The Role of TV Commercials in Building Brand Identity
Are TV Commercials Important to Build your Brand Identity?
Vicco turmeric, nahi cosmetic, Vicco turmeric ayurvedic cream—how easily did you sing it and recall the brand? This is the power of TV commercials; they help establish brand identity. What worked for the Vicco turmeric ad was the memorable jingle and the imagery used in TV commercials.
Brand identity is how brands are recalled. It helps measure how easily your customers remember your brand, logo, services, and products. The audience is more likely to remember a brand that was presented well with a catchy jingle or a trademark element.
In the world of social media, there’s a common misconception that TV commercials no longer contribute to the advertising industry. However, they still command a significant share, accounting for at least 45% of the advertising market. Even today, big giants like Coca-Cola, Mentos, and others strive to book prime slots to connect with their audience.
If you think the role of TV commercials in building brand identity is fading, here are a few things you need to know.
1. It Allows You to Tell a Visual Story
2. Reaching a Broader Audience
One of the key advantages of TV advertising is its ability to reach a broad and diverse audience. Television remains a staple in households and reaches over 90% of households globally, attracting viewers of all ages, making it an ideal platform for brands to reach the masses. When a brand wishes to establish or reinforce its identity on a large scale, it turns to TV commercials.
Advertising costs on TV in India vary depending on various factors, including channel selection, time slots, ad duration, and type of ad. For instance, ads displayed during IPL matches tend to yield a higher return on investment compared to other broadcasts. While time slots influence ad costs, the popularity of shows also plays a significant role in determining the price of TV ads.
3. Consistent Brand Messaging
Television advertising demonstrates the importance of consistent messaging in building brand identity. A well-crafted commercial TV ads ensures that the brand’s message is clear, consistent, and aligned with its overall identity. Repeated exposure to the message reinforces the brand in the minds of consumers. Additionally, commercials often air at consistent times to ensure they reach the target audience.
For example, Harpic ads are typically aired in the afternoon or morning, while All-Out and Sleep mattress ads are shown during the evening. This timing allows the audience to connect with the right message at the right time, leaving a lasting impact.
4. Leveraging TV Ads for Brand Differentiation
In a saturated market, how does your brand stand out? Cadbury isn’t the only chocolate manufacturer, yet it has built trust and credibility over the years. Continuous advertising helps people become aware of new products and highlights the brand identity that sets it apart from competitors.
For example, people are familiar with Cadbury Celebrations, but during Raksha Bandhan, Diwali, and other special occasions, there’s a greater push for these ads. This helps brands reinforce in the customer’s mind that they offer the best gifting options for strengthening relationships.
5. High Production Quality to Enhance Perception
The production quality of commercial tv ads significantly impacts how a brand is perceived. High-quality visuals, compelling storytelling, and professional execution elevate a brand’s image. This is why brands invest heavily in the production of their TV ads. A prime example is KitKat’s ad, which portrays a boy witnessing a male squirrel serenading his female lover with a Bollywood song during his break.
TV commercials remain a vital tool in building and reinforcing brand identity. By leveraging the power of sound, visuals, and storytelling, they create a lasting impression on their target audience. Whether you’re looking to launch a new brand or strengthen an existing one, television advertising offers a powerful platform to achieve your goals.
At Telex, we understand the importance of TV commercials and the impact they have on the audience’s mind. It’s easier to convey the right message to the right people at the right time. Additionally, this is the quickest way to reach a mass audience just in time.
Want to explore the impact of TV advertising? Share your brand story with the right audience. Connect with us today.