Marketing strategy and brand strategy are two different yet interrelated strategies that businesses use to reach their target audiences. To achieve successful growth, business owners must comprehend the distinctions between marketing and brand strategies to execute them effectively. Although both are indispensable, knowing how each differs can make all the difference. A comprehensive understanding of these strategies will help businesses create an integrated approach that meets their core values, mission statement, and business goals.
This article delves into the fundamental differences between marketing and brand strategy and demonstrates how they blend seamlessly to establish a robust brand persona for businesses.
Definition of Marketing Strategy
A marketing strategy is a comprehensive action plan to promote a product or service to a specific target audience. It involves selecting marketing activities and tactics that align with the overall business goals and objectives. A well-defined marketing strategy enables businesses to allocate resources effectively, reach their target market, and create a strong brand identity. This article will explore the definition of marketing strategy, its essential elements, and how it differs from brand strategy.
Definition of Brand Strategy
Brand strategy is a long-term plan that defines a brand’s core values and establishes a unique position in the market. The blueprint outlines the tactics to project that message to potential customers and stakeholders. A brand strategy is vital for any business as it ensures consistency and a clear direction for the brand. By defining its uniqueness, a company can create a clear and compelling brand image that sets it apart from competitors. This is important in a world saturated with information where customers make decisions based on emotional connections and trust with brands.
A comprehensive brand strategy includes many initiatives, including logo redesign, content marketing, and a new slogan or positioning statement. These initiatives aim to improve customer relationships and sentiment, increase brand awareness, and high credibility. A strong brand strategy is essential for businesses that maintain relevance and build a loyal customer base. A clearly defined brand strategy is vital, and it establishes a unique brand personality and communicates a consistent message that connects with the intended audience. A clear brand strategy ensures that your brand is easily identifiable and memorable while conveying a consistent message that connects with your desired audience.
Effective branding can lead to positive purchasing decisions, enhanced customer loyalty, and improved perception of the company’s products and services. All of these can drive long-term growth and success for the organization. Adopting a comprehensive brand strategy with a transparent, target-centered approach is paramount for any business looking to succeed in a competitive market. It establishes a unique position in the market, helps companies build lasting relationships with customers, and increases brand awareness.
Similarities Between Marketing and Brand Strategies
Marketing and brand strategies are crucial to achieving a company’s business goals and objectives. Both processes require long-term commitment and consistency across all channels to promote the brand effectively. While marketing strategies focus on boosting sales, brand strategies focus on shaping a company’s brand identity. Similar processes and tools, such as SEO, social media, and traditional promotional activities, are essential in marketing and brand strategies. These tactics are used to create awareness, generate interest, and drive engagement with the brand. Both techniques rely heavily on data analysis to track and measure the success of their efforts to ensure maximum impact.
Another critical similarity is their focus on the customer’s experience. Both marketing and brand strategies aim to provide an optimal customer experience at every touchpoint. To create a solid business strategy, it’s essential to prioritize the wants, needs, and opinions of your customers throughout their entire journey with your company. From the initial awareness phase to the point where they become a paying customer, it’s crucial to consider their feedback. You must do this to make your strategy effective and potentially positively impact your business. Ensuring every customer interaction is a positive experience is crucial to maintaining strong business relationships. It’s essential to consider each customer’s preferences and feedback to provide them with exceptional service. Paying close attention to every client interaction can help establish brand loyalty and serve as a point of differentiation in a competitive market. By doing so, businesses can best ensure that their strategies align with customer demand and preferences, leading to tremendous success and customer satisfaction. By valuing and incorporating customer feedback, a business can stay in tune with its target audience and stay ahead of the competition. The customer journey is critical to a successful business model and should always be considered. These factors should guide a company’s every move to ensure they deliver the best possible experience and meet customer expectations.
By prioritizing customer satisfaction, companies can foster strong relationships and increase their chances of success. Businesses must constantly monitor their customers’ needs and opinions to make informed decisions that will benefit them the most. This is essential for providing exceptional service and developing a solid brand reputation. By staying in touch with the pulse of their customers, companies can make intelligent choices that satisfy their customers and keep them coming back for more. To stay ahead of the competition, businesses should pay attention to their customers’ feedback. By collecting valuable customer insights, companies can continually improve their products and services, increase customer retention, and drive growth and success.
