If you are wondering how to create a core brand awareness strategy, you are in the right place. Brandawarness will help your target audience know and recognise your business and business values. Building brand awareness will help your business build brand value. Building your brand value will help you attract a wider audience.
The first things that come to your mind about branding might be the logo and the colors linked it a specific popular business. While these are certainly a part of building brand awareness they aren’t just limited to these aspects.
Branding is an ever evolving aspect of marketing, both digital and analog. It’s about standing for certain values that resonate with your target audience. There are different steps you can take to increase brand awareness. Below let us see why brand awareness is key to growing and evolving as a business.
Why is Brand Awareness Key to Business Success?
Brand awareness is an important aspect when it comes to building a positive reputation in the public eye.
Brand awareness gives you an additional edge
People are attracted to things they know and understand and are driven more by habit. In a sales environment, this means your target audience sticking to what they are already familiar with.
Put yourself in the shoes of someone who might be searching for a product on the ecommerce platform giant Amazon. If you go ahead and search for something like shoes, chances are you will go for something familiar and reputed like Nike, rather than from a brand you don’t know of or aware of, regardless of the branded product of your choice might be way more expensive than the other less known options. It is the same if you have a brand. If you are able to get people to recognize and be aware of your brand then you are more likely to build trust with your target audience, you are more likely to acquire new customers.
Brand awareness help establish brand loyalty and trust
Brand trust and brand loyalty is something that is a direct result of having a strong brand awareness.
Having a brand name and logo that your target audience is aware of will help you stand out from your competitors. Customers will not be pleased to get a product or service as expected when they clicked the purchase button, which makes them opt for solutions that will give them no nasty surprises.
Brand awareness naturally creates a sense of loyalty. If you think of it from the customer’s perspective, if you already know what you’re getting, why take a risk on some brand that is less known?
Brand awareness impacts employee acquisition.
Brand awareness is not just about consumers. People tend to prefer to work with brands they are aware of, understand and respect. According to LinkedIn companies with strong branding attract more applicants than their competition.
Brand awareness creates an appearance of success
A crucial part of a brand awareness campaign or brand awareness strategy is based on how you are able to measure the results. Every pillar of your business’s marketing strategy should be linked to building brand awareness.
Growth in brand awareness shows everything you might be putting into action from your digital presence to customer support is going according to plan. If this isn’t the case, you might want to try using the right brand tracking software to help you understand where you can improve.
Now, let us look at some of the strategies and tactics that can help build brand awareness.
Top 10 strategies to boost brand awareness
If you need help making your brand well known and grow it to a level where it becomes something of a household name. Read on to find out what you can do to improve the odds of joining the ranks of the post reputed and well established brands
Don’t Underestimate the Power of Consistency
Consistency is a broad term and you might be wondering how you can create a great impression with your branding.
Maintaining consistency in branding might involve keeping your brand’s visual identity uniform and distinguishable across different platforms. Color plays an important role in boosting brand recognition up a staggering 80%. What’s more surprising is that customers are more likely to remember your company colors rather than your company name.
It is important to remember that consistency is not limited to the appearance of your brand. Consistency in your tone of voice is also important. It is important to maintain consistency so that every creative you might create and publish online.
Stand for More than Your Products
Despite the demographic of your audience, it is likely that they care about more than the product you have to offer them. Modern consumers want their brands to be more than just about earning profits.
It is important for any brand that hopes to grow and make a difference to stand for something. Having attractive values can help your brand stand out from the rest of the competition and can help build positive associations as well as boost brand awareness.
While offering great products and services are important, customers tend to remember your brand for what it stands for or its value. For example, your brand could stand for things like sustainability, employee rights and supporting different communities, which will help your target audience value your brand more.
The Value of Giving Back
On the same note, do you need to focus on what you are doing to support your local community? What are you doing to help your locals and those beyond your locality? Focusing solely on your business is not just enough to grow as a company. Consumers expect more from the brands they invest in such as philanthropic activities.
It is important to be authentic in your efforts to stand for something. Make it a part of the culture of your brand rather than making it something purely promotional.
