Marketing is the link between the brand and the market: its task is to offer products and services and to express the uniqueness of the brand. It uses a marketing strategy to plan, coordinate and monitor market- and customer-oriented activities with which the company aims to achieve its goals. It uses the guidelines from brand management as a basis.
The brand describes the basic orientation of a company or product. Top management and top management have a duty here: they have to make strategic brand decisions so that the brand can distinguish itself and position itself in the market. Sales and marketing measures must be synchronized and internal communication structures must be set up that conform to the brand. All brand contact points need a uniform appearance so that consumers can recognise, appreciate and ultimately love the unique selling propositions of the brand.
The difference between marketing strategy and brand strategy
Brand strategy is corporate strategy from a different perspective: it looks at the entire company on the basis of values and identity, ensures its performance standard and successful further development in the “sweet spot” of credibility, attractiveness and differentiation. Further information can be found in the glossary article Brand strategy.
The task of marketing in turn is to express this attitude and in particular the uniqueness of the corporate and product brands. Marketing is the link between the brand and the market.
A marketing strategy must be aligned with the corresponding brand strategy. There are many models for deriving marketing strategies. We prefer this four-stage structure:
Targets: What goals does marketing want to achieve with its strategy? How does it want to give sales a tailwind and contribute to achieving the company’s goals? Ideally, these goals should be used to define KPIs with which the success of the marketing strategy can be measured.
Persona: Which target groups and personas do we want to reach and inspire with the marketing strategy?
Products and messages: With which products, services and messages (which convey the uniqueness of our brand) do we reach the personas? Instruments and communication channels: On which channels are the Personas on the move? Which types of content (video clips, blog entries, audio contributions, etc.) do they best respond to?
If the strategy is structured according to these four stages, it serves as the basis for the operative marketing business: Once defined, it can be used, for example, to derive media planning and product campaigns. Marketing is given a consistent basis to reach consumers.
A marketing strategy works particularly well if it is integrated into good marketing governance. This means that marketing operates a system of responsibilities to keep track of all tasks contributing to the brand experience (such as product development, sales or IT) and to ensure that the brand keeps its promises at the individual contact points. Thanks to a successful marketing strategy, it gains in charisma and attractiveness.