Therefore, businesses must prioritize gathering this knowledge to gain a competitive advantage in the market. It is imperative for companies to continuously collect and analyze customer data to improve their customer experience and tailor their offerings to meet customers’ demands. Successful companies always prioritize the customer’s voice and use it as a guide to differentiate their brand and establish a robust customer-focused approach. Consistency is vital in achieving our goals through marketing and branding strategies. A clear and consistent voice in our messaging builds trust and credibility with our target audience, whether potential or existing customers. We must also maintain our training to ensure we are emotionally connected with our customers, which is crucial for successful marketing and brand strategies. This helps cultivate loyalty and advocacy, vital components of a successful brand.
While marketing and brand strategies differ in their focus, they should be used together to ensure success. A strong marketing and brand strategy is essential for a company to establish a consistent brand message across various channels. This creates an unforgettable and practical branding experience for customers.
Differences Between Marketing and Brand Strategies
Marketing and brand strategies are both essential components of a successful business. While they share some similarities, such as the focus on the customer experience, the two strategies have distinct differences that every business owner.
The focus of the Two Strategies
Marketing strategy and brand strategy are two distinct approaches that businesses often use to achieve their desired goals. While both strategies aim to increase sales and foster emotional connections with customers, their primary focus and objectives differ; adopting a well-planned marketing strategy targeting potential customers to boost sales is crucial. Companies can drive revenue and grow their business by building an enduring relationship with these individuals and creating brand loyalty. It’s all about crafting a well-thought-out plan that targets the right audience and convinces them to purchase. This involves a multi-faceted approach that may include various platforms and channels such as social media, email marketing, and content marketing, and a marketing strategy aims to increase sales and revenue for a particular product or service.
Marketing strategy and brand strategy are two different approaches to achieving business success. Marketing strategies often revolve around advertising products or services, while brand strategies aim to establish a distinctive and unforgettable brand identity for the company, differentiating it from competitors. Marketing is a crucial method for selling products but a short-term tactic. On the other hand, brand strategy is a long-term vision focusing on establishing a powerful and memorable brand identity. It’s important to consider critical elements such as the brand’s values, positioning, and messaging to develop a solid and lasting brand image. These factors will help you create a brand strategy that resonates well with your customers. Marketing often focuses on generating quick sales and promoting limited time offers; however, developing a comprehensive brand strategy creates a robust foundation that can withstand the test of time. Businesses can build lasting customer relationships and achieve tremendous success by creating a solid brand foundation. This leads to more tremendous long-term success and customer loyalty.
A strong brand identity can create emotional connections with customers that transcend basic product features and price points. This builds a more profound sense of trust, which can create a virtuous cycle of engagement and advocacy. By prioritizing brand strategy, companies can make a lasting competitive advantage and drive sustainable growth. A strong brand strategy can help a company build a dedicated customer base that aligns with its vision and values. In turn, this can translate into higher sales and revenue over time. A thoughtfully crafted brand strategy can set a company apart in a competitive market and forge a deep, enduring relationship with customers of a product beyond the mere attributes of a product. A powerful brand can be a crucial driver of business success, helping build long-term relationships and position the company for sustained growth. A good brand strategy creates a strong identity and values that connect with the right audience. This emotional connection will build customer trust, and the brand will leave a lasting impact. Visual identity and aesthetics are essential to a strong brand strategy to differentiate a business from competitors. A well-crafted brand strategy should cultivate a band of loyal customers and boost sales of various products and services overall.
While marketing and brand strategies may share some common goals, their primary focus and objectives are distinct. Marketing strategy aims to increase sales of a particular product or service. While marketing strategies focus on promoting a specific product or service, brand strategy takes a more comprehensive approach by building a robust brand identity that inspires customer loyalty and trust across various offerings.
Target Audiences for Each Strategy
When planning effective strategies for businesses, it is vital to understand the difference between brand and marketing strategies. A powerful brand strategy aims to create an enduring company identity and cultivate strong customer relationships. On the other hand, marketing strategy is primarily concerned with stimulating sales of specific products or services. Both strategies are equally crucial for business success, but their target audiences may differ.
