Television Branding

Television has a unique place in branding today, because it is usually considered the primary media to use to generate name awareness and a perception of value, the primary elements of branding. Companies like the fact that television offers sight, sound, motion and color to impact their message on the consumer. TV Commercials can include the elements of emotion, music and/ or a star spokesman to sell the value of your brand.& TV, when created professionally and followed up with professional media buying, just seems to say “Your Brand has Arrived!”

Unique Features of Television Branding

1. The Features of Branding With Television - Virtually no other medium can demonstrate a product, and brand a product as well. The psychological impact of a well-designed TV commercial jumps right into your living room and delivers a message in 30 seconds or less. TV has one advantage for branding in that some experts believe ads are remembered longer that other media so name awareness is affected faster.

2. Why Branding With Television Works - As high as 98% of U.S. markets are penetrated.  That means that 98% of all households have a TV, and it is often on 7 to 8 hours a day. That gives you a lot of opportunity to brand your product. With TV your message can be designed and delivered to a very focused target market. This can give you a game plan to pinpoint your branding efforts on exactly who you want to persuade. By taking this approach it also allows you to focus your entire branding efforts and often that’s just what you need.

3. Speed of Branding With Television - On a limited budget TV can be effective in a short period of time by concentrating a media buy. For example, you may want to be the #1 advertiser every morning between 6-8am. Isn’t that a great place for any form of automotive repair or restaurants trying to improve breakfast and lunch business?

4. Production Steps For Television

   1. Usually the starting point, when using TV to brand a product, is extremely creative copywriting. That writing usually doesn’t come without a great deal of market research. For example, who is the message aimed at, what are we trying to accomplish and in what period of time.
   2. Design storyboards so the client can see what the commercial will approximately look like.
   3. Screen and hire the talent.
   4. Hire the camera crew.
   5. Edit the commercial and add sound effects, music and sweetening.
   6. Go to final edit.

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