A New Way to Chip Away at Your Brand!
Today in the New York Times, I read about a new technology. It seems that there are a couple of firms out in California that are working on ways to deploy online ads that are assembled on-the-fly, with the user's customer profile in mind. It seemed like the perfect tool for someone that wanted to try them all before settling on an answer.
Basically, the technology can be seen "...creating hundreds of versions of clients' online ads, changing elements like color, type, font, message, and image to see what combination draws clicks on a particular site or from a specific audience." Like a kid in a candy store, this will lead those of us without brand awareness to investigate all sorts of possibilities!
This is interesting to think about when it comes time to create new advertisements for your business. If this technology is used and your ads change fonts, colors and so forth, does each new flavor fully represent the essence of your organization each time? If your customers remember you as the calm, composed company that produces publications in that special tone of beige, what does that mean if you suddenly are represented otherwise? One of the things that makes brands work is the prevalence of one message, both written and unwritten. Much of this consistency comes from subtleties implied by color, fonts, arrangement of text, open space in a design and other related features. Customers select a vendor because what is said (and shown) resonates with them. They feel comfortable with their choice. They like predictability and take comfort in that.
For new customers, the intent of a brand is to, again, attract interest from those who would be most likely select their products and services. So when new technology comes along offering many options, consider resisting temptation, and keep the integrity of the brand that is yours--your customers, new and existing, will thank you for that.
Basically, the technology can be seen "...creating hundreds of versions of clients' online ads, changing elements like color, type, font, message, and image to see what combination draws clicks on a particular site or from a specific audience." Like a kid in a candy store, this will lead those of us without brand awareness to investigate all sorts of possibilities!
This is interesting to think about when it comes time to create new advertisements for your business. If this technology is used and your ads change fonts, colors and so forth, does each new flavor fully represent the essence of your organization each time? If your customers remember you as the calm, composed company that produces publications in that special tone of beige, what does that mean if you suddenly are represented otherwise? One of the things that makes brands work is the prevalence of one message, both written and unwritten. Much of this consistency comes from subtleties implied by color, fonts, arrangement of text, open space in a design and other related features. Customers select a vendor because what is said (and shown) resonates with them. They feel comfortable with their choice. They like predictability and take comfort in that.
For new customers, the intent of a brand is to, again, attract interest from those who would be most likely select their products and services. So when new technology comes along offering many options, consider resisting temptation, and keep the integrity of the brand that is yours--your customers, new and existing, will thank you for that.
Labels: branding trends, corporate branding
posted by Catherine M. Shaw at
3:42 PM
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