Your fitness company is new to the market and wants to differentiate itself to potential customers through video advertising. Which of the following is a way to brand early, often, and richly?

Analysis of Correct Answer(s)

The correct option, Draw on a wide palette of branding elements, is the best way to "brand early, often, and richly." For a new company, establishing a strong brand identity quickly is crucial.

• "Rich" branding means using a variety of sensory cues to make your brand memorable. This goes beyond just showing a logo.
• A wide palette of branding elements includes:
  • Visuals: Your logo, specific brand colors, fonts, and product packaging.
  • Audio: A unique jingle, sound effect, or consistent brand voice.
  • Style: A distinct video editing style or the use of consistent talent/actors.
• By weaving these different elements throughout the video ad, you create a strong, multi-layered brand experience that helps differentiate your company from competitors.

Analysis of Incorrect Options

• Keep your brand subtle to avoid overwhelming viewers: This is counterproductive for a new brand. The goal is to build awareness, which requires clear and present branding, not subtlety.
• Keep audio to a minimum so viewers focus on visuals: Audio is a powerful branding tool. Sound, such as a memorable jingle or voiceover, significantly enhances brand recall.
• Only highlight the brand in the first five seconds of the ad: This only addresses the "brand early" part of the principle. To be effective, branding must also be reinforced often throughout the ad and at the end, not just at the beginning.