There have been many studies showing that most people are visually oriented, which means they rely on their eyes to understand and retain information. Just look at the popularity of TikTok, Instagram, Snapchat, and YouTube, which are all visually based platforms.
Knowing that, it would be easy for companies to assume that their advertising should be mainly visual in nature; however, that would be incorrect. Think of all the slogans you know that immediately relate to certain brands. If someone were to say, “I’m lovin’ it”, you would immediately think of McDonald’s, which has used that slogan since 2003.
There are many ways that advertisers can get into consumers’ heads without relying on visuals. McFadden/Gavender has many non-visual methods for effective brand messaging and, while you can try to do it yourself, it really requires experts like those at McFadden/Gavender.
To show the many strategies a company must consider, here are a few things that non-visual advertising requires and can accomplish.
Creative as the Foundation of Campaign Success
Non-visual creativity in advertising engages audiences through sensory, intellectual, or emotional appeals, beyond images. Here are examples of successful non-visual creative foundations:
Compelling Copywriting and Storytelling
People love a good story, and your brand’s audience is no exception. Apple’s “1984” video launching the Macintosh and Nike’s campaigns that focus on triumph and social issues, are effective because they connect with audiences on an emotional level, create relatable characters, and often focus on social change or overcoming adversity rather than directly selling a product.
Humor and Wit in Language
Humor creates likability, memorability, and word-of-mouth sharing. Some examples are Geico’s “Hump Day,” Snickers’ “You’re Not You When You’re Hungry,” and Allstate’s “Mayhem” ads all leverage witty, humorous scripted voiceovers that engaged audiences through clever verbal humor, creating a buzz that transcended the visuals.
Slogans and Taglines That Evoke Emotion or Identity
Good slogans and taglines transform product consumption into an emotional experience, fostering brand loyalty through words. Nike’s “Just Do It,” Apple’s “Think Different,” Coca-Cola’s “It’s the Real Thing”, De Beers’ “A Diamond Is Forever”, and State Farm’s “Like a Good Neighbor, State Farm is There” stimulate emotional associations with joy and sharing moments, building a positive emotional bond.
Strategy That Matches Your Brand
It’s important for companies to create non-visual, creative brand messaging through language, sound, emotion, interaction, and storytelling, which can form an effective foundation for advertising success. A non-visual advertising strategy that matches a company’s brand is crucial for several reasons and creates:
A Consistent Brand Identity
Non-visual strategies like audio ads and podcasts must align with the brand’s tone, voice, and values to maintain a consistent brand identity. This reinforces brand recognition and trust.
An Emotional Connection
Sound and language evoke emotions deeply. Matching the brand in this format creates an emotional connection with the audience, fostering loyalty and attachment.
Accessibility and Inclusiveness
Non-visual strategies make advertising accessible to visually impaired audiences or those with limited visual attention. Matching the brand ensures inclusivity while keeping messaging intact.
Complementary Multi-Channel Campaigns
Non-visual advertising complements visual campaigns by reinforcing brand messages across different senses, creating a cohesive marketing approach.
Differentiation in the Market
Consistent non-visual ads help companies stand out in crowded advertising spaces by creating a unique auditory experience that consumers recognize instantly.
Consistency, emotional engagement, accessibility, memorability, and differentiation are all crucial and all contribute to effective brand communication and business success. The McFadden/Gavender team are experts in all those areas, and can create a strategy that matches your brand.
Creative That Works Everywhere
To maintain a consistent brand voice across channels, brands should:
- Define a clear brand voice.
- Understand the audience across channels.
- Use consistent messaging themes.
- Train teams and partners.
- Develop a centralized content approval process.
- Monitor and adjust.
- Leverage the latest technological tools.
Brands can maintain a consistent brand voice across various channels by defining, monitoring, and adapting their voice to be certain their message works everywhere.
Ads Designed to Drive Results
As we showed in the previous three sections, designing effective non-visual ads involves strategic use of sound, language, and messaging to engage the audience and drive results. Here is a list of key steps that the advertising professionals at McFadden/Gavender can provide when creating effective non-visual ads:
- Craft a clear and compelling message that resonates with the target audience.
Use a distinctive voice and tone that reflects the brand’s personality and appeals to the audience.
- Tell a story that captures attention and creates an emotional bond, using vivid language and sound effects.
- Include a strong call to action (CTA) to guide potential customers on what to do next.
- Use repetition wisely to enhance memorability without causing listener fatigue.
- Test and refine ads by conducting A/B testing with variations of scripts, voices, and sound elements.
- Ensure accessibility and clarity by avoiding jargon and slang, making the ad easily understandable to a broad audience.
- Align non-visual ads with the overall brand strategy to reinforce consistency and messaging.
McFadden/Gavender will combine these elements to create powerful ads that capture attention, convey the brand identity effectively, and drive measurable results.
Why Connecting Creative Stands Apart
For advertising that aligns with brand goals, resonates with the target audience, and delivers lasting results, brands should use the following five steps to create a structured, strategic approach:
- Clearly define brand goals like brand awareness, lead generation, sales increase, or customer loyalty, and ensure they are SMART – Specific, Measurable, Achievable, Relevant, and Time-limited.
- Understand the target audience by researching demographics, psychographics, behaviors, and preferences. Develop detailed buyer personas to guide messaging and channel choices.
- Craft a consistent and authentic brand message that reflects the brand’s core values, mission, and unique selling propositions. Use a tone and language style that authentically resonates with the target audience.
- Choose the right channels and formats based on where the target audience is most active and receptive. Tailor content format to fit each channel while maintaining brand consistency.
- Deliver value and engage emotionally by creating content that educates, entertains, or solves problems for the audience. Use storytelling and emotional triggers to build a memorable brand experience and incorporate clear calls to action (CTAs) to guide the audience on next steps.
Non-visual creativity in advertising, such as compelling copywriting, and humor, is crucial for campaign success. These elements engage audiences through sensory, intellectual, and emotional appeals, building brand identity and connection.
By strategically aligning advertising efforts with clear objectives, understanding and connecting with the audience, and continuously optimizing based on real-world data, brands can create impactful campaigns that resonate and produce sustainable results.
If you’d like McFadden/Gavender to create a winning strategy for your brand, contact us today. We’ll take your brand further.
