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If you take a second to think about your shopping habits, you’ll probably realize that a majority of the products you buy are influenced by brand perception. You’re not the only one — 77% of B2C consumers make purchasing decisions based solely on the brand name.
Brand perception, or the thoughts and feelings associated with a company, impacts why people wear a certain brand of clothing or pick one pasta sauce over another at the grocery store. Once consumers adopt an attitude about a brand, it’s tough to change. That’s why brands work hard to create positive associations in people’s minds, rather than negative or neutral perceptions.
When you know how people perceive your brand, it’s easier to shape its reputation, help consumers understand what sets it apart, and develop brand equity. You do this by measuring brand perception and tracking customer sentiment over time.
But before diving into the metrics, it’s important to understand what creates brand perception and how it informs company and consumer decision-making.
What is brand perception?
Brand perception is the sum of a consumer’s feelings, experiences, and thoughts about a product or service. It’s what people believe a brand represents, rather than what a brand says it represents.

Although brand perception is a mental association, it plays an essential role in creating emotional connections with consumers. People consider their attitude toward brands when choosing between competing products. They read reviews, chat with customer support, compare options with friends, or sign up for a free trial. All of these touchpoints affect brand perception and impact a company’s success.
If consumers think highly of a brand, they become more loyal to it. Consider how this dynamic plays out in everyday life. People get in meme wars over Apple versus Android products. A person who wears Nike shoes usually won’t be caught in Adidas kicks. And you probably won’t find Coca-Cola and Pepsi in the same fridge.
Companies that understand brand perception use this information to develop brand equity. While brand perception can be narrowed down to what one customer thinks about your brand, brand equity is the combination of people’s perceptions, experiences, and opinions that creates your reputation. A company with high brand equity attracts loyal customers who pick your product or service when given the choice between competitors.
When a customer is loyal to a brand, 86% will recommend it to friends or family and 66% are likely to write a positive review. Those actions drive company growth and improve brand perception, which only helps your business.
Although it may seem that brand perception is out of your hands, you can take steps to measure it and improve people’s attitudes.
How to Measure Brand Perception
Data can help you understand how consumers, employees, stakeholders, and competitors perceive your brand. Since brand perception is a combination of reviews, reputation, experience, functionality, advertising, social engagement, and customer use, you should gather metrics from multiple sources.
Here’s how to measure brand perception:

Conduct brand perception surveys to learn what people think of your business and how it stacks up against competitors. Ask questions that touch on emotional, cognitive, and action-oriented factors, such as these examples from Qualtrics:

When you think of [the brand], what comes to mind first?
Which of the following words describe [the brand]?
What kind of feelings do you experience when you think of [the brand]?
How would you describe your level of emotional attachment to [the brand]?
How would you describe [the brand] to a friend?
How would you describe your last experience with [the brand]?
On a scale of 1-10, how likely are you to recommend [the brand] to a friend or colleague?

Track online mentions using social listening tools or Google alerts. You want to monitor social media comments, online reviews, relevant hashtags, forums (i.e. Reddit and Quora), and news mentions. As the brand grows, so will this dataset. I recommend creating a system to handle negative mentions as soon as possible and stay on top of talk about your brand, products, and marketing campaigns.

Do a brand audit to evaluate how your brand perception compares to competitors’. This should include research on primary and secondary target audiences, a competitive analysis of your products or services, a thorough evaluation of your communications strategy, and a deep dive into your brand positioning. (I recommend referencing this brand audit guide from Visme).

Collect data from customers at each point of the buyer’s journey. This can include how buyers research information, evaluate products, compare between competitors, interact with customer support, make a purchase decision, onboard, and interact with the brand post-purchase.

Once you have enough data to measure brand perception, you can evaluate if consumer sentiment aligns with your brand identity. If so, stay the course. If not, you can learn how to improve consumer brand perception.
Brand Perception Examples
From PR campaigns to packaging, brand perception is influenced by every touchpoint people have with a company. The following brand perception examples show how businesses can shape consumer sentiments so the inner identity matches the outer image.
1. Snickers
Candy lovers can choose between dozens of chocolate-covered bars, so what makes someone grab a Snickers instead of a Kit Kat? Yes, it may be taste or preference, but the brand has designed clever campaigns to make people believe that eating Snickers will transform you from hangry and unfocused to sharp and satisfied.

2. Orangetheory
You may have driven past one of these orange-hued workout studios on your daily commute or taken an online class during the pandemic. And while fitness crazes come and go, Orangetheory has carved out a brand perception that’s kept the company going strong since 2010. The community-oriented classes make it the right fit for people looking to connect and compete with neighbors while working up a sweat. It’s more casual than Crossfit but kicks up the intensity compared to group classes at national gyms, like Planet Fitness and LA Fitness.
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3. Zoom
An innovative and beloved video platform at the start of the pandemic, Zoom quickly became the cause of remote workers’ burnout. People loved how it kept them connected to teams, families, and friends.
But the constant connection led to “Zoom fatigue,” an informal diagnosis that’s been covered by Healthline, Stanford, the New York Times, and more. While companies still rely on Zoom for virtual meetings, the brand has had to adjust from its original “Video conferencing that doesn’t suck” vibe to “How the world connects” as consumers shifted their perceptions.

