Branding and Advertising
So, you have created a great product or service but still it’s not giving back the result you were expecting. The point here is, no matter how much you publicize the greatness of your product or service, that alone won’t guarantee success. In the consumer marketplace, you must also establish a unique, memorable, trustworthy profile by capturing consumers’ attention. The key to accomplishing this is Branding and Advertising.
The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver.
Let’s see the difference between Branding and Advertising, and then, we’ll see what is Brand Advertising.
What is Branding
Branding is all of the ways you establish an image of your company in your customers’ eyes.
So, what are the ways to brand a company? Well, it has many ways, like: by building a website that describes what you offer, designing ads that promote your goods and services, selecting specific corporate colors that will be associated with your company, creating a logo, and featuring it across all your social media accounts. So what you are doing here is that, you are shaping how and what people’s perceptions of your business are.
Next question—what exactly does it do? It’s the impression that pops into the minds of people when they hear your business’ name. It’s based on a feeling they have that is based on their experiences they’ve had with you, good or bad.
You can see some examples of Branding here.
Why Branding is important?
The purpose of branding is to create a loyal community of consumers around an idea and shared values, and, of course, to encourage using your products or services.
Here are few reasons why branding is so important in Branding and Advertising:
- Make your company recognizable
- Build trust with customers and stakeholders
- Gain competitive advantage
- Connect with your audience on an emotional level
- Create employee satisfaction and attract new talents
Elements of Branding
Below are the elements of branding in Branding and Advertising:
Name: The first and most important element. Name is used to identify the product and/or service.
Logo: As important as name. It is a symbol or a design adopted by the business to identify its brand. It should have a visual appeal to attract the customers.
Color: A color mostly used by the business in its marketing messages to describe or complement the brand. The color combination should be chosen with utmost care as this is going to stay for long with your business.
Vision: The group of goals or objective behind the brand that help guide its activities and its future.
Message: The value proposition of the brand which it conveys through the brand personality to set the brand positioning.
Shape: Either the distinct shape of the offering or the shape of the packaging.
Graphics: The uniform and distinct aesthetics used in the marketing messages.
Sound: The sound used in the marketing messages to reinforce the brand identity.
Types of Branding
- Personal Branding
- Corporate Branding
- Geographical Branding
What is Advertising
Advertising is a content you pay to place on a property other than your own to get your messages out to customers and encourage them to take a specific action.
It is an attempt to influence the buying behavior of customers or clients with a persuasive selling message about products and/or services. In business, the goal of advertising is to attract new customers by defining the target market and reaching out to them with an effective ad campaign.
You can see some examples of Advertising here.
The Objective Of Advertisement
Below are the objectives of advertisement in Branding and Advertising:
- To create awareness
- To help buyers remember you
- To generate sales
- To boost your company’s image
- To drive traffic
- To keep buyers updated on your business
- To stand out from the competition
- To draws new customers to the business
Common Advertising Methods
Below are the common advertising methods in Branding and Advertising
Online advertising: There are lots of social media platforms like, Facebook, Instagram, Twitter, LinkedIn etc. which can be used as advertising the products and/or services.
Newspaper advertising: When it comes to reaching out to masses, newspaper advertising still tops the chart.
Yellow Pages: Due to the environmental concerns, the use of printed pages is on decline. However, you can access its online version.
Direct mail: It’s very useful and comes in two methods of delivery. 1). Via post which can be costly. 2). Sending brochures, flyers, pamphlets etc which is relatively less costly to post.
Cable TV and radio: This is costly but worth paying as this attracts more customers due to its audio-video capability.
Cold calling: This means that directly making a phone call to existing customers and potential customers. You must possess good oratory to successfully persuade the customer.
Vehicle (wrap) advertising: This requires a vehicle to be turned into “mobile billboard”. Vehicle ads are head-turner and in a major metro area can be seen over a million times a month.
SMS: The Short Message Service is a source of mobile advertising. Users are informed about the product or service in 160 or fewer characters. This was when the internet was not available on mobile phones.
Related: How to Leverage Email Marketing
What is Brand Advertising?
Brand advertising is a form of advertising which 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. These companies establish brand identity, credibility, and loyalty with their prospects intellectually and emotionally.
How does Brand Advertising add value to a brand?
Exposure: This establishes brand identity
Influence: This ensures brand credibility
Engagement: This builds strong connections with prospects
In a nutshell, Branding is the Core of the business. It is all about visuals. It tells potential customers what your business is about, how it should make them feel and whether your services are right for them, all without uttering a single word.
While Advertising is selling your brand. If a brand is an idea that a business has created around the product itself then advertising is all about how you sell that brand, effectively.
The mode of advertising can take many forms like: giant billboards, TV advertising, radio, e-mails, social media, and newspaper.
Thus, Branding and Advertising should be used diligently to get full result out of it and dominate in the business.