Marketing Strategy Target Audience
The primary audience for a marketing strategy is potential customers. A marketing strategy aims to attract their attention, communicate the value of a product or service, and persuade them to act by purchasing. This audio is divided into segments based on age, gender, income level, location, interests, and behaviors. A successful marketing strategy must effectively reach each part of your target audience with tailored messaging and appropriate channels. This means utilizing methods of communication that resonate with your audience and creating content that speaks to their specific needs. By doing so, you can connect with your target audience and build a relationship that drives growth and success for your business. Understanding the needs and desires of the target audience is crucial to creating a successful marketing strategy.
Brand Strategy Target Audience
The target audience for a brand strategy is existing and potential customers. To create a strong brand strategy, forming a deep emotional connection with your target market is essential to crafting a distinct identity and values that resonate with their convictions and objectives. Doing so lets you differentiate your brand, establish credibility, and engender customer loyalty beyond rational considerations. This approach aims to create a lasting impact by resonating with the audience’s needs and aspirations. This audience can also be segmented based on demographics, psychographics, and behaviors. The brand strategy should foster customer loyalty and trust by providing a consistent and positive experience across all touchpoints. Understanding the target audience’s emotions, attitudes, and behaviors is critical to building a successful brand strategy.
Types of Content Used in Each Strategy
Both marketing and content marketing strategies utilize diverse types of content to achieve their goals. Marketing strategy focuses on promoting a product or service to drive sales and revenue. The types of content used in marketing strategy typically include social media posts, blog articles, email newsletters, paid advertising, event marketing, and public relations.
Social media posts effectively engage customers and prospects, informing them about the latest product updates, discounts, and promotions. Blog articles can provide in-depth insights into industry trends, while email newsletters can deliver personalized content to subscribers based on their interests and behaviors. Paid advertising can target specific audiences on platforms such as Google or Facebook, while event marketing can provide face-to-face interaction with potential customers. Lastly, public relations can enhance brand reputation through positive media coverage. Content marketing strategy is about creating interesting content that attracts and engages the target audience, and the objective is to persuade customers to take profitable actions. Content marketing employs many formats, such as white papers, webinars, research reports, case studies, e-books, infographics, videos, and podcasts, to captivate and retain the intended audience’s attention. Utilizing these content formats, brands can deliver valuable information that resonates with their audience, positioning themselves as thought leaders in their industry. E-books and white papers provide in-depth knowledge on a specific topic, while infographics and videos can communicate data-driven insights in a visually appealing manner. Webinars can provide interactive training and Q&A sessions, while research reports offer a comprehensive view of industry trends. Lastly, podcasts and case studies can provide real-world examples and personal stories, fostering a deeper emotional connection between the brand and the audience.
Several types of content are used in marketing and content marketing strategies to achieve specific objectives. Although marketing strategy is concerned with sales and promotion, content marketing strategy is about providing informative and relevant content to develop long-lasting relationships with customers and build brand loyalty. When reaching out to potential customers, marketing strategies primarily rely on social media posts, blog articles, and email newsletters. On the other hand, the focus of content marketing strategy often lies in the creation of e-books, infographics, and webinars. By utilizing these forms of content, businesses can successfully engage with their target audience and build closer relationships with them.
Role of Visuals in Each Strategy
Visuals are crucial in marketing and brand strategies because they can effectively convey a message that connects with the intent. Visuals can make or break a campaign as they are instrumental in communicating a message that truly resonates. In marketing strategy, visuals attract potential customers and encourage them to act, such as purchasing or visiting a website. In brand strategy, visuals foster emotional connections between the brand and the customer, building trust and loyalty.
A strong brand identity is essential in both marketing and brand strategies. The logo is a crucial visual element in forming a brand identity, and it is a unique symbol representing a brand and is easily identifiable to its target audience. A well-designed logo is vital to creating a solid brand identity and making a customer impression. A well-designed logo should be simple, memorable, and relevant to the brand’s values and messaging. Another visual component to consider in both strategies is the color palette. The colors used in branding and marketing can influence how customers perceive a brand or product. For example, blue is often associated with trust and intelligence, while green is linked to growth and nature. Choosing colors that align with the brand’s core values and messaging is essential.
