Advertisingis the only way or means to build a brand image on customers’ mind. Though it is not easy to influence the psyche of customers, a properly worked out advertising strategy can create the targeted impact thereby influencing as well as motivating them to buy the advertiser brand. All in all building a brand image is possible through an advertising campaign that fulfills the following criterion.
1- Let your audience discover something new and exciting in your brand. It has been a much talked about topic in advertising town to launch any promotion crusade in a properly planned, developed and deployed manner by the advertising team. All these to ensure that customers discover the brand as something new, different and exciting as compared to others. Remember, as a brand owner, if one cannot generate a different impression about his brand on customers’ mind then the entire advertising effort is wastage of time, money and resource. To avoid such annoying circumstances, it is a must to present your brand in an excitingly interesting manner so as to grasp customers’ attention.
2- Generate trust to win trust. Customers buy a particular brand because they believe that by purchasing the particular brand, they are availing of some benefits. So, it’s a priority to generate trust on customers’ mind to win back their trust or faith. The advertising message should somehow appeal (not compel) customers and also ensure that the brand is the right choice for them.
3- Provide proven features/benefits related with your brand. Customers love to know some facts and figures or some truth related with the brand before making their own decision to buy the product or not. Hence, as an advertiser, make sure that you provide some proven features or benefits related to your brand. An ad message that provides proven features about the brand easily wins customers’ affection.
Understanding its manifold benefits and significances, advertising is used as a means by brand owners to make his brand business successful in the market. There are various types and forms of advertising. There are also various mediums of advertising such as television, radio, print media, internet, mobile, outdoor media etc. Depending upon the requirement of the brand promotion activity, advertisers adopt specific means of advertising. For example outdoor advertisers adopt outdoor media such as billboards, posters, kiosks, signages etc to launch an ad campaign. On the other hand, home based advertisers adopt television, internet, mobile, print media etc to launch their brand promotion campaign. The objective of one promotion campaign varies from another. So, advertisers also adopt different advertising tools and techniques for different brands (which are relevant to the promotional objectives of the brands).
Vipin Rajput online marketing manager in Tdi India.
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