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Dennis Thorgesen
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Parts of your brand; Advertising

Published on 12/22/2017
For additional information  Click Here

Part of your brand; Advertising

Lisech graphic

Do you truly understand the purpose of advertising for your brand? Most people believe advertising is a selling tool. Although sales if done right will come from ads, the true purpose is to give people a reason to buy.




Although your goal, you believe, is to sell. If your thinking goes this direction chances of finding buyers reduces. People love to buy, they don't like to be sold. People want a buying experience. Give them the experience and they will become buyers. This is if you are reaching those who have an interest in your product or service.

cat with payday



In today's world the internet is the simplest way to reach potential buyers. With ads easily viewed on smart phones targeted to your potential buyers, you will be furthest ahead. Your goal is to reach people who already know about your company. It is important to remember you need to use brand marketing to the audience first.


Value proposition


In an ad, what you are doing is providing a value proposition. This, in most cases is something your audience already knows exists. With an ad, you are doing something different to entice buyers. Ads are also used for a new product you have, or have created.


What should your ad contain?


  • For graphic ads, your company/brand colors is the first and most important thing.
  • Easily readable fonts which are the same you use for everything your company does.
  • The words used must be understandable by your audience.
  • Video ads will also show your brand colors.
  • With word only ads all you can do is show your value proposition.
  • The second most important thing is your value proposition.


Why is this important?


Every business/brand is based on a story. When creating movies production companies always use a story board. Your business is no different. Everything you do is to flow from your original concept. Your original concept contained only certain colors.



Lisechglobal identity consulting graphic

Other than black and white, for your company/brand three colors are all you use. In ads you might have to add more. These as much as possible are going to be shades of the same colors. A percentage of your potential buyers are color blind so use colors which convert easily to be seen in black and white. It must work in black and white for these and all buyers. © December 22, 2017 11:30 AM CST Dennis Thorgesen, Lisech business and brand consulting, Lisech eMarketing, all rights reserved.


It doesn't matter where you are in business or life. If you want to see improvement give me a call 001 (402) 806-4200, send an email

( ), or reach me on SKYPE. Wheelinallover







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