Guide
Brand growth
Definition, strategies, examples
Brand growth is the strategic process of attracting new customers by expanding recognition of your business, and strengthening relationships with existing ones. It involves various methods to establish your presence and position within a specific industry or category.
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What is brand growth?
Brand growth is the process of expanding your brand's reach and impact over time. It involves increasing awareness, strengthening loyalty, and engaging new audiences through innovative advertising, product development, and enhanced customer experiences. By leveraging various channels, including Amazon Ads solutions, you can create a cohesive brand story that resonates with your key audiences. Successful brand growth often leads to improved brand equity and increased sales. This process requires consistent effort and a customer-first approach to build lasting connections with your relevant audiences.
What is a brand growth strategy?
A brand growth strategy is a comprehensive plan to connect and engage with larger audiences and increase your brand’s equity over time. It typically involves a combination of brand building and brand loyalty initiatives that aim at accelerating business growth. An effective brand growth strategy aligns with your overall business objectives, and leverages various channels to consistently communicate brand values. This way you can create meaningful experiences for customers across all touchpoints.
Why is it important to develop a brand growth strategy?
A brand strategy is important because it lays the foundation for developing your presence as a business. A strong brand growth strategy enables you to position your business based on unique selling points that make you stand out from your peers. According to Kantar, brands that are meaningfully different to more people command 5 times more penetration today, and real advantage in penetration growth over the next 2 years.1
How to create a brand growth strategy
Building a comprehensive brand growth strategy considers multiple factors that can impact on your long-term business success. It includes a combination of approaches, such as brand development, strategies to solidify your position in your category, new product development, and diversification. Here are the seven key steps to creating an effective brand growth strategy:
Step 1: Identify your key audiences
Before you can work out how to develop your brand, you first need to think about who that brand is for. Clearly identifying your serviceable addressable and obtainable market—or, in other words, the audiences you’re reaching and those you can reach in the future—is the first and most important step. Different people respond to different tones, aesthetics, messaging, and products. Dive deeper into the audiences you want to serve to understand the buyer persona of your ideal customer. This information will be valuable when building your strategy as it will help you shape a value proposition and messaging that drive conversions.
Step 2: Define your brand’s purpose and position
Think about where your brand fits in your industry. Start with a single purpose or mission statement that clearly articulates what you want your business to accomplish. This statement will inform other brand activities, so it needs to align with your long-term business vision as well as your core brand values. If you’re having trouble creating a mission statement, try answering a few fundamental questions about your business.
For example:
- Why does your company exist?
- What problem can your product or service solve?
- What makes you unique?
- Why should customers buy from you instead of a brand similar to yours?
Step 3: Create a brand story
A brand story that resonates with your buyer personas can make a big difference in driving repeat purchases. This is because stories that are relatable connect with people on a personal level and help build not only differentiation but also brand loyalty. Customers get exposed to thousands of marketing messages daily. Storytelling is an effective way to create memorable moments so your message and your brand make a lasting impression and your business is top of mind when shoppers are about to make a purchase decision. Ensure that your story aligns with your core values and your mission statement, and feed it into all external communications, from the copy in your ads to the content on your landing pages.
Step 4: Create a home for your brand
No matter the size of your business, creating a dedicated digital space for your brand will give you an immersive place to introduce audiences to your story, mission, and products. Your brand home will serve as a point of reference for existing and new customers and a window into everything you offer, creating opportunities for deeper connections. Such connections can help you build resonance through content marketing activities and inspire repeat purchases through seasonal promotions. Brand Stores is way to get started, and build loyalty with millions of shoppers. Creating and maintaining a Brand Store is free, and you don’t need to advertise on Amazon to create one.
Step 5: Turn browsers into buyers
By this point in the brand growth process, you should be clear about your ideal audiences, the key messages and story you want to tell, and the place you want to direct them to—your storefront. The abundance of brand messages shoppers are exposed to daily, makes it rather difficult to cut through the noise and reach the right audiences for your business. Using digital advertising is one way to help put your business front and center. Sponsored Brands can help you stand out in the Amazon store and accelerate your sales growth by reaching shoppers with high quality custom creative in prominent placements.
Step 6: Expand your reach through brand building
Think of brand building as a way of introducing your business into the world. This is possibly the most important part of the brand growth strategy after launching your brand. It essentially refers to connecting with your audiences through as many relevant and diverse channels as possible. The key to brand building is to take a full-funnel approach that involves the entire shopping journey and to know where your advertising budget will be most effective, without over-saturating your audiences.
Step 7: Don’t be afraid to rebrand
While brand consistency is critical for long-term stability and engagement, you don’t need to continue with strategies that are no longer working. Sometimes, a rebrand can be a natural evolution in your growth journey and the most practical solution to continue appealing to your consumers while helping you attract new audiences. A rebrand can refer to something as simple as a minor logo change to a complete transformation of color scheme, tone of voice, and even audience demographic. Depending on the goal, something as simple as an adjusted logo font can have a significant impact on your public-facing image. A rule of thumb is to conduct tests before rolling out a rebrand, no matter how small. Listen to your audience through feedback surveys, social listening, and their reviews to make informed decisions and follow a simple A/B test format to increase your chances of a successful rebrand. This can be as simple as launching ads with variations in the creative and then compare engagement to understand what resonates most with your key audiences.
