Brand awareness in today’s business environment is paramount. The effort to establish your company story is a key component to becoming recognizable and memorable in the marketplace. This begins with your brand identity, which begins with the logo and then continues with the website, brochures, ads, and marketing materials
Whether you sell a product (Apple, BMW, or Starbucks) or a service (Netflix, Amazon, or GoDaddy). people need to understand who you are, what you sell, and why they should become loyal to that brand. You can’t be all things to everyone, so carve out a specific target audience and market to them
Building a brand begins with an identity, which starts with a logo that is instantly recognizable and memorable, and can carry over to any other marketing materials you create, whether brochures or ads or actual products. That brand represents your quality (high-end or low-end), prestige, and accessibility. A well-defined brand is key to driving sales and ensuring customer relationships. In this article, we will be covering the 3 helpful tips for brand awareness.
The Importance of Brand Awareness
The most important thing for any business marketing team is to define and then build brand awareness in the marketplace. Start with brand identity. Times have changed and strategies are constantly shifting. So while advertising is still an important sales tool, customer reviews have also become a major sales generator. In today’s business world, you need to assess whether your brand is an impulse item or something the customer will more deeply evaluate. To accomplish this should begin with a brand bible, If you don’t understand how to develop one, ask us.
it’s more important than ever to have a balanced brand strategy. Brand awareness is the key to attracting new customers and retaining existing ones, so you’ll want to mix your mix between paid advertising, organic traction, and retention.
Here are some reasons to achieve brand recognition:
A strong brand can help you stand out from the competition.
With so many businesses competing for attention, it’s important to have a strong brand that makes you stand out from the crowd – a unique value proposition (UVP). It’s not enough to just be recognizable, but also what you’re recognizable for.
A strong brand builds trust and credibility.
Customers are more likely to do business with companies they know and trust. Building a strong brand helps show customers that you’re a credible company that they can rely on. Being profiled in magazines builds a stronger brand that an ad. Stellar customer reviews and high ratings should be a goal to achieve as well.
A strong brand can increase your customer lifetime value.
Customers who trust your brand and feel a personal connection with your business are more likely to stay loyal to you over the long haul. An example would be car brands that people may stay loyal to throughout their lifetime or a majority of it. Google adopters will likely not switch to Microsoft; Apple users to a PC; or Android users to an iPhone. People tend to find products based on their UVP and once they settle in are not likely to shift.
3 Tips for Building Brand Awareness
Tip #1: Invest in Advertising
Advertising is the most immediate way to get your brand name to the public. It allows you to reach a large audience online with the click of a button. Print advertising talked a bit longer for the issue you place an ad in to be published. Depending on your brand, consider alternative ad methods as well, such as in subway trains, billboards, and local newspapers.
Investing in advertising is an important part of any marketing strategy. It can be costly but can be also worth it if you do the research to make sure you’re reaching premium your target buyer. There are many places in which to advertise, including:
Online: ads you can post in search (Google, Yahoo, etc), or on social media (Facebook, Twitter, Youtube, Pinterest, and many more. You set a budget and then pay for the ad based on the number of people that click on the ad during the date range when it is online and visible.
Banner ads use can place on category-specific websites.
Print advertising: this is a wide spectrum, ranging from business-specific trade magazines, tradeshow circulars, consumer (paid for free) magazines, and newspapers, It can also include alternative ads in places such as billboards (on streets, inside venues, or inside subway train cars).
Television ads are very expensive, although you can investigate late-night and off-channel opportunities.
Radio is another medium that can build brand awareness, especially during morning talk radio shows. Online podcasts are another option.
Flyer handouts and mailers.
No matter what method you choose, make sure your advertising is creative and attention-grabbing. If you can capture people’s attention, it means you are going in the right direction.
Other brand-building strategies include two major considerations, again, depending on the type of brand you have. First is building visibility in search so that your website and/or social media pages appear when people are searching for certain things. f you’re ranking well it carries a bit more authority in the eyes of the buyer than an ad.
Secondly, “earned” coverage in the press is always more valuable than “paid” coverage. However, getting the press to cover your brand in a profile, review, interview or simply a mention requires a strategy, consistent effort, and a quarterback that knows the game and has the contacts. A good PR firm can also raise your profile by arranging opportunities, such as radio interviews, or a seat on a panel at a tradeshow, seminar, or another event. Anytime the principal or high-ranking executive of a brand is represented as an expert, they are then seen as an “authoritative voice” in their industry (or industry segment).
