Your images in your ad, in the case of display and video and so forth, the images are really going to tell the bulk of the story about your brand. The words are going to be additive to that. So your three to five words are additive to the imagery. Okay? Not, it's not the other way around, like you start with your words and then you're going to add an image. And the reason for that is that imagery is going to always eclipse, whatever your text messaging is on the ad, people are visually wired. 

That's going to give them the impression, the fastest. Then they get into reading and so forth. So just remember that the imagery is going to eclipse texts in terms of what gets conveyed emotionally and in sometimes even, uh, what the associations are. Okay. So either way though, three to five words and try to compress your messaging down to that, the first question you have to ask yourself for branding ad is what problem do you solve for your clients, customers, prospects, the people that come to your business, what is your core value proposition? So you really need to work on this. And sometimes, you know, like, let's say you have a pizza parlor, right? I mean, you have to boil that down. And the thing you solve for people doesn't have anything to do with pizza, great pizza at all. So your core value, your core offering is that you solve hunger. 

I mean, literally, I mean, you, so take your business may not be a pizza business and try to get it down to that, like core offering. Like what, what discomfort do you solve? What problem do you solve? Right. So hunger is the discomfort you solve. Then you got to acknowledge that that's what your core thing is. You may have fancy and delicious food and all these different things in a gigantic menu and a million features around that benefit. But the real problem that you solve is people are hungry. They want a great place to eat and you're going to solve their hunger problem in a really positive way. Okay. So that, that's kind of what I'm talking about when you got to really get it down to the brass tacks, you know, the, the base core offer that you put out in the press, um, that you solve when people come into your business. 

Okay. The next thing. So you're going to figure that out. That's part of your exercise for the video, figure out what problem you solve in the most basic, most sort of almost survival like needs type necessity. Um, and some in Walmart does a great job of this, right? And I don't know if you guys remember, but Walmart has campaigned for decades now that if you shop there, you're smart because you're selling, saving money. So Walmart's problem that they saw up and we all think we're shopping. They're like, we're going to solve our grocery problem. We're going to get this thing. We're going to buy some car cleaner. We're going to get a, you know, whatever pillow, I mean, all these other things, right? But that's not the way they brand. They don't brand all the stuff ever they brand as you're smart because you're saving money. 

So their, their core value proposition to people that shop at Walmart is you come here, therefore you're smart. And we're solving a financial problem that you have in your household. Shopping at Walmart helps you save money. So that's where they pivot around with almost everything. So you don't pay attention to that because it's not, it's not the surface. The stuff that you think it is, it's deeper. The message is more emotional. And it's more a core value for every household, which is to be conscientious with your spending. Okay. So I took a good example and start to pay attention to what big brands are doing and how they're associating themselves emotionally to solve the core problem that, that you have. And you may be shopping there. Like I go to Walmart and I mean, at this point, yeah, I guess they've got me. I feel like if I go there, I saved some money. 

I grew up back East and I never even knew about discount stores till I moved out West. And I considered Walmart, a discount store. We had Kmart and wool worse. And I was like, I don't know. I just didn't feel like I wanted to go there. They've me. Now that if I go there, I'm playing it smart. So that marketing has worked and their brand associations have worked. The next thing you've got to make sure you have in your branding ads, which goes without saying, but I'm going to say it is, you've got to have good logo representation, and you've got to have your brand and colors. Cause part of branding guys is recognition and repetitive recognition in your market. So you got to have on these ads or even your pages and all of your marketing paraphernalia and everything else that you put out there, like, you know, this kind of stuff. 

And you know, my, I have my, my gig. You guys need to figure your stuff out. Logo and colors are critical with these branding ads because you want to continue to pump that recognition. Okay. The next thing, and this is the case for display ads is you need to have positive imagery. So Andrew is going to put some stuff up here. Let's talk about positive imagery and I want her to show you. So we're always going to want to show people that are happy and smiling. They have, the images are going to show moments of success, okay? Moments of joy or connected if connectivity between them and their family, them in their, uh, animals, them in their car. It doesn't really matter what it is that you want to position your brand and associated with positive imagery. And the next thing, the extension of that is positive outcomes or positive results. 

So your ads, this is another key points. If you're taking notes, the ads need to present that working with you is going to result is going to yield positive results. Okay? So you got this positive imagery, but it needs to elude to the fact that working with your company gave the buyer, gives buyers success in whatever arena it is. So if it's the pizza, we go back to the pizza thing. Everybody's happy because they're eating and they're doing it together because there's enough to share, right? So those are two core fundamental human emotions that we want. I mean, we want to solve our hunger problem and all humans have a ritual of eating together. And so, you know, you look at like Peter Piper pizza and some other places like that. They're going to market that as they're going to brand that as connected with your family, connected with your friends and solving that hunger problem. 

And sometimes depending on the pizza pitch, you're going to see that, you know, money saving, we're paying attention to your budget. Domino's does it, you see it with little Caesars and so forth, right? So they push low pricing and, and savings and deals as part of their branding and so forth. But don't confuse that too much because that starts to get into where they hybrid with direct offer. So we're just going to try to keep the conversation on branding. So again, it's positive imagery associated with positive results. Okay. And then when we go back to the emotion discussion, it's always going to be that the images show happy successful group in often cases or two people connecting and, or the air of popularity or that everybody is doing it. Everybody is buying from you. Okay. Everybody's buying your stuff. So as you can show you some images here that show like group happiness, um, people being successful with buying or using your service. 

Right? So, you know, if you're a plumbing company, great example of that is , you know, the plumber and then the happy old lady got her kitchen sink fixed. So she's so happy cause the water's running right. So positive results, happy human and a qualified technician. Great branding. So those are those emotional elements stick with us because on the next one, we're going to go over the other two ad types. And if a course of this video helped you inspired, you got your head around branding ads, please like, and share the video, click the bell, all the cool YouTube stops. You don't miss another one of these videos. We share everything we've learned over the last 10 plus years, doing advertising for companies.