Examples of brand growth strategies
Case Study
During Prime Day 2024, CRBN Pickleball, a premium pickleball brand, wanted to grow their brand and drive sales. They leveraged a full-funnel strategy combining Sponsored Products, Sponsored Brands, and Amazon Live.
Case Study
Keto-friendly sweet company Oomph! Sweets wanted to grow their brand while increasing customer engagement. In November 2023, they launched a Sponsored Brands video campaign to promote a new product: Indulgent Chews. They saw a 303% month-on-month increase in branded searches2. In January 2024, the brand ran a Sponsored TV campaign which received 1.1M impressions within a month and 96% new-to-brand customers when paired with Sponsored Brands.
How to grow your brand in the Amazon store and beyond
Your business deserves to be discovered and elevated. Amazon Ads can help you create a dedicated storefront to tell your unique story, link product discovery to purchase, engage your audiences across their shopping journey, and continue to reach new customers most relevant to you and your business.
- Brand Stores is your dedicated storefront through which you can introduce your brand to the world, drive product education, and tell your unique brand story with engaging content like lifestyle imagery or videos, all in one place. We found that shoppers who visit a Brand Store during their shopping journey purchase 53.9% more frequently and have a 71.3% higher average order value compared to those who didn’t visit a Brand Store.3
- Sponsored Products and Sponsored Brands are two self-service advertising solutions that work effectively together. Sponsored Products are beginner-friendly cost-per-click ads that showcase individual products in the Amazon store and select premium apps and websites. Sponsored Brands help showcase the full suite of your products by surfacing them in prominent placements and with engaging creatives. Using these two solutions together helps connect product discovery to purchase. On average, brands that used a Sponsored Brands video campaign and a Sponsored Products campaign saw a 39% increase in ad-attributed sales a month after launch.4
- Sponsored Display campaigns help connect your business with customers both in the Amazon store and beyond through thousands of Amazon-owned and third-party destinations, such as Prime Video and Twitch. It’s an advertising solution designed for everyone, whether you sell in the Amazon store or not and can help you discover, reach, and engage the right audiences in the right context across their shopping journeys. With built-in features such as “cost controls”, you can automatically tailor your advertising spend to your own business objectives through machine learning models.
- Sponsored TV can help you reach and inspire audiences on the largest screen in the home. It’s a self-service advertising solution that caters to brands of any size. Powered by billions of first-party shopping and streaming signals, these Streaming TV ads can help your brand connect with the right viewers, at the right time on streaming services, such as Freevee and Twitch.
How do you measure brand growth?
Brand growth can be measured in a number of ways depending on what you’re trying to achieve—increase brand awareness, consideration, purchase, or loyalty—and the channel you’re leveraging. Some of the commonly used metrics include website traffic volume and referral traffic (whether it’s organic or through paid media), social media engagement, share of voice, sales growth, repeat purchases, and customer lifetime value (CLV)—the total amount you earn from a customer over the course of their relationship with you. The key is to assess these metrics over time and review them regularly to understand what is working well and what doesn’t. Use the learnings to optimize your strategy.
Amazon Ads can help you make informed marketing decisions using measurement and analytics that are easy to understand and can help you quantify your brand equity. Relevant metrics include: clicks, top-of-search impression share, new-to-brand metrics that measure orders and sales of your products generated from first-time customers, repeat purchases, viewable impressions, brand searches, return on advertising spend (ROAS), and Amazon Brand Lift, which helps provide insights into the impact of your campaigns in the context of your business objectives. Consistently analyze these metrics to assess your brand's growth and make timely decisions to enhance performance.
FAQ
Amazon Brand registry is a free program that helps you protect your intellectual property (IP), manage your listings, and grow your business—whether or not you sell in the Amazon store.
Brand value growth is the increase in a brand’s financial worth and improvement in consumer perception over time. It reflects how much additional value your brand brings beyond physical assets.
Brand growth vision is a long-term strategic plan that outlines how a business aims to expand and strengthen its brand. It typically includes goals for brand awareness and loyalty.
Brand-led growth is a strategy that prioritizes building and leveraging a strong brand identity to drive business expansion. It focuses on creating emotional connections with customers to foster loyalty and attract new business.
A growth plan is a strategic document outlining specific actions, objectives, and timelines for expanding a business. It covers areas such as business expansion, product development, and revenue goals. Learn more about growth marketing.
To write a growth plan, start by setting clear objectives, analyze your current position in your industry or category, identify growth opportunities and relevant strategies, set measurable goals, and create an implementation timeline.
Building a brand typically takes 1-5 years for significant recognition, but can vary widely depending on factors like industry, marketing budget, and strategy. Consistent effort over time is key.
The cost to build a brand can range from a few thousand dollars for small businesses to millions for large corporations. Factors affecting cost include market research, brand visual designs, advertising, and ongoing marketing efforts. Amazon Ads provides creative solutions tools that can help bring some of that cost down while not only maintaining but also amplifying your brand aesthetic.
If you have limited experience, contact us to request services managed by Amazon Ads. Budget minimums apply.
1The Blueprint for Brand Growth: How marketers can influence revenue and profit, Kantar, 2024
2 Source: Oomph! Sweets, US, 2024
3 Amazon internal data, WW, 2024
4 Amazon internal data, WW, August 2022-July 2023. Advertisers spending at least $100 during the study period.