What the Hell is Brand Marketing, and Why Should Your Brand Care?

Brand marketing. You've probably heard it tossed around in meetings or sprinkled through LinkedIn posts recently, but let's be real: do you actually know what it means? And more importantly, why should your New Zealand business care?

At its core, brand marketing is all about shaping how your audience sees and feels about your business. It goes beyond selling products or services; it's selling a perception, a reputation, and a feeling. It's your brand’s personality brought to life through visuals, messaging, and consistent storytelling.

Wait, isn’t that just regular marketing?

Not quite! Think of regular marketing as the tactical side - direct actions that prompt immediate responses like buying, clicking, or subscribing. Brand marketing is strategic and long-term. It builds relationships, trust, and loyalty over time.

Take Nike, for example. Their brand marketing isn't just about shoes. It’s about inspiration, determination, and empowerment. "Just Do It" isn’t selling you a sneaker; it's selling you motivation and a way of life.

Why is brand marketing such a buzzword right now in New Zealand?

With the current economic downturn affecting businesses across New Zealand, brands face tighter budgets and increasingly cautious consumers. Brand marketing has surged as a priority because it helps businesses stay relevant and resilient during challenging times. Kiwi companies investing in brand building now are better positioned to emerge stronger post-downturn.

According to a recent report by Kantar, brands investing in brand marketing during economic downturns historically experienced growth 9 times faster than competitors once the economy rebounded. Take Airbnb, for instance, which doubled down on brand marketing during the pandemic-induced recession. By shifting messaging to focus on emotional connections, safety, and flexibility, Airbnb emerged stronger and returned to profitability quickly.

Closer to home, Aussie skincare brand Frank Body leaned heavily into brand marketing through social media, using authentic, humorous content to build strong audience connections. The result? Significant online growth, a loyal community, and increased sales, highlighting the power of personality-driven brand marketing.

Where does brand marketing fit in with performance marketing during an economic downturn?

Performance marketing focuses on immediate, measurable results, think short-term sales, clicks, or leads. Brand marketing complements this by laying a strong foundation for lasting success. During tough economic times, businesses often shift heavily towards performance marketing due to budget constraints, but neglecting brand marketing can lead to decreased brand relevance and weaker consumer loyalty in the long run.

Smart brands balance both: investing strategically in brand marketing to maintain relevance and trust, while leveraging performance marketing to drive immediate business outcomes. This dual approach ensures sustainable growth, brand resilience, and customer loyalty even during uncertain times.

Why should your NZ business care about brand marketing?

Here’s the kicker: Kiwi consumers today are spoilt for choice. If your brand isn't memorable, engaging, and trustworthy, you risk blending into the noise, or worse, being ignored entirely.

Brand marketing:

• Sets your NZ business apart from competitors

• Builds emotional connections with your Kiwi audience

• Increases customer loyalty and advocacy

• Supports long-term growth and sustainability, crucial during economic uncertainty

How to do Brand Marketing right (from someone who’s seen it all!)

As a New Zealand-based social media and content marketing specialist, I’ve watched local brands succeed and miss the mark spectacularly. Here’s what works:

1. Know who you’re talking to. You can’t resonate with everyone. Pinpoint your ideal customer, learn their language, and speak directly to them.

2. Consistency is non-negotiable. Consistency in visuals, tone, and messaging builds familiarity. Familiarity builds trust. Trust builds relationships.

3. Be authentic. Kiwis spot inauthenticity from miles away. Be real, human, and genuine in every interaction. Authenticity creates emotional bonds that last.

4. Tell stories, don’t just sell products. People remember stories far longer than facts or figures. Share your brand’s story, values, and purpose.

Brand Marketing meets Social Media & Content Marketing in NZ

Social media and content marketing aren’t just tools—they’re THE tools for modern brand marketing in New Zealand. Platforms like Instagram, TikTok, LinkedIn, and content marketing through email campaigns and videos are perfect for showcasing your personality, engaging directly with your audience, and reinforcing your core brand values daily.

Iconic Kiwi brands like Air New Zealand successfully leverage creative video content and engaging social media campaigns to foster deep emotional connections with travellers, keeping them top-of-mind even during challenging times.

Wrapping it up: Should your NZ business be doing brand marketing?

Absolutely. Investing in brand marketing today means you'll see results tomorrow and long after that. It's the heart behind the hustle, the magic behind the metrics.

Ready to stand out online, build lasting relationships, and become unforgettable in your industry? It's time to dive into brand marketing—and we’re here to help every step of the way.

Want to chat more? Drop us a line or slide into our DMs; we love talking brand marketing and supporting New Zealand businesses!