What is the Brand Appeal?

The Brand Appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Brand Appeal seeks to remind people about a brand they are already familiar with, to appeal to their desire to cling to a brand they already love.

When Should I Use the Brand Appeal?

The Brand Appeal is especially effective when your target audience is already very aware of the brand or company that you are advertising. Brand appeals are good for audiences who feel a love or affection for a brand and you want to reinforce that love or affection. Brand appeals are also good when a person may be inclined to switch brands (say, for example, if they’ve always used Nike but may be inclined to switch to another brand; if you’re advertising the other brand, you might emphasize why your brand is better.)

How Do I Apply the Brand Appeal in Advertising?

When creating advertisements and visual communications focused at persuading audiences through the Brand Appeal, use images, icons, and phrasing that appeal to the brand itself. Typically, with brand appeal, you are focusing entirely on the attributes of the brand itself, removing most other visual elements and phrasing that might fall under another appeal. The goal is to reinforce the concept of the current brand perception.

Examples of Brand Appeals in Action