Brand advertising is in the heart of every business success. It is all too easy as a business owner to make the mistake of thinking the brand logo and color scheme along with a slogan. Consumer (Remember them? They are people who keep you in business), the brand is synonymous with your company. People build relationships that can be very personal to your brand, but not a company per se. The best brands build an emotional connection with consumers, which leads to customer loyalty.
Effective brand advertising is all about building this connection with consumers, most importantly to your company or your product as something that is a known quantity to them – something comforting that they can trust. You already know how great your product or service; but it alone will not ensure success. You need to raise the profile of the brand to get consumers’ attention and begin to build a relationship with them based on trust.
While some media lend themselves more readily to brand advertising than others, a comprehensive campaign of brand or re-branding will usually be of several different media. Print and television are usually the media of choice for brand advertising, including advertising in publications, billboards and other advertising as well as ‘captive audience’ formats such as advertisements on subways and buses.
is a visual medium, and as such it can make a powerful brand impact on consumers when used effectively, but regardless of the media chosen, simplicity is the best way to promote your brand. The combination of print and television media brand advertising is usually a good media mix for the brand campaign. Other marketing efforts can build your brand later, but when you need to establish a presence for your brand, keep it simple for the biggest impact.
radio spots and online advertising can also add brand advertising campaign; While they are generally not suitable substitute for traditional print and television placements, they can be a valuable part of branding efforts. Online advertising in particular is growing in popularity, with an increasing number of companies choose to go where consumers are ‘which is online in many cases. Online brand advertising incorporating banner ads, blogs and even video are becoming more common and they seem to be affecting consumers, which means that this online brand advertising venues are to be ignored at your peril as a business.