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4. Patagonia
The outdoor gear brand became famous for its innovative clothing and focus on responsible manufacturing, but a change in consumer perception caused the company to double down on its sustainability-driven identity.
In the early 2010s, people began referring to the company as Patagucci — a satirical name that poked fun at the brand’s high prices and its adoption among high-income workers. To sway consumers from placing Patagonia in the fast-fashion category, the company has launched a number of sustainability-focused initiatives, like its Worn Wear line of recycled clothing.

 
Knowing what people think of your brand is an important part of developing a successful business. It gives you the information you need to shape your brand identity, create impactful marketing campaigns, and make changes when consumer perception shifts.
Now that you know how to measure brand perception, you can use it as a tool to make strategic brand decisions and drive your company forward.

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All companies that want to attract customers and stand out against competitors need strong brand assets. These elements help build an identity, maintain consistency, and create trust. Considering that trust is the second most important factor in buying from a new brand, it’s essential for companies to design brand assets that highlight their values, strengths, offerings, and identities.
Brand assets let you create customer touchpoints that are immediately recognizable. Think of Amazon packaging, the Pixar lamp, or Apple’s minimalist design.
But branding assets aren’t simply logos and slogans. They’re the combination of several elements that come together to create a unique, distinguishable identity. If well-designed, brand assets can build brand awareness, increase marketing ROI, create customer loyalty, and give you a competitive edge in the market.
Any company can develop distinct assets that draw in customers and increase sales conversations. To start, let’s walk through the basics of brand assets before jumping into examples that show you how to leverage these essential branding elements.
What are Brand Assets?
Brand assets are recognizable elements that embody a company’s identity. From logos and typography to taglines, brand assets make it easy to identify a business, help it stand out from competitors, and cue customer associations.
Brand assets can include the following elements:

Brand name
Logo
Color palette
Packaging
Slogans or taglines
Songs or sounds
Brand guidelines
Mascots
Typography
Design elements
Voice and tone
Videos

Well-designed brand assets can help you deliver a consistent, unified experience and bring your business to the top of customers’ minds. But it should never be mistaken for a competitor’s brand. You want every element to reflect your company so it’s immediately recognizable. If you can do that, your assets will work well with one another to build your unique brand identity.
Every company has different needs and thus, different assets. For some, a mascot may be more important than packaging. But all businesses must have a few essential branding assets to distinguish themselves from competitors.
Top Three Brand Assets

Logo: A logo is the most significant representation of a business. Research shows that people retain information better when it’s paired with a relevant image, and a logo is the thing that helps customers recognize your brand and begin to build an emotional connection.

Color palette: Up to 90% of an initial impression is based on color alone. Considering that people form an opinion about people or products within the first 90 seconds, it’s easy to see why a color palette is a top brand asset. When choosing colors, research the psychology of color to see what may resonate best with your audience.

Tagline: “Can you hear me now? Good.” “Just do it,” and “What’s in your wallet?” are all famous taglines. A catchy slogan, when combined with a specific logo and color palette, can be a powerful brand asset for unifying marketing campaigns and turning your company into a household name. Just think of all the jingles you still remember from childhood!

Brand Assets Examples
When building out your company’s brand assets, it can be helpful to see how other businesses stand out from the crowd. Take a look through these incredibly organized and thoughtful brand assets examples for inspiration.
Zendesk

One of my favorite collections of branding assets is Brandland, the Zendesk hub for all things brand. Not only can you discover the history and attributes behind the customer support software, but you can get information on specific assets like typography, color, and voice. It truly is a magical display.
Wistia

The video hosting platform outlines its brand assets in a clear, concise way. Anyone with an interest in portraying the Wistia brand can learn how to use the logo and color palette, which comes with instructions on how to combine the two. It’s simple, yet effective.
Vimeo

Compiled in a brand guideline, Vimeo shares its branding assets alongside detailed instructions on how to use them. This includes how to reference Vimeo, how to use logo color and spacing, and how to share its unique Staff Pick graphics.
Mailchimp

Freddie is the mascot and logo for Mailchimp, which plays up the brand’s offbeat humor and conversational tone. The major brand assets are shared on Mailchimp’s website, as well as its content style guide — an important element for people who want to understand the brand’s voice and values in an in-depth way.
HubSpot

It’s easy to access HubSpot brand assets through its style guide, which outlines elements like logo, color palette, tagline, graphics, and more. People can also dive into specific branding requirements so every page, product, and tool stays on-brand.
Uber

Whether someone is looking for the Uber logo or specific templates for a marketing campaign, Uber has it all in its brand playbook. The company makes it incredibly simple to understand how to use and create brand assets, which is essential for a global company that operates worldwide.
With these brand assets examples in hand, you’re ready to start designing elements that showcase your identity. If you’re wondering how assets play into your overall brand, look to this branding guide for tips on how to create a brand people know, love, and share.

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When it comes to your business’ branding strategy, establishing a logo is one of the most critical tasks.
Your logo will be pervasive throughout your marketing campaigns, and it’s one of the most prominent branding elements people will think of when someone mentions your company.

