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sold, but still the brand stands for the clothing. The brand needs to sell a unique story that makes the label different from other vintage sellers. (Heth n.d.) One strategy that is used in the fashion industry, which also matches with the social media brand voice model, is to create one unified template for the brand appearance. The color palette and the tone for instance need to be defined and carried out through all social media actions. This makes the customer recognize the brand at first sight and builds trustworthiness. (Dunlap 2018.) 3 Marketing strategy A marketing strategy is a set of guidelines which helps a company focus on its targets. This set contains information about decisions on marketing actions, the market, or communication of a product, for example. In order to build a marketing strategy, different strategic marketing decisions need to be defined. The strategic marketing decisions help to make the strategy rather detailed and understandable. (Shankar & Carpenter 2012, p.23.) The marketing strategy aims to exploit the full potential of gaining the attention of customers. The company will be given a straight direction in order to reach potential customers. (Chan 2019.) In the following chapters, more details about creating a marketing strategy for a company will be explained. 3.1 Definition of marketing strategy and strategic marketing decisions One simple definition of the term ‘marketing strategy’ is given by Chen (2018). A marketing strategy is a business's overall game plan for reaching people and turning them into customers of the product or service that the business provides. This implies that the marketing strategy contains different tools and basic parameters that a company uses throughout all business activities. The marketing strategy contains information about the targeted consumer, the competitors, the used channels, values for the consumer and the brand message, for example. (Chan 2019, Chen 2018.) 18PDF Image | Brand-Awareness through Marketing on Instagram
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