marketing activity will be done and by whom. It should also include the cost of each activity. You should consider if anything in the timeline would affect your current tasks. Accordingly, certain activities may be canceled or postponed.

4.2 f) Implement your marketing plan:

After your campaign’s outline is ready, it’s time to see it in action. Just check if your campaign needs any modification before its execution. Your campaign isn’t the work of a single group. Each step is handled by the relevant departments. Suppose you run a brand awareness campaign. There will be departments for PPC(Pay Per Click) campaigns, offline promotions, social media management, and others.

4.2 g)  Monitor and evaluate your results:

Lastly, you measure how successful your campaign is in meeting your goals. You should start measuring KPIs in the initial stages although most of the evaluation happens at the campaign’s end.

If you are running a brand awareness campaign, measure your campaign’s performance through KPIs like click-through rate (CTR), social media engagement, survey responses, and organic traffic among others.

Your campaign results will reveal where you are successful and the areas where you are falling short.

Some of the tools commonly used for measuring KPIs are Asana, Tableau, Adobe Campaign, Geckoboard, and Dashthis.

Types of Marketing

All marketing activities can be broadly classified into Traditional and Digital. You have to choose between the two depending on your business. Traditional marketing would be effective if you want to reach a larger audience. Older adults, aged 50 or more spend more time using traditional media such as TV and Newspapers, hence being more receptive to traditional marketing.

However, Digital marketing is cheaper, more targeted, easily measurable, and has a scope for receiving immediate feedback.

5.1 Traditional Marketing:

Marketing techniques that don’t require an internet connection are called traditional marketing techniques. They include:

5.1 a) Telemarketing:

This involves calling people to promote your products. However, this technique has not been used much since the advent of caller IDs.

5.1 b)  TV/ Radio marketing:

TV and Radio commercials are still quite effective, but they come at a hefty price, which is not ideal for small businesses.

5.1 c)  Print marketing:

Advertisements in magazines, flyers, billboards, and newspapers are all examples of print marketing. It is quite effective for small businesses when this technique is used to target customers of a specific area. If you have the budget, you can target popular publications to get recognition across a wider area.

5.1 d) Direct mail:

This involves promoting your company through mail directly sent to the mailbox of your customers. However, this is less effective than e-mail marketing since most people don’t usually read physical promotional letters and may simply throw them away.

5.2 Digital Marketing:

This type of marketing involves promoting your brand using the internet and devices such as laptops and smartphones. They include:

5.2 a) Social media marketing:

It involves selling your products, increasing engagement, and informing your audience on social media. This method is very cost-efficient. If you own a B2B business, then you should be using LinkedIn and Facebook. On the other hand, if you own a Visual business, you would be better off using Instagram, TikTok, and YouTube.

5.2 b) Email marketing:

Sending marketing emails to your potential customers is a method that yields high conversion rates for both B2B(Business to Business) and  B2C(Business to Consumer)  businesses. This method proves useful for segmenting your audience according to the kind of mail they respond to.

It is always advisable to use opt-in email marketing, which is adding customers to your mailing list with their consent. This is usually done through a section on your site where visitors can sign up for your newsletter or emails

5.2 c) Content Marketing:

Content marketing involves storytelling and informing customers about your brand and its niche in general. It aids your customers and the public in making a buying decision. Examples of content marketing are blogs, webinars, organic social media posts, and e-books.

Your target audience has to be your focus for your content marketing to work well. Your content constitutes the base of your digital marketing. Email marketing, PPC, and social media marketing won’t work if you don’t have relevant content.

5.2 d) PPC(Pay Per Click):

This involves paying each time a user clicks on one of your ads which may be placed on the Search engine results page(indicated by “sponsored at the top)’, social media, websites, e-commerce sites, and video streaming platforms. PPC is cost-effective, tailor-made for particular audiences, and easy to track.

Some of the sponsored results that show up for the search query ‘digital marketing’

Figure 7 – Some of the sponsored results that show up for the search query ‘digital marketing’

5.2 e) SEO(Search Engine Optimization):

SEO is the process of optimizing content in your website (Meta tags, page URLs, Domain name, header, images, etc.) and the factors outside it (link building, PR, online promotions, etc.)  to improve its visibility in SERP(Search Engine Results Page).

You usually begin SEO by researching the words that are commonly used for searching for information in your niche(keywords) and then incorporate them in your content on your site.

Google uses algorithms to check the relevance of your page for the keywords that users are searching for and accordingly, ranks your site in the SERP.

Google first begins by scanning content(text, video, images,) on your site through crawlers, through a process called crawling. Subsequently, google tries to understand the content on your page, checks if it contains duplicate content or a canonical one and if the content is found relevant, it is then added to Google’s database of information through indexing after which your site shows up in the SERP.

5.2 f) Affiliate marketing:

Affiliate marketing  is when you pay someone a commission for your sales that have happened through referrals on their site. This is complemented by influencer marketing to reach a specific demographic of customers.

Case Studies:

1. How Branding Marketing Agency helped a carpet cleaning company improve its organic reach?

One of our clients ‘Call My Carpet Cleaner’ wanted to be on the first page of Google search results for three different locations and also wanted to rank in the top 3 on Google Maps for the query of carpet cleaning in those locations.

Generating leads from organic traffic sources and increasing brand awareness was a challenge we faced upfront.

We ensured that our client’s site was structured correctly by conducting on and off-site optimization and made a beautiful landing page. We did both competitive keyword analysis of the site and optimization of many keywords.

Our goal was to ensure our client’s content getting indexed by Google The final result? Our client’s site received a 150% rise in organic revenue, a 120% increase in organic traffic and a 200 % Increase in Organic Revenue by Local Map Ranking.

Google Maps Review for BMA

Source

2. How Branding Marketing Agency increased  the brand awareness and conversion rate of Fresh N Clean SWFL?

Our client wanted more leads in low CPL( Cost Per Lead).   We focused on increasing calls and leads, both of which are to a large extent a result of increased brand awareness.

PPC ads are a good way of generating brand awareness.  Our team selected keywords based on their search volume and relevance to web traffic. The ad copies were optimized with the relevant keywords so that they could better attract the audience’s attention, which increased brand awareness.

We got rid of the keywords that brought irrelevant traffic to our client’s site.

Our efforts resulted in a 1350% increase in Phone Calls, a 24.61% decrease in average CPC (Cost Per Click), and a 166.67% increase in Conversion Rate.

Google Ads Case Study Fresh N Clean

 Source

Conclusion

Your business is not just about selling your products or services, but also about making a statement through your identity. Your way of expression becomes your key differentiator in a crowded market.

Branding and Marketing should be studied together to get a complete picture of how things work in the market. For these concepts to complement each other, you need to get all the aspects of them right.

You need to stay abreast of all the latest trends in branding and marketing since they have undergone drastic changes in the last few decades owing to the digitization of the world.

The key here is starting, no matter how small you do. Then only you get a taste of the real market and its competition. You can understand your strong and weak areas that need improvement.

Understanding branding and marketing strategies is not rocket science, but its mastery is something that makes all the difference. Our branding and marketing blueprint will lay the foundation for navigating the competitive and constantly changing business landscape.