TV commercial? Or radio? Print advertising? Maybe letterbox drops. Then there are facebook ads. Which one do I pick? And what do I say?
Woah! Slow down there, cowboy! You’re jumping straight into about step five. We need to reel it back in, to square one. Marketing and advertising start way, way down the track – first you need to put your brand identity and marketing strategy in place.
Repeat after us: an advertisement does not a brand identity make. Your brand identity is everything you put out into the world – your name, your logo, your tone of voice, your use of social media and eventually, yes, your advertising. But you need to know who you are and what you’re trying to say before you launch right into an advertising campaign.
Deciding to run an advertising campaign with no supporting strategy is like trying to construct a building from the fifth floor up. There’s nothing supporting it, no structure to hold it up, leaving it with very little integrity. You need to lay the foundations first. Lay the slab by knowing exactly what your brand is and what it stands for. Raise the frame by establishing who your target audience is, and knowing how to speak to them.
This is about where our knowledge of construction terms ends, but you get the idea. Advertising without an underlying strategy is just throwing up the fifth floor of the building with no supports, leaving it to precariously dangle in midair, hoping it sticks. But with the right brand identity and a strategic marketing plan, you can cut through the noise in the overly crowded marketplace and make your brand heard.
Understanding and leveraging this concept to define your brand is the key to effective marketing in today’s intensely competitive and complex marketplace. A well-defined brand will bring your business to life; it will seek out your audience and sing to them. With a clear voice and intentional persona, your brand cuts through the noise and shines among an otherwise cluttered landscape of consumer options. It not only gives meaning to a business, but also allows them to gain market share and increase shareholder value.
So before you go blowing your marketing budget on a radio commercial that may or may not stick, start at square one with Brandonian.
You can start your 2019 off with a bang if you just contact us.