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Why brand Marketing and Customer Marketing need to work together

Creating a brand is far more than just creating a logo and a product or company name. Nike is more than the ‘swoosh’ and Apple is more than the ‘apple’ imagery. Creating a brand identity should represent how you want your product or company to be seen by consumers or shoppers. For example, is the brand premium, fun, modern, or discerning?


Deciding what your brand represents should start with why the product was created in the first place. Was there a gap in the market or an opportunity to ride on the coat tails of another brand? Who is the product targeted at? Young, old, affluent or mainstream? The why and who is fundamental to creating the brand identity. Starting with the logo, if you are modern choose modern fonts and colours, if you are targeting the more affluent, ensure your logo reflects a premium look.

Marketing to the target consumer

Some companies choose to create a strapline, such as John Lewis’s ‘Never knowingly undersold’ or Tesco’s ‘Every little helps’. The aim of straplines are to resonate with target audiences and create a brand personality. Brand creation doesn’t stop there though. ‘Through the line’ (both on TV and billboards and in store or digital) marketing campaigns should also reflect the brand identity. John Lewis for example are targeting the more affluent consumer and pride themselves on quality. They are therefore unlikely to sell and promote cheaper items or heavily discount ranges as this doesn’t create the right image.


Brand marketing is owned by marketing departments; it is their role to create marketing campaigns to attract consumers and think about the overall brand message. In many organisations, they also have Customer or Commercial Marketing departments. Their role is to market the brand to customers that may buy it, such as a supermarket chain or to the end shopper – thinking about how a promotion is executed in store. Both brand marketing and customer marketing have an important role to play. More importantly these two ‘brand owners’ need to work in unison ensuring that all marketing activity – whether TV advertising or a promotion in Tesco Supermarket is consistent, conveying the same brand messaging, the same imagery and ultimately the brand identity.

Consumers and Shoppers are different

A customer marketeer needs to consider how the customer (retailer and shopper) will receive the brand. They need to understand what the benefit is to the retailer to have a marketing promotion on a brand. – it isn’t always about margin. Will it drive footfall or increase basket spend? Is the promotion tailored to the retailer and suitable for their shoppers? Remember that shopper demographics vary by retailer, based on their target market and their marketing campaigns. An Aldi shopper is very different to a Waitrose shopper for example, so make sure the marketing campaign is relevant to them. A customer marketeer also needs to aware of restrictions and procedures within a retailer. Some allow off shelves displays for example, others don’t.

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Work as one

By brand marketing and customer marketing working together, you will ensure you will have a successful ‘through the line’ marketing campaign, one that attracts and is appealing to consumers, shoppers and customers and therefore likely to drive more purchase and brand affinity.


So, if you would like to know more about brand marketing or commercial marketing, please get in touch at Our book onto one of our Marketing programmes