A lot of people lead with the idea that advertising is going to create, grow, and maintain a brand, but the truth of the matter is that advertising won’t play much of a role in the creation and growth of your brand. But once your brand has reached a point of relevance, advertising can be a key factor in supporting the brand during its maturity.
So what can you do to create a stronger brand if advertising isn’t effective?
I’m glad you asked:
1. Publicity:
You should be looking for ways to promote your brand in the media at all opportunities. Publicity is going to be the best way for you to build your brand because it adds a level of outside verification to what you are trying to do.
2. Developing a point of view or personality for your brand:
Your brand has to be something that attracts attention.
Your brand needs to stand out.
And for your brand to do that, it needs a point of view.
If you are going to just be one of the same, you are going to race into the commodity territory. Which is dangerous because you start racing to the bottom.
So gain a POV.
3. Become a go-to:
If your brand or product or service stands out and is new or unique in the market, you should push to become the go-to in your new market.
Think iPad and Apple with tablets.
Think Uber with ride sharing.
Think Microsoft with PCs.
The point is that you want to be the recognized leader so that the first person or thing they think of is you.