Go Omni channel
Investing in a great first impression is important when it comes to building brand awareness. A campaign aimed to boost brand awareness needs to reach as many people that belong to your target audience by offering exceptional value. One key way to go about this is to adopt an omnichannel approach to your marketing strategy.
It is important to plan your content for social media, be consistent in regards to every touch point when it comes to publishing content, and have a consistent brand voice to ensure consistent branding.
Try to expand into different channels like podcasts, TikTok, Reddit and Quora. When expanding it is important to strike a balance and ensure that your output is relevant to your brand.’
Omnichannel also includes reactive strategies including customer support and gathering actionable insights. Paying attention to what customers are saying is important and it is best to respond to queries as promptly as possible.
To do this, you might want to consider investing in proper software solutions for social listening which will gather customer insights for you.
Partner with Influencers with similar values
You might want to consider collaborating with influencers to expand your audience. Influencers have large followings and have awareness under thei belt including trust and loyalty of their audience. Partnering with the right inflcuenrs will help you expand your brand awareness.
Finding the right influencer is key when it comes to collaborating with influencers. They need to have similar values so that their audience will be interested in yoru products or services. Don’t opt for one and done deals if possible. Try adopting a test and learn approach with partnered content on their channel that you can adjust over time.
Try Becoming a Thought Leader in Your Niche
Building brand awareness is not only about your target audience knowing you, but they must also ideally respect you. One important way to achieve this is to become a thought leader and position those behind your brand as experts of their respective fields.
To get about this, come up with some tactics and then combine them to form an overall strategy across a long period of time. You can do this by ensuring that you company’s experts are posting helpful industry specific content on social media channels like linkedIn and cross promote these content on any relevant channels as well as third party channels.
Creating an annual white paper or report that your B2B or B2C (business to business or business to customer) audience would like to consume is one way of establishing brand awareness. Try to have your expert executives appear on panels, offer trade show keynotes, run events and make podcast appearances,
Putting your brand awareness strategy at the center of your digital marketing efforts will help you grow and expand as a business.
Be Smart about Paid Advertising
Advertising might be an age old method to build brand awareness but you need to be aware about how your adverts impact your target audniece. Digital advertising platforms are evolving and getting smart. Therefore, it is important to remember to tailor your content to build brand awareness.
For instance, on Facebook’s Meta platform, there are settings and advertising styles for building brand awareness. This is different from ads designed to get more clicks and entice customers to purchase.
A/B testing is important to run trials and tests to see what works well with your target audience. Using the reporting data available in these advertising platforms you can study the results and fine tune your next set of ads.
Try Sponsoring
You might be surprised what kind of impact simply placing your logo on a banner or jersey might have in terms of building brand awareness or brand recognition. Though it might be difficult to track the return on investments on sponsorships, it seems to be an ever growing area of marketing that yields unexpected results.
According to Forbes a UK mobile operator used sponsorships as marketing strategy and gained six times ROI or return on investment in the 02 Dome venue by boosting the unique brand, activation and customer loyalty options the music venue offered.
This is just one of many examples where sponsoring was used as a successful marketing strategy.
Focus on Trying to be Memorable
In order to be remembered by your target audience, your brand needs to be memorable. This happens when you are not like everyone else, doing everything that everyone else in your niche is doing. Brand recognition is great but you need to stand out to boost brand awareness.
To do this you need to be different in a way that is disruptive and upturns conversion/ There’s no quick fix for this but it needs to be tackled one step at a time. You can start by tracking what your competitors are doing, and try to adjust your campaigns in a way that makes your brand stand out.
Measure Brand Awareness to Help Boost it
There is only one way to know if your brand awareness strategy is working? This can be done if you measure where things stand at present and compare how things have altered if they have after your brand awareness campaign by using different metrics.
Conducting customer surveys, such as using questionnaires targeted at helping uou identifying aided and unaided brand recognition and recall, are excellent ways to understand the impact of your brand awareness building campaigns.
If you want to get into the nitty gritty of things then you might want to consider investing in software that will help scour your social channel interrogation and keep an account on reach and share of voice across different digital platforms you are active on.
As a leading marketing agency in Brisbane, we would be able to monitoring you brand awareness building efforts and will help you stay on top of your brand awareness building campaigns. This will lead to your business growing and expanding and hopefully becoming a household name one day!