Mounting research backs up how important a logo can be to your brand. In fact, a recent study from the Journal of Marketing Research found that an effectively designed logo can “influence brand evaluations, purchase intentions, and brand performance.”
Not sure what it takes to create a killer brand logo? To give you a better idea, check out our list of stand-out logos below.
Logo Examples
1. Geometric Logos

Geometric shapes are highly effective at creating stylish and fun designs. Some can even evoke feelings of movement. It’s particularly popular amongst big brands from Google to Adidas — also proving that you don’t need to belong to a specific industry to use it. The final result is often a clean and modern design.
2. Negative Space Logos

Negative space logos are all about leveraging what you don’t see. Because these logos take more thought to execute, you can typically spot subtle meanings. For instance, you may see hidden letters, icons, or names. A great example is the FedEx logo which uses negative space to create an arrow between the “e” and “x” letters.
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You don’t have to be super obvious with your negative space. Often, these logos use it to add small details that complement the main visual.
3. Typography-Based Logos

Typography can add a clever spin on traditional logos. We often see two varieties — one where typography enhances the imagery (see Hatchet), and the other where typography is incorporated within the imagery, giving it structure (see Burger King).
In the examples above, we see the text and graphics working in harmony — in other words, you can’t have one without the other.
4. Hand-Drawn Logos

Hand-drawn logos feel similar to a personal signature. It gives brands an authentic, rustic, down-to-earth, and even child-like feeling. Most incorporate a sketch of a scene, object, idea, or symbol. Because no two hand-drawn designs are alike, this style almost guarantees a unique and original logo.
5. Overlapping Logos

By using multiple layers, you can create more complex and colorful logos without overwhelming the viewer. It’s an effective strategy that “interrupts” visual elements — or even text — within a design. That said, these logos can be hard to pull off without a designer, so we recommend leaving this trend to the professionals.
Logo Examples in Ads
6. McDonald’s

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McDonald’s “Follow the Arches” campaign highlights the power of logos — even if you can’t see all of it.
It features a portion of its golden arches logo along with a simple line of text — such as “On your left” and “On your right.” With the creative use of its logo and signature colors, consumers instantly recognize the brand — and know that it’s just around the corner.
7. Curtis

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Curtis brings the smell and taste of fruit to life. Add the steam on top, and your mouth begins to water. The yellow logo on the tea label also brings a nice contrast to an otherwise monotone color scheme.
8. Nescafé

This black-and-white ad for Nescafé features rows and rows of zig-zags. It seems confusing at first, until you read the tagline, “Nothing wakes you up as Nescafé.”
Suddenly, these zig-zags become Z’s to represent sleep, and they eventually “wake up” and transform into the Nescafé logo. It’s a playful ad that uses symbols to illustrate the relationship between sleep and coffee.
Logo Examples in Literature
9. Underhill Press

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Here’s another example of an ad that uses the power of symbolism in its logo. Books are born from trees — which is an obvious comparison. But trees also symbolize wisdom, growth, and learning — which artfully plays into the brand’s ethos. Trees are also a critical resource to the environment, as books are to people.
10. Rosebery

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You can see a logo a hundred times without recognizing its full meaning — which is why I like this logo in particular.
Not only does it depict a child reading, but the book also doubles as wings. You can interpret it in multiple ways — for example, books can give kids wings to unleash their imagination or understand the world around them. It’s an effective logo that calls for a second — or even third — glance.
Sources for Logo Inspiration
Arguably the hardest part of creating a logo is knowing where to start. To light your creative spark, we’ve compiled a list of logo inspiration to get the ball rolling.
1. Creative Market

Creative Market is a designer’s playground with over 3 million unique fonts, graphics, themes, photos, and templates.
Use the search bar to browse through logos that match your style or profession. If something catches your eye, you can purchase and download designs right on the platform — or simply use it to gather inspiration.
2. Dribble

Dribble operates as an online portfolio for designers. In fact, it’s one of the largest platforms for designers to share and promote their work — making it an ideal hub for finding inspiration.
Plus, if you want to hire a professional, you can contact artists directly on Dribble or use its Project Board to post a job.
3. Logoimport

Logoimport is an Instagram account that shares designs, illustrations, and graphic inspo from various designers. The account does a great job of tagging the artist on each post, so if something piques your interest, you can view more of an artists’ work with just a few taps.
4. Behance

Owned by Adobe, Behance is a social media platform for artists to showcase and share their creative work.
What’s unique about Behance is its advanced search functionality. Want to browse logos that are all blue? No problem. Want to browse logos that are solely made with Photoshop? You can do that, too. With Behance, you can quickly narrow your searches to see the most relevant designs.
Logo Samples That Anyone Can Use
You don’t need to hire a professional designer — or have an extensive background in graphic design – to create an eye-catching logo. Instead, online resources can help you design one in just a few steps. Take a look at our list below:
1. Canva Templates

If you can’t pin down exactly what you want your logo to look like, try browsing through Canva’s premade design templates. Once you land on a design you like, simply click to download it. This will open the Canva editor where you can customize the text and color scheme of your logo.
Keep in mind that some Canva templates are free, while others may require a Pro account.
2. Logomakr

Logomakr is a tool that allows you to design a logo from scratch with thousands of stock icons and hundreds of fonts. If that’s too much of a feat, you can simply use one of its templates and customize the text, color, and graphics to match your branding.
Although Logomakr is a free tool, you have the option to pay for professional assistance should you need help designing your logo.
3. Logo Garden

