What’s Brand Marketing and Why is it relevant in 2024?

Bof (A leading voice on happenings in the global fashion industry) released multiple reports suggesting the rise of Brand Marketing in 2024. Let’s look at what caused the emergence.

Increase in dependence on Performance marketing, with advanced search and targeting features led to emergence of many D2C brands in the past decade. But Apple’s updated privacy and security feature came at a cost for marketers, who find it difficult to now  track users across platforms. Brands now have to look for ways to engage and entertain their audience as a long term strategy to help them stand out in an increasingly saturated media world.

Brand Marketing is driven by purpose. It tells an entertaining brand story that captures the audience aspirations and interests, beyond the products they offer. 

Here are some Brand marketing Strategies that you can steal from us. 

1. Leverage on the founder’s personality

Creating conversation around values, happenings, design affinity of the founder can help form a cohesive storytelling that the audience can relate to. It can be evolving with founder/designer perception or point of view of the world.

Think of Sabyasachi, Torani, Papa Don’t Preach here.

2. Creating immersive touch points

Connecting with consumers has become difficult in a world of ever-shortening attention spans. Creating “aha” moments in the real world with product packaging, communication, or offline activations with visually striking spaces and multisensory experiences can leave a long lasting impression in customers’ minds.

Think Lovebird, Pero, Raw Mango here.

3. Developing a strong visual communication style

In the age of instagram when consumers first interact with brands via digital medium, it is increasingly important to have a strong visual style that translates from your instagram to website and at the physical store or the brand pop-up. This creates a feeling of familiarity and comfort for the audience. All successful brands have this in place: Jodi life, Olio Stories, Anu Merton, Goodearth 

Brand Marketing is long term, it’s a strategy that is slow, but a winning one. It has a compounding effect when done with an investing mindset.