The featuring of a brand in media vehicles in order to build strong, long-term relationships with consumers.

In the hectic consumer marketplace, recognized, trusted brands stand out. Sometimes those brands are old, established over many decades, giants in the consumer consciousness. And sometimes they’re new and bold, exploding on the scene and taking names.

These new brands don’t just come from nowhere. They work hard to get the recognition they desire. They’re smart about appealing to their target demographics. Before a product launch, they take the time to think deeply about their brand identities: the colors, fonts, and other stylistic choices that make them who they are. In short, they engage in smart brand advertising.

A brand identity is just what it sounds like: the character and personality of a brand. A brand identity is defined by the brand’s logo, web presence, product or service offerings, copy, and other visual elements that face the public.

It is important that the company really thinks this through. Because these elements identify the brand, they should be strong and consistent. When a brand identity changes, it’s confusing to consumers,so, everywhere the name of the company appears, it should be identifiable: the font, colors, and logo should always be the same.

The brand identity can say a lot about the company as a whole, the logo, in particular, communicates volumes.

The old adage “a picture is worth a thousand words” applies here. For example, a slick, corporate logo communicates serious business. This might work well for a finance or insurance company. A cute cartoon logo communicates fun and recreation. This might work well for a pet food company or a family restaurant. Carefully matching the logo to the brand is the first step towards smart brand advertising.