If you think it takes days to create a logo, Logo Garden, a design tool, says it can be done in minutes. Its software contains a vast library of graphics, fonts, and colors to build even the most intricate logos. If you get stuck along the way, it also offers design tips and videos to guide you.
After the design is complete, just download it to your computer for a small fee.
4. Designimo

Designimo is a great starting point for anyone feeling overwhelmed by the design process. When you visit the website, you are prompted to share your company name. Once you do so, it will open a new screen with a variety of logos that feature your company name.
From here, you can visualize what style and colors best fit your brand. Or, narrow down your search results by industry — such as real estate, health care, or apparel. This will populate the most relevant designs to pick from.
5. GraphicSprings

GraphicSprings is a design software that promises beautiful logos in three easy steps — first, pick a template from its library, which are categorized under different industries. Then, edit the graphic and text of your logo with its easy drag-and-drop menu. Lastly, download your design for a small fee. Voila, it’s just that simple.
Creating an Effective Logo
Even if you think you’ve landed on a perfect design that’s classic, memorable, and valuable to your messaging, it can be helpful to look at what brands around you are doing to modernize, evolve, or improve their own designs. This way, when it’s time for your logo to get a refresher, you’ll be ready with some great ideas.

When you hear the word advertising, what comes to mind?
Do you think of banner ads on your favorite website? Those hilarious Super Bowl commercials? The billboards along the highway or posters in the subway stations?
While most of us have a pretty good idea of what advertising looks like, we often struggle to nail down exactly what it means — and how to do it well.
From the printing press to pop-up ads, advertising has certainly changed with the times. Despite this, though, the need for advertising hasn’t changed, and neither have the techniques and best practices that make for quality advertising. That’s what we’ll cover in this guide.

Advertising is one of the oldest types of marketing and aims to influence the actions of its audience to buy, sell, or do something else.
Good advertising is designed to be extremely influential, memorable, and, at times, risqué.
But, how does advertising work?
How does advertising work?
Advertising has a simple principle — get people interested in a product being sold.
After arousing interest, the goal is to persuade people to purchase the product, even if they hadn’t previously thought about buying it. Ads work by using psychology to influence the way people think and feel about a product or service.
Depending on the goals of your ad campaign, advertising can go to work for your company in a variety of ways:

To raise awareness of your brand
To drive potential customers to your business
To promote sales for both new and existing products
To introduce a new product or service to the market
To differentiate your product from your competitors’

Advertising can also be executed in various ways. Radio commercials, billboards, branded t-shirts, and social media endorsements all count as advertising — as we’ll discuss later on in this guide.
What are advertisers?

Advertisers are the people at a company who are responsible for advertising a product or service. They promote messages about a brand’s products and services to build public preference for the brand.
“Advertiser” can also refer to the entity that’s paying for advertising on a billboard, in a magazine, or through a website or mobile application.
Advertisers are important because the whole business of advertising is dependent on them. It’s the advertiser that incurs the cost of advertisements, so if they decide it’s not worth running ads, then the advertisement industry will be in big trouble.
All advertisers are marketers, but not all marketers are advertisers. Let’s dig deeper into the differences between advertising and marketing.

Advertising is a subset of marketing, which is the umbrella term for communicating with your audience.
Marketing includes a number of different channels, such as:

social media
email marketing

public relations

SEO

paid advertising.

Alternatively, advertising is just one component of marketing.
A company’s overarching marketing strategy will typically include an advertising plan. The advertising portion zooms in on the specific process of creating and publishing the persuasive messages to get customers to take action.

A Brief History of Advertising
Advertising is one of the oldest segments of business, save for currency and trade. Once products and services arose, so did the need to make them known.
The oldest confirmed piece of advertising dates back to 3,000 B.C. Technically, it was a print ad from ancient Egypt promoting the capture and return of an escaped slave.
Incidentally, the ad also mentioned the slave owner’s shop — a rug business — which inherently advertised his storefront, too. The slave was never caught, but the rug owner did discover a brand new method of bringing in traffic: advertising.
Let’s fast-forward about 4,000 years. Here’s a brief look at the past five centuries of advertising:
1472: The first poster advertisement is placed on church doors in London.
1650: The first newspaper ad — a reward for 12 stolen horses — is published. (What’s with these reward-based advertisements?)
1704: The Boston News-Letter prompts its readers to place ads in its paper.
1870: The Powers style of ad copy is born. This style packed a punch — it was short, to-the-point, truthful, and convincing. Powers said the focus should be on why the consumer should buy your product or service — a message that still resonates for good reason today.
1880: Postcards become one of the hottest new ways to reach customers.
1902: Unilever creates the “longest client-agency relationship in advertising history” when it hires J. Walter Thompson Company to advertise its Lifebuoy Soap.

1902: Mellins Food advertises its brand on 25 airship flights, becoming the first brand to take this approach.

1904: The Campbell’s Kids are created, piloting the change in advertisement focus from a single ad to an entire campaign.

1922: Radio ads are born, and businesses purchase 10 mins for $100. Two years later brands would increase their investment by sponsoring an entire radio show, a concept that would eventually become known as “sponsored content.”
1925: Advertisers start to appeal to emotions, focusing on what pleasure customers would receive from their product or service. This old Ford ad exemplifies this perfectly.

