It can be tempting for companies to focus on short-term sales and marketing tactics. All too often they’re focused on the next 12-24 months only, and that’s where the problems start. This approach is shortsighted, leading to limited growth and it can even damage the brand’s reputation in the longer term. To achieve long-term success, companies should prioritise their long-term objectives and make sure their yearly marketing efforts are aligned, creating a cohesive brand-led marketing approach will resonate with customers and build long-term loyalty, which in-turn increases revenues and achieve better growth longer term.
Too often we see businesses losing focus too early on and making knee-jerk decisions in the pursuit of quick revenues. We understand the pressures business leaders face. There are financial targets to hit, along with many other KPI’s but it is these internal pressures that can force rash decisions within marketing. For example, internally the management may put blame on digital marketing activity for not generating enough leads, so look to change their website or digital marketing strategy to attract more customers but in doing so unintentionally lose sight of what their target market is and where they want to go in the longer term. A scattergun approach can sometimes be the result, and although this can drive more leads in the short term, more often or not they’re the wrong type of leads and the wrong type of customer. This can impact brand loyalty and limit growth in the longer term. It is at times like this the head of marketing needs to demonstrate to the leadership team the benefits of a brand-led approach to marketing and remain focused on the longer-term ambitions of the brand as a whole.
Why a Brand-Led Marketing Approach is Essential for Long-Term Success
Focusing only on short-term sales and marketing tactics can be detrimental to a company’s growth and reputation. A brand-led marketing approach, where companies prioritise their brand identity and values, can help build customer loyalty and long-term success. By creating a cohesive brand-led marketing approach, companies can ensure that their messaging resonates with customers and that in-turn builds long-term loyalty. Not to preach a cliche but it’s a simple case of being consistent in everything you do, and say. If you chop and change your messaging, your target audience, and your tone of voice, for example you’ll just create confusion in the marketplace.
Examples of Successful Brand-Led Marketing
John Lewis and Lush Cosmetics are examples of companies that have successfully adopted a brand-led marketing approach. John Lewis’ “Give a Little Love” Christmas campaign and Lush’s “Naked” campaign exemplify how emphasising brand values in marketing efforts can drive sales and customer engagement. By promoting their brand values, these companies have been able to create a powerful and cohesive brand message that resonates with customers.
The Power of John Lewis’ “Give a Little Love” Christmas Campaign
John Lewis’ 2020 Christmas campaign, titled “Give a Little Love,” exemplified the power of a brand-led marketing approach. The heartwarming story of a young boy spreading kindness and love throughout his community, with John Lewis products playing a supporting role, resonated with customers, driving engagement and sales during the crucial holiday shopping season. By prioritising its commitment to quality and service, John Lewis was able to reinforce its brand values and drive long-term success.
Lush Cosmetics’ “Naked” Campaign: Prioritising Sustainability and Ethical Sourcing
Lush Cosmetics’ “Naked” campaign, launched in 2020, is another example of successful brand-led marketing. The campaign highlighted Lush’s line of “naked” products, which are free of packaging and have a reduced environmental impact. By promoting these products and educating customers about the benefits of sustainable cosmetics, Lush was able to reinforce its brand values and drive sales. The success of Lush’s “Naked” campaign demonstrates the power of prioritising sustainability and ethical sourcing in marketing efforts.
The Limitations of Short-Term Sales Tactics: The Example of Sports Direct
In contrast, companies that have neglected their brand identity and values in favour of short-term sales tactics may not achieve long-term success. Sports Direct, a UK-based sports retailer, is an example of a company that has focused primarily on sales and discounts, with little emphasis on its brand values and identity. While this approach may drive short-term sales, it has not been successful in building long-term loyalty and growth for the company.
Key Benefits of Brand-Led Marketing over The Negatives of Short-Term Tactics
Key benefits of brand-led marketing:
- Builds customer loyalty
- Drives sustainable growth
- Enhances brand reputation
- Drives customer engagement
- Creates a powerful and cohesive brand message
Negatives of short-term sales tactics:
- Limits growth potential
- Damages brand reputation
- Fails to build customer loyalty
- May not be sustainable in the long-term.
Frost Creative serves as a valuable partner for their clients, providing comprehensive support in brand-led marketing. Acting as an extension of the leadership or senior marketing team, we collaborate closely with clients to understand their vision and goals. With their expertise in brand strategy and creative execution, Frost Creative guides clients in developing a strong brand identity that aligns with their vision. By acting as a strategic partner, Frost Creative helps clients navigate the complexities of the market, ensuring their brand-led marketing efforts are effective and impactful. Together, Frost Creative and its clients work hand in hand to achieve long-term success, building strong brand reputations and driving growth in line with their shared vision.