“Branding is like toothbrushing”
After several years of fairs of types such as Fields, Binet and Sharp, advertisers now understand the importance of placing the majority of their media budget on long-term brand building. However, the industry is still stuck in old wheel tracks, writes Clear Channels Karl Höglund, who gives his best tips on how to trigger associations with your brand.
In line with digitalization, advertising has become an integral part of our everyday lives. We are constantly reachable and thus constantly exposed to commercial messages. Cynically, we are just one data point in someone’s media plan. Given that marketers now have so much data on what works, but perhaps most importantly what doesn’t work, it is a mystery to me that one does not succeed better. If everyone now knows that short-term efforts inhibit long-term growth – why do advertisers (according to IPA) continue to spend 60 percent of their media budgets on such efforts?
Jenni Romaniuk, brand researcher and author of the book Building Distinctive Brand Assets, demonstrates the importance of being consistent and long-term in her communications in order to successfully create and maintain recognition and “mental availability”. Among other things, how to work with color, logos, fonts, manners, icons, sounds, shapes and so on to trigger the cognitive or intuitive in human brains. So trigger associations to your brand.
To be consistent and create strong recognition for their communication, you need to put a huge focus on building for recognition. And recognition you build fastest by reaching out to many people independently and creating triggers that you can capitalize on. It is difficult to stick out in the store shelf in stores or trigger someone to click on the web or in social media if the customer does not recognize the sender. And I’m obviously biased here, but without any scope you get no recurring clicks.
Read the full article on Dagens Media.