1975: VCRs are introduced, and consumers begin to record shows and, therefore, skip advertisements.
1990: Computers become more popular and accessible at home, with over 5 million homes connected to the internet.
1994: The first email spam campaign launches. Banner ads are also introduced.
1995: Search engines like Yahoo! and Alta Vista are born. Ask Jeeves and Google would follow in 1997 and 1998, respectively.
2005: YouTube and Facebook (for college students only) launch.
2008: Brands start to realize the importance of having an online presence for their potential customers. Procter and Gamble pilot the concept of the content hub with BeingGirl.com.

2012: Online videos reach almost 170 million viewers.
2013: Sites like Pinterest and Instagram join the social network scene.
2020: Advertising soars on digital platforms including social media, podcasts, pay-per-click (PPC), and more. Customer data plays a larger role in advertising targeting and retargeting. Lastly, a rapid increase in mobile devices sees a boost in mobile ads and SMS marketing.
History teaches us that advertising is an ever-changing concept, just like shopping habits and how and where consumers spend their time.
Whereas almost 140 years ago, postcards were the newest form of advertising, brands today are building chatbots for Facebook Messenger and integrating artificial intelligence into their marketing and sales platforms.
Things in the advertising world move fast. Now, let’s take a look at how advertising methods have changed and what marketers and advertisers are using today.

Advertising can look like many different things. Here are the different advertising types and channels advertisers have been using over the years.
1. Print Advertising
Print advertising refers to posters, bulletins, flyers, and other physically-printed promotions. It also refers to newspaper and magazine ads.
How we design and consume print advertising has changed over the years, but it’s been a steadfast advertising medium — especially as digital advertising has evolved (which we’ll cover next).
Unlike digital media, print advertising can’t be tracked and analyzed as clearly. Fortunately, brands have found brilliant ways to incorporate print advertising into broader digital campaigns.
2. Billboards and Public Transit Ads
Billboard advertising encompasses print advertising on a much larger scale. Due to their size, the design, placement, and cost of billboard and public transit ads are different from typical print advertising.
For example, billboards are typically designed with few to no words so that viewers have time to process the message while passing by in a car or train. Also, these ads are used for brand awareness, so they usually only include a brand name or phone number (versus a website).
3. TV Commercials
TV commercials are short advertisements developed and paid for by companies and organizations looking to capture the audience of a TV show or network program. TV ads have been around since the invention of the television and have since changed drastically with the birth of streaming TV.
TV ads have a wide reach (millions) and provide viewers with a multi-sensory ad experience — something print ads and some digital ads can’t quite do. Alternatively, TV ads are expensive, avoidable by your audience, and hard to target as accurately as other channels.
4. Radio
Radio advertising refers to spoken advertising spots aired on radio channels between music and other programs. This method dates back to 1920 when commercial radio first aired.
Radio advertising is particularly powerful for local and regional advertising. Nowadays, podcast advertising is a similar but more effective method, especially for national audiences.
5. Event Advertising
Events (both in-person and virtual) are opportunities to connect with your audience while promoting your brand and products. You can host your own event (as HubSpot does with INBOUND) in the form of a conference, webinar, roundtable, or luncheon.
Another form of event advertising is by sponsoring an event or purchasing a booth at a conference or trade show. This is less expensive than hosting your own event, but you still get to engage audience members and promote your brand.
6. Direct Mail
Direct mail advertising includes postcards, pamphlets, and catalogues mailed directly to the homes of your target audience. A direct mail advertising strategy is more personal than others on this list, but it’s also very costly. (Consider the cost of postage alone.)
Another direct mail strategy is electronic mail, typically through the form of email newsletters or promotions. This overlaps with our next section — digital advertising. That’s what we’ll unpack next.

Digital Advertising: How to Advertise Online
As of today, there are over 4 billion people using the internet. This number is up 300% from 2005. Point being, internet usage is skyrocketing, and it’s not stopping.
If you’re not advertising online, you’re behind the curve. Not only does the internet offer you direct access to more than half the global population — including more than half of your target audience — but it also provides so many different advertising types and channels on which to advertise.
Marketers now have the flexibility to reach their target audiences on multiple fronts, in multiple ways, for multiple budgets. There are also a number of tools (many of which are free) that can help you execute your advertising strategy.
Here are the most common ways to advertise online:
Paid Search Advertising
Whether Google, Yahoo, or Bing, all search engines have their own paid advertising. This is referred to as pay-per-click, or PPC, and involves bidding on keywords and placing ads at the top or sides of search results.
When someone performs a query using one of those search engines, advertisers have the ability to display ads above organic search results. That’s what makes PPC so powerful — it gives your advertisements prime real estate in front of people already searching for relevant topics.
Here’s an example on Google:

The top listings in the red box are advertisements. Organic search results, those that came up as a result of SEO, were below the map snippet.
Download our free Ultimate Google Ads PPC Kit to learn everything you need to know about paid advertising on Google.
Social Media Advertising
Social media platforms know how valuable their content is, and that’s why they offer the option to sponsor or boost posts. Social media ads> put your message in front of your target audience and encourage them to engage, click-through, and buy.
More and more, social media sites are prioritizing ad space over organic content because, well, it brings in more revenue.
Whether you’re a budding or brand new business, consider running some social media advertisements. These will not only advertise your products and services but also promote your social media pages and grow your following.
Platforms like Facebook, Instagram, LinkedIn, and Twitter each have their own version of ads like these.
Here’s how they appear on their respective feeds:
Facebook

