Brand Marketing in 2020: How To Communicate Brand Value

Brand marketing is all about promoting your products and services in a way that highlights your business’ overall identity.

However, some marketers still struggle with branding.

Look no further; we’re here to help!

We’re going to teach you how to create a brand marketing strategy that your customers can truly identify with.

At the end of this blog, you’ll walk away with good customer recognition, a competitive edge in the market, and enhanced credibility.

Let’s begin!

What is Brand Marketing?

The goal of brand marketing is to create a business name or personality that sets you apart from your competitors.

Your brand is your strength. It’s not just about whether you have an attractive logo or a high-functioning website. It’s about how you communicate your business values to the market.

Good brand marketing is related to how you’re able to give your customers a pleasant experience. This should be your promise to them.

Besides, well-communicated brand identities will resonate with your customers and prospects.

Building a respected brand takes time, so let’s go over the steps you can take towards achieving that goal.

How to Communicate Brand Value

A. Brand message

This is the message that you communicate to your audience through products or services (including non-verbal communication) that tells them why they should choose you.

It is what will make customers relate to your brand.

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Brand messaging can also come in the form of slogans. Here are a few recognizable examples:

Nokia: “Connecting people.”

KFC: “It’s finger lickin’ good!”

L’Oréal Paris: “Because you’re worth it.”

Coca-Cola: “Open happiness.”

The role of taglines or slogans is to give your brand message a voice. But brand messaging isn’t exclusive to taglines alone.

A catchy slogan makes it easier for customers to recognize you, but your brand message should be the reason why people should choose you in the first place.

This means that it should respond to the needs, problems, and desires of your target market.

Research what your customers are interested in and let them know that you can provide it with your brand message.

One example of a company with great brand messaging is Apple.

Every single aspect of the Apple brand works effortlessly. From their products, packaging, even their retail stores (which are, by the way, conveniently called ‘iStore’).

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B. Meaning/Purpose

For a brand to have meaning, your objectives must come Apple’s brand messaging works because they highlight their products’ luxury and ease of use.

They prioritize launching events whenever a new iPhone is going to be released.

And as they do this, their brand message tells you that there is this unique sense of simplicity and luxury that comes every time you use any of their products.

Apple’s tagline back in the 90s was “Think Different,” and this definitely still applies to this day.

with a purpose that transcends mere profit.

Why do you do what you do? What can you contribute to the bigger society? Why should your customers continue to patronize you?

Purpose is defined in two ways, as explained by Business Strategy Insider:

Functional – it states that the purpose of business is to make money. Success is hugely based on commercial reasons, like wealth creation and employment.

Intentional – this view states that the purpose of business is not limited to money. Business owners are meant to bring about social good by helping society in ways that align with their business values.

There’s no questioning the fact that businesses are made to produce money.

However, socially responsible brands are very admirable because of their desire to be more than just a profitable company.

Adidas is one example.

For a brand to have meaning, your objectives must come Apple’s brand messaging works because they highlight their products’ luxury and ease of use.

They prioritize launching events whenever a new iPhone is going to be released.

And as they do this, their brand message tells you that there is this unique sense of simplicity and luxury that comes every time you use any of their products.

Together, they made the Ultraboost Uncaged Parley, a pair of shoes made from upcycled plastic from the ocean.

After producing 1 million and 5 million pairs of shoes in 2017 and 2018 respectively, Adidas plans to produce 11 million pairs of shoes made from recycled ocean plastic in 2019.

According to executive board member Eric Liedteke, Adidas products made from recycled plastic offer consumers real added value that is beyond the look, functionality, and quality of the product.

Way to go, Adidas!

C. Design awareness

Graphic design counts as visual, non-verbal communication.

How you package your brand influences how it is perceived and interpreted by your target audience.

The most common design elements are color, shape, and font style. How well you organize these elements on your website or product package can strongly dictate your brand value to customers.

You must go for a strong visual branding system because it can make even the smallest of companies appear stronger.

Design awareness usually begins with a powerful logo. Make it your job to produce a logo that is both memorable and unique.

Logos are basically your representation stamp. You use colors, shapes, or themes that will make it easier for the audience to recognize you.

Let’s go over some of the rules of logo design as well as logo samples that I’m sure you’re already familiar with:

1. Less is more

Simplicity is beauty, and the same is true for logos.

You’ve already noticed how some of the world’s biggest companies have minimalist logo designs.

They don’t include over the top fonts or tacky borders.

Unlock’s logo, for example, is simply the company’s name with a small lock underneath the “n” to embody the action of unlocking something.

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A logo design such as this one is basic, yet effective. We especially love how Unlock added their own creative twist to it.

Two thumbs up!

2. Know your font style

A lot of well-known brands employ creative typography in their logos.

Coca-Cola is the most common example.

But with so many different font styles, how do you choose one that fits?

The logo below is a perfect example of how NOT to do it:

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When dealing with creative fonts, the best rule to follow is to balance everything out.

Get to know your font styles and only choose the ones that complement your brand.

Don’t go for the tacky font styles! Your logo will absolutely get criticized by your customers!

3. Be smart with colors

The best logos out there stick to a simple color palette that does not exceed three colors.

Smart use of color can capture the audience’s attention and help them remember you better.       

Color is excellent when paired with flat logo designs. Take a look at how Mastercard transformed theirs:

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Notice how a flat design appears more timeless? It’s because adding too many bold colors or stylish fonts can date your logo design.

It may look stylish now, but it’s going to look tacky in the next five years.

Flat logos paired with the right colors produce a brand stamp that will not age as the years go by.

Before we close this section on the elements of a good logo, keep in mind that design awareness doesn’t end with logos alone.

It also has to reflected in  the content you publish on your social media platforms.

D. Brand Voice

The content you write on your website, products, and elsewhere will define how people perceive your business.

Content is a crucial part of branding, and this is where your brand’s tone of voice comes in.

The tone of voice refers to consistency in the selection of words as the brand speaks to an external audience.

Your brand voice conveys company values, brand identity, and more. It also allows your company to sound human.

Do you want to go for  formal, humorous, or conversational language?

Let’s draw inspiration from the brand voice of Dove, which is empowering and uplifting:

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Since the company sells beauty and self-care products, it’s no surprise why they would go for this type of brand voice. 

Dove has cultivated a persona that empowers women and promotes body positivity.

Even on their social media collaterals, Dove makes it a point to underline that beauty is a source of confidence.

E. Innovation

Brand marketing is a long and often tiresome journey.

As your brand evolves, you have to review all the key components once again.

But innovation and flexibility are necessary for growth .

Just look at how the McDonald’s logo changes over the years:

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Innovation is not exclusive to logos.

Over time, customers’ needs will evolve too. Listen to what these needs are and respond to them accordingly.

Wrapping Up

That’s a wrap on brand marketing! 

You just learned how crucial branding is to any business.

That’s exactly why you must formulate a solid brand marketing strategy that will distinguish you from other players in your industry.

We can’t wait for you to build your brand with the techniques we just taught you!

Any more advice you can give? Let’s talk in the comments !



Piontek, Katelyn (n.d). Articulate Marketing. How to strengthen your brand with your marketing strategy. Retrieved from

Stec, Carly (n.d). HubSpot. 7 components that comprise a comprehensive brand strategy. Retrieved from

Tortorice, Dominic (2019 Jan 10). Brafon. 4 brand tone of voice examples to use when building your own. Retrieved from

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