Bruce on the panel at a Marketing Summit 2015
Tip #2: Get Involved in the Community
A company’s success is not only measured by its profit margins. A company’s community involvement is also an important metric by which it should be (and often is) judged. Community involvement can take many forms, from sponsoring a local Little League team to hosting a blood drive. Community involvement builds brand awareness and can increase customer loyalty. It also shows that a company cares about more than just its bottom line.
Sponsoring a local sports team serves two initial purposes. Firstly, it helps build brand awareness, as people will see the company’s name on the jerseys or on the signs at the games. Secondly, but not any less important, it connects you to an active member of the community. Companies can also host or co-sponsor events, such as blood or food drives, or disaster relief.
Whatever method you choose, getting involved in the community is a great way to show your customers that you appreciate their support and have them see you as more than just another product or service, but also a member of the community.
Tip #3: Partner With Other Businesses
Partnering with other businesses is a great way to build brand awareness. By aligning yourself with other businesses that share your target market, you can reach a wider audience and get your name out there.
There are a few things to keep in mind when partnering with other businesses. First, make sure that the business you’re partnering with is a good fit for your brand. You want to make sure that their values align with yours and that their customers are also your target market. Look for complementary businesses that you can trust, and you’ll be on your way to success. Synergy doesn’t have to be aligned with what you’re selling, but rather who is buying — for example, the way that movie brand partners with food, clothing, and one-off promotions.
A more synergic partner is someone who provides a service that you don’t but is in the same industry segment. For example, a website designer might partner with a website hosting company. A car dealer might run a special promotion with a carwash. Or a bar that teamed up with Emerson Amusements (the NYC member of Club Lucky to run arcade game tournaments, or co-produce the AMI Concert Bites Series presented at local bars that had AMI Jukeboxes
Think about what you can offer the other business. What can you do to help them reach their goals? And what can they do to help you reach yours? Make sure that there’s a mutual benefit to the partnership.
Finally, don’t forget to promote the partnership.
Use Social Media
In a world that is increasingly digitized, it is important for businesses to have a strong online presence. This means engaging more than just running an online ad to build brand awareness.
Social media platform leaders include Facebook, Instagram, Twitter, Linkedin, and YouTube. But there are many others too, such as Pinterest, and SnapChat, which may or may not work for your brand. The right platforms provide businesses with an opportunity to reach out and actually engage with potential (and existing) customers. Deliver great content and use hashtags, increase visibility and attract new followers.
Furthermore, social media can be used to create a connection with customers and create a sense of community around the brand. No brand is a better example of this than Apple. Loyal Apple followers wouldn’t give up their product for a PC or Android no matter what great discount those other brands offered: they’re entrenched as loyal brand ambassadors — which is the best promotion you can get.
When using social media, the old adage of “build it and they will come” is no longer viable. Social media as a promotion tool requires dedication, effort, and planning. For example, It is important to establish a well-thought-out content calendar, identifying a good balance of education, entertainment, as well as promotions, and services/product listings. It is also encouraged to comment on visitors’ comments, and of course monitor message inquiries. Think of it like throwing an open-house party; would you walk about the house and welcome visitors, or ignore them? The same thing applies here. Show that you’re invested in the customer base, and not just to sell them something today. A good impression matters and may not result in a sale today, but could in the future.
To streamline your posting management efforts (to all your social media pages), consider a management tool such as HootSuite, or eClincher
Overall, social media is a powerful tool that businesses can use to reach new audiences and create a strong online presence. Depending on the type of business, product, or service you have will determine which online social media platforms (or a combination thereof) will be best for you.
Conclusion: Why Brand Awareness Matters
In conclusion, brand awareness is essential for any business looking to succeed. It allows customers to establish followers, and brand ambassadors who will promote you to new potential customers. People trust a company that is referred to them by people they know, or that is recommended by many.
Schedule the time to do the research, sort the results, and then begin to set the goals, build a strategic plan, and adopt the tactics necessary to achieve the goals. The only barrier you face is the initiative to do it. Remember, the biggest mistake startup or growing companies make is failing to get stuff done!
By following these tips, you are on your way to becoming a successful brand!