When a product enters the market newly— it’s like an empty box. To people, it has no meaning. Zero associations. Nobody knows what it’s about, what it stands for, or what advantages and values it holds and offers.
The product just walks around the marketplace unclothed and lonely without friends or fans.
Then branding comes in and defines how to position that product in the minds of the people— so that it could gain that sustainable advantage, that valuable position in the minds of those it is meant for.
There was a time Coca-cola walked unclothed without meaning to anyone but today the sight of the bottle alone gives off the impression of “the real thing that refreshes”
The same goes for NIKE and other top brands in the market today.
Every business, especially those set for the top, must be ready to drive their products to success using the wheels of advertising.
For a product to earn meaning, brand advertising has to step in.
Brand advertising plants and grows associations, ideas, and impressions about a particular brand in the minds of people.
A brand is a feature, name, and deliberately designed standards that set the product apart from other similar ones.
Effective brand advertising is fascinating and memorable. It compels the consumer to take a step toward purchasing the product or service being advertised.
What is Brand Advertising?
Brand advertising is a form of product promotion that helps establish connections and build strong, long-term relationships with consumers over time.
Companies that use brand advertising aim to get long-term positive recognition because they have created a lasting impression in the minds of their customers.
These companies establish brand identity, loyalty, and credibility with their prospects emotionally and intellectually.
Brand advertising aims to create a product that will hook the audience and lead the current market.
Why is Brand Advertising Essential?
This type of advertising is all about developing brand awareness and recognition, trustworthiness, market reach, product visibility, and the overall reputation of your brand.
It is a way to promote your product outlandishly and recognizably to spotlight your brand, it’s a particular value for customers and reveals what sets you apart from others.
Correspondingly, products or services that you offer your customers will have a greater value.
Brand advertising pursues a long-term goal of building an unceasingly growing base of loyal customers through communicating your brand’s values and identity.
Therefore, a successful brand advertising strategy can help you stand out from the crowd and take your business to the next level, skyrocket sales, attract new customers, and set your foot ahead of your competitors.
Brand Advertising Objectives
#1. Brand awareness
#2. Brand loyalty
#3. Brand advocate
#4. Brand equity
#5. Brand engagement
#6. Brand image and identity
Building a brand is a demanding and crucial step in your business’s success. Brand advertising objectives are the main goals of any brand, such as creating a particular image in the market or boosting revenue.
Let’s touch on the most common brand advertising objectives that companies usually pursue while designing their brand strategy.
#1. Brand awareness
Raising awareness is the main task to make customers identify and recall your product or service through diverse advertising activities.
#2. Brand loyalty
It’s important to make customers not just identify and choose your brand but stick with it. The primary task is to persuade customers to opt for your brand by showing them product value and uniqueness.
#3. Brand advocate
Increase the number of customers who will endorse your product or service to others.
#4. Brand equity
Authoritative and hard-shell brands are believed to be more successful since people prefer a well-known company to a less recognizable one.
#5. Brand engagement
It’s better to work towards improved engagement from your active users. The more users that engage with your brand (visit your website, make orders, or review products), the higher your chances are to build a recognizable brand.
#6. Brand identity and image
People need to recognize your brand through visual elements such as logos, symbols, colors, packaging, etc.
Brand Advertising Strategies
#1. Brand-name recognition
#2. Individual branding
#3. Attitude branding
#4. “No brand” strategy
#5. Brand extension
#7. Private label
#8. Crowdsourcing
A brand advertising strategy is a general approach you choose to promote your brand and make it visible and widely known.
If a brand strategy is clear-cut and executed, you will be able to achieve reasonable results.
There are plenty of brand ad strategies based on the target audience, budget, and advertising campaigns, but we will touch on the most common ones below.
#1. Brand-name recognition
People recognize a company by its brand name slogan, logo as well as colors. Great examples are Apple and Starbucks Coca Cola which use the weight of their brand name to drive sales and attract customers.
#2. Individual branding
This strategy is put to use when a large company has subsidiary products, which function individually under their name. For instance, Mars, Inc. produces Snickers, Bounty, Twix, and M&Ms.
