Catalog / Marketing & Branding Cheatsheet
Marketing & Branding Cheatsheet
A concise guide to marketing and branding essentials, covering key concepts, strategies, and tactics for building a strong brand and reaching your target audience.
Branding Fundamentals
Core Branding Elements
Brand Identity |
The visual and verbal components that define your brand (logo, color palette, typography, voice). |
Brand Image |
The perception of your brand in the minds of your target audience. |
Brand Equity |
The value associated with your brand, reflecting its strength and influence in the market. |
Brand Positioning |
Defining where your brand fits in the market and how it differs from competitors. |
Brand Values |
Guiding principles that define what your brand stands for. |
Brand Promise |
The commitment your brand makes to customers. |
Crafting a Brand Story
A compelling brand story connects with your audience on an emotional level. Key elements:
|
Example: Nike’s story is about empowering athletes to achieve their potential. |
Target Audience Identification
Demographics |
Age, gender, location, income, education, etc. |
Psychographics |
Values, interests, lifestyle, attitudes. |
Behavioral Patterns |
Purchasing habits, brand interactions, usage rates. |
Needs and Pain Points |
What problems are they trying to solve? |
Marketing Strategies
Marketing Mix (The 4 P's)
Product |
What are you selling? Features, benefits, and quality. |
Price |
How much does it cost? Pricing strategy and perceived value. |
Place |
Where do you sell it? Distribution channels and availability. |
Promotion |
How do you communicate with your audience? Advertising, PR, content marketing, social media. |
Digital Marketing Channels
Search Engine Optimization (SEO) |
Search Engine Marketing (SEM) |
Social Media Marketing (SMM) |
Email Marketing |
Content Marketing |
Traditional Marketing Channels
Print Advertising |
Television Advertising |
Radio Advertising |
Direct Mail Marketing |
Outdoor Advertising |
Branding Tactics
Logo Design
A logo should be:
|
Consider the use of colors and typography to convey the right message. |
Brand Voice & Messaging
Tone |
The attitude your brand conveys (e.g., friendly, professional, authoritative). |
Language |
The specific words and phrases you use (e.g., jargon, slang, technical terms). |
Style |
How you structure your sentences and paragraphs (e.g., formal, informal, conversational). |
Consistency |
Maintaining a consistent brand voice across all communication channels. |
Customer Experience (CX)
CX encompasses every interaction a customer has with your brand, from initial awareness to post-purchase support. Key touchpoints: Website, social media, customer service, product packaging, in-store experience. |
Focus on creating positive and seamless experiences to build loyalty and advocacy. |
Measurement and Analysis
Key Performance Indicators (KPIs)
Website Traffic |
Number of visitors to your website. |
Conversion Rate |
Percentage of visitors who complete a desired action (e.g., purchase, sign-up). |
Customer Acquisition Cost (CAC) |
The cost of acquiring a new customer. |
Customer Lifetime Value (CLTV) |
The predicted revenue a customer will generate during their relationship with your brand. |
Social Media Engagement |
Likes, shares, comments, and other interactions on social media platforms. |
Analytics Tools
Google Analytics |
Social Media Analytics |
CRM Systems |
A/B Testing
A/B testing involves comparing two versions of a marketing asset (e.g., website landing page, email subject line) to determine which performs better. Process:
|