While great ads will immediately capture your attention, draw you in, tell a story and make you laugh or cry, sometimes those ads miss one very important element - identifying the brand that it is advertising.
There are many ways to make sure the brand is present throughout the ad. The advertiser could display the brand logo or icon in the upper left hand corner of the screen or on employee uniforms, vehicles, signage, product packaging or the product itself. Or the advertiser could use a very recognizable brand spokesperson or character in the ad. Further, the advertiser could play the brand jingle or at least music or sound effects that are consistently associated with the brand. Further, the advertiser could use a distinctive and recognizable filming style. A consistent campaign of ads over time increases brand recognition. The worst possible brand identification approach is to cut to the brand identification only in the last second or two of the ad as a sign-off, especially if it seems disconnected from the ad itself. The best approach is to integrate several different brand identity components into the ad in a seamless and natural way.
If you have created a compelling ad that demands to be watched and conveys a powerful reason to purchase the product or service, don't forget to adequately identify the brand or you will have wasted an otherwise perfectly effective ad.
Here are some exercises for you to do when you are watching television ads:
- If you have seen the ad before, do you immediately know which brand is advertising when the ad begins?
- Time how long it takes for you to identify which brand is advertising.
- Count the number of times and ways in which the brand is identified in the ad.
- Count how many times the brand is mentioned in the ad.
- Assess how seamless the brand identification is with the ad itself.
- After having seen the ad, do you get the sense that it could have only come from one specific brand?
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