Download our free lookbook of 50 Facebook Ad Examples We Actually Clicked.
Instagram

Download our free guide to learn how to run Instagram ads, define goals, moderate engagement, and measure success.
LinkedIn

Download our free guide on How to Run Successful LinkedIn Ads.
Twitter

Download our free guide on How to Use Twitter for Business.
Native Ads and Sponsored Content
Sponsored content has been around since 1922, when brands would sponsor entire radio shows. Today, sponsored content refers more to native ads and blog or article content subsidized by brands.
Have you ever read a Buzzfeed article that heavily referenced or recommended a certain product or service? It was likely sponsored by a certain brand.
Check out this article, 10 Reasons To Put Away Your Phone On Your Next Trip, promoted by agoda, a hotel or destination booking site. Does it blatantly promote agoda’s services? No. Its primary purpose is to entertain and inform, although agoda is referenced a few times throughout the content.
At the top, the byline reflects agoda’s sponsorship, just before the content starts. And, as you scroll down the page, another ad sits within the content.
Sponsored content is a great way to promote your brand in content your audience is already familiar with.
Banner and Display Ads
Banner and display ads are an extension of search ads and follow a similar PPC model. But instead of a text-based ad, consumers see a more visual advertisement.

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Banner ads are typically the horizontal boxes on top of a web page, whereas display ads are smaller in nature and shown on the side (like in the screenshot above).
Whether you opt for traditional print ads in magazines or subway stations or choose online promotion on social media or search engines, there are a few rules that make for great advertising. Below are some advertising best practices to apply to all your ads.

Advertising Best Practices
There are a lot of best practices, tips, and tricks when it comes to advertising. It’s an art that’s been perfected over the years, and with the rise of modern types of advertising channels and new media, best practices continue to manifest.
These advertising best practices are:

Appeal to emotions
Create positive associations
Establish a bandwagon effect
Focus on benefits over features
Leverage storytelling

In this section, though, we’re going to cover these five famous advertising concepts that still work today — regardless of what type of advertising method or medium you’re using.
When used correctly, these advertising techniques will do wonders for your brand and products.
Appeal to emotions.
While you may not consider the ASPCA a business, their unforgettable Sarah McLachlan commercial is the perfect example of using emotional appeal to entice people to take action.
For most of us, the images in that commercial are hard to watch — we may even turn away. But since it tugs at our heartstrings, we’re more likely to donate to animals in need after seeing the horrors they’re going through.

Create positive associations.
When consumers associate your product with a feeling of happiness, state of achievement, or accomplished goal, they’re more likely to take notice, remember your product or service, and make a purchase.
Actually, you’ve probably been on the receiving end of this before without even realizing it. Have you ever seen your favorite celebrity or Instagram influencer posing with a product or brand and found that you wanted to be, do, or look the same? Companies create this subconscious connection in advertising hoping that you associate your positive feelings with the product or service they’re promoting.
For example, Under Armour uses Dwayne “The Rock” Johnson to create a subconscious connection with customers. It apparently works, since his Rock Delta shoes were the fastest-selling Under Armour shoes of 2017.

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Catchy songs like “Nationwide is on your side” is an example of helping people associate friendliness with the Nationwide brand. Coca-Cola has a brand advertising campaign that associates their product with friends, family, and fun. When you consider what refreshments to serve at a party or bring on a picnic, Coca-Cola wants you to think of them.
As you create your advertisements, consider what feelings, desires, or goals with which you want your brand to be associated. Weave these feelings or goals into your advertisements through stories or videos. Look for influencers who align with your brand’s core values and demeanor and include them to promote positive association.
Establish a bandwagon effect.
People want to fit in. It’s human nature. Neither you nor I are immune to it.
And it’s this base human desire that makes the bandwagon effect so effective. People don’t want to be left out. They find value in their peers’ opinions, and they certainly don’t want to be the only ones not using the latest and greatest product.
Brands like Maybelline understand this concept well and use it to their advertising advantage. One tube of their top-selling mascara is purchased every two seconds, a statistic that establishes social proof and further supports their claim of “America’s Favorite Mascara.”

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Use customer testimonials, survey data, or shareable content to advertise your brand as one worth following or buying into. Take another approach by promoting a discount for sharing your brand with a friend or family member — so your audience will do the selling for you. Either way, use your advertising to create an inclusive environment people will want to join.
Focus on benefits over features.
Features and benefits are two very different things. Features are the details of the product or service you’re selling, such as the measurements of a couch or the ingredients of a protein bar. Benefits, on the other hand, explain why a person should buy a couch or protein bar from you and how their life would, well, benefit from such a purchase.
Advertising should focus on the benefit your product or service brings, not explain what you’re physically selling.
Consider how Southwest Airlines advertises. Instead of explaining, line by line, what a Business Select ticket offers, Southwest paints a picture of what life would be like if you made a purchase. In this advertisement, they focus on the benefits.

