{"id":13047,"date":"2024-05-14T15:04:05","date_gmt":"2024-05-14T22:04:05","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=13047"},"modified":"2024-08-23T11:56:14","modified_gmt":"2024-08-23T18:56:14","slug":"how-to-build-brand-fame","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/how-to-build-brand-fame\/","title":{"rendered":"How to Build Brand Fame\u00a0"},"content":{"rendered":"

TLDR:<\/span><\/b> Want to build brand fame? Combine broadcast and streaming TV advertising to increase brand awareness and ad recall to make your brand the go-to brand in consumers’ minds. <\/span>\u00a0<\/span><\/p>\n

Commercials can be so much more than just advertising – they can make a difference in someone\u2019s life. Just ask Dot Jefferson from Humble, Texas. In February 2021, her home was affected by the Texas power crisis that left hundreds of thousands of residents without heat, power, or water as pipes froze and burst.\u00a0 <\/span><\/p>\n

\u201cA pipe burst and flooded my entire house. It damaged all my floors and some of my furniture. We did a little redecorating since we had to replace some items,\u201d Jefferson recalled. \u201cThen, at 11 o\u2019clock at night, a commercial for Texas Mattress Makers came on, and I got so excited. I told my husband that when we are ready to look for a new den set, I want to come to Texas Mattress Makers and check it out.\u201d\u00a0\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Soon after seeing the commercial, Jefferson and her husband drove from Humble to Houston and, surprisingly, were greeted by the owner of Texas Mattress Makers, Youval Meicler. Jefferson recognized Meicler from his commercials and was eager to tell him why she was in his store.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cI’m here because I have seen the honest commercials that this gentleman makes, and I believe what he’s saying,\u201d Jefferson said. \u201cHis commercials don\u2019t seem scripted, but they seem very honest about the quality of the work done locally in Houston. Everything he said made me want to check it out, and I couldn’t leave here without buying furniture today.\u201d\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

Achieving <\/span>brand awareness<\/span><\/a> is the main goal of most advertising campaigns, and achieving brand fame in the local community <\/span>serves as a cornerstone for building trust, fostering customer loyalty, and driving business growth for advertisers. This strategy <\/span>worked for Meicler and Texas Mattress Makers, and as we can clearly see, it\u2019s why Jefferson bought her den set there.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, achieving brand fame doesn\u2019t happen overnight. It requires a strategic marketing approach that puts a brand in front of a wide audience with the right message(s) and frequency. When successfully crafted, viewers (and future customers) will recognize the brand’s face, develop trust, and ultimately drive sales.\u00a0<\/span>\u00a0<\/span><\/p>\n

What is Brand Fame?<\/span><\/b>\u00a0<\/span><\/h2>\n

How many famous brands come to mind thanks to creative marketing and advertising campaigns? Nike\u2019s \u201cJust Do It,\u201d Giecko\u2019s Gecko and Jake from State Farm are just a few that instantly come to mind. <\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

These national brands have achieved brand fame not just because they offer great products and services but because their marketing campaigns have generated a level of recognition, visibility, and positive brand reputation in the eyes of consumers. This level of brand fame signifies the extent to which a brand is well-known, respected, and trusted within its target market or industry.\u00a0<\/span>\u00a0<\/span><\/p>\n

But brand fame isn\u2019t just for national brands. Mom-and-pop shops and small businesses can also achieve it at the local level. That\u2019s because brand fame isn’t just about being well-known; it’s about being authentic, celebrated, revered, and deeply ingrained in consumers’ collective consciousness \u2014 and that\u2019s exactly what Texas Mattress makers have achieved \u2014 becoming synonymous with their product or service category.\u00a0<\/span>\u00a0<\/span><\/p>\n

Why is Brand Fame Important?<\/span><\/b>\u00a0<\/span><\/h2>\n

Brand fame is akin to the “Hollywood Effect” in the entertainment industry. Just as actors gain fame through mass exposure and public adoration, brands achieve fame through widespread recognition and positive sentiment, much like we see with <\/span>the halo effect<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Overall, brand fame can transform a company’s success by driving higher sales, increasing brand equity, building trust, developing loyal customers who give referrals, and providing word-of-mouth marketing, all leading to a greater market share.\u00a0<\/span>\u00a0<\/span><\/p>\n

The Hollywood Effect is also something TEGNA partner Kirk Kupsky, Owner of iRestore in St. Louis, can also attest to. Kupsky and his company partnered with their local broadcast TV station, <\/span>KDSK 5 on Your Side<\/span><\/a>, for traditional 30-second commercials, weather sponsorships, and appearances on its lifestyle show, <\/span>Show Me St. Louis<\/span><\/a>.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cSince partnering with KSDK, we\u2019ve seen tremendous success. We\u2019ve seen our stock rise in the local community as far as recognition, and customers feeling a little more at ease when dealing with somebody they\u2019ve recognized and seen on TV,\u201d <\/span>he says.<\/span><\/a>\u00a0<\/span><\/p>\n

But brand fame is not merely a vanity metric; it’s a strategic asset and competitive advantage that can help drive a brand\u2019s business growth, profitability, and resilience. It can also help with:\u00a0<\/span><\/p>\n