Brand advertising is a form of advertising used to establish connections and build strong, long-term relationships with consumers over time.
Companies that use brand advertising aim to get long-term positive recognition by establishing brand identity, credibility, and loyalty, and connecting with prospects intellectually and emotionally to motivate them to take action in the future.
How does brand advertising add value to a brand?
Even without easy tracking and measurability, brand advertising campaigns still add tremendous value. With more consumers aware of your brand, the more they trust and stick with you throughout the buyer’s journey.
Let’s take a look how brand advertising adds value to a brand during each of the beginning stages of the funnel.
Exposure: Establishes brand identity
During the exposure stage, it’s crucial to deliver a great first impression to establish a strong, positive, consistent brand identity (aka character or personality). Brand identity is determined by a variety of components: the brand’s logo, fonts and colors, web presence, and other visual elements.
These elements say a lot about the brand. A serious, corporate brand (such as a legal or finance company) is likely to have a more professional brand identity — portrayed through a plain logo, basic fonts, simple web presence, etc. Citibank, for example:
Conversely, a more playful logo, font, and web presence is more suitable for a lighthearted, recreational company, such as a family restaurant or board game company, like Hasbro:
Some brands have developed such a strong identity that people recognize them without even requiring the brand name. Chances are, you know what companies these logos belong to without any additional context:
Nike’s swoosh, Twitter’s bird, and Apple’s bitten apple have become so synonymous with their corresponding brands that they don’t even include their brand names anymore, and people can still readily recognize them.
Influence: Ensures brand credibility
Customers are more likely to buy from brands they trust, and effective brand advertising inspires trust and builds credibility. One way to do this is to portray your brand as an industry leader to outperform competitors.
For example:
- Launching branded campaigns in which industry/company experts offer their knowledge and advice
- Paying to sponsor community events
- Hosting charities for causes relevant to your business — natural disaster, wildlife and environment, disease and disorder, medical research, human rights, school reform, etc.
All of these methods can help create positive news and recognition for your brand, which helps boost brand trust and credibility.
Engagement: Builds strong connections with prospects
The best brand ads are those that offer solutions and help build strong connections with prospects. In addition to making intellectual sense (targeting the most appropriate audience), these ads must also make emotional sense to encourage meaningful communication and engagement. If people feel they can’t communicate and form a personal relationship with your brand, they will likely forget about you.
Two essential components can help you engage your target audience in a positive, relevant way:
- Catchy slogans, such as McDonalds’ “I’m lovin’ it,” Wheaties’ “Breakfast of Champions,” Nike’s “Just do it,” Campbell’s “Mm mm good”
- Memorable spokespersons, such as the Monopoly Man, Mr. Peanut, the Geico Gecko, Michelin Man, Tony the Tiger, Kool-Aid Man, Jolly Green Giant, the Pillsbury Doughboy
When used in brand ads, both of these components make it easier for prospects to remember your brand, connect, and buy into your brand’s story.