More often than not, business owners and marketers look to short-term wins to see results. Sure, this gives you results faster with less time to measure — and will undoubtedly make some positive impacts on your brand — but there's not enough time to really capture the essence of your brand as a whole before you move onto the next campaign effort.
The truth is, long-term brand marketing is essential to achieving sustainable growth and reaching your business goals. It's a proactive approach that nourishes your brand's customer relationships, trust, credibility, expertise, and everything else that makes it so valuable to the public. No brand ever was thrown into the limelight, and customers were immediately loyal to it. You have to work for it and earn it — and that takes time.
If you're still unsure if it's worth it, check out the benefits of long-term marketing.
Generates customer loyalty
When your brand can position itself in the forefront of a consumer's mind for the long-term — not just right now — your business will benefit more from their bond and trust. It takes a considerable amount of time to build your brand, but having a strong brand will go much further in making a memorable impression than an ad or two would in the short term.
In fact, it takes as many as 5 to 7 impressions for a customer even to be able to remember your brand — let alone trust you enough to meet their needs in the long term. Your brand is what consumers are most interested in, so nourishing its importance and value to the public is essential.
Makes your brand stand out from the competition
In a world where most industries are oversaturated with products and services, the most important thing you can do for your business is make it stand out from the competition. Your brand is the best way to do this — even if you have the best quality product out there. This is especially true following research that found that 71% of consumers prioritize brand trustworthiness and identity when making purchasing decisions.
This means that you can have the best product on the market, but if consumers don't like your identity (especially if you haven't bothered to develop it) or trust your brand, they will go with someone else.
Boosts the public's view of your company
A lot can be said about a product that is viewed in a positive light among its customers. So many consumers prefer to buy from companies with the same values and opinions as them because they'd rather support a company with the same beliefs — meaning they will choose you over the competition, even if it means spending more.
As many as 77% of consumers only buy from brands that share the same values as they do, and 66% think keeping your brand transparent is the most attractive quality to have.
Another quality important to your brand and business is credibility. Taking special care to establish your brand as an expert in the industry and following it up with proven actions to support it — i.e., feedback, reviews, tutorials, personal experiences, etc. — go a long way in building solid credibility for your business.
Ways to do this can be through your social media connections with leads, current and new customers. It’s one of the most ideal ways for building and making your brand, especially since 77% of brands think that having an online community improves brand awareness and credibility.
Scale your business
Chances are, you're looking to keep your business growing. After all, who pauses their brand's potential because they're comfortable? You're right — no one. Working on a long-term brand marketing plan will not only make your business and products look good to customers but can even make all the difference if you need investors or partners to grow.
Consistent branding across all channels increases revenue by 23%. Seventy-seven percent of marketing leaders say a strong brand is critical to their growth plans, and 82% of investors want the companies they invest in to have a strong brand. This means that with a strong brand, scaling your business will be easier than you could've imagined.
Work with a media partner on your long-term marketing strategy
Unlike short-term marketing goals, it can take a lot of time and dedication to reach the goals you've created in your long-term marketing strategy. This is because it is much more extensive and requires a set of skills specialized in your target audience, how to reach and resonate with them, and most importantly — how to create lasting relationships with them.
When you're ready to strengthen your brand and its public perception, consider working with a media partner. Their experience and expertise can help you create a long-term marketing strategy that's guaranteed to benefit you. In the meantime, follow our Meredith Gulf Coast blog for more marketing tips and insight.