5 things to remember when branding advertising space.
So, you’ve got a fabulous creative brand. You picked the best Graphic Designer in town. And it’s you to a T. But unless you put the right content in the right place on that poster site or magazine page, you could be heading for a bad return on your investment.
1. Write down the most important thing you want to say
Don’t overcomplicate. You’ll get a much better response rate if you keep it simple. So agree a single-minded proposition before you start to write the copy and design it. And if you’ve more than one thing to say about your product or service, consider designing a campaign that articulates each benefit. Rather than a single poster that shouts about it being the biggest, loudest, cheapest, strongest, most recyclable thingymebob on the market.
2. Put your proposition upfront
People are time-starved. If you’re relying on body copy to tell your reader what’s in it for them, the chances are you’ll miss them. So captivate your audience in the very first sentence, with a short and sweet creative headline that will work with or without a relevant branded image and give them a reason to read on.
3. Prove it
If you’ve told them in your headline their washing up will take half the time when they use your brand of detergent, tell them how. But again, be brief. How brief will depend on the space you have available and where it’s going. So if it’s on a London Underground tube poster, your audience might just have a little more time to read your creative copywriting than if it’s for an outdoor poster site catching the attention of drivers as they whizz by.
4. Tell them how to get it
Should they ask for your brand at their local shop, pick up the phone and dial a freephone number, or send an email, for example?
5. Close with your strapline
That short and sweet, often creative sentence under your logo that encapsulates your brand and what you stand for. But remember, they’re not like headlines, that change every week. So think carefully before you stick your neck out and commit. Because: “A dog is for life. Not just for Christmas”. And if in doubt, leave it out.About the author:
Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.