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... (More)