Branding Expert

Want to advertise something that's complex, intangible, and difficult to explain? Software, for example? Or consulting services? It can be done. Here are five basic principles to bear in mind, according to James Dettore, president and CEO of the Miami-based pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm Brand Institute.

1. Make the brand name of the company or product an important element of the advertising. Avoid a name brand with unfavorable connotations. Make sure the brand name is pronounceable. "The worst thing is to have people not talk about your product or service because they are intimidated by the brand name," he says.

2. Bear in mind that no brands can say everything about a company. That's where ad campaign creativity comes in to play. "Use the design of the ad to help enforce the vision of the company identity or the company's product."

3. Pick an effective tagline—this is vital. "The tagline must be brief enough to powerfully enforce what the product is and how it benefits the target audience." Dettore points approvingly to Apple Computer's "Think Different" and Ford Motor's "Quality is Job 1."

4. Choose the medium best suited to the message. If a company has a complex story to tell, television can be ideal. More simple and concise ideas fare better in print publications or on billboards.

5. Don't try to be all things to all people. "It's better to focus on a key selling proposition, such as product, service, or price."
Branding Expert