What makes us crave a caffeine hit when we see the green mermaid logo on our Instagram feed, or suddenly need a greasy burger as soon as those famous golden arches enter our line of sight? There are plenty of great coffee shops and burger joints, but what has turned Starbucks and McDonald’s into multi-billion-dollar companies boils down to branding.
Thanks to years of consistent messaging through advertising, what started as the passion project of three college friends now controls 39.8% of the U.S. coffee chain industry, and a little restaurant run by two brothers in San Bernardino has become one of the most recognizable brands in the world. If you’re part of a growing business or an established company expanding into a new market, branding – more specifically, brand advertising – is absolutely essential for establishing a strong identity, building lasting customer relationships, and driving revenue.
In a world where businesses are viewed as complex entities with personalities of their own, brand identity is key. Creating a strong identity for your brand allows you to control the narrative that surrounds your business and reach your target market effectively. Creating a logo, selecting a market, and coming up with the perfect slogan are the first steps to building an identity, and brand advertising are how you share it with the world. Brand advertising empowers businesses to deliver a clear, intentional message about their brand, allowing them to form an identity that is consistent and credible.
Brand advertising differs from traditional advertising in that the intention is to engage viewers intellectually and emotionally. In contrast to direct-response ads, brand advertising is not intended to solicit an immediate response from viewers (e.g. Buy Now). Rather, it aims to communicate a brand’s identity in a compelling and memorable way. Consumers today expect brands to connect with them in a way that feels natural and friendly, rather than taking a hard-sell approach.
According to a Salesforce survey, 80% of consumers say that the “authenticity of content” is the most influential factor in their decision to follow a brand. In order to capture consumer attention and establish long-term relationships with customers, modern businesses should invest in a strategy that prioritizes brand advertising over other approaches.
It’s no secret that money spent on effective advertising is good for your bottom line, but it’s notoriously difficult to measure ROI for ads that are not direct-response. However, here are a few figures that will sell you on the power of branding when it comes to driving revenue and motivating investors to believe in your business: