Everyone brand indulges in advertising. Some brand advertisers adhere to advertise in a customary way while some brands evolve out from the traditional norms of advertising and try different techniques which are out of the box. In this article, let us discuss about 3 successful techniques of advertising which are used by a wide range of smart advertisers in the brand market.

Technique no.1- Generate a metaphor

A symbolic representation of the key idea of the particular advertising communication is quite helpful. You can use images or statements that are completely different but when placed together provide a new idea. Over here you can play with words or with visuals or both. By creating a metaphor you can represent a characteristic or a feature or a benefit or a service of your brand.

A metaphor can be skillfully used to exemplify the brand's personality. For instance, branding campaign advertising for a summer talcum powder can use ice cube to denote the idea that the user of the brand will feel a cooling sensation by using that talcum powder.

Technique no. 2- Pledge a benefit

Your brand should provide a compelling benefit that your product can deliver. This is because a benefit is something of value to your target group. Before purchasing your product a question arises in the mind of your customers ‘what can this product do for me?’ The answer should be a benefit. Your advertising campaign should be able to persuade the target group about the benefit of the brand and how it will bring a difference in their lives.

A good example for a benefit ad- ‘Introducing a summer deo which can actually help you stay fresh round the clock’

Technique no. 3- Talk about a problem

Everyone has problems. Some products solve them and for this reason they win the faith of a wide range of customers.

A headline for a shampoo advertising campaign starts with something like this ‘Fed up of dandruff’ Such headline can easily grab the attention of those customers who have dandruff problems and they would sure watch or stay tuned to the commercial because everyone wants a solution for any problem. Later in the ad the advertiser can gradually explain how those customers can get rid of the dandruff problem by using the brand.

To sum up, advertising as a defined tool for brand promotion is open to various other techniques of promoting the brand to its target group.