Advertising is a key to solid brand building.
When you think of advertising, what comes to mind? For most people it’s usually television or print ads. For others, it may be web banner ads and pre-roll video ads they see on YouTube.
But philosophically, advertising goes much deeper than that.
“Advertising” means so much more than the messages you broadcast in the marketplace.
In fact, any message or communication you produce for internal or external consumption is a form of advertising.
Whether it’s an internal memo, a social media post or paid advertising, building a consistent, honest, and solid brand message has to be done with a holistic perspective.
“Why?” you ask. It’s simple.
The internet and digital communication have given audiences access to information like never before. To compound the issue, that communication is accessible instantaneously.
In an age where your customers have such ready access to data and information about your brand, it’s imperative that you are “on message” in every aspect of your brand communication.
And this consistency must extend from your front-line staff members, right into your board rooms and C-suite. If there are gaps any place within your communication chain, like water it will find a way to seep through any crack.
Look at your company and make sure everyone is using the same brand vocabulary, the same imagery, and the same communication strategy throughout the organization.
In short, if there is any area where your brand identity or messaging is out of tune with what your customers are experiencing, it is going to find it’s way out of your walls and into the public square.
You can’t stop it, you cannot contain it. There are just too many ways for the truth about your brand experience to find the light of day.
The best way to protect your brand message is to take a holistic approach.
Look at your company and make sure everyone is using the same vocabulary, the same imagery, and the same communication strategy.
Whether internal or external, all communications must reflect the values and messages that are embodied in your brand promise.
Everything is an ad.
The consistency helps instill within your culture the values and personality that resonates with your customers. It makes that brand message real and authentic, and ensures that wherever anyone interacts with your brand… that experience will be true to your brand values and have a positive impact.
In this age, people are looking for true, honest brand experiences.
By taking an “everything is an ad” approach, you are optimizing the opportunities for your audience to have those authentic experiences and, better still, creating strong advocates for your brand.
So keep in mind that ads aren’t just confined to what you’re paying for on a display network or social media.
Advertising is a natural extension of every communication or expression inside and outside your organization. Keep them on brand, on message and true to your brand’s character.
This will go a long way toward ensuring your customers embrace and evangelize about their positive experiences.
When it comes to brand building and maintaining healthy market share, everything truly is an ad.
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