Smart Brand Advertising: What, Why, and How to Make It Work

Nov 5, 2018 | SEO | 0 comments

Brand advertising is a simple phrase that encompasses a huge number of different marketing efforts. But what exactly does brand advertising entail? Why should you be doing it? And how can it help your prospects take action and become loyal customers? Keep reading to learn all you need to know about smart brand advertising and how it benefits your business.

What Is Branded Advertising?

Unlike standard advertising, brand advertising is focused on increasing exposure for your business itself, rather than for the products or services you might provide. It’s all about building a strong brand for your business, and getting that brand in front of your prospects.

One of the first steps in smart brand advertising is developing a brand identity. As the phrase implies, your brand’s identity is the personality and core values behind your brand. What do you stand for? What kind of “attitude” does your company have? Are you a laidback and fun business? Or are you straight-laced, reliable, and professional? Craft a strong brand that sends the right message to your audience, and you have a strong foundation for future branded advertising efforts.

Why Use Brand Advertising?

So, why should you worry about advertising your brand? If you’re advertising your products, shouldn’t that be enough to gain exposure for your brand? The short answer to that is no. Your customers want to know more about your business than the products you carry. If you want prospects to take action and make purchases, then they need to know that your brand is one they can trust.

Brand advertising featuring your charitable efforts is one great way to do this. It shows that your business is a part of the community, and that you care about the well-being of your consumers. You might consider sponsoring an event that is related to what your business does. For example, if you’re a pet food company, you might partner with a local shelter to host an adoption event. If you sell organic food, you might sponsor a community health fair, and provide a booth that teaches people about eating healthier foods.

You might also try brand advertising featuring a member of your company offering expert advice on various topics. Many businesses do this with how-to articles or video tutorials on topics related to their business. An accounting firm might write a blog on how to claim a certain deduction on your taxes, for example. Offering expert help free of charge shows people that you genuinely want to assist them, and establishes you as an expert in your field. So, when your prospects take action and are ready to make a purchase, they’ll turn to your company, because you have established credibility with them.

How Can You Use Smart Brand Advertising?

Now, how can you make branded advertising work for your business? Ultimately, smart brand advertising is about building a connection with your potential customers. This connection has two parts: an intellectual connection (your product is clearly the smart choice, and something they need), and an emotional connection (your business is the one that speaks to them on a more personal level). Obviously, the intellectual connection will come as a natural result of you providing products and services your customers need.

But when it comes to the emotional connection, this is where you need to rely heavily on brand advertising. If you want to help prospects take action, and convert them to loyal customers, then your efforts should focus on connecting with them emotionally. This is done through brand advertising featuring images that evoke an emotional response, actions that appeal to a moral common ground, and a strong personality that individuals can relate to.

To learn more about how smart brand advertising can work for your business, contact us today.


Submit a Comment

About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

Request a free quote

We offer professional SEO services that help websites increase their organic search score drastically in order to compete for the highest rankings even when it comes to highly competitive keywords.

What is Customer Acquisition Cost? 

What is Customer Acquisition Cost?  Customer Acquisition Cost (CAC) is a metric that is becoming increasingly popular as businesses look to justify rising marketing costs. Learning what the CAC is, how it can be measured, and how it can be improved are critical for...

Marketing ROI: What is it and is it important?

Marketing ROI: What is it and is it important? What is ROI? ROI stands for Return on Investment. The term is used in a variety of business scenarios and means slightly different things to different industries.  Essentially, in all situations, ROI is a key performance...

Facebook Marketing: What is it and can it really help your bottom line?

If you were to walk into a crowded room of business people and ask that question, you’d probably get a lot of different answers.  You’d have people tell you that it didn’t work for them, that Facebook’s processes and algorithms hurt small business owners.  You’d...

What is Social Media Marketing and is it Important for your Business?

What is Social Media Marketing and is it Important for your Business? When it comes to establishing a “voice” for your business, social media is one of the biggest and most cost-effective methods available to companies of all...

How are Branding and Marketing different?

How are Branding and Marketing different? Branding is all about the brand.  It answers the question about who your company is and defines how you want your customers and community to know you. Marketing builds awareness. Branding, then, defines your strategy, and...

Maintaining Customer Connections in a Crisis

Maintaining Customer Connections in a Crisis It’s important for all businesses to maintain a “top of mind” presence on a regular basis. If you want people to remember you when they have a need or when they have an opportunity to share a referral, you have to ensure...

5 Reasons Consistency is Important in Marketing

5 Reasons Consistency is Important in Marketing Marketing is essential to build a successful business. As businesses hunker down and try to determine their next steps in this unprecedented time, it’s important to remember the power of consistency and why that is so...

Important Things to Consider about Marketing in Crisis

Important Things to Consider about Marketing in Crisis Whether we like it or not, COVID-19 is here.  Notwithstanding the potential loss of life, one of the biggest victims of this crisis will be small businesses, many of which may not have the resources to weather the...