What are Brand Objectives? Crafting a Successful Advocacy Strategy
Understanding what brand objectives are is crucial for any business seeking to establish a strong market presence. They serve as guiding principles for various marketing strategies, including the increasingly significant role of brand advocacy. In this article, we delve into what brand objectives are and how they align with brand advocacy as a marketing strategy.
What are brand objectives? Simply put, they are the specific goals a company sets to build its brand's strength and equity. These objectives guide the company's marketing and operational strategies, helping it to align its efforts toward achieving a cohesive brand image and experience.
Typical brand objectives include increasing brand awareness, improving brand perception, driving sales, fostering customer loyalty, and differentiating from competitors. All of these (and most brand objectives) can be strongly influenced by employee advocacy.
The role of advocacy in achieving brand objectives
Employee advocacy, where employees actively promote and endorse a brand, has emerged as a powerful tool for achieving these objectives. Advocates for a brand serve as credible, organic voices that can influence public perception and decision-making, offering an authentic alternative to traditional advertising.
Their credibility and strong influencing power stem from their commitment and passion for the brand and company most of all. Nothing is as powerful as having someone else defend and promote your brand in public instead of doing it yourself. A brand that’s not tooting its own horn and is rather empowering its employees to use their authentic voice to speak about the company can gain tremendous benefits on the market:
- Increasing brand awareness through advocacy. One of the primary brand objectives is to increase brand awareness. Advocates, especially in today's digital and social media-driven world, can exponentially amplify a brand's reach: when individuals share their positive experiences with a brand on social media, it not only reaches their network but can also extend further through shares and mentions, thus greatly enhancing the brand's visibility.
- Improving brand perception authentically. Brand perception, or how customers view the brand, is another key objective. Advocacy plays a crucial role here, as authentic endorsements from real users or employees often carry more weight than traditional advertising. Personal stories and testimonials can positively influence public perception, showcasing the brand’s values, reliability, and quality.
- Driving sales with credible recommendations. Advocacy is not just about creating a buzz; it's a powerful driver for sales. Recommendations from friends, family, or respected individuals in one's network can significantly influence purchasing decisions. This word-of-mouth marketing, fueled by brand advocates, can lead to a direct increase in sales, fulfilling one of the core objectives of any business.
- Fostering customer loyalty through engagement. Another essential brand objective is fostering customer loyalty; here again, brand advocacy is invaluable. Engaging with advocates, acknowledging their contributions, and creating a sense of community around the brand can strengthen emotional connections with customers.
The synergy between brand objectives and advocacy
The synergy between brand objectives and advocacy is evident. While brand objectives provide a direction and purpose, advocacy offers a means to achieve these goals organically and authentically. It’s a strategy that not only helps in achieving short-term goals like increased sales but also contributes to long-term objectives such as brand loyalty and reputation: win-win.
Understanding and effectively setting brand objectives is a critical step in strategic marketing. Integrating brand advocacy as a key component in achieving these objectives offers a pathway to not just reach but engage the target audience in a meaningful way. Where authenticity and personal connections hold significant value, brand advocacy stands as a powerful tool in realizing a brand's objectives and aspirations.