Your Campaigns Are All Unique, Aren’t They?
That’s the thing about marketing campaigns. They’re fun. They’re creative. They’re different. Marketing departments and creative agencies all propose to separate themselves from the pact. So why are these campaigns failing?
Your sales figure might be increasing temporarily. That activity might even be a success. The fact that you don’t see a significant impact is, frankly, confusing.
There is an inherent problem that limits the impact of your marketing, promotion and advertising campaigns.
The Problem With Your Marketing
What is the maximum amount you would spend to buy something from a stranger?
Would you pay attention to the things that they say? Would you trust in their claims?
That’s the problem. Your campaigns don’t build on your branding. They spread more information on your business/product without deepening the narrative.
In order for words and designs to have weight, it must have meanings. It works best when it comes from somewhere familiar. This is what consistency adds to your marketing. New gimmicks presented under the same spirit by a familiar face.
Say different and interesting things in marketing using the same persona, tone, slogan and spirit of the brand. Why?
Good Marketing Is Based On Branding
Think of your branding as the guiding canvas of a painting. If your brand spirit lies in the spirit of being different, highlight how this marketing activity is different. If your branding is centred around economy and affordability, the marketing activity can be designed on sharing and friendliness.
Even if the marketing and advertising is designed to be fun, tying it to the core messaging of your brand alongside familiar brand messages elevate the understanding of the brand.
Sales is heavily influenced by marketing and advertising. Marketing should be heavily influenced by your branding. Who we are determines what we say and do, after all.
The Snowball Effect
When branding informs our marketing decisions, consumers don’t simply buy into the things said. It improves their opinion of the brand that said it.
The consumers add another notch to the brand saying it. This creates a snowballing effect in every single marketing communication. Every marketing activity improves the brand perception and builds trust bit by bit.
Every marketing and advertising activity can be optimised to develop short-term and long-term effects. By making an interesting message, it can improve the sales for now. By tying it to the brand, it can improve faith building and create strong brand advocates in the future.
It creates better brand loyalty and sustained purchases over time. This reduces cost per acquisition over time as your brand develops a stronger reputation.
Case Studies
Avis Is Number 2. We Try Harder.
A very interesting campaign is the Avis campaign from 1962. By building marketing communication from a core identity point, they established a strong presence in the market.
We try harder because we’re not the best. This marketing communication is delivered because we try hard. The price is lower because we try harder. This creates a point for consumers to remember Avis. Every marketing message delivered under that umbrella only serves to elevate the branding.
Nike Just Do It
Embodying the spirit of effort, Nike is a strong advocate for change. They discuss diversity in their ads, respect, innovation, creativity, promotions and adventure. They have gimmicks, they develop cool partnerships and they launch ground-breaking products.
So why do we remember their tagline best? They brand themselves strongly and keep their communications consistent no matter the topicality.
How Do You Create Consistency In Branding?
To create consistency in branding is fairly easy. It’s a three-step program.
Step 1: Develop Brand Assets & Elements
Your branding should be more comprehensive than a nice logo. Patterns, slogans, a well-established copywriting tone, identifiable brand colours, photography style, ambassadors and many others.
Developing and strategizing for this will require significant effort and assistance. Look for agencies that can understand that branding is far more than a logo builder. The right agency can advise on many aspects of your brand building.
Step 2: Use These Assets All The Time
Every marketing and advertising communication should use these brand assets to the fullest. This allows your brand to evolve your brand to an ambience the consumer can feel. It builds consistency and familiarity. It keeps you relevant to who you are.
Step 3: Keep Brand Assets Evolving
As these brand assets come into play, many circumstances will arrive that necessitates the evolution and adaptation of these assets. The expert manoeuvring allows for your brand to change with the times and grow to become an identity that suits you and facilitate better understanding with the consumers.
Conclusion
Marketing is essential in a business. That much is undisputed. It’s exciting, fun and tedious. Power up your marketing by investing in the limitations and parameters for your marketing and advertising campaigns. Your identity is more important as it informs your marketing and advertising to stay on brand.
This way, your customers know what to expect. They understand you deeper and relate to you. A relationship will be built that ensures a long term business engagement. Keep your business growing and your marketing dollars optimised.
