If you are planning a corporate advert – try not to over think it or over communicate. It is impossible to say everything in an advert.
Choose what you want to achieve and position your ad to achieve it. Raise visibility; assert your values; differentiate; give your customers something to think about; claim performance superiority; reveal your credentials. You can’t communicate it all you have to prioritise.
Start with the headline
- It sounds obvious but the simplest option is to promote the corporate brand – big as a house. Visibility creates favourability. When visibility is the goal the brand itself is the advert.
- Maybe you want to position the values of the brand in the market to state your claim, to differentiate. What is the value that defines the customers need? If you brand it, you own it.
- Create an intellectual hook and challenge the customers thinking. Give the customer a ‘big idea’ and invite a dialogue – ask the viewers to consider a truth, a claim, or question and imply that the brand is perfectly positioned to deal with the conundrum.
- Or, if you’ve got it flaunt it! Use performance claims to establish your leadership. Corporate chest beating requires the navigation of the fine line between arrogance and self confidence.
- You can just say it straight. Tell the reader about your vital stats – people employed, innovations achieved, sectors active in, regions covered, years in business etc.
Write the body copy
Make a selection of body copy. Use one or two of the following – you can’t say everything.
- Introduce the copy with a compelling idea that has an intuitive logic and is linked to the headline. An issue that your company is positioned to resolve.
- Use customer endorsement let the readers know who you work with. Borrow their brand reputation to add value to yours.
- Provide proof points – technical innovations, performance stats, business scale, history etc.
- Promote performance – fastest, longest, latest
Make sure the ‘tone of voice’ of the copy is in line with the brand.
Art direct and design
The corporate ad is enthused with the brand – colours, typography, image and style
Select a graphic approach:
- an image of the customer context to build empathy
- An image of the customer as endorsement (real or figurative)
- An image of an employee as the company voice to show commitment
- an image of the latest technology or product innovation
- Purely typographic
- Metaphor or borrowed interest
Using a strapline (see strap lines article
If there is a corporate strapline this should appear at the end of body copy or associated with the logo. Straplines are not used as headlines.
Call to action
The corporate website is the call to action. It is essential that the advertising and website are aligned.
In conclusion, remember somebody must make the judgement call. The corporate ad can not say everything, or do everything. Somebody must decide its purpose and direct the content and the approach.