TV commercials, newspaper and magazines ads, banner, flyers, big posters, ads on buses and taxis - anything that a business can put their advertisement on, be it online or offline.
We are bombarded with at least three to five thousands advertisements and brands every day. Some catch your attention while others go unnoticed - more of the latter. Even for those that get our attention, the memory is mostly short-lived.
WHY?
We've been conditioned to shut out all form of interruptions in our lives since advertisement was invented. When TV commercial was first introduced, there was a sense of novelty and that got customers' attention and interest. But as we get accustomed to this, it is no longer interesting and became a nuisance preventing us from watching our favorite programs. And the more medias become available, the less we take notice of them.
A-T-T-E-N-T-I-O-N
It has become the most precious "commodity" on earth. Not just for advertisers, but for most of us. Just notice how someone's thought get drifted away while you are talking them. Or people who can't resist sending messages in a meeting.
So when I saw a news of someone sending in a photo of an advertisement to a local website, I was quite amazed. Apparently, this reader not only take noticed of the poster put up at bus-stop, she also noticed something missing - THE LOGO of the company. And then went on to say how the person in charge of this silly blunder is going to be in HOT HOT chilli soup.
True enough, I started looking for the poster at bus stops and found one exactly as what she said. The company's logo was MISSING. The next day, I passed by the bus stop with the ad and saw that it has been replaced with one that carries the company's logo.
Fast ACTION, isn't it!
This is a small oversight that could have been prevented with proper planning. And one that can be easily rectified.
But what if the lady noticed the poster because of the reason that there's no logo? And it could be possible that she might give this poster a miss if there was a logo instead? After all, we do not notice things that we are all familiar with. That's why we seldom take notice of things along the same route we travel to work every day. Maybe she saw the familiar logo and instantly switch off without paying more attention to it. It's only when she sensed that something is missing and that caught her attention to look more intently at the ad.
Marketing Tip #1 - Sometimes not putting your logo can get you more attention than putting it.
P.S. After all, the first aim of an advertisement is to get a person's attention. If you cannot get attention, you cannot get them to look at your advertisement.
And not forgetting the exposure the company gets from the mention in the news?
The questions then would be - Can you afford not to put your logo? Will your customers still be able to recognize YOU without your logo?
Having spent tons and tons of money in building up your brand, it is only logical for you to put your brand on everything you can put on. From company's letterhead to brochures, advertisements to uniforms. As what brand gurus say, get your brand out there.
Having a brand that is recognizable and strong gives your customers a sense of security when they see your logo. It builds trust especially if you are a leader in your industry and known for your high standard of quality. Without the brand logo, customers may mistake the ad from some dubious, small time, fly-by-night voodoo peddler.
Think about it.
If I show you a picture of a burger, can you recognize which fast food restaurant it comes from? If I show you a photo of a Big Mac without MacDonald's logo, how you know it's a Big Mac? If I say Mushroom Swiss and Teriyaki Chicken, can you tell me the name of the fast food restaurants selling them? If you are blind-folded and handed a glass bottle, would you be able to tell if it's a bootle of Coke or something else?
If I show you a plate of pasta, would you be able to recognize which restaurant is it from? If I describe to you "It's green with a mermaid," do you know what I'm talking about? If I show you picture of a small part of a mobile phone, can you know which brand is it? If I describe to you the experience or policy, can you tell me which company I'm talking about?
Branding is not just the logo. It is everything you do. The way you conduct your business, the shoppers' experience, be it queueing up days ahead of launches or fuss-free, the uniform, the design, the packaging, the product or service, the feel, the smell, the taste, even yourself.
Marketing Tip #2 - Everything and anything related to your business can be your brand ambassador.
P.S. Do not equate branding to having a logo.
So what can you do if you find out you've left out your brand's logo in your advertisement?
Start thinking how you can start benefitting from an advertisement without your logo.
(Photo Source : Stomp