Typography is another crucial visual component that should be considered in both strategies. The font in marketing materials can influence how consumers perceive the brand’s style and tone and affect the readability and comprehensibility of the messaging. In brand strategy, typography can also help to convey the brand’s personality and provide consistency across all materials. Iconography and other visual elements, such as imagery and graphics, can also play a significant role in marketing and brand strategies. Developing a distinct visual language for a brand is crucial in effectively conveying key messages and reinforcing its identity. By utilizing unique design elements, a brand can create a memorable and engaging visual identity that sets it apart from others in its competitive landscape. Using consistent visual language in marketing strategies is essential to strengthen the brand’s messaging and create a clear and recognizable image in consumers’ minds. This approach can be applied to different marketing channels, ensuring consistency and reinforcing the brand’s message, leading to higher customer engagement and trust. A solid visual identity can increase brand loyalty and recognition, leading to business growth and success.
In the modern era, visuals hold immense significance in establishing a powerful brand identity and conveying a message that deeply resonates with the target audience in marketing and brand strategies. Visuals can significantly enhance a brand’s appeal and help it stand out in a crowded marketplace. For this reason, businesses should focus on creating aesthetically pleasing designs that are memorable and resonate with the audience. Investing in solid visual elements can lead to long-term success, brand recognition, and customer loyalty. In both marketing strategies, it’s crucial to consider key visible components such as logos, color palettes, typography, and other visual elements. Consistency and relevance across all materials should be a part of these elements, which must be aligned and thoughtful to create a strong and compelling brand. Any inconsistencies can detract from your brand’s message and make it less impactful. So, ensuring that all visual elements align with your brand’s message and vision is essential.
Goals of Each Strategy
Both marketing and brand strategies may overlap, but they’re in their focus. The primary purpose of a marketing strategy is to captivate the attention of potential customers, drive sales, increase market share, and boost profitability by implementing various marketing tactics such as advertising, promotions, content marketing, and other dynamic approaches. The goal is to attract more customers and increase revenues. The key is to develop a comprehensive marketing plan that effectively targets the intended audience and delivers results. With the right marketing strategy and execution, businesses can achieve long-term success and sustainable growth. The objective of marketing is to increase sales and generate revenue. On the other hand, the primary goal of a brand strategy is to create a strong brand identity that resonates with the target audience. This is achieved by developing core values, a mission statement, and a visual identity for the brand’s values. A well-planned brand strategy establishes customer trust, cultivates loyalty, and creates meaningful connections. These connections can inspire customers to become brand advocates, generating higher revenues and paving the way for a prosperous future.
While the goals of marketing and brand strategies differ, they can work together to achieve overall business objectives. Crafting an effective marketing strategy has the power to entice prospective customers and generate valuable leads. On the other hand, a robust brand strategy can cultivate long-term customer loyalty and establish a favorable reputation for the brand. Both designs are fundamental components of a successful business plan. By combining these two strategies, businesses can create a comprehensive approach to attracting and retaining customers while growing their revenue. Marketing and brand strategies have different goals but are critical to overall business success. Marketing helps to generate leads and drive sales, while branding creates a strong brand identity that fosters customer loyalty and emotional connections. By understanding the differences between marketing and brand strategies, businesses can implement a comprehensive approach that aligns with their overall goals and values.
Role of Business Owner in Each Strategy
The business owner’s input is crucial when crafting effective marketing and brand strategies for a business. To succeed in business, the owner must deeply understand marketing and branding strategies, as they complement the overall business strategy. Therefore, being actively involved in their development is necessary. Regarding brand strategy, business owners play a vital role in creating a unique identity that sets their business apart from the competition. Collaborating closely with the team, business owners can develop a rock-solid set of core values, a compelling mission statement, and a creative visual identity that accurately captures the soul of their business. A solid and distinct brand identity can help build customer loyalty and differentiate the company from other competitors in the market.
On the other hand, marketing strategy plays a crucial role in connecting the company’s products or services to its target audience. Business owners must participate actively in the creation of the marketing strategy. Companies should plan strategically to ensure that their marketing strategy aligns with their future goals and effectively communicates their brand value to prospective customers. To identify growth opportunities in the marketplace, business owners must gain a thorough understanding of their target audience’s buying behaviors. This knowledge can provide invaluable insights to their marketing team. By understanding their customers’ needs and preferences, businesses can tailor their messaging and offerings to meet their needs better. This can lead to increased customer loyalty and revenue.
