In a world surrounded with advertisements, what makes some brands successful while others still trying to grab their audience’s attention? The answer is BRANDING. But what is branding and why is it so important? Well, branding is what makes your company unique and stand out in the market. It is your company’s official identity and the foundation of its relationship with consumers.
Without a compelling brand, even the most creative advertisement might fail to create an impression. Recent article from Forbes mentions that with a consistent brand presentation, a company can increase its revenue by up to 23%. Branding is the soul of marketing that influences consumer perception, loyalty and trust.
Let us discuss the importance of branding in advertising success and how any organization spruces up their identity with a few simple steps.
Advertising and Branding – Exploring the Connection
Advertising is about promoting your products and services to your consumers, but branding helps people recognize your brand. Branding defines the way a company communicates its vision, mission and values in the most creative way possible. An effective branding strategy can help build trust and loyalty among customers and they might remember your brand for a longer period of time.
Advertising and Branding work hand-in-hand that amplifies each other’s impact, creating campaigns that resonate deeply with consumers. Creating an ad might be very tough, especially at a time where 3 seconds of buffering is considered too slow. Read our blog on Creating Ads for GenZ to know more about trendy advertising techniques.
Coming back, here is an example that will help you understand the connection between Advertising and Branding.
Remember, Pepsi’s ‘Har Ghoont Mein Swag’ campaign. The advertising strategy was not just about promoting their product but the ability to emotionally connect with the customer and make them feel special. This campaign resulted in a 2% sales increase in India. This campaign was an example on how strong branding can transform a campaign into a phenomenon.
How Branding Drives Advertising Success?
This section will discuss the role of branding in advertising success. We will be discussing various factors with real-life case studies for better understanding.
Consistency
A strong brand should ensure consistency throughout all advertising channels. From social media promotions to TV commercials, cohesive branding reinforces recognition and trust. As per reports, brands with consistent messaging are 3.5 times more likely to achieve high brand visibility.
Emotional Connection
A strong brand maintains consistency but also helps people to emotionally resonate with the brand. Harvard Business Review conducted a study which says 64% of consumers trust a brand on the basis of their values. Brands communicating those values into advertising is what creates a sense of trust among consumers.
For example, Dove’s ‘Real Beauty’ campaign broke the stereotypes of beauty standards by celebrating every shade and tone of Indian skin type. Being a beauty brand, Dove focused on diversity and authenticity, boosting self-esteem and confidence, making the campaign a superhit example of branding success.
Credibility
As per reports released by Nielsen, around 59% of global customers prefer to buy new products from brands they are already familiar with. They are more likely to follow the brand and engage with it which can in turn enhance the effectiveness of advertising campaigns.
Memorability and Recall
Effective branding sticks with people. Be it a fancy logo, striking visuals or a memorable jingle, anything used creatively can boost ad recall. McDonald’s ‘I’m lovin it’ jingle is recognizable till now. People can instantly recognize the brand just by the jingle itself. As per studies, around 60% of millennial consumers expect consistent experiences with brands they like and follow, both online and offline.
Conclusion
In this competitive world of advertising, branding is every company’s secret weapon. Branding can make you go from ordinary to extraordinary. It develops a relationship of a buyer to its company. Branding fosters trust, loyalty, emotional connection and makes sure that a company stays and remains consistent in the market.
So, if you are someone looking to create something extraordinary, AAFT School of Advertising, PR and Events has an amazing opportunity for you. We offer various diploma and degree programs that will help you master the art of branding and create ads that truly stand out?
