Exploring different online marketing strategies with an emphasis on social media is an essential part of modern business models. However, jumping into advertising without having a clear brand is a recipe for disaster. Company branding is the single most important part of any advertising campaign. Without a clear idea of what your brand is meant to be, it is impossible to create a cohesive advertising campaign. A brand concept should be able to be conveyed in a single image by incorporating the logo, a tagline and a single powerful image. Business owners should be very familiar with this concept, since it is reminiscent of banner advertising. Everything must be outlined clearly, so the entire business concept can be seen in a single glance.
Create a Cohesive Concept
The first step in developing a cohesive advertising campaign is creating a clear image for your business model. In order to establish this concept you must define the message you want to convey, your corporate values, what makes your business unique, displays your personality and shows what you have to offer. When all of these elements come together, it is similar to a collage where many different images are collated to create a new complete picture.
Communicate the Concept to Clients
Once you have all of the elements defined, you must decide how to put them in front of your client. Before you decide on a final method of communication, you must determine the demographic that you are appealing to. Demographic does not necessarily mean age, sex, marital status or any number of other surface things that can be used to break down a group of people. In this instance, demographic refers to whatever your customers have in common. The advertising concept must appeal to that aspect of your clientele.
Advertise to Impress at a Glance
Most advertisements have only seconds to capture interest online. Once your business has clarified its total concept, you can begin designing an advertisement that shows the entirety of your brand in one complete image. By incorporating your logo and a line or two of text along with an expressive image you can create an advertisement that will generate clicks. Not only will people respond better to cohesive advertising, they will also be more likely to remember your company and associate it with the values you consider most important.
Fractured advertising creates unpredictable responses. Branding your company creates the basis upon which advertising is formed. If your company does not have a defined corporate image, a brand, it will not be able to create truly effective advertising in any sphere.