How to Build a Brand in this Cluttered Advertising World
Gone are the days when a simple catchy jingle or a clever slogan would land a brand into the consumer’s mind. In the present world, a brand needs to create its space in the market not just by a single step but by going extra miles to remain on top of the game. A marketer needs to consider some very important factors to stand out in this cluttered landscape.
Advertising clutter describes the high volume of commercial messages that the average consumer is exposed to on a daily basis. With time and patience running short, people often ignore this marketing noise making it more difficult for a brand to connect with them. On every platform, consumers are subjected to advertising messages, leaving them not only averse to ads, but also confused. Usually a single message or product information is given to the consumers on every medium available, making it intrusive for the viewer.
However, it is also true that consumers do take note of a good ad that is ‘educative’ or entertaining. Consumers in today’s world need ads that are informative, creative, realistic and relatable. If an advertisement has these components, it is unlikely that it would get lost in the commotion.
Why is building brand identity necessary?
According to Purely Branded, a brand “lives and evolves in the minds and hearts” of consumers. Its identity, therefore, is crucial to the business’s future. Thus a brand is a symbol or face of what the business is and what it does.
Building of identity for a brand religiously can see effective results in the long run. It increases the credibility and trust of consumers which leads to generating a new customer base and gains the loyalty of the existing ones. It helps in gaining authority in the market, earning a position that is hard to ignore even in the existing cacophony.
Therefore, keeping the competition and consumer behaviour in mind, it is important to keep certain methods in mind to build a brand:
Effective content
Content reflects a lot about a brand. The ideology and purpose of the brand can be seen through the content. Engaging, authoritative and unique content always helps the business in soaring to the top. So, irrespective of whether it is a blog or video content, if the message given across is relatable and helpful, it can give great results. In a nutshell, the content being displayed should be share-worthy.
Use social media ad tools
Once great content is deployed, it is important that people are aware of it. Hence platforms like Facebook, Twitter, and Instagram can give the brand a push through the clutter.
Influencer marketing
Influencer marketing in recent times has been providing a wide range of opportunities to brands and marketers. It aims to derive profit out of the follower base of the influencer and gain a place in the market for businesses. Influencer marketing, if done correctly, can create a channel to elevate the business and promote products to the audience in a new way.
Market research for the target audience
Knowing who the target audience is and what their real needs are can help brands in involving consumers in an effective way. Understanding a buyer’s persona helps marketers and brands to know who the customers are and what the current trend or demand is. Location, age, education, and profession are a few of the aspects one needs to keep in mind while strategizing a marketing plan that would beat the competition. Humans are emotional beings and striking the right chord would help develop the needed connect.
Consider ATL and BTL advertising
In a web dominated world, marketers can also opt for a more tangible medium in order to break through the advertising noise. While ATL advertising includes television, print media and radio activities, BTL focuses on outdoor ads (billboards, flyers, banners), direct marketing, sponsorship, PR activities, and in-store promotions. These options not only widen the prospective target but also tends to give more doors to success rather than just online presence. And also not to forget, there are major chunks of audience that has more access to these mediums than the web.
Go for Google display campaigns
Google is the most prominent search engines that a customer goes to in order to search for something. In an extremely chaotic advertising scenario, search engine marketing can be a good option to target customers who are already searching for similar products using keywords and sites. Hence, even before going to a website, consumers can be captured through these campaigns on the search engines thus increasing the new customer base.
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Facilitate mobile-first website user experience
Smartphone and tab users are now everywhere. Hence a mobile app always comes handy. Through an app, marketers can approach costumers irrespective of where they are. Moreover, an app that answers all queries and responds to feedback is always a welcome move for consumers.
A brand can always aim to explore as many platforms possible in order to stand out in the crowd. With India becoming digitalised, it is always useful for businesses to go for both traditional and web marketing to engage maximum buyers from all strata of the society and yet get past all the advertising clutter in the market.
