Think of the brands you love most. The ones you instantly recognise, the ones that feel familiar, the ones you’d choose without checking the competition.
That’s the power of brand marketing: being seen, remembered, trusted, and preferred.
For startups, brand marketing is the chance to step onto the stage with confidence.
For small and medium-sized businesses, it’s how you move from a local favourite to a recognised name.
For marketing pros and brand strategists, it’s the toolkit to sharpen your edge and stay ahead.
What is brand marketing, and how can it help a business?
We have the answers, as well as the strategies you need to build a brand identity that grabs attention and creates connection.
Brand marketing is the practice of promoting your business by focusing on who you are, not just what you sell.
Unlike general marketing, which often highlights specific products, services, or short-term campaigns, brand marketing builds a bigger picture.
At its core, brand marketing tells the story of your business, communicates your values, and shapes how people feel when they think of you.
It’s about creating an emotional connection with your audience that makes them choose you over another business, because they believe in what you stand for and feel a sense of trust and familiarity.
This type of marketing combines both tangible and intangible elements.
Tangible elements include the things people can see: your logo, colour palette, and visual style. Intangible elements showcase the personality behind your brand: your mission, values, and voice
How does strong brand marketing translate to real impact?
A recent Customer Loyalty Index survey of more than 2,000 Australian consumers revealed that 45% stay loyal to a brand because they trust its reputation, 27% value brand consistency, and 25% are influenced by a brand’s iconic status.
These numbers highlight the importance of brand marketing in fostering trust, maintaining consistency, and cultivating a reputation that attracts repeat customers.
The same survey revealed that only 17% of consumers feel “truly valued” by brands they’re loyal to, indicating that many companies still fall short in establishing emotional connections and fostering retention.
According to a new study by advertising expert James Hurman and B2C CRM leader Klaviyo, brands in the Australian and New Zealand e-commerce market grew more than three times faster when their existing customers spent more over time, compared to brands that simply kept a lot of customers but didn’t increase how much those customers were spending.
This study shows that brand marketing isn’t just about keeping customers; it’s about deepening the relationship so they spend more and engage more over time.
Many marketers assume growth is all about bigger budgets, more ads, or chasing the latest trends.
In reality, the brands that grow fastest are the ones that invest in identity and connection.
They create meaning, build trust, and give people a reason to care, instead of just pushing products.
What often gets overlooked is that growth comes from the inside out.
A strong brand identity shapes every interaction, guides decisions, and makes customers feel like they’re part of something bigger.
That’s the secret many businesses miss, and it’s where the real opportunity lies.
Every successful brand marketing strategy rests on a few key elements. Get these right, and you’ll have a strong foundation to build on.
Once your brand foundations are in place, the next step is making sure people know who you are and feel motivated to stick around.
Here are some practical ways to build awareness and loyalty.
People may forget facts and figures, but they remember stories.
A strong narrative helps your brand feel human, relatable, and worth remembering.
Storytelling allows you to go beyond what you sell and show why your brand exists, what it stands for, and how it makes a difference in people’s lives.
That emotional pull is what transforms casual customers into loyal advocates.
How can you weave storytelling into your brand messaging?
Share how your brand started and the mission that drives you to create authenticity and give people a reason to believe in you.
Shine a spotlight on your customers.
Real-life examples of how people use and benefit from your product or service add credibility and make your brand feel more approachable.
Build stories around situations, challenges, or goals your target audience understands.
When they see themselves in the story, they feel a deeper connection to your brand.
Digital marketing provides brands with the tools to reach broader audiences and establish recognition faster than ever before.
The right strategies can amplify your message and strengthen your position in the market.
Digital marketing strategies can include
A brand marketer is responsible for shaping how people see and experience a brand.
Businesses often turn to a brand marketer when they feel invisible in their industry, struggle to communicate what makes them unique, or want to build stronger recognition and loyalty.
The key responsibilities of a brand marketer include
Knowing whether your brand marketing is working comes down to tracking the numbers.
Key performance indicators (KPIs) reveal how effectively your brand is connecting with people and where you can make improvements.
Track the following KPIs.
One of Qantas’ most memorable campaigns was “Feels Like Home.”
The airline tapped into the deep emotion of returning to Australia, showcasing real passenger stories that captured the warmth and relief of coming back to family and familiarity.
By doing so, Qantas positioned itself as more than just a carrier.
It became a symbol of belonging and national pride, showing how powerful storytelling rooted in culture and identity can make a brand unforgettable.
Coca-Cola’s “Share a Coke” campaign is one of the most recognised examples of creative brand marketing.
They turned their well-known product into a personal experience by printing people’s names on bottles.
Customers were now looking for their own name or a friend’s name.
The campaign encouraged sharing, social interaction, and conversation, making the brand feel more connected to everyday moments.
It showed how personalisation and interaction can transform the way customers engage with a brand.
Brand marketing is the process of promoting a business by building its identity, values, and personality.
It’s important because it creates recognition, trust, and emotional connection, which help a brand stand out and retain customers.
The key components of a brand marketing strategy include
Storytelling makes branding more memorable by creating emotional connections.
Through stories, audiences relate to a brand’s purpose, values, and people, turning messages into experiences they can connect with and remember.
Globally, Nike’s “Just Do It” campaign built an enduring emotional connection through empowerment, inspiring people of all backgrounds to see themselves as athletes.
In Australia, Vegemite’s long-running “Happy Little Vegemites” campaign used a catchy jingle and nostalgic storytelling to embed the brand in everyday culture and strengthen loyalty across generations.
Success in brand marketing can be measured by tracking awareness, customer loyalty, engagement, and ROI through analytics tools such as Google Analytics, social media insights, email marketing dashboards, and CRM platforms.
Brand marketing is like hosting a party. Anyone can play music and serve food, but the parties people never forget have the right atmosphere and a story that brings everyone together.
In the same way, brand marketing sets the tone, creates the experience, and gives people an experience they want to return to again and again.
Ready to set the scene for a brand experience people won’t forget?
Ignyt can help. We craft comprehensive digital marketing strategies, including SEO, social media, content creation, and advertising.
Our strategies are designed to get your brand seen, heard, and chosen.
Get in touch today to see what we can do for your brand!
