Be Distinct: Build a Distinctive Brand Identity

Why Brand Advertising Beats Sales-Driven Advertising

In light of new evidence suggesting that while sales-driven advertising may deliver short-term effects, brand advertising is more effective in achieving both short-term and long-term goals. For FMCG brands, building a distinctive brand identity is the foundation of sustainable growth. It's time to put some more thought into building your brand.

In today's marketplace, consumers are bombarded with countless brands and messages every day on an often overwhelming amount of channels from TV to TikTok. And with so much noise and competition, it can be challenging for a brand to cut through and capture attention especially when they're too focused on sales-driven advertising.

The Power of Distinctive Brand Signals

This is where a distinctive brand identity or signals can make a big difference. In FMCG categories where purchase decisions happen in seconds, distinctive brand signals are your competitive advantage.

Airbnb has proved it with significant growth after switching its strategy from buying customers to to ‘educating’  them boosting direct bookings and retention, and helping grow profit. I also love their ads. So simple, so impactful.

When a brand has a clear and memorable identity, it can help to differentiate the brand from its competitors and create a lasting impression in the minds of consumers. This might include elements such as a unique logo, catchy slogan, specific colour scheme or design elements, or even a distinct tone of voice.

This is because the human brain is wired to process visual and auditory information more effectively than written information, making it more likely that consumers will remember a visual or auditory signal associated with a brand.

Examples of Distinctive Brand Identities

For example, think about the iconic "golden arches" of McDonald's and their recent raise your arches campaign or the distinctive shape and colour of a Guinness. These are both examples of strong and distinctive brand identities that have become instantly recognisable to consumers around the world, demonstrating how FMCG brands can build lasting mental availability.

For one of our favourite clients Jason’s Sourdough; it’s a pair of glasses. They appear on every piece of our creative from online to events we want them to become our distinctive asset, and guess what it’s working, our last campaign achieved a +25 Point brand uplift.

While sales-driven advertising may have a place in a company's marketing strategy, it is important to also invest in brand advertising in order to build a strong and distinctive brand identity that can deliver both short-term and long-term benefits.

Building Your Brand Signals

What are your brand signals? If you don't know there's a good chance your target audience doesn't either. Maybe it's worth a chat!

Need help building distinctive brand signals? Explore our FMCG marketing services or view our case studies.