Advertising techniques are also a part of branding. What advertising is all about is sending a message, and the smartest companies send a message that goes beyond “this is on sale” and “we sell nice things”.
Let’s use Apple again as an example, as they are perhaps the worldwide leader in effective marketing. Apple ran a series of popular ads form 2006 – 2009 as part of their “Get a Mac” campaign. In these ads, the Mac is personified by actor Justin Long, who exclaims “I’m a Mac” at the beginning of each commercial. He is young and reasonably handsome, casually yet smartly dressed in button-down shirt and jeans. The man beside him, played by comedian John Hodgman, is much older and formally dressed and says “I’m a PC”.
Each interaction between the two depicted Long (the Mac) as being laid-back and knowledgeable and Hodgman (the PC) as being uptight and out of touch. The message was clear: PC’s are for old people, and Mac’s are for the young, hip, and trendy.
Come up with a campaign that a tone that matching your audience and the capabilities of your products (bland is okay with tax software, not so much with a tattoo parlor). Advertising on Google and Facebook are cost-efficient ways to get that message out there where potential customers can see it.