Part 1. Marketing made simple: Your guide for branding tips

Marketing can feel like an overwhelming puzzle for some, while for others it’s pure intuition. Regardless of where you stand, one thing remains true: starting off on the right foot with your brand is crucial. Trust me on this one! :)

Over the years, I’ve seen it all. Some new brands launch with a flawless marketing strategy, while others struggle with directionless communication (and the most annoying thing is they don’t even know it). Established brands with $$$ often have well-structured plans, yet some lose their way and become misunderstood…or worse, they go viral for all the wrong reasons. The Jaguar DI campaign is a perfect example of how even a recognized brand can miss the mark.

That’s why I’m launching a series of articles dedicated to helping brands, whether big or small, build a strong foundation. AND this is especially important for those just starting out and who may not yet have a dedicated marketing team. I call this brand hygiene.

In this series, I’ll cover the four main brand positioning pillars: Luxury, Premium, Mainstream, and Economy, focusing on the essential marketing elements every brand needs to get right. Each post will dive into the same key aspects for each pillar:

1. Price & Discounts: How to align pricing strategy with brand perception.  

2. Packaging: The role of design and functionality in brand appeal.

3. Messaging: Finding the right tone and communication for your audience. 

4. Social Media Tips & Tricks: Building an online presence that resonates.

5. Big NOs: Common pitfalls to avoid in each brand category. 

6. Customer Support: The often-overlooked element that can make or break brand loyalty.

7. Shipping: A must-know skill in today's online shopping era.

   
   

Each of these aspects plays a vital role in shaping how your audience perceives your brand, and getting them right from the start can set you on a path to long-term success. Consider this a checklist of how to make sure your brand is in the right direction in terms of image and positioning.

The article you are reading right now is about the first step: identify your pillar.

To make this relatable for everyone, let’s use an example of bags and cars. While this concept applies to any product or service, this analogy will help clarify where your brand fits within the four key positioning pillars:

1. Luxury: If your brand is in the luxury space, it must focus on exclusivity, craftsmanship, and prestige. Think Hermès Birkin bag or Ferrari, high-end materials, limited availability, and a strong heritage define these brands. 

2. Premium: A Polène, Jacquemus, or Coach handbag or a BMW, Audi, or Volvo fits here, offering quality, a strong brand story, and an image that makes you feel confident and aspirational while remaining within reach of a larger audience.

3. Mainstream: If your brand is mainstream, it appeals to a broad audience with a balance of quality and affordability. Brands like Michael Kors or Guess, and cars like Toyota or Ford offer reliability and value while maintaining a strong presence in their markets.

4. Economy: Economy brands focus on affordability and accessibility. Brands like Zara or Primark, as well as cars like Dacia or Hyundai, fit here, providing functional and budget-friendly solutions for everyday use.

   
   

Of course, there are many exceptions. Some special editions and collections might fit into different categories for the brands mentioned, but you get the main idea… Don’t start a debate on this, pretty please. I know there are some really nice Hyundai cars, H&M premium collections, and so on. Let’s stick to the basics for the sake of this example. :)

That being said: stay tuned for the first article in the series, where we’ll dive into the world of Luxury Branding and explore what makes it stand out from the rest. 

Whether you're just starting out or refining your strategy, these insights will help you position your brand for success.

See you soon for part 2! Ioana