Damian Sullivan - CEO & Founder of Digital Marketing Hack
Chief Marketing Officer

CMO’s Keen Focus On Branding

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What's Branding?

How our firm is perceived by our audience, our target market, consumers, and competitor's determine and is a percentage of our brand. We paint the narrative alongside them. What promises can we hold? What messages can we commit to on a consistent bases without folding? Understanding ourselves, communicating that message is what allows us to showcase our brand.

Branding Quotes To Live By

"Your brand is what other people say about you when you're not in the room" - Jeff Bezos

"Define what your brand stands for, its core values, and tone of voice, and then communicate consistently in those terms" - Simon Mainwaring

"A brand is the set expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another" - Seth Godin

Coca-Cola Branding

Coca-Cola's Branding Strategy

Well Established

BMW Brand Image

BMW's Brand Image

Iconic Imaging

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The role of the CMO is between ensuring there is a connection between sales, and marketing while incorporating the branding strategy, while focusing on finances is the high level view of the role faced today. This role between the challenges of internal triumph/struggles, and consumer perception allows them to be successful within their role. 

When we take a keen look on branding, we first focus on how consumers understand us, how they perceive us, and what our promises are to them. When you understand branding, the CMO first understands all the laws centered around branding. 

Brand Positioning - Thorough understand of your firm’s key strengths, weaknesses, threats, and opportunity in direct competition to your competitors. Understanding your competitors products, how the consumer’s use your products differently, and overall company image. 

Brand Awareness - The ability for a consumer on sight, and through thought on your brand’s distinctive images, qualities, good, and services within the public space. If your logo was to be seen, would it your firm and it’s capabilities be recognized?

Brand Sponsorship - Giving back, sponsoring, showing your support for organizations, events, activities, people that align with your firm’s mission, core value, or products and services. This generates connection, strength, and bonding. Aligns with your consumer’s lives. 

Brand Development - Growing your brand through alignment with your business goals, services/products, internal strengths, and external economy. Understand who is right for our brand, understanding our messaging, understanding content, and preparing to analyze. 

Where brands fail is not realizing who their audience is, and failing to align. Branding could also fail due to poor products or services, bad customer service, unbroken promises, delayed responses, and more. Poor brand recall, if a consumer can’t remember you then you are forgotten. 

Sources: 

  1. https://www.thebrandingjournal.com/2016/11/brand-positioning-definition/
  2. https://www.brandingstrategyinsider.com/the-role-of-the-cmo/#.XtbfzjpKjIU
  3. https://seroka.com/using-strategic-sponsorships-build-brand/
  4. https://blmllc.com/5-top-reasons-why-brands-fail/
  5. https://hingemarketing.com/blog/story/a_10_step_brand_development_strategy_for_your_professional_services_firm#:~:text=Brand%20Development%20Defined,aligned%20with%20your%20business%20objectives.
Damian Sullivan
Damian Sullivan CEO & Founder of Digital Marketing Hack The Woodlands, Tx Digital Marketing Consultant
http://digitalmarketinghack.com

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