Brand Advertising Is An Essential Element Of All Marketing Communications
Consistent brand advertising in all of your marketing communications helps distinguish you from the competition and enhance your brand promise.Effectively & Consistently
Take for example how effectively each chain uses its uniqueness to distinguish itself from the competition. There is no mistaking a Wendy’s restaurant for a McDonald’s or Burger King location.
Each chain uses its distinction consistently, from highly visible features like colors, logos, store designs and menus to the scripts that employees follow in selling their products.
Like all businesses, including fast-food restaurants, it is critical to promote your distinctiveness effectively and consistently.
It is, after all, your distinctiveness that helps prospects and customers understand that you, and not the competition, can best satisfy them.
Fast-food giants cannot afford to leave brand advertising to chance.
Like all aspects of their marketing, to ensure consistency, they rely on systems.
And so should you.
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Systematizing Your Marketing Communications
Systematizing your marketing will ensure that the critical things that need to be done are done consistently and not left to chance.
Brand advertising is
one area in which your marketing can be systematized. Specifically the purpose of brand advertising is to reinforce your distinctiveness and what this means for client.
Systematizing your communications involves identifying:
- who will prepare the communications
- what are the messages to be delivered
- to whom are the messages to be delivered
- how and when will the message be distributed
Regardless of size, the approach is the same: figure out in advance what tools and procedures are necessary so that when you need them they are available and support staff, if you have any, know how to use these tools.
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Client-Focused Brand Advertising
Unfortunately, too many businesses...including real estate agents...consider advertising as little more than self-promotion.Nothing could be further than the truth.
Brand advertising...in fact all marketing communications...is about satisfying prospects' fundamental question: what's in it for me?
Potential clients are less interested in how great you think you are...than they are in how you can help them.
Certainly
prospects
need to know what distinguishes you from the
competition ...but more
than that, they want to know what you can do for them.In practice this means instead of promoting the features that distinguish you from the competition, explain to your prospects how these features benefit them.
If for example you have lived and worked in your community for your entire life, you undoubtedly know a lot about different neighborhoods. How will this knowledge help or benefit clients?
Similarly, if you have a background in interior design or home construction, how will this experience help prospective clients?
With a clear client focus, the next challenge is to choose words to help sell you and your service.
Advertising is about more than simply promoting what distinguishes you from the competition.
It's about attracting prospects whom you can convert into clients by convincing them of the value of your brand promise.
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