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The importance of brand building

two women smilingThere’s no doubt that a recognisable brand is one of the most valuable assets a business owns. 59% of consumers prefer to buy products from brands familiar to them.

As a small business, you may be competing against larger brands and that’s why it’s so powerful to stand out with a solid brand-building process. By building a brand and not just a business, it will give you fantastic growth and loyal customers.

In this article STV explain the power of brand building and how TV advertising could be an effective strategy.

Why brand building matters for smaller businesses

Brand building doesn’t happen overnight and is a process that requires a strategy, however, achieving this will result in establishing long-term relationships with your customers. Brand building is about getting a long-term flow of sales, revenue, and profit, now and into the future. Take Digby Brown Solicitors for example. They have worked on advertising with STV since 2013 and grown to become one of the most recognised solicitors in Scotland. They believe their long-term TV marketing strategy has played a huge role in making this happen.

Check out their most recent adverts here.

Brand building is all about building memory structures that will influence consumers’ behaviour into the future. The most effective way of doing this is through repeated exposure and broad reach media such as TV. The aim is to show consumers that you’re there and build these memory structures, regardless of whether or not they are shopping right now.

The power of TV advertising for building great brands

TV advertising remains one of the most effective ways to build a brand. Just as it turns people into stars, TV turns brands into household names. When asked what type of advertising makes brands more famous, 66% of people chose TV – over five times more than the next closest media, which was social. Reach is critical in building a successful brand and TV advertising can build scale quickly and powerfully.

Building your brand with STV

STV work with Scottish businesses to help grow fantastic brands. They launched the STV Growth Fund in 2018 to make it easier for Scottish businesses to advertise on television.

One of their favourite brand-building success stories comes from Cheeky Chompers (pictured above), a Scottish baby brand established by two female entrepreneurs, Julie Wilson and Amy Livingstone, who saw their sales increase by a third after partnering with the STV Growth Fund. You can hear more about Julie and Amy’s TV advertising journey in their own words here.

Contact Jules McKim, STV Strategic Development Manager on email:

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