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Rather than wasting precious ad space on your product specifications or service details, talk about the ways a purchase might positively impact your customers. If you do it right, your creative, benefit-packed advertisement would then inspire them to research the features on their own.
Leverage storytelling.
Not unlike our desire to fit in is our penchant for a good story. Storytelling helps paint a bigger picture of a brand or company, not simply promote a single product or service. Also, when stories resonate with someone, it’s far easier to motivate him or her to take action.
Storytelling is the one technique you should try to infuse in all your advertising. In fact, if you haven’t started crafting your brand’s overall story, you should definitely do so. Research shows that stories that illustrate a brand as “necessary, believable, and integral” are the most effective for engaging and influencing consumers.
Dove employs storytelling in its campaign partnership with Operation Homefront. The videos feature real stories of military men and their families being reunited. The advertisements don’t directly promote Dove products but instead tell the Dove brand story (and pull on a few heartstrings, too).
Determining your brand story will help you learn how to best discuss your brand in all marketing efforts, not just advertising.
Next, let’s take a look at some of the most memorable ad campaigns, a few of which put these best practices in action.

Five Memorable Ad Campaigns
The best advertisements are the best teachers. Whether it’s the copywriting, design, medium, or target audience, well-executed campaigns can always teach you something new about advertising or positioning.
(Consider Westinghouse Electric’s “We Can Do It” ad …)
Here are five campaigns that left a noticeable mark on advertising history.
1. Nike: Just Do It

In the late 1980s, Nike launched its “Just Do It” campaign.
At the time, Reebok was outselling Nike, and Nike needed to act fast to compete against the sneaker conglomerate.
But it wasn’t just the three-word phrase that earned global attention. Their new ad campaign also focused on real people wearing and working out in their products, as opposed to simply featuring clothes and sneakers themselves.

This powerful combination of people plus product helped Nike go from $800 million in 1988 to $9.2 billion just 10 years later.
2. The Absolut Vodka Bottle

Did you know Absolut’s “Bottles in the Wild” ad series is the longest uninterrupted campaign in history?
The campaign was Absolut’s attempt to grow their name internationally, especially throughout the United States. It featured the Absolut bottle in different cities and countries worldwide.

It launched in 1985 and ran until 2000 — lasting an impressive 25 years.
Absolut’s campaign helped grow the company from a tiny slice of the vodka market share (2.5%) to over half the U.S. imported market share.
To this day, the Absolut brand is the fourth largest spirit company, thanks to its focus on the overall story, not just the product itself.
3. Miller Lite

The folks at Miller Lite used differentiation to reach their goal: to get “real men” to willingly drink light beers. With their “Great Taste, Less Filling” campaign, they maintained a leading position in the light beer market for several decades after this first campaign aired.

4. Volkswagen

Though Volkswagen has officially discontinued its production of Beetles, its iconic “Think Small” campaign will be forever ingrained in advertising history.
Doyle Dane & Bernbach (DDB) advertising agency knew it had to change the mind of consumers if it wanted to compete with industry leaders. So, VW admitted that though the Beetle was, in fact, tiny, it was still a force to be reckoned with and worth a purchase.

Authenticity and honesty went a long way in this seemingly small campaign.
5. Dos Equis

With its edgy, cool, and sophisticated aesthetic, it’s no surprise “The Most Interesting Man in the World” campaign put Dos Equis on the map.
This campaign created a positive association between the Dos Equis beer and the feeling of sophistication and poise. Sales quickly jumped by 22% after the campaign launched.

Even more impressive was how Dos Equis found success in a time when craft beers grabbed a foothold in the market and imported beer took a 4% hit. This campaign was a major component of that success.
To learn how to grab the attention of your audience, learn from the professionals. These campaigns are a great example of how brands have used real stories, real people, and real talk to grow their businesses.
Advertising Helps You Grow Better
Equipped with a dense, dynamic history, advertising is an incredible tool to add to your marketing toolbox.
Between print ads, radio sponsorship, TV commercials, and social media promotion, the opportunities to advertise and promote your brand are endless.
To best connect and engage with your audience, speak your customer’s language, appeal to their emotions, and tap into their desire to be a part of a community, create a clear and authentic brand story to illustrate how your brand aligns with their values.
By applying these tried and true practices to your advertising, you’ll build a magnetic brand that attracts customers, establishes a following, and generates revenue.
Do this and your brand will grow into a household name that stands the test of time — just like advertising itself.
Editor’s note: This post was originally published in July 2018 and has been updated for comprehensiveness.

In the workplace, each employee may have their own tasks and targets, but together, you are all working toward the same end goal.
But with so many different people coming together, there’s bound to be some friction on how to implement ideas and strategies best. The key to helping your team succeed is communication.
Communication is a collaborative effort, and everyone can stand to work on their communication skills. While some workers may feel shy and won’t share their brilliant ideas, other team members may struggle to see or understand different points of view.

No matter where you are with your communication skills, you can improve them with five simple steps, leading to a more collaborative and productive team.
How to Improve Communication Skills in the Workplace
Improving communication skills in the workplace can involve many different elements. Whether you want to be a better listener or check in with each employee, there are several ways to help your team communicate more effectively with each other. Here are five easy ways to start bettering your communication skills.
1. Be an active listener.
Are you truly listening to your team members? If you’re doodling away in a meeting, writing emails during a Zoom call, or interrupting with your own ideas or solutions, you’re not actively listening. Luckily, there are plenty of ways to improve your listening skills to ensure your co-workers feel heard.

