Why do some ads and campaigns succeed, and others fail to engage and persuade? That’s a question with no single, easy answer. However, there is one surefire way to increase the odds that your brand’s advertising will pack more power in the long run. The secret: create, build, and nurture ‘Distinctive Brand Assets’.
Distinctive Brand Assets are the cues that a brand uses, beyond the name, package or product itself, to let the consumer know the identity of the brand. These ‘DBAs’ communicate the brand’s identity in ads and at point of purchase, but they can do so much more. A strong character, visual cue, jingle or other audio or visual element can telegraph the brand’s story, values and benefits in a way that serves – over time – to become a part of the brand’s identity. As such, strong DBAs can elevate the brand above the sameness of other brands within the category.
DBAs take time, focus and commitment to develop. Consumers aren’t on the lookout for your DBAs, or your ads – they see ads for a lot of products inside and outside of your product category. Strong DBAs like the Energizer Bunny or the Pillsbury Doughboy are readily associated by the brand by nearly everyone. However, for every strong DBA, there are many others that are well-linked to the brand only by the advertiser and their ad agency. If your DBA doesn’t yet have strong associations, you may need more overt or consistent focus. And if it’s not truly distinctive, it may never take strong hold.
If your brand doesn’t own any DBAs today, there’s no time like the present to get started building some. Start with a vision for what DBAs could do for your brand and develop a clear understanding of what you want them to say about the brand. Don’t neglect to conduct an external audit to see what other brands are doing – and thus what you should avoid. Next, enlist all the creativity you have available to solve for the ‘D’ – the distinctive in DBA while maintaining focus on being true to the brand story. And finally, make a strong commitment to building, nurturing and reaping the rewards.
Jeri Smith CEO Communicus
