What brand advertising should be
The behaviour of modern consumers is becoming increasingly complex. This forces marketers to look for new ways to attract their audience’s attention. General ideas that are characteristic of the entire market are receding into the background. Brand advertising must become more and more narrowly focused in order to achieve its goals.
One important aspect of the promotional strategy is the detail in the advertisement. This feature helps consumers recognise and distinguish the brand from its competitors. Searching for industry ideas involves analysing the trends, challenges and opportunities of a particular market sector. In-depth research allows you to assess risks and see trends that are specific to a niche. Comparing this information with the overall marketing landscape enables you to devise unique brand promotion tactics.
Additionally, category dependency should be avoided. This weakens the structure of the strategy and makes the narrative less meaningful. It is important to demonstrate clear brand differentiators that resonate with the target audience.
Mistakes relating to over-categorisation are often seen in food advertising campaigns. Many marketers emphasise the product as a whole, overlooking what a particular brand offers. This reduces the likelihood of successfully creating a sustainable identity.
How to find ideas for differentiation
A strategy that relies on generic ideas promotes the product category as a whole. However, even in this case, the company can benefit:
- If the brand is significantly ahead of the competition and is the market share leader, then as the category grows, so will the business’s profits.
- Find a unique way to unlock the category, which will make the company more visible and increase share of voice (SOV).
Nevertheless, only a few people manage to achieve such results, so there is a risk of failing to get the expected effect. Therefore, it is better to use unique ideas that are specific to a narrow niche. A thorough research of the company can be a good place to start. This includes:
- visiting the production facilities or product development departments;
- studying the history of the business and its formation;
- analysing previous advertising campaigns and their unique approaches.
The purpose of this research is to identify the brand’s unique features that differentiate it from its competitors. These features should form the basis of the marketing strategy. It is important to present them in detail and in a way that is attractive to consumers. Emphasising the specifics of the brand and its differences will increase audience interest. This interest should then be maintained by gradually revealing more of the company’s unique features and products.
Using highly specialised ideas alongside other tools is key. Taking an integrated approach ensures that efforts are more effective and achieve the desired result at all stages of the consumer journey.