Make eye contact when others are speaking.
Put away distractions. You can take notes, but don’t doodle, send emails, or type out texts when someone is trying to speak with you.
Pay attention to the other person’s tone and body language.
Hold your thoughts until the person is completely done speaking. When it is your turn, respond appropriately and reflect back the information just shared with you to show your attentiveness.
Nod and smile as appropriate while the other person is talking. If possible, try to avoid tugging at your hair, fingers, or other nearby objects.
Don’t plan out what to say next in your head. You can quickly become consumed by these thoughts and miss what the other person is saying.
Hold judgments and opinions to yourself. Avoid jumping to conclusions, and instead, let the person share everything they have to say.
Once the person has finished speaking, ask questions to clarify any points you are unsure about.

2. Hold effective meetings.
If you just start adding meetings to the calendar every other day, you’re probably going to have a lot of groaning and grumbling employees. Improving communication doesn’t mean hosting more meetings. The trick is to host efficient and meaningful meetings instead.

First thing’s first. Determine what meetings are necessary, and which ones would be better off as emails. Wasting time in unproductive meetings leaves employees with less time and energy to get their essential tasks completed.
Create outlines for each meeting. This helps keep everyone on topic, and you can divert back to the outline any time the conversation starts to stray.
Invite only the people who truly need to attend the meeting. While communication company-wide is important, it’s counterproductive to invite people to a meeting who have no need to be there. If there are a few points that pertain to someone, but they don’t need to be there for the whole meeting, invite them to attend and start with those points. Better yet, send it in an email.
Leave the meeting with defined action items. This helps make the meeting worthwhile.
Follow up with the team after the meeting. Send notes on what the meeting covered, and end with the action items expected of the team.

3. Explain the why.
When you ask an employee to start doing research for a new project or download reports, try explaining why you’re asking them to do the task. You may ask an employee to download reports for something they worked on last month.
With no explanation, they may worry that their performance was poor and they are in trouble when really you just want to apply the numbers to a new company initiative you’re working toward. 
Regardless of the task and reason, share why you are asking for certain things. This can also help avoid misunderstandings and miscommunications among the team.
4. Check-in with employees.
Even if you have an open-door policy that invites employees to speak their minds to you at any time, not everyone will take advantage of this open communication line. Some employees may feel nervous to share their thoughts or prefer to keep to themselves.
Host one-on-one meetings periodically, perhaps once a month or per quarter, to check in with each team member. Ask them about the progress on their tasks, check if they are feeling overwhelmed, and invite them to share their ideas and goals.
5. Ask for feedback.
Communication is a two-way street. In addition to leading productive meetings and checking in with employees on their tasks and project progress, you should also welcome feedback on your own performance and the company as a whole.
This can happen during one-on-one meetings, or offer regular surveys for employees to fill out. Offer an option to submit feedback anonymously as well, which can help some employees feel more comfortable speaking up.
When you receive feedback, don’t just push it to the side and forget about it. Make an action plan to work on improving your own weaknesses. If you receive feedback that applies to the company, make sure to share that information with your management as well.
Additional Options for Better Communication Skills
While these five steps are a great place to start, there are other ways to boost communication skills in the workplace. Utilize technology, such as Google Chat or Slack, to create communication channels.
If you do use an app or other communication tools, consider applying limits to when those lines are open. Constant 3 a.m. messages about a work project can lead many employees to feel burnt out if they can never switch off from work mode.
Ask your co-workers about their communication preferences, too. Surely there will be times where you have to have a meeting for everyone, but keep communication preferences in mind when you need to reach out to just one or two people. Some people retain information best when they can read it in an email, while others prefer to talk out ideas in person.
When you’re establishing effective communication among your team, make sure you include everyone. Of course, you only want to loop people into an email when it is relevant to them, but as a whole, include everyone — even if they aren’t in your section of the office or even in the same city — in your communication policies.
Finally, consider establishing an open-door policy to let employees stop by your office to discuss concerns or thoughts at any time.
Benefits of Strong Communication Skills
The benefits of improving your communication skills are seemingly endless. When everyone feels heard, there are fewer chances of tense confrontations. Plus, your team will spend less time fixing misunderstandings that happened because one person wasn’t actively listening or someone else was interrupting a meeting. That means boosted productivity and more time spent on meaningful tasks.
When your team communicates effectively across the board, you’re likely to improve the customer experience, too. Employees can meet client needs more efficiently when they can work through challenges together, and they can make sure there are minimal miscommunications that leave tasks falling through the cracks.
Better communication skills mean that every employee feels heard and more comfortable sharing their ideas. That means your team can bring more ideas to the table, which will help your company set and achieve new goals.
Communication Is Key In the Workplace
Your team is only as strong as their communication skills are. Taking time to utilize communication tools, review feedback, set meeting agendas, and conduct one-on-one sessions with employees will result in more employee engagement and productivity across the board.
Communication works both ways, so be sure to work on your own communication skills and help your team improve their communication. In the end, your company will be all the better for it.