Role of Advertising in Developing a New Brand
Advertising is the process of communicating a brand’s message, value, and promise to the consumers through various modes and media platforms.
Particularly, For a new brand entering a competitive market, advertising is not a choice, it is a necessity. It introduces the brand, builds awareness, and creates the first impression that often decides future success.
A new brand faces one major challenge , that is ” being noticed’ ,because the Consumers already have multiple options, and without strong communication, a new name may get lost in the clutter.
Advertising gives a new brand visibility and credibility from day one. It helps the brand announce its presence and establish relevance among its target audience.
How Advertising Helps Build a New Brand?
Advertising creates brand awareness.
A new brand starts with zero recall value but print, television, outdoor, radio and digital media and other advertising campaigns ensure repeated exposure.
What people see repeatedly, they begin to remember and trust.
Advertising builds trust and acceptance.
Consumers believe in brands that appear confident and consistent in their communication.
A visible brand appears reliable, even if it is new. This trust plays a crucial role in purchase decisions.
Advertising shapes brand identity
Advertising defines how a brand looks, sounds, and feels.
A brand’s personality is created through its advertising. Whether premium, mass, youthful, or traditional this image is formed through communication.
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Advertising highlights differentiation
In crowded categories, products often look similar. Advertising communicates the unique selling point clearly.
A strong advertising message turns a product into a brand.
Few examples to understand,
In the FMCG sector, many floor and home cleaning brands enter the market every year. Products may be similar in formulation, but brands that invest in consistent advertising gain faster acceptance.
For example, a new floor cleaner brand using local newspaper ads, retail posters and digital videos highlighting hygiene, fragrance, and value pricing offers can quickly build recall. Advertising helps such brands move from trial to regular usage.
Similarly, in the startup food and beverage segment, new brands leverage digital advertising and influencer content to establish trust and visibility within months, whereas some earlier brands go years without it.
Therefore, Advertising is the backbone of new brand development. It builds awareness, trust, differentiation and demand while supporting sales and distribution.
There is a saying that goes , ‘A brand may be created in a factory, but it is built in the minds of consumers through advertising’.
Naiyar Alam
(Advertising and P R Professional)
