Every company must wish its brand to be top of mind for consumers. Therefore, a company builds a brand identity that serves to introduce its brand to the audience and build a brand image so that it will be the brand that the audience will always remember. Companies certainly cannot make it happen merely with the help of advertising companies. An advertising company has many branches in its operation including branding. There are even branding agencies specially created to help companies to build the desired image.
What do branding agencies do, especially in Indonesia, to create a brand image? When a company uses a blue ocean strategy and creates a new product or brand that requires a lot of attention from the public to make the brand well known, the agency will make the claim that the company’s product or brand is first to market. So, there is a lot of possibilities that brands will be top of mind for the public. For example, the first packaged drinking water in Indonesia is Aqua. In 1973, Tirto Utomo built the first Aqua plant at the time when there was no such industry. Initially, the name of this brand was Puritas but when the logo was being made, the name was changed to Aqua on the advice of the designer.
Then, the ads that are made to promote the new brand should attract the interest of the public. The advertisement must convey a message that public can receive well. If the ad is displayed on television or radio, the sound effects must be created in such a way that it will further reinforce the existing message, for example, Pepsodent advertisement: Ayah Adi and Dika version. The message is delivered very smoothly by showing the father who is explaining the importance of brushing teeth at night that can affect both children and parents.
And the most important thing that an agency does is to look for brand ambassadors for the brand because the public will judge the brand from the way they see the ambassador hired. Therefore, the agency must be smart to observe and consider the ambassador that will represent the brand or product, for instance, Dian Sastro as the brand ambassador of Lux Indonesia. The good image of Dian Sastro in the eyes of the public is very appropriate for branding so it will create a Lux recall with Dian Sastro or vice versa.