When it comes to creating brand advertisements, many companies resort to their tried-and-true methods for “success”: logo-centric repetition, one-dimensional CTAs, and predictable creative. With so much opportunity for failure, companies often base their latest creative decisions on safety over innovation, stability over strategic statistics, and timelines over testing results. Unfortunately, as advances in technology continue to explode, so too do consumer expectations.
As the AI, virtual, and augmented reality industries continue their growth, consumers are becoming vastly attuned to the implementation of immersive, interactive content that no longer stays at arm’s length from viewers–and advertising is already falling behind. To design effective creative, brands must now focus on consumer-centric campaigns like never before, perpetually aiming to tie in their identity with that of their target demographic.
In order to keep up with the tides of technology, brands must continue to make critical strides with their creative advertising if they hope to improve (or even maintain) their current success. Fortunately, updating a brand’s creative advertising does not have to be complicated, just methodical.
Start by first breaking the biggest creative advertising misconception of them all: logo does NOT automatically mean brand.
A common misunderstanding that has been carried through advertising practices for far too long, assuming logos are synonymous with brands often results in creative ads that reflect just as much. More traditional advertising used to focus on blatant logo placement within their campaigns, believing this was the key to winning over consumers. However, when designing creative content today, it’s important to keep in mind that consumers are cannot be won-over merely by the presence of a well-intentioned symbol–they want the essence of the brand that accompanies that logo. By investing in your company, what are the ideals consumers are supporting? What is the projected lifestyle they hope to incur? How does your brand interact among competitors, partners, and world events?
Creative advertising must embrace the power of Brand, not brand, and effectively convey this identity to your targeted demographics in order to be successful today. Concurrently, brands must not be afraid to experiment with their creative in order to continue to develop this expectation.
As the sector continues to shift and evolve, it is no longer reliable enough to assume that a creative strategy that worked for your previous advertising successes will continue to work today. Regardless of whether it was promoted one month ago, one year ago, or one decade ago, brands must also be willing to embrace the ambiguity of this current technological renaissance and accept that relevance can only be maintained by those bold enough to re-imagine their creative efforts.
The most effective jump starter for this involves embracing A/B testing variations. From brand overlays to music integration to promos, it’s essential to determine how all creative elements of your advertising perform on varying platforms among your target audiences. This provides an opportunity to assess which KPIs can be affected by these seemingly small changes, and how best to convey your message to consumers while minimizing concerns about their reactions.
Before signing off on your brand’s next creative advertising effort, make sure to consider the process your company has undergone to design this campaign. Has your team effectively portrayed the essence of your brand’s identity? Is your creative consumer-centric? Do you have the metrics from strategic, creative experimentation that endorse the current version you are about to promote to your target consumers?
By answering these questions as they relate to your brand’s latest creative advertising, your company has an opportunity to dive into this competitive, fluid market, and not just compete, but succeed.