Branding – a Powerful Alternative to Advertising
Is advertising still the way to get your brand out there? At Hunt & Hawk, we think there’s an alternative…
Everyone hates ads, yet people keep advertising.
When you think about it, the opposite of an ad – that being something that requires paid distribution – is something that is distributed freely.
For something to gain the affinity of its audience to the point that they share it among their networks, it has to be just that… a thing.
A thing is tangible, likeable, useful, interesting, and engaging.
It’s about creation. Creating an emotional response – something you can participate in, something you can use, or even just an idea you want to tell your friends about.
Nicolas Roope, the founder of London-based digital advertising agency, Poke London, uses this ethos as the cornerstone of his approach to advertising:
“Don’t tell me you’re funny. Instead, tell me a joke.”
It’s about showing, not just telling.
So how do you prove your business’ value in a world oversaturated and underwhelmed by advertising?
Let your brand do the talking!
Branding Over Advertising
The mix of branding, content, and value creates a powerful combination.
And it’s an all-encompassing field with so much scope.
Lead the Way
Let’s go with a hypothetical…
Say you’re in the business of financial planning. In this case, your brand is about making financial planning easy and understandable for the average punter.
So, instead of telling the audience about your ability to make their financial lives easier, actually do it. For example, create a free app that helps people keep track of their daily spending.
Having already seen the value in what you do, the audience will be more inclined to discover how your business can help them further.
Show Them Your Worth
Here’s another example…
In one aspect of your business, connections and networks might be super important.
So, instead of telling this network that you have an impressive Rolodex, show them.
Why not create an online community where people can connect? You won’t be giving away all your tricks of the trade, because nothing can beat real-life rapport. But this way, you can show people that you are committed to creating mutually beneficial relationships.
The internet, social media, and even streaming services have changed the way people interact with products.
And that is the essence of this story – people want to be able to interact with brands rather than just be sold to.
Frankly, the age of old-school advertising is over.
The Marketing Experts
At Hunt & Hawk, we believe in a robust, integrated, and contemporary approach to advertising your business – creating strong brands and beautiful campaigns.
Want to learn more? Get in touch with us today.
For more marketing, branding, and sales tips and insights and plenty else, check out more of our blog.