New brands don’t just come from nowhere. They work hard to get the recognition they desire. They’re smart about appealing to their target demographics. Before a product or service launch, they take the time to think deeply about their brand identities: the colors, fonts, and other stylistic choices that make them who they are. In short, they engage in smart brand advertising. Smart brand advertising – Delivers a clear message ‘a brand identity’ – Establishes and confirms brand credibility – Connects with prospects intellectually and emotionally – Motivates prospects to take action – Inspires customer loyalty Brand Identity A brand identity is just what it sounds like: the character and personality of a brand. A brand identity is defined by the brand’s logo, web presence, product or service offerings, copy, and other visual elements that face the public. It is important that the company really thinks this through. Because these elements identify the brand, they should be strong and consistent. The brand identity can say a lot about the company as a whole. The logo, in particular, communicates volumes. The old adage “a picture is worth a thousand words” applies here. Carefully matching the logo to the brand is the first step towards smart brand advertising. Brand Credibility Good brand advertising builds brand credibility. It inspires trust. Customers feel comfortable buying from a brand they trust. It also works to establish a brand as a leader in its industry so it can out - compete other brands. You can accomplish this in many ways, and a combination of approaches will probably be the most effective. Connecting With Prospects Brand advertising is about connecting and reaching out to potential customers to offer solutions they need. These solutions may make intellectual sense but they should make emotional sense too.

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