The Brand-First Advertising Approach
A brand-first advertising approach requires more discipline at the outset, but over time it will make your marketing team more nimble, efficient, and effective. It will also dramatically accelerate the growth of your business, increasing leads and customer retention.
The brand-first integrated advertising brand strategy ensures that every business decision and marketing effort starts with the brand in mind. It gives the brand power and momentum to grow and evolve, all while remaining true to its core values and messaging. It will allow your company to differentiate itself from competitors and create long-term value for its stakeholders.
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In short, a brand-first strategy will create more revenue and value for your business than any other advertising strategy. Companies that put their brand first capture five times more volume, command a 13% price premium, and are four times more likely to grow value share. This translates into greater market share, more revenue and more profits for your business.
A good example of a brand-first strategy is the old general store found in frontier towns across America. The general store sold everything you needed from flour to nails – and was the only place where you could find it. It built brand loyalty because customers knew that their needs would always be met – and were guaranteed a great experience while they were there.
In the digital age, marketers are following a similar strategy. A number of brands are starting to allocate more budgets to digital video channels like TikTok, YouTube, Meta and Snapchat – even putting them in front of linear TV. This is because they know that these channels are the best way to engage their audience and build a relationship with them.