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Developing an Advertising Campaign to Differentiate Your Brand

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  • 0:04 What Is an Advertising…
  • 1:07 Brand Strength
  • 1:52 Brand Differentiating…
  • 4:50 Lesson Summary
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Lesson Transcript
Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

In this lesson, we explain how to prepare a creative ad strategy and campaign message that differentiates your product or service from the competition. The right campaign differentiates a brand and builds a preference for a client.

What Is an Advertising Campaign?

According to MarketingSherpa, 95% of online adults aged 18-34 are most likely to follow a brand via social networking. In a world where everywhere you look seems to be an advertisement, creativity is essential in making a brand stand out. Look around you now: Everything has a brand name on it. There are likely ads all over your web browser. Also, social media is full of ads.

By definition, an advertising campaign is an organized course of action to promote a product or service. There are several ways to craft creative strategies, but your message is the essence of your advertising campaign. Assuming a company has already narrowed down its target audience and selected media channels, it's now time to create an advertising campaign. When an advertising campaign is effective, brand awareness increases, revenue goes up, lead generation (attracting potential customers) occurs, and more.

Brand Strength

Once a clear advertising angle is decided upon, it doesn't have to be difficult to differentiate a brand or focus on strengths. Are there obvious differences between one brand and another? Are there obvious strengths? What do customers love about the company?

The main point of an advertising campaign is to get customers to have a brand preference. This is defined as a customer choosing a specific product or service over other equally priced or available options. It is a reflection of customer loyalty, successful marketing tactics, and brand strengths.

Brand Differentiating Strategies

The best way to create a creative ad strategy and build a campaign message is to implement one of these strategies:

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