Creative strategies that lead to good advertising

 The purpose of creative strategy in brand advertising is to position the product.

Correct positioning has more effect on sales than any other step.

Positioning is placing your product uniquely in the customers mind. It is setting the product apart from its competition in the mind of the consumer.

Positioning is the result, strategy is how you get there.

What about brand Image? The image of a brand is the products personality beyond its physical characteristics.

Creative strategy 

1. Objective

• Clear statement – the position you wish to occupy in the consumers mind
• The essence of positioning is sacrifice – you can’t be all things to all people

2. Target Audience

• Paint a three-dimensional portrait of the consumer
• Demographics are a start but go further and describe the consumers’ attitudes, personality, lifestyle etc.
• Include the competitors we must replace
• The target market is a key strategic issue. Do research

3. Promise

• Search for a promise of benefit to the customer
• What is the benefit of the product to the consumer?
• A good strategy always leads to a consumer promise
• A benefit on which to build the advertising

4. Support

• Can you give the customer a reason to believe the promise
• A reason why can help support a product benefit

5. Tone and Manner

• Search for a distinctive tone for the advertising
• Tone helps build personality
• Personality helps separate brands from their competition
• This is the area where brands are built. Make every effort to separate brands from competitors.

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Brand Checklist

Logo

A symbol or word mark that distinctively captures and promotes the essence of your business

• Do you have one?
• Does it represent the essence of your business?
• Is it consistently applied across all your communications?
• Do you think you could sell your logo as a brand?

Identity

The visual graphic system that represents your business across all media

• Do you feel your business has a corporate identity?
• Is your corporate identity consistently applied everywhere?
• Is your corporate identity consistent with the positioning of the business?

Brand

Your business reputation

• Does your business have a brand promise?
• Does your business live up to its promise?
• Can you describe your brand in one sentence?
• Does your staff understand the company brand?
• Do your suppliers understand the company brand?

Purpose and Strategy

The reason you are building your brand

• Do you know why you are building your brand?
• Do you have a strategy for developing your brand?
• Could your business prosper without the current owner or leader?

 

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Simple Marketing Strategy

Industry and situation overview – What are the current trends?

Know your competitors – Who are they, what are they up to, strengths, and weaknesses?

Positioning – Set yourself apart from the competition in the mind of your customer.

Key Objectives – Clear statement of the position you wish to occupy in your clients mind.

Target Market – Specific details, including competitors you need to replace.

Promise – What are you promising the customer and what is the benefit to them?

Support – Can you give the customers reason to believe the promise?

Tone – Search for a distinctive tone for communications. Tone helps build personality and helps separate brands from their competition

Tactics – What are you going to do?

 

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