Both marketing and brand strategies are essential components of a business’s long-term success, and business owners must be involved in their development. Entrepreneurs with in-depth knowledge of various strategies can effectively convey their future objectives to their employees and identify lucrative opportunities amidst the constantly evolving business landscape. Doing so can steer their business toward success and stay ahead of the competition. Being well-versed in various strategies allows them to remain adaptable and stay ahead in the marketplace. Acquiring knowledge of these strategies is crucial for business growth and effective decision-making. By working together, these strategies can create a unique identity for the business, build customer loyalty, and lead to growth and increased revenue.
Examples of Successful Marketing and Brand Strategies
Marketing and brand strategies are essential components of any successful business. A well-crafted marketing plan can help a business to connect with its target audience, increase brand awareness, and drive sales. Meanwhile, a strong brand strategy enables a company to establish a unique identity, foster customer loyalty, and differentiate itself from competitors. Let’s explore some examples of successful marketing and branding strategies that have helped companies achieve their goals and stand out in their industries. These instances highlight how clever tactics can significantly impact a brand’s success.
Apple’s Core Values-Based Branding Model
Apple’s Core Values-Based Branding Model is one of the most successful branding strategies in the tech industry. Apple’s branding strategy is centered around its core values, which include innovation, simplicity, and design. The company has crafted its brand identity to reflect these values through its messaging, visual identity, and personality.
Apple’s messaging is always focused on innovation, simplicity, and design. The company’s slogan, “Think Different,” encourages its audience to challenge the status quo and strive for greatness. Apple’s messaging is clear, concise, and consistent across all its marketing efforts. Apple’s messaging always reflects its core values, from advertisements to product packaging.
Apple’s visual identity is equally important in its branding strategy. The company’s aesthetic is minimalist, sleek, and modern. Apple products are instantly recognizable with their clean lines and straightforward design. The use of white space and the iconic Apple logo are also crucial components of Apple’s visual identity. The company also reflects selection on its branding strategy with its simple yet elegant design.
Apple’s brand personality is also a reflection of its core values. Apple is renowned for its commitment to innovation, simplicity, and design, always aiming to create user-friendly and aesthetically appealing products. They always strive to make their products as intuitive and easy to use as possible while also prioritizing sleek, modern design. Apple’s brand personality is also seen in its approach to customer service. Apple stores are designed with the customer in mind, and the staff is trained to provide superior personalized service.
Apple’s Core Values-Based Brand significantly impacted its impact on its target audience. The tech industry has a powerhouse leader in this company, which has an enthusiastic and devoted customer base who appreciates its products’ ingenuity and ease of use. Apple’s branding strategy has helped the company to foster customer loyalty and trust, which has led to repeat business and strong word-of-mouth referrals. Apple’s Core Values-Based Branding Model is a successful branding strategy that has helped the company establish itself as a leader in the tech industry. Apple has created a strong brand identity that resonates with its target audience by focusing on its core values of innovation, simplicity, and design. Apple owes its enduring success to its unwavering commitment to its core values, which shine through its messaging, visual identity, and brand personality. Its dedication to these values has helped it create a loyal customer base that keeps returning for more.
Nike’s Emotionally Connected Marketing Campaigns
Nike is known for its emotionally connected marketing campaigns that resonate with its target audience on a deeper level. Instead of simply promoting their products, Nike tells powerful, impactful stories that inspire and motivate customers. Their approach to emotionally connected marketing campaigns involves creating a sense of community and fostering loyalty among their customers. Nike believes their brand is more than a product and instead encapsulates values and beliefs its customers can relate to.
One of Nike’s most successful emotionally connected marketing campaigns was the Colin Kaepernick “Believe in something” campaign. The campaign displayed Kaepernick, a controversial figure, and featured the powerful message, “Belief in something.” Even if it means sacrificing everything.” The movement reflected Nike’s core values, which include empowering and inspiring their customers to achieve greatness and pursue their dreams. The “Believe in Something” campaign resonated with Nike’s target audience and generated significant buzz across various media platforms. Nike also uses storytelling as a critical component in their emotionally connected marketing campaigns. They inspire their customers through relatable content that highlights the struggles and perseverance of athletes, highlighting the power of the human spirit.
Nike’s emotionally connected marketing campaigns are more than just advertising products. They focus on creating a sense of community, instilling core values, and inspiring their audience to achieve their dreams. Nike has achieved mastery in the art of marketing that evokes emotions, making them one of the world’s most successful and influential brands. Their marketing campaigns strike a chord with audiences, cementing their position as an industry leader and a household name.
