How to best use media for brand building

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Successful brand building is essential to brand presentation in the media. There are a number of possible marketing tools and channels that can be used to achieve this. The key question is, where exactly should you focus your media investments to achieve the greatest effect?

The rise of new social media platforms and technologies has brought an increasing abundance of media channels available to consumers. This has forced companies to complement traditional media channels such as print, television, radio and outdoor with emerging media channels, as well as optimize the use of traditional channels. Achieving the right mix can be difficult and time-consuming.

The importance of multimedia marketing is undeniable, but finding the right proportions of representation switzerland phone number data of individual channels is not easy. Experience shows that campaigns with the right distribution of media spend can be up to three times more effective. On the other hand, the 2022 Media Reactions survey shows that marketers' confidence in their media mix has fallen (from 67% to 61%).


Consistency and adaptation


An advertising campaign on TV, radio or online media has the potential to reach a wide audience in an instant. For successful brand building, it is important to create a distinctive and memorable campaign that captures the essence of your brand. Choose appropriate visual elements, a catchy slogan and a strong story that will emotionally appeal to your potential customers. It is important to be consistent so that the campaign conveys the core message you want across all channels.

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However, this does not mean that you have to stick to the exact same message across all platforms. You can say the same thing on TikTok and on the radio in a different language and form. Blindly insisting on the exact same wording regardless of the form and audience that uses a given media platform would be against the point of multimedia marketing. The challenge is therefore to tailor the message to the specific channels and ensure that the right campaign and the right ad are placed on the right platform.