Art and copy are essential to every advertising effort. No matter what the medium, these core concepts help your brand communicate its distinctiveness.
Creativity drives likability, but that isn’t always an easy concept to articulate or teach. Art and copy are products of marketing science and the creative human spirit working together. By using marketing science and empirical data, we are able to distil key lessons applicable to communicating your brand’s identity.
The airwaves, physical and digital space are all cluttered with brand messages. Cutting through that clutter requires scrutiny of your advertising strategy. Standing out in the market is important and your advertisements should be appropriate to your brand. This blog post outlines strategies that will help make your copy stand out for all the right reasons.
Using the familiar
It’s not uncommon for brands to aim for uniqueness when advertising their products and services. The question is, does it always pay off? According to modern marketing science, the traditional thinking about brand differentiation and its effects on consumer behaviour may have been a little off the mark. While differentiation and uniqueness may get you through the door, lasting mental triggers are stimulated by familiar elements, phrases and structures.
Words and phrases as key brand assets
Brand assets like images, logos, colour schemes, mascots, catchphrases and brand anthems are effective means of establishing salience through consistent and creative use. By focusing on distinctiveness, a brand can turn key contextual elements into neuro-rich triggers that form and refresh mental cues via neural pathways.
Concise and to the point
In the marketplace, your brand has 3 seconds to get noticed, 9 seconds to fascinate and 23 seconds to form or reinforce neuro patterns. Develop your messages to be concise, consistent, and memorable by focusing on your brand’s most salient points. What is your brand all about? How does it benefit your consumers? Use copy to imprint your brand’s core truths on the audience. According to Prof. Byron Sharp, most purchase decisions are made with the emotional brain. Get straight to the point with simple, instinctual and hard-hitting copy.
Need help in other aspects of your brand strategy? Schedule a free, no-obligation chat with an AMBA business leader. We’re more than happy to share our marketing knowledge.