In a world where companies like Nike, Apple, Disney, and McDonald’s are household names, it might seem puzzling that these giants still spend millions on brand advertising. If everyone already knows them, why bother? The answer lies in a fundamental principle of marketing: visibility equals profitability. Let’s dive into why brand advertising remains crucial for big brands and what lessons you can apply to grow your own brand.
The Power of Visibility
One of the core reasons big brands continue to invest heavily in advertising is because they understand that visibility drives sales. Even the most well-known brands need to stay top-of-mind for consumers. The phrase “out of sight, out of mind” applies to the business world just as much as it does to personal relationships. If people don’t see your brand, they’re less likely to think of it when making a purchase.
For big brands, consistent visibility ensures that their products and services are always in the consumer’s consciousness. This constant presence not only reinforces brand loyalty but also captures the attention of new customers. Without regular advertising, even the most successful brands would see their market share diminish.
The Myth of Bottom-of-the-Funnel Focus
In recent years, many marketers have shifted their focus to the bottom of the sales funnel—those customers who are ready to buy. While this approach can be effective, it overlooks a critical fact: the majority of your potential audience isn’t at the bottom of the funnel. In fact, only about 5-7% of your total potential audience is in the buying stage at any given time.
This means that if you only focus on the bottom of the funnel, you’re missing out on a huge portion of your audience. Big brands understand this and use top-of-the-funnel brand advertising to ensure they’re capturing the attention of that other 93-95% who aren’t quite ready to buy yet. By doing so, they ensure that when those consumers are ready to make a purchase, their brand is the one they think of.
The Role of Social Media in Brand Advertising
Social media has leveled the playing field, allowing small and emerging brands to compete with industry giants. Platforms like Instagram, Facebook, and LinkedIn offer businesses the opportunity to create visibility without the massive budgets that big brands have. However, many small business owners are hesitant to leverage these tools effectively. They may lack the know-how or confidence to create engaging content that resonates with their audience.
Big brands don’t just show their products; they create compelling narratives and experiences that draw consumers in. Whether through entertaining Super Bowl ads or engaging social media campaigns, they understand that brand advertising isn’t just about selling a product—it’s about creating a connection with the audience.
The Bottom Line: Visibility is Essential
The minute big brands stop advertising, they see a drop in sales. This lesson applies to businesses of all sizes. If you want to grow your brand, you need to be visible. Consistent brand advertising, whether through social media or traditional media, keeps your business in front of potential customers and ensures that when they’re ready to buy, they think of you.
In Conclusion about Visibility
In conclusion, brand advertising is not just a luxury for the big players—it’s a necessity. By staying visible, these companies maintain their dominance and continue to drive sales.
For smaller brands, the key takeaway is clear: leverage the tools at your disposal to create visibility and keep your brand in the minds of your target audience. Whether you’re a startup or an established business, visibility is crucial to your success.
Contact us today to find a way to grow your brand by email: info@onum.group.
