As a senior regional marketing manager at Hancock Whitney Bank, Courtney Hart knows a thing or two about how to effectively market brands.
In her role, she is constantly engaged in building and maintaining Hancock Whitney's corporate brand, including leading marketing efforts, managing donations and sponsorships, and coordinating press releases.
We spoke to Ms. Hart to find out her tips for effective brand marketing.
- More than anything, Consistency is key.
Create and adhere to strict brand standards across all marketing channels to ensure clear messaging that reflects your brand's core values. Always stay true to those values. If possible, test your messaging with members of your target audience to gather honest feedback.
2. demonstrate commitment to your community.
Demonstrating your commitment to your community and service will help strengthen your brand value. For example, Hancock Whitney's partnership with LSU was a great way to introduce the bank to potential customers, support community service and educational initiatives, and demonstrate the strength and stability of the brand over its 125-year history. Hart says.
3. Embrace digital channels.
While it may seem obvious to some, it's important to remember that digital channels have become essential for effective brand marketing. This is especially important if you're trying to reach a younger audience.
“We feel like digital allows us to reach a wider audience,” Hart says. “It’s important to appeal to younger generations because they may not go into a brick-and-mortar store or browse a print publication.”
Four. Track your analytics and See what works and what doesn't.
If you choose to embrace digital channels, it's important to monitor social media campaign analytics and click-through rates for web-based promotions. That way, you'll have a better understanding of what's working well for your brand and what still needs improvement.
Five. Customize your marketing Consumer needs.
Always take into account the specific needs of potential customers and ensure that a variety of products are available to cater to different consumer segments.
“Whether you're a small business, a nonprofit start-up, or a large construction company, we have products for every consumer,” Hart said. “We want to try to let all of these viewers know about the opportunities that are available to them.”
