An effective brand awareness strategy is the key to solidifying your position in the forefront of today’s overcrowded marketplace. When you’re sick, do you ask for a tissue or a Kleenex? What about when you’re ordering a drink at a restaurant? Do you ask for an orange soda or a Fanta? These companies have mastered the art of brand awareness–replacing generic terms for their brand name itself. In this comprehensive guide, we’ll break down what brand awareness is, why it’s important, and seven tactics for building a strong brand awareness strategy and growing your brand.
What is brand awareness?
Brand awareness is more than consumers simply recognizing your brand based on visual indicators like its logo and colors. It is the extent to which they can not only recall its name, but correctly associate it with its particular product and service. It is also about the feelings and emotions that a consumer experiences when they see or hear the name of your brand.
Why is brand awareness important?
Regardless of the quality of your product or service, the price, social media presence, or advertising strategies, your business is not very likely to excel if it doesn’t set itself apart. Your business’ brand encompasses not only its name, logo, and offerings, but the overall experience it provides for your target audience and consumers. You want them to easily identify and connect with your brand in order to create a long-lasting bond that places you ahead of your competitors.
Consistently building your brand and strengthening its associations in the mind of your target consumer is essential for increasing its brand awareness. The more familiar that a consumer is with something, the more they will gravitate towards it. This makes it much easier to promote your brand across different platforms and channels, increase word of mouth in building a strong reputation, find and retain customers, and successfully launch new products or services. Brand awareness is the foundation of a successful company because it paves the way for achieving the rest of your business goals and objectives.
How to build brand awareness
So now that you know why brand awareness is so important, how exactly can you build it for your own brand? While you could spend thousands of dollars plastering the name of your business on every billboard and bus stop, there are much simpler and more effective ways for achieving this. As the internet has quickly become the best tool to reach consumers, taking advantage of digital platforms is essential. You could:
- Post consistent and valuable content on digital platforms
- Run ads on popular social media platforms
- Create a new trend or custom hashtag
There are many ways to execute your strategy, but you must make sure to identify ways to measure your brand awareness and the effectiveness of your implemented strategy so that you can make any improvements and adjustments as needed.
Brand Awareness Strategies
1. Referral Programs
Everyone loves an incentive. Consumers will eagerly spread the word of your brand if they know that there is something in it for them. Whether it is a time period of utilizing your product or service for free, getting cashback, or offering a discount, a referral program is a surefire way to build your brand’s awareness and gain new customers.
2. Guest Content
Another way to get your brand out there is to create content in collaboration with others. Maybe that’s having a guest on your podcast or publishing an article from a guest writer. By sprinkling new people and voices in your content, you are growing the number of eyes that are already interested in what you have to say.
3. Valuable Infographics
No matter what content you are creating and where you are sharing it, you must ensure that it is valuable to those who will be seeing it. Infographics are a bright and eye-catching way to display information, data, and statistics in an easy-to-understand, digestible way. An interesting infographic has the power to prompt thousands of social shares, all leading back to your page.
Who doesn’t love free stuff? Putting your name on pens, frisbees, keychains, etc. and giving them away at local events is a great way to get your name out there.
5. Contests and Giveaways
Running a social media contest or giveaway is an effective way of facilitating more engagement and gaining more followers. Have contestants tag a few friends, share a link, and watch your brand awareness skyrocket as everyone competes to win.
6. Influencer Marketing
Rather than paying for an advertisement that may or may not be effective, find popular influencers who align with your target audience. Your business could potentially complement theirs, working as a mutually beneficial partnership. Make use of their vast influencer network to promote your product or service while also creating a valuable relationship that you could use long-term.
A stellar story can help cement you into the mind of a consumer. If you can create a compelling, emotionally moving story that can connect with your target audience then they will regard you as a much more memorable brand than that of a competitor’s and share that story with others.
Final Thoughts on Brand Differentiation
With this knowledge, you are already on your way to creating a powerful brand. When you start creating meaningful and valuable narratives around your brand, you will find it much easier to connect with your target audience on a deeper level. This trustworthiness is what will help to increase your brand’s awareness and grow your business exponentially.
Need help building your brand awareness strategy? Contact us today for more information about effectively building and marketing your brand in order to increase its overall awareness and recognition. We can help you identify your strengths, weaknesses, and unique attributes in order to stand out from your competition. Contact us and let’s get started!