By: Sandy Schest
May 28, 2013
The 5 Levels of Brand Clarity – Creating Killer Facebook Ads
Whether you are in social media or advertising, marketing or public relations, I can almost guarantee that social media marketing, particularly Facebook, has come up at some point. I recently read Killer Facebook Ads by Marty Weintraub and learned a lot of valuable information pertaining to Facebook advertising/marketing. Weintraub is a seasoned online marketing professional and is currently CEO of aimClear, an online marketing agency based out of Duluth, MN. If you would have asked me what I thought the main point of Facebook advertising was before I read this book, I would have undoubtedly said “Branding.” After looking over the different levels of brand clarity for ads, I now have a different opinion…I think selling your product can be just as successful as branding on Facebook.
So what is brand clarity? The term was coined by the internal teams at aimClear and is used to describe how much of a client’s brand one should reveal in a Facebook ad.
Weintraub dedicates the better part of an entire chapter to the subject of brand clarity and creating Facebook Ads. Take a look at the different levels and decide which is right for you and your organization.
1st Level: Logo + great ad content
The goal of the first level is to receive a click. Include your logo in the ad while clearly explaining the marketing pitch in the title and body of the ad. When users see this ad, they know exactly what they’re getting and from whom they are getting it.
2nd Level: Logo, but the ad content doesn’t explain the marketed product
This approach is typically taken when an advertiser is focused on branding rather than sales. The second level includes the logo as well; however, the title and body of the ad don’t explain the product being marketed. The advertiser does not have a call to action meaning that they are not looking for a direct response from Facebook users. Although the advertiser is focused on branding, they inadvertently help sales because users who end up clicking are actually interested in the brand.
3rd Level: No Logo
The objective of the 3rd level is to generate a click. A logo is not used; the picture in the Facebook ad clarifies what it is, exactly, that the advertiser is trying to sell. According to Weintraub and Co. this tactic tends to work well when numerous advertisers are competing because this approach is seen as “less branded” to followers. Often, users are weary about brands on Facebook so this type of ad tends to outperform ads with logos.
4th Level: No Logo, No Brand
The objective of level 4 is also a click; however, the ad does not mention the brand at all. This is seen as a “blind ad”, as in the user knows the product being advertised, but not what company is advertising. This approach is best used for companies who are unknown in the industry or for companies with a mixed reputation.
5th Level: Similar to level 2, but does not include logo
This level is not used to generate clicks. This is for straight up branding, mostly used for marketing pitch pre-releases. This level doesn’t show a logo and the title and body of the ad don’t explain the product. Users who click on this ad tend to respond to more specific campaigns later on.
I encourage you to test multiple levels to see what garners the bigger return for your business. As you can imagine, most users browse Facebook for the social aspect, not commercial reasons. Be straight up with your audience, ditch the selling strategies and focus on a more easy-going approach. In the words of Marty Weintraub, “Remember that we are marketing to people here, not statistics. Get inside their heads and speak to their hearts and motivation.”