Brand advertising is at the heart of the success of any business. As a business owner, it’s all too easy to make the mistake of thinking of your brand as a logo and color scheme along with a tagline. To the consumer (remember them? They’re the people who keep you in business), your brand is synonymous with your company. People build a relationship that can be very personal to your brand, not your company itself. The best brands build an emotional connection with consumers, which leads to customer loyalty.
Successful brand advertising is all about building this connection with the consumer, more importantly establishing your business or your product as something that is a familiar quantity to them, something reassuring that they can trust. You already know how good your product or service is; but that alone will not guarantee your success. You need to raise the profile of your brand to grab the attention of consumers and start building a relationship with them based on trust.
While some mediums lend themselves more easily to brand advertising than others, a comprehensive rebranding or rebranding campaign will typically take place across several different mediums. Print and television media are often the media of choice for brand advertising, including ads in publications, billboards, and other types of advertising, as well as “captive audience” formats such as subway and bus ads.
Television is also a visual medium and as such can have a huge brand impact on consumers when used effectively, but regardless of your chosen medium, simplicity is the best way to advertise your brand. A mix of brand advertising in print and television media is often a good mix of media for a brand advertising campaign. Your other marketing efforts can build on your brand later, but when you need to establish a presence for your brand, keep it simple for the biggest impact.
Radio ads and online advertising can also be added to your brand’s advertising campaign; While they are generally not a suitable replacement for more traditional print and television placements, they can be a valuable part of your branding efforts. Online advertising in particular is growing in popularity, with an increasing number of businesses choosing to go where consumers are, which in many cases is online. Online brand advertising incorporating banner ads, blogs, and even videos is becoming more common and seems to have an effect on the consumer; which means these online brand advertising places should be ignored at your own risk as a business.