Amazon’s Wide Range of Digital Content Marketing Initiatives
Amazon is a company that has successfully incorporated content marketing into its branding strategy. Their approach to content marketing involves consistently providing valuable and relevant content to their target audience through various communication channels. As a result, they have built a strong brand identity and fostered customer loyalty among their user bases. Amazon uses its content marketing initiatives to educate and inform its customers about its products and services. Their company boasts a team of highly skilled writers and content creators who deliver top-notch content across all communication channels. They strive to produce engaging, relevant, high-quality content that resonates with their target audience. Whether writing an article or creating a video, their team ensures their content is of the highest possible standard. One of the communication channels that Amazon uses for its content marketing initiatives is social media platforms. They have a strong presence on social media, sharing content related to their products and services and engaging with their customers. They also publish highlighting their products’ benefits products, new product launches, and other relevant information.
In addition to social media and blog posts, Amazon sends out email newsletters to its subscribers. These newsletters contain information about their products and services, as well as promotions and discounts that are available to their customers. Amazon also utilizes videos and webinars as communication channels for its content marketing initiatives. Their videos highlight the benefits of their products and services, how-to guides, and other relevant informational content to their customers. Their webinars are interactive sessions that provide expert advice on diverse topics, including how to use their products and services more effectively. All these communication channels are part of a comprehensive content marketing strategy that aligns with Amazon’s long-term goals. Amazon has built a strong brand identity and fostered customer loyalty by providing valuable and relevant content to its target audience. They continuously adapt their content marketing initiatives to meet the evolving needs of their customers and remain a leader in the digital marketplace.
How to Develop a Successful Combination of Both Strategies
Establishing a winning fusion of marketing and branding strategies is vital to create a profound effect on your intended audience. Achieving a seamless integration between these two areas is crucial to elevating your brand to new heights and captivating your audience. By crafting a comprehensive plan that integrates both strategies, you can establish a valuable and relevant brand identity that resonates with your ideal customer base. Identify your brand’s core values and unique selling proposition (USP). To effectively communicate your company’s beliefs, priorities, and mission statement, it’s important to establish core values that truly reflect your brand. Your unique selling proposition (USP) should concisely demonstrate your brand’s competitive advantage and value proposition to your target audience. By focusing on these two crucial elements, you can effectively differentiate your brand and stand out in a crowded market. Once you have established your brand’s foundation, determine your ideal customer and target audience. This includes identifying their demographics, behaviors, and pain points. By recognizing your target audience, you can craft messaging and campaigns that meet their needs and interests.
Next, set your brand’s short- and long-term goals and develop a plan to achieve those goals. Short-term goals include increasing brand awareness and generating leads, while long-term goals may include becoming a market leader in your industry. Your plan should outline the steps necessary to achieve your goals, including the channels and tactics you will use to reach your target audience. Integrate your visual identity and tone of voice across all channels and platforms to maintain consistency and credibility. Your visual identity includes your color palette, typography, and imagery, while your tone of voice should reflect your brand’s personality and positioning. To create an influential and easily recognizable brand identity that resonates with your intended audience, it is essential to uphold consistency in both the visual and written components throughout all advertising mediums. Doing so establishes a cohesive and powerful representation of your brand, which drives brand recognition and loyalty. Therefore, ensure your brand is well-represented everywhere your customers interact with you, online and offline. Measure and analyze the results of both strategies to optimize their success. This includes tracking your brand’s social media engagement, website traffic, and customer inquiries. By analyzing these results, you can identify areas where your strategies can be improved and make data-driven decisions to optimize the impact of both your marketing and brand strategies.
To build a strong brand that gains customer loyalty and drives sustainable growth, it’s critical to combine effective marketing and branding strategies. This will help create an authentic brand identity that establishes trust with customers. Whether you have a startup or a based company, focusing on branding and marketing can take your business to the next level.
Combining effective marketing and branding strategies is essential for creating an authentic brand identity that resonates with customers. You can create a powerful and recognizable brand presence by identifying your core values, USP, and target audience and integrating them into a comprehensive plan. Additionally, by tracking and analyzing the results of both strategies, you can make data-driven sustainable growth decisions to optimize their success. An integrated marketing and branding approach will help build customer loyalty when done correctly.