How to create customer loyalty and more through brand advertising
Here, you’ll find:
- Why brand advertising is important
- Tips for successful brand advertising
- How to make your company stand out from the competition
- Real-life examples of brands who do it right
Picture it: You’re the new owner of a bakery shop. You make everything from scratch, and your customers love your desserts. But you’ve got competition: from a grocery store down the street to other bakeries offering similar treats.
How do you do it?
One effective way is through brand advertising. Through brand awareness, companies can create life-long customers who are loyal to your brand. Here, we’ll show you how to create an impeccable advertising strategy that can enhance your company’s reputation. Let’s dig in.
What is brand marketing?
Brand marketing is a form of advertising that puts your brand front and center along with your products or services. The aim is to build a customer relationship that’s directly tied to your brand. The brand is the hook that makes customers loyal to a certain product. Your brand, after all, is the face of your company.
Some ways you can make your particular brand unique include:
- Unique fonts or designs
- Eye-catching logos
- A brand mascot
- A custom song, jingle or sound (think: the NBC chimes)
Regardless of the ad style, one of the main goals of brand advertising is to make your company stand out from competitors and their ads. To do this, it’s crucial to portray a clear and direct message to the consumer, while tying that message back to your company. The message should work to resonate with your particular demographic on an intellectual or emotional level as well.
- Example: If you’re marketing cereal to children, you can create a talking animal as your mascot. When those children become adults, they’ll likely remember your mascot fondly and continue buying the cereal for their children. We’re guessing you can remember at least one mascot from your childhood — Toucan Sam, anyone?
Creating that connection with your consumer helps foster a sense of emotional attraction to a brand. Instilling brand loyalty also requires a degree of influence over consumers. Your ad can teach them about something or entertain them through humor.
How can I influence my customers?
If there was a sure-fire way to get your prospects to take a desired action, all businesses would be doing it. But although there’s not One Weird Trick, there are steps you can take to better position your ads to influence customers.
These steps include:
- A well-design website that’s visually appealing and easy to navigate
- Consistent ad, content, and site copy that speaks to your audience in their tone of voice and language
- Clear, eye-catching calls-to-action (CTAs)
To further influence customers, you can use use the “foot in the door” technique. It’s a tactic that asks the customers to submit to a small request before asking them to commit to a larger one.
- Example: You can ask customers for their email addresses to sign up for a newsletter. From there, you can send them information highlighting the beneficial aspects of your product as well as educational or informative content (of course, don’t just spam them with offers and bragging about yourself).
The foot-in-the-door strategy is one of the most effective marketing methods because people who submit to small commitments are more likely to make bigger commitments, according to experts.
How can I differentiate my brand from others?
You can distinguish your brand by thinking outside the box. OK sure, but what exactly does that mean?
For starters, look at your competitors. How can you do things differently, or reach your target audience in a fresh, new way? It can be scary to try to reinvent the wheel, but look at this as a great opportunity to get creative.
If a competitor isn’t on social media, you can create a compelling campaign that attracts online visitors. You can also hold a fun contest on social media where you can give prizes to winning participants, or partner with a popular industry influencer.
If you’re still stumped, take a cue from your current customers. For example, makeup brands like CoverGirl began tapping male beauty influencers for their campaigns after noticing their growing popularity on social media. And recently, retail company Dick’s Sporting Goods announced a women’s initiative to help support more women in sports and appeal more to that demographic.
How do I create a brand campaign?
Before you start mocking up a marketing campaign, make sure you’ve got a firm grasp on your personas. Create a full profile of your customers to understand their wants and needs. When creating a profile, try to answer these questions:
- What is the age of my target demographic?
- Where do they live?
- What are their general interests?
- What is their income level?
- Are they in a particular industry or profession?
- What are their concerns or problems?
- How can my product solve their problems?
From there, you can craft an appropriate marketing strategy that’s tailored to a specific audience. It’s a better (and more cost-effective) alternative to reaching out to a general audience across the country who may or may not be in the market for your product. Plus, catering to a targeted audience allows to you mention specific problems that are endemic to a certain group.
How do I establish credibility?
A marketing campaign will not be as successful as it can be unless it establishes trust and credibility.
- Example: DeWalt is a company that makes quality tools that are durable and long-lasting. As a result, many consumers will buy DeWalt tools alone and no other brand.
Brand exposure also requires a stellar first impression that makes an impact on the consumer. Turn your brand campaign into something that sticks with potential customers.
- Example: Disney has a unique font style that’s widely recognized. The Disney lettering would likely not evoke the same feeling with a different font in place.
This is where consistency comes into play. An ad campaign with the same designs and fonts distinguishes your campaign from others. And, consumers will begin to recognize your company more easily.
The most important factor in brand advertising is understanding your audience and what’s likely to resonate with them. By knowing your customers, you can create a precise campaign that targets a demographic of your choosing in a way that feels personalized to them.
Regardless of your demographic, creating a compelling campaign with appealing visuals and unique designs will attract eyeballs. From there, your campaign must also include a consistent theme in every ad to establish credibility and build the brand awareness you seek.
Interested in taking the next step in your brand advertising endeavors? Learn how to create a marketing campaign that builds brand trust.