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Consistency in advertising: when to toe the line and when to push boundaries

Consistency in advertising: when to toe the line and when to push boundaries

Posted by on May 8, 2017

When it comes to your livelihood, playing it safe seems like, well, the safest way to go. More often than not business leaders are too afraid to step out of their comfort zone, fearing it will do more harm than good.

Sometimes, however, taking a chance can have a huge payoff and leave a lasting impression on both new and existing customers.

Knowing when to keep things as they are, and when to take a chance is a delicate art, but lucky for you we’ve put together a few tips that should help make things easier.

What Should Almost Never Change

Logo and Design

Uniformity of your brand’s image is crucial if you want people to remember who you are and what you have to offer. Something as simple as a logo or color scheme can create a lasting impression for those who see your ads.

Take Pepsi for instance. Since the 1950’s, their logo has undergone some slight changes, but the overall shape and color scheme has remained the same. Even without any text (and some interesting recent messages along the way), people who see the red, white, and blue circle instantly know it belongs to Pepsi.

Overall Tone – How You Talk to Your Audience

The same uniformity is true for your brand’s voice. Your target audience and the types of products or services you provide give you all the information you need to convey your messages in a way your customers will appreciate.

You’re going to speak differently to an audience of teenagers looking to buy shoes than you would to businessmen seeking legal advice.

When to Mix Things Up

Communication Medium

More than likely, you won’t be using a single social media advertising platform. With Facebook, Twitter, Instagram, and Snapchat at your fingertips, you have a wide range of ways to reach your audience.

Because of this, you don’t want to plaster the same cut-and-paste messages across the board. Chances are, your audience is going to be seeing you in multiple places, so mix things up a bit.

Using a video on Facebook, quality hashtags on Twitter, and attention grabbing pictures on Instagram all speak differently to people. Figure out your message, tweak it for each platform, and see how people interact.

Step Out of Your Comfort Zone

By now, you’ve probably heard of guerrilla marketing – promoting your product or service in unconventional ways.

We’re not suggesting you have to put together a flash mob to perform an intricate interpreted dance routine in Sydney, but doing something that catches people off guard is a great way to be remembered.

Something as simple as having your social media followers post pictures using specific hashtags for a chance to win prizes a is simple and effective strategy.

Keeping the Right Balance

It goes without saying that if you tip the scale too much, you could run into problems. With the right balance of standardisation and risk-taking, you can create brand familiarity while simultaneously keeping people intrigued.

You definitely don’t want to come off as boring, but you also don’t want your messages to be all over the place and leave your potential customers confused.

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Posted in: branding, Native ads