How much brand does branding need? | Advertising agency Graz Fynest

How much brand does branding need?

Branding and marketing - for some, this question in the title represents a contradiction in terms. On closer inspection, however, the complexity of this supposedly simple question becomes very clear. Responsible for this is the development of the last 50 years in the context of the pandemic of the past few years with regard to the development of trust in companies, organizations and also governments. On the other hand, this question must also be answered in the context of classic industrial goods marketing - keyword Practical handbook B2B marketing - are considered, where to this day marketing still does not have the logical, strategic value and is often viewed and treated very disrespectfully by top managers with a technical background. This ignorance is sometimes outrageous. But that's another story and certainly one of the reasons why the topic "Make marketing measurable" stands and must stand.

Branding

Against this background, that has also changed beings and the function of a brand over time changed. Due to the digitization and monetization of more and more intangible things and values, the value of a brand was suddenly considered in the context of quantification and monetization. Against the background of the enormous efforts in relation to making marketing measurable, this must be regarded as a logical consequence. 

However, this also means that the brand no longer represents and must represent only design, but more and more content. The brand thus becomes ambassador from authenticity and identity an organization. As a result, branding can no longer be viewed as a standalone function within the framework of an organization's communicative measures, but as an integral part of institutional interaction. Any content, however communicated, must be viewed in the context of the fact that it "loads" or "pays" on the brand. This in turn offers enormous opportunities for companies in the B2B sector that do not have a bulging funnel of content, innovations and news, but only if the necessary homework and structures have been done or established.

"Branding was for a 'luxury' that we couldn't or weren't allowed to afford. Only through that reengineering of marketings and the step-by-step automation based on this suddenly gave branding a completely new meaning. Because of the enormously increased efficiency in the team, we suddenly had time and budget to think about branding. And with that we were able to solve our problem that we often had too little content, for example when we didn't have any product launches at the start, there was no company news or we simply didn't get anything from our various internal content suppliers. We then started 'mixing in' our branding content, so we were able to kill two birds with one kill."

Julia G (Global MarCom Manager)
Business unit 1,500 employees
250 million turnover
Dusseldorf

happy manager 2021 09 24 03 31 46 utc scaled e1645271445241 advertising agency Graz Fynest

How much brand does branding need?

Branding needs just as much branding as the company is able to consistently and stringently display and use. Branding must be part of today content marketing (Kosuniak 2021). Branding, i.e. the display of content relating to a brand, is a piece of the puzzle of concerted and functioning content marketing. However, this also means that the necessary framework conditions for functioning content marketing must be in place. These prerequisites include:

Thus for companies the investment in brand development (branding) in the sense of a good Brand Return on Invest (BRoI) generates sustainable added value, these activities must no longer be controlled and implemented as a stand-alone, for example by corporate communications. Only if branding goes hand in hand with the increasing degree of maturity of modern marketing, modern sales, but also with corporate communication that is being repositioned towards a All-2-All business interaction (Seebacher 2022) will generate economic added value for companies through branding.

Screenshot 2022 02 19 at 13:24:36 advertising agency Graz Fynest
Fig.: Marketing maturity model (Source: Seebacher, 2021, p. 21)

This means that also and especially for branding that has not been considered measurable so far, the necessary framework conditions must be created so that brand within the framework of branding, and branding in turn as an integral part of a corporate interaction can work and perform. Investments in brands and branding are also made as part of the Marketing Intelligence (Strohmeier 2021) measurable and communicable. And only when these factors are made measurable will it be possible to manage the brand objectively, reliably and validly - not as a cost factor, but as an asset that makes a significant contribution in difficult times to carrying organizations through the crisis via the criterion of trust. This causality is exciting and offers great opportunities. Further information is provided by many different articles and studies from Edelman (Edelman Trust Index) to the Harvard Business Manager.

In summary this means:

  1. Brand is content
  2. Content is brand
  3. Brand content and content content should be dynamically combined in relation to each individual content asset but also the respective status of the target group (persona concept) with regard to the interaction journey (IJ)

 

These factors can only be taken into account and applied strictly if modern processes, adapted job profiles, but also data-driven management (business intelligence) and automated processes are available or established. Then the BRoI rises consistently and not only marketing, but also the brand as such becomes transparently measurable in relation to the economic impact on the company's earnings. All of this is the result of many small steps that result from an intrinsic and stringent learning process in the team.

These factors can only be taken into account and applied strictly if modern processes, adapted job profiles, but also data-driven management (business intelligence) and automated processes are available or established. Then the BRoI rises consistently and not only marketing, but also the brand as such becomes transparently measurable in relation to the economic impact on the company's earnings. All of this is the result of many small steps that result from an intrinsic and stringent learning process in the team.

What traces does your brand leave behind?

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