Nice advertising indeed… but which brand was it for? Everyone who does not understand that your brand is the sender of the message, you have lost. The scale of expected behavioural change within your target audience drops fast with a lower brand linking and that is pure waste of budget. Next to that you may have triggered appetite for the category and cause people to buy products of brands of your competitors – because you did not manage to convey it was your brand in the first place.
Make sure that it is immediately clear that the message is communicating your brand. Enhance brand linking:
- Use colours, letter types, audio, form language and other brand assests in your creatives;
- Give a prominent place or role to your logo (i.e. in a TVC do not wait till the last second);
- Give your product of service a leading role in the narrative.
Keeping that in mind, take a look at these eight impactful examples of ‘truck advertising’. If you would pass this truck, which brands would really stand out in your perception? How many would you be able to recognize if you would only see the side of the truck? And how many would you be able to ‘read’ if you would just keep driving behind the truck?
In enhancing brand linking, which ad do you think performs best?