As a marketer, I know firsthand how easy it is to get caught up in the world of digital marketing. Pay-per-click advertising, social media campaigns, and email marketing all have their place in generating measurable results for businesses. But as important as these strategies are, they lack a certain energy and creativity that can make a brand truly stand out in the minds of consumers.
Branding is About Creating a Feeling
At its core, branding is about creating a feeling. It’s more than just the font or colour scheme or images used in an ad – it’s about the emotional response that people have when they interact with your brand. And the true measure of a successful brand is what people say about your business when they have no intention of buying from you.
Examples of Memorable Brand Awareness Campaigns
Qantas: ‘I Still Call Australia Home
For example, think of the Qantas “I Still Call Australia Home” campaign, which has been running for over 30 years. It’s not just an advertisement, it’s an emotional experience that connects Australians all over the world to their homeland. By using a well-known song and images of Australia’s natural beauty, Qantas created a brand image that resonates with people on a deep emotional level.
Tourism Australia: ‘Where the Bloody Hell Are You?’
Another great example is the Tourism Australia “Where the Bloody Hell Are You?” campaign, which generated controversy but also put Australia on the map as a destination that’s fun, friendly, and unpretentious. By using colloquial language and showcasing the diverse landscapes and experiences on offer, Tourism Australia created a campaign that was memorable, shareable, and talked about around the world.
It can be tempting to think that this kind of brand awareness advertising is only for the big players like national airlines and tourism agencies. But the truth is that even smaller businesses can benefit from creating a brand identity that goes beyond just selling a product.
Margaret River Chocolate Company: Crafting a Unique Brand Identity
For example, the Margaret River Chocolate Company in Western Australia uses designer packaging and a handcrafted aesthetic to differentiate itself from other chocolate brands. By creating a brand that’s all about quality, craftsmanship, and authenticity, the company has built a loyal following of chocolate lovers who appreciate the care and attention to detail that goes into every product.
The Power of Emotion in Advertising
By focusing on building brand awareness, you’re not just reminding people that your business exists – you’re creating a connection with them that can lead to long-term loyalty.
Of course, as a small business owner, you need to be mindful of your advertising spend. You can’t afford to focus solely on brand awareness ads and neglect the more immediate results that pay-per-click or social media ads make possible. But that doesn’t mean you can’t create ads that are both effective and memorable.
How to Create Memorable Ads for Your Small Business
Embrace a More Traditional Advertising Mentality
One way to do this is to embrace a more traditional advertising mentality. Instead of just focusing on a catchy headline and a call to action, think about how you can create an ad that makes people feel something. Can you tell a story that resonates with your audience? Can you use humour or emotion to create a connection with potential customers?
Be Authentic and Reflect Your Unique Brand Identity
The key is to be authentic. Don’t try to copy the style of big brands – find your own voice and create ads that reflect your unique brand identity. Whether you’re a small bed-and-breakfast boutique hotel or a one-man tour operator, there’s always an opportunity to create something that’s worthy of being talked about.
The Importance of Creating a Connection with Your Audience
Remember, the goal of branding is to create a feeling. You want people to have a positive emotional response when they see your ads or interact with your brand in any way. So don’t just focus on generating clicks or phone calls – think about how you can create a connection with your audience that goes beyond just selling a product.
Conclusion: Stand Out in a Crowded Marketplace
In an ever-crowded marketplace where everyone is focused on instant results, creating a brand identity that is authentic and memorable can be a real differentiator. So embrace that traditional advertising agency mentality, and create ads that are more than just a discount coupon or a call to action. Create ads that make people feel something, and watch your brand awareness soar.
