Discover how to create a branding campaign with examples
In general, a branding campaign serves to increase the visibility of your brand, show yourself to your target audience and the market, stating what you came for.
What comes to mind when you read Coke soda ou slipper? Think about the images, colors, sounds, phrases and even smells and flavors that these words awaken in you. If you have imagined a specific brand, one of the factors responsible for this is branding.
An essential process for building strong brands, the branding campaign has been used for decades by large companies to position themselves and be more easily recognized by the public. Still, all companies, regardless of their niche or size, have a lot to benefit from branding strategies.
After all, what is Branding?
The concept is not new. Some say that brand recognition strategies were already used even by the Greeks and Romans in ancient times. However, the term as we know it today began to be used around the 60s.
At that time, branding began to identify the process of creating and managing the brand of a product or company, with the aim of affirming its identity and purpose, in addition to positioning itself in the market, becoming more recognized and remembered in a positive way by people. people.
What is a branding campaign for?
If you still don't know very well what branding is, firstly, it's important to recognize that branding is an ongoing process. Even so, creating a campaign can be the initial step towards building a relevant brand.
How will they see you if you are hidden? What's the point of creating an excellent product, an impeccable visual identity and public relationship strategies if the company is not seen?
That's what a branding campaign is for: expanding your brand's visibility, showing yourself to your target audience and the market, stating what you came for. In addition to showing your purpose, values and differences, to become unforgettable.
Examples: branding campaign of success
There is nothing better than observing what leading companies have already done to learn from their success. Below, we have separated two examples of branding campaigns for you to get inspired.
Havaianas
Favorites among Brazilians, today, Havaianas flip-flops dress the feet of public and anonymous figures and from all social classes. The brand has models for all tastes and budgets. But, at the beginning of its history, it wasn't quite like that.
Created in the 60s, Havaianas had few models and its main identity trait was pioneering, demonstrated in the slogan “aslegitimas”. The audience was more restricted, mainly to people from more popular classes.
From the 1990s onwards, to expand the market, the brand went through a repositioning process. With the new slogan “everyone uses it”, the brand aimed to attract more people. So, he developed more creative models and, of course, created a campaign of re-branding for this new phase.
To do this, Havaianas went to where its target audience was. He then invested in advertisements for various channels, such as: television, fashion magazines, billboards, etc. They wanted to communicate with audiences of different profiles and show that it was a product for everyone to use.
Re-branding
The strategy was clear and very well defined. Using celebrities from the most diverse niches as poster boys and girls, developing a connection with the public that follows them. Furthermore, it states that the product is not exclusive footwear for the most popular audience. After all, if even the most famous celebrities in Brazil use it, who wouldn't, right?
In fact, the brand has even joked about it. In a 2011 commercial video, in a very creative way, they joke about the fact that in all their advertising pieces, there is “a celebrity on the beach wearing havaianas”.
As the brand and this branding concept mature, other ideas are added to the brand, and even taken up again. This is because the positioning of original and legitimate is the main concept worked by Havaianas today. After all, she has already managed to fix in our minds that everyone uses it, her speech then returns to combating fakes and needling competitors.
On the other hand, the brand remains consistent with the identity it has been building for decades. Furthermore, their videos feature the presence of the most talked about and loved celebrities by the public, inserted in a universe in which all the characters and extras wear Hawaiians. And, of course, always valuing your Brazilianness.
This is definitely an excellent case of a coherent branding campaign that is updated frequently but does not lose sight of the essence of the brand.
Pepsi
A memorable example is the “It Could Be Pepsi” campaign, which seeks to position the cola brand as second in the market. Pepsi knows very well what branding is and managed to use it in a funny and unusual way.
Advertisements with the brand's slogan and visual identity took over television channels and streets with billboards, among other media. With the campaign, the brand also established its identity and personality: a good-natured company that is by its audience's side when their favorite option is missing.
Although somewhat controversial, using an attribute that could be negative to its advantage, the company's objective was achieved. Still, even if the brand creates new themes for its campaigns and adds different concepts, the essence of being the second option remains.
We can analyze this clearly in the commercial video below. The slogan is different: “Pepsi, just yes” – referring to a popular phrase at the time it was launched, “just no”. However, the general idea of the advertising text continues to be to state that, even though Pepsi is many people's second option, it can be a good choice.
Tips for creating a branding campaign
1 – Build the brand
Before thinking about planning a branding campaign, you need to create your brand. At this stage, mobilize your team to identify the target audience, develop a value proposition, visual identity, name, personality, among other bricks that build the brand.
Thus, a very popular resource that can help you kick-start your branding strategy is the SWAT analysis. It is nothing more than a simple matrix in which you detail the strengths, weaknesses, opportunities and threats – of your company.
Furthermore, we emphasize the importance of understanding very well who your company's audience is, thinking about their purchasing behavior, what they do on a daily basis, what their interests are, among other aspects. If you want to learn more about this, we explain it in more depth in the video below.
2 - Define the objective
Is this a product or company branding campaign? With it, do you want to position yourself or reposition yourself in the market? These are questions that can guide the definition of the objective and goals of this action and, consequently, its results.
Also remember to set metrics to measure the campaign’s performance at the end of the process. They are the ones who will guide possible changes in your strategies and action plan. After all, with data, you will be able to identify where, how and when your marketing campaign tactics were not efficient.
3 - Define the operating channels
Your brand must be where your audience is! The choice of channels to carry out the campaign must be strategic and thorough. Therefore, evaluate the social networks, content marketing, holding events and even advertising in traditional media.
4 - Structure a plan
What will you say and how long will the campaign last?
Create an action plan detailing aspects such as:
- Period of operation of the campaign;
- Selected channels;
- Treated content.
5 – Evaluate the results
This is the time to retrieve the metrics to assess whether the results fit the objectives.
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