How many of the ads you’ve seen today do you actually remember? People are busy and distracted and have learned to zone ads out. If you want your brand ads to make people stop scrolling and pay attention, there are a few things you’ll need to incorporate to make them visually and emotionally striking.
What is a brand ad?
Brand ads build a long-term connection with your audience. While direct response ads drive immediate results (such as making a purchase), brand ads establish awareness, create recognition, and build client loyalty through repeated exposure. For example, the Nike brand ad in the above image (through its slogan) is about pushing through your doubts and taking action, as opposed to selling a pair of sneakers at a 50% discount. And we understand this instantly because of the brand awareness, recognition, and connection they have built through the years.
Who are you speaking to?
Brand ads that hit the mark start with knowing your audience inside and out. Go beyond surface-level demographics and dig into their behaviours, values, and challenges. What keeps them awake at night? What solutions are they searching for? The more you understand their mindset, the easier it becomes to create messages that hit home.
The platform your audience uses will also affect your messaging. For example, Instagram ads tend towards visually stunning, short-form content, while LinkedIn ads are better suited for thought-provoking, professional messaging. A one-size-fits-all approach rarely works, so make sure you’re tailoring your brand ad to the specific platform.
What story are you telling (and is it authentic)?
People remember stories over statistics. Tell a story through your ad that speaks to your brand’s values and reflects your audience’s aspirations. Whatever message you are delivering, make sure the story around it is authentic and relatable.
Ads that evoke feelings – whether it’s happiness, nostalgia, or inspiration – are more likely to stick in people’s minds. Think about the emotions your brand represents and build your ad to trigger those feelings. For example, Coke’s brand advertising is all about happiness, joy, fun, and optimism. It promises good times through drinking Coke. No matter the promise your brand makes, your ultimate goal is to spark an emotional connection.
Stay true to you
Staying true to your brand means being consistent in tone, design, and values. Over time, this is what builds trust and recognition. Ensure your ad reflects the promise your brand makes and leaves a lasting impression.
Keep it simple, stupid
Keep your brand ad simple – no one wants to read an essay. A good rule of thumb is one campaign, one key message. Use clear language, strong visuals, and a tagline that makes it clear what you want your audience to think or feel.
Use the data to make decisions
Even the best brand ad campaigns require fine-tuning – in fact, chances are they’re the best because they’re being fine-tuned. Brand advertising is harder to measure, but it is possible. Test a couple of different versions and use the platform insights and market research to determine what your audience responds to and experiment with headlines, images, and taglines to find the winning combination.
Need help putting together a brand ad campaign that will make your audience stop mid-scroll? Get in touch with the team today for an obligation-free chat.
