A Short Story: When Influencer Marketing “Worked”… but Didn’t Last
A local lifestyle brand in Singapore once ran an influencer campaign that went viral overnight. Likes spiked, comments flooded in, and traffic surged. But two weeks later, sales dropped back to normal. Customers remembered the influencer—but not the brand.
The campaign wasn’t a failure in reach, but it failed in branding. The influencers posted content that didn’t reflect the brand’s tone, values, or long-term positioning. This is a common issue when influencer marketing is done without branding strategy, and it’s why many campaigns deliver short-term attention but no lasting brand equity.
What Is Influencer Marketing (At Its Core)?
Influencer marketing is a strategy where brands collaborate with creators who have established trust and influence with a specific audience to promote products or services.
Key stats:
- Influencer marketing delivers 11x higher ROI than traditional digital ads (Influencer Marketing Hub, 2024)
- 49% of consumers rely on influencer recommendations when making purchase decisions (HubSpot)
- 61% of consumers trust influencers more than brand-created content (Edelman Trust Barometer)
However, these results are strongest when influencer content aligns with brand identity, not when it’s treated as a one-off promotion.
The Benefits of Influencer Marketing:
Influencer marketing boosts brand awareness, enhances reputation, drives targeted engagement, increases conversions, is cost-effective, creates authentic content, provides social proof, improves SEO, and fosters long-term partnerships for brand loyalty.
Influencer management refers to the process of identifying, engaging, and maintaining relationships with influencers to promote a brand, product, or service.
Some of the key components are as follows:
1. Identification:
Finding influencers who align with your brand and target audience is the first step in influencer management. Influencer content, reach, engagement metrics, and relevance to your industry or niche must be researched and analyzed.
2. Outreach and Engagement:
Establishing a connection with influencers is the next step once they have been identified. This includes reaching out to influencers with personalized pitches, proposals, or collaboration opportunities. Building a mutually beneficial relationship involves effective communication, negotiation, and addressing any questions or concerns they may have.
3. Relationship Building:
In influencer management, relationships are built and nurtured with influencers. Providing information and resources, as well as maintaining a positive relationship, are all part of this process. Establishing trust and loyalty with influencers can lead to long-term relationships.
4. Campaign Planning and Execution:
When working with influencers, you usually plan and execute influencer marketing campaigns. Defining campaign objectives, establishing clear expectations, and discussing deliverables such as sponsored posts, product reviews, giveaways, and brand mentions are all part of this process. The goal of effective campaign management is to ensure that both parties are aligned and that the campaign meets its objectives.
5. Performance Tracking and Analysis:
Managing influencer campaigns involves monitoring and analyzing their performance. Among these metrics are reach, engagement, conversions, and return on investment. Influencer collaborations can be evaluated and improved by making data-driven decisions for future campaigns.
The Gap Problem: Why Many Agencies Do Influencer Marketing Without Branding
Many agencies focus on:
- Follower count
- Engagement rate
- Viral potential
- Speed of execution
But they often skip brand alignment, which leads to:
- Inconsistent messaging
- Confused brand perception
- Short-term spikes with no long-term impact
- Customers remembering the influencer, not the business
Without branding, influencer marketing becomes noise, not brand-building.
Why Influencer Marketing Works Better With Branding Applied
1. Branding Creates Message Consistency
When influencers follow clear brand guidelines (tone, values, visuals), every post reinforces the same brand story.
Consistent brand presentation can increase revenue by up to 33% (Lucidpress).
2. Branding Attracts the Right Audience (Not Just Any Audience)
Brand-aligned influencers attract customers who actually resonate with your values, pricing, and positioning—leading to better retention, not just clicks.
3. Branding Turns Influencer Content Into Brand Assets
Instead of one-time posts, content can be reused across:
- Website
- Social media
- Ads
- Email marketing
This improves omni-channel brand recognition.
4. Branding Protects Long-Term Brand Equity
When influencer content matches your brand identity, it builds trust and credibility rather than confusing customers.
How to Use Influencer Marketing Cohesively With Branding
Key steps:
- Define your brand voice, values, and positioning first
- Select influencers who naturally align with your brand (not just numbers)
- Provide clear but flexible brand guidelines
- Ensure visual and messaging consistency
- Measure success beyond likes: brand recall, trust, conversions
How Lepakcreator Helps Brands Do Influencer Marketing
Many business owners struggle with online marketing because tactics are executed without strategy.
At Lepakcreator, we:
- Clarify your brand positioning before influencer campaigns
- Align influencer content with your brand voice and visuals
- Help you choose influencers that match your brand, not just trends
- Ensure influencer marketing supports long-term branding, not short-term hype
We don’t just run influencer campaigns—we build brand-led influence that lasts.
People also asked online:
What is influencer marketing in branding?
It’s using influencers to communicate a brand’s values, story, and positioning consistently, not just to promote products.
Why does influencer marketing fail for some businesses?
Because it’s done without brand alignment, leading to short-term attention but weak brand recall.
Is influencer marketing effective for small businesses in Singapore?
Yes, especially when paired with strong branding and local influencer alignment.
How do I choose the right influencer for my brand?
Look beyond follower count—focus on audience relevance, values, tone, and content style.
Can influencer marketing build long-term brand trust?
Yes, when content is consistent, authentic, and aligned with your brand identity.
What’s the difference between influencer marketing and branded influencer marketing?
Influencer marketing focuses on reach; branded influencer marketing focuses on brand equity and consistency.
Conclusion
Influencer marketing isn’t just about visibility—it’s about being remembered for the right reasons. When branding is applied, influencer campaigns stop being one-off promotions and start becoming long-term brand builders, so will you continue chasing short-term hype, or start using influencer marketing to build a brand that actually lasts?
We genuinely hope you found it helpful and gained valuable insights. If you ever require further assistance with your marketing endeavors, don’t hesitate to reach out to us. Our team is always ready to provide expert guidance and support. Remember, leveraging the power of influencer marketing can truly transform your brand’s success.
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(Credits: Pexels)
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