This is what brand awareness can do for a brand: Brand awareness is important for any business, but it’s something that can be difficult to achieve. After all, how do you get people to know about your brand if they haven’t heard of it?
If you want to grow your business and build your brand in a way that will help you stand out from the crowd, this guide will help you better understand brand awareness, establish it among your audience, and build campaigns that allow it to continually grow and change with your business. Let’s dive in.
What Is Brand Awareness?
Before we jump into how to build a brand awareness strategy that works for your business, let’s take a look at what brand awareness actually means.
Brand awareness is the extent to which consumers recognize and respond favorably to a company or product name when presented with it. It’s basically how well known your company is among people who may not already be customers.
Why is Brand Awareness Important for your business?
Brand awareness is important because it helps audiences understand, recall, and become comfortable with your branding and products. If you can build brand awareness among your target demographic, you can help your brand become top-of-mind when these consumers are ready to research and make a purchase.
Brand awareness is also essential for building customer loyalty. Once customers are aware of your business, they’ll be more likely to purchase from you again because they’re familiar with what you offer. This creates a positive customer experience that can lead to more repeat sales over time.
Brand awareness can also increase sales by creating an emotional connection between the consumer and the product or service you provide. When someone feels strongly about a particular brand, they’re more likely to share their enthusiasm with others who might benefit from knowing about it too — which leads to increased sales for your business over time.
You already know how importance brand awareness for your business. Now, it’s time to put together a simple yet powerful brand awareness strategy that will keep the flywheel turning.
Brand awareness is not just about marketing and promotion. It’s about communicating your brand’s value and positioning in the minds of your prospects and customers. That means creating an experience people can talk about and share with others.
Here are five steps for building a successful brand awareness strategy:
1. Identify your target audience
Before you can create content that appeals to your target audience, you need to know who they are and what they want to read. The best way to find out their interests and needs is by surveying them or speaking with them directly. Once you have a good idea of what they want, you can tailor your content accordingly so that it resonates with them more effectively.
2. Create engaging content around their interests and needs
Creating content that resonates with your target audience is essential if you want to establish yourself as an expert in their eyes. However, just because something is interesting doesn’t mean it will resonate with them on an emotional level — especially if they don’t feel like it relates to their needs or concerns. You need to understand what makes them tick and then use that knowledge to create content that speaks directly to them on both an intellectual and emotional level.
3. Define your value proposition (what makes you different?)
What makes you different? Why should people choose you over your competitors?
Once you’ve figured out what makes you different, it’s time to decide who you’re going after. You can’t appeal to everyone, so the next step is figuring out who’s most likely to buy from you.
Then it’s time to come up with a plan for how people will hear about your brand. This might sound like a no-brainer, but more often than not businesses don’t have a concrete plan in place for how they want people to learn about their business and what kind of interactions they want with customers.
4. Develop ways to connect with current customers (and potential ones!) online
The first step towards developing ways to connect with current customers online is identifying who those people are — what social media platforms do they use? Which ones would best suit our needs? The next step is figuring out how we can reach out to them online
5. Tell a story telling about your brand
Storytelling is an incredibly powerful marketing tactic, whether you’re marketing products or promoting your brand. Why? Because it gives something real for your audience to latch onto.
Crafting a narrative around your brand humanizes it and gives it depth. And weaving this said narrative into your marketing inherently markets your brand alongside your products or services.
Your brand awareness is now effectively off the ground, and people talk about you without needing to see an ad. What about expanding your established brand awareness and building on that strong foundation? What can you do as a brand to campaign for awareness and constantly increase it?
Here are a few campaign ideas to boost your brand awareness beyond your initial strategy
1. Create an infographic
Infographics are super popular in the digital age because they’re easy to digest, share, and remember. Create an infographic that shows off your unique selling proposition (USP) or highlights something about your business (e.g., why it’s better than the competition). Then post it on social media channels with a link back to your website’s homepage or landing page.
2. Run a contest
Contests are great for engaging existing customers and getting new ones involved as well. You can run a photo contest where participants submit photos on social media of them using your product or service in their daily lives. Or perhaps you want to get some feedback on how people feel about something specific within the company — running a text-based survey might be more appropriate here! The key is choosing something that’s relevant to both parties involved.
3. Promote Your Brand Through Social Media
From Facebook ads, to Instagram posts and YouTube videos, social media platforms offer many ways for brands to reach their target audiences. These platforms work best for creating brand awareness when used in conjunction with other marketing techniques like advertising and public relations.
4. Create an Influencer Outreach Program
Influencers are often more trusted than celebrities because they have built trust with their followers over time through consistent content creation and authentic conversations online. Influencer marketing can be especially effective at building your brand’s reputation because influencers often have large followings who trust them as authorities on a certain subject matter or industry — which means that if they endorse your business, their followers will likely do so as well.
5. Support Local Events Where People Are Already Spending Time
Many people spend time volunteering at local events because they feel like they’re making a difference in their community — but what if you could also use those events as opportunities to promote your business? For example: if you have a fitness studio, consider donating a fitness class or teaching an exercise class at a community event. If you own a floral design shop, offer to donate flowers for the centerpieces at an upcoming wedding.
When you support local events that are already happening in your community, people will remember your company — and will probably tell others about it too!
Remember, developing a brand awareness strategy helps you keep your branding focused on the right areas without feeling overwhelmed by the task. If you are looking for a solid way to get this work done, contact Neu Entity. It is the brand experience agency that will help you overcome your branding woes and expand your business’ reach into new markets and demographics.
If what you see here is relevant for you and can help you grow your business or organisation, we’d love to discuss further with you. Drop us a message or schedule an appointment with us.