Why do brands do campaigns?
Photo courtesy of Pedram Farjam
You must have heard of brands jumping on trends and doing brand campaigns. This makes you identify yourself as a brand and build a truly loyal audience. Some brands have their campaigns aligned with their goals and vision, and some others like to jump on trends and do seasonal campaigns.
Some of the most popular seasonal campaigns are done around mothers day, Christmas, Super Bowl and more. These campaigns could be done through design, photography, videos or all together.
As a visual person it’s always interesting to me seeing the amazing creativity and innovation that goes into these campaigns. Why do brands do this though? Why spend so much on something that lasts for such a short time?
Here are 3 reasons why brands do campaigns.
1) Brand Awareness.
#ShotOniPhone | Photo courtesy of Pedram FarjamBrands are built by your audience. Your brand is only what your audience thinks of you, and their vision towards you is what could make or break you as a brand.
Let’s think of Apple as an examples here. You must think Apple is such a strong brand that it doesn’t need marketing anymore. Why do they still do it and how does it help them?
A very popular ongoing campaign that Apple has been running is their #ShotOniPhone hashtag. This campaign is designed to let people use this hashtag under their social media posts under photos that they have snapped on their iPhones. Not only does this increase the awareness of the brand out there, but it also shows the power of the iPhone’s camera. Leading more people to want to own an iPhone and be part of the community.
2) Brand Personality.
Photo courtesy of Pedram Farjam
Brands have personalities, just like people do. You would prefer to be friends with a person with personality traits that you like and respect. The same applies to choosing a brand amongst competitors.
Certain people like certain brands. Some brands might offer similar products, but people tend to choose the one that they “like” most, even if the products are exactly identical.
For example, I’m a Canon person. I like their cameras, I really trust the brand and I choose them every time. I know that Nikon or Sony would definitely deliver the same results with their similar line of cameras, but I always decide to go with Canon.
Campaigns build brand personalities. For example, if someone is an advocate of raising awareness for human rights, then they would definitely respect a brand that does the same. It’s important for brands to really believe in their campaigns rather than just designing them around certain trendy topics.
03) Stay In the Game!
Photo courtesy of Pedram Farjam
Here is the hard truth; other brands are doing it. Big brands are doing it. Even politicians are doing it. So if you are not, then you will be left behind.
Big brands run their biggest sales on campaigns, and it has been one of the biggest marketing strategies for years. They look at upcoming events, their company goals, their brand identity and vision, and let that lead them into creative campaigns that make them stand out.
If you want to stand out amongst competition, and stay within the game in 2022 then you definitely need to get onboard with running advertising campaigns.
Conclusion
Set your goals, build your brand identity and have a vision for where your business is going. Build a campaign around that in the most sustainable way and back that campaign up using visual representation such as photography and videos, advertisement, podcasts, interviews, blogs and whatever content works best for you and your brand.
