What is brand advertising?
Brand advertising is at the heart of the success of any business. As a business owner, it is very easy to make the mistake of thinking of your brand as a logo and color scheme along with a tagline. For the consumer (remember them? They are 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, leading to customer loyalty.
Successful brand advertising is about building this connection with the consumer, and the most important thing is to establish your business or your product as something they know, something comforting 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 get the attention of consumers and start building a relationship with them based on trust.
While some media lend themselves more easily to branding than others, a comprehensive branding or rebranding campaign will generally take place across a number of different media. Print and television are often the media of choice for brand advertising, including advertisements in publications, billboards and other types of advertising, as well as “captive audience” formats such as subway ads and buses.
Television is also a visual medium and as such can have a powerful brand impact on consumers when used effectively, but regardless of the medium chosen, simplicity is the best way to advertise your brand. A combination of brand advertising in print and television media is generally a good media combination for a brand advertising campaign. Your other marketing efforts may build on your brand later, but when you need to establish a presence for your brand, keep it simple for the most impact.
Radio spots and online advertising can also contribute to your brand’s advertising campaign; While they are generally not a suitable substitute for more traditional print and television placements, they can be a valuable part of your branding efforts. Online advertising in particular is gaining popularity, with a growing number of businesses choosing to go where consumers are, which is online in many cases. Online brand advertising that incorporates banner ads, blogs and even videos is becoming more common and appears to have an effect on the consumer; which means that these online brand advertising venues should be ignored at your own risk as a business.