#3. Attitude branding
This is a powerful strategy to consider. Companies like Nike perform attitude branding by bringing a personality and showing their particular style.
#4. “No brand” strategy
This minimalist approach can bring outstanding results for your brand. The design of the logo and product itself is generic but uncomplicated and creative at the same time.
#5. Brand extension
This particular strategy is leveraged when a well-established company decides to create new products or services.
The latest products or services will still carry the primary brand identity. For instance, Fender produced guitars and then extended its brand with the manufacturing of earbuds.
#6. Private label
This strategy is extensively used among supermarkets. For instance, Walmart sells products at a more sensible price to beat competition from larger, well-known brands.
How to Develop an Effective Brand Advertising Strategy
#1. Define your company vision
#2. Identify the target market
#3. Stay consistent
#4. Draw real emotions
Brand strategy is vital to your overall advertising plan as it helps establish sustainable relationships with clients and make them choose your brand over your competitors.
If you want to set up a well-running business and create a successful brand strategy, there are a few things to consider.
Before you define your brand vision, you have to answer various questions that will help you make the right decision:
#1. What is the key mission of your product?
#2. What are the key features that set you apart?
#3. Who are your clients?
#4. What impression do they already have about your product?
#5. What are the main things you want clients to associate with your brand?
Now that you have answered these questions, you should have a better idea of how to design your brand strategy.
Here are the main tips that will guide your brand strategy definition.
#1. Define your company vision
Create a list of features that you want your brand to be known for. Come up with a strategy that will communicate these features to your customers through various advertising channels.
#2. Identify the target audience
Brand advertising will be successful only if you determine your target customer correctly. Identify your audience, not just by their surface demographics.
Dig deeper, review details, and try to define their psychographics as well.
#3. Stay consistent
You must come up with an identifiable name, colors, logo, and communication style with your customers. Consistency is the key to creating and sustaining reliable brand recognition.
#4. Draw real emotions
It’s mandatory to establish an emotional connection with your clients. Offer the best service possible, show concern about your customer’s satisfaction, and create advertising campaigns that will evoke emotions.
Creating an emotional response is crucial for your success and to establishing brand loyalty.
Brand Advertising Example
We have mentioned some brands and their general brand advertising strategies. The most noteworthy example, Nike, was established 55 years ago.
Now Nike is known all over the world, and the company rake in more than $35 billion in yearly revenue.
Customers continue to choose Nike, despite having many other alternatives, because of their superior brand advertising.
Nike’s logo is known everywhere and is instantly recognizable in the marketplace. Nike creates high-quality sportswear and shoes and knows how to make customers crave to buy their products through successful brand advertising.
Nike’s brand strategy was defined and decided upon long ago. Their website, customer support, and marketing activities are first-rate.
In their brand ad campaigns, they often involve a particular personality to speak and continue to customers’ emotions.
Nike’s personality is open about failures, struggles, and the ways they conquer all the hurdles related to sports.
Through several kinds of visual marketing such as promo banners, and videos, Nike drives sales.
This method is hugely motivating for people, evokes sheer emotion, and spurs customers to carry on with challenges while choosing their brand.
This is what you need to strive for. Consistent, emotional, and motivational content that makes people believe and trust a manufacturer and stay with their brand for a long time.
The importance of brand advertising for your business’s success is indisputable.
It’s recommended to take care of it in the early stages of product development to build a brand that will be recognized by customers endlessly.
By applying these tips, you will be one step closer to creating a successful, sustainable, and memorable brand image. Raise brand awareness, boost loyalty, and be ready to harvest success bountifully.
Conclusion
Thousands of brands in different niches, from Health and Wellness to fashion, worldwide are continuously striving to retain and capture newer customers.
The one thing that all of these brands have in common, is that they are trying to stand out from their competitors.
Brands like NIKE, Coca-cola, Netflix, etc have all gained success through aggressive brand advertising.
Brand awareness through advertising can impact consumer lifestyles and purchase decisions to the point where they don’t have to think twice before buying from you.
I hope this article helps your brand journey to success by leveraging the wings of brand advertising. Good luck.
