Do you know what brand awareness is? You’ve probably heard the term thrown around a lot, but what does it actually mean? In this post, we’ll give you a definition of brand awareness and share some tips on how to increase it. Stay tuned!
Defining Brand Awareness
First, the term “brand awareness” represents how familiar people are with your product and service offerings. It also allows your target audience to recognize and remember your brand amidst all the other similar products or services. Successful brands like Apple, Nike, and Coca-Cola build brand awareness by embedding themselves into the purchasing habits of customers through marketing campaigns and customer service. This is a big reason why we typically prefer one brand over the other.
If your customer base has positive experiences using your products or services, you instantly establish brand recall. In turn, these customers will likely refer you to their friends and family, which may then get your business new customers. In other words, customer satisfaction is one of the best ways to establish brand trust. Providing a good customer experience boosts your brand image, thereby increasing your brand awareness.
But is there really a need to build brand awareness?
Our answer is a resounding YES!
Customers are smart. They often rely on research and opinions from trusted sources. Before making a purchase, many consumers like to make sure the company they’re doing business with is reliable and trustworthy. That’s why if your brand establishes trust, you can typically count on repeated purchases and customer loyalty.
Brand awareness also allows your products or services to generate more profits because of brand equity. Brand equity increases your company’s value through a general perception that your consumers are getting the most out of their purchase from your company.
How to Build Brand Awareness
Building brand awareness is not as easy as you might think. It takes a lot of hard work and dedication. Of course, establishing your company in the market is never an overnight thing. Even after multiple advertising campaigns, social shares, and display ads, you might not be reaching the right audiences. An effective brand awareness campaign not only reaches its target market in a compelling and memorable way, but it also establishes brand loyalty.
Here are some of the ways to effectively solidify awareness of your brand:
1. Establish Brand Recognition
Brand recognition is how people know and remember your brand. This takes the form of the audience knowing and remembering details like your company name, your logo, and your corporate brand colors. In other words, it’s how you get to be differentiated from other brands through visual identity.
Learn to socialize and stay connected with your audience. Post on your social media platforms both related and unrelated content about your products or services. Create polls, groups, and contests to increase engagement. Interact with people through comments, retweets, or reactions to their own content. The more you can humanize your company, the better connection you’ll have with your audience.
3. Provide Value
Post content that provides valuable information. Be a storyteller. Craft your content by educating your audience on different things. For example, if you’re in the retail business, do blog posts on the different uses and benefits of a new product. Help your target audience make good purchase decisions by posting dos and don’ts, recommendations, and testimonials. Sponsor events in your local community. The possibilities for providing value are truly endless!
Make it easy for your audience to share your content through social networks. This can help you reach a wider audience while making sure that you’re making an impact.
Brand awareness is about making an impact on your audience. Are you relatable? Do you have a positive image? Is it easy to get in touch with you?
Establish your brand identity as the first brand that comes to mind when thinking of a particular product, and you can guarantee that you will be the brand that comes to mind when it’s time for your target audience to make a purchase decision.
How to Increase Brand Awareness
The effective way to build your company is through a strong brand awareness strategy.
To get the best results, here are some tactics that can help you out:
1. Be Easily Recognizable
Be consistent with your colors, image, and traits. Hire a brand ambassador to help you with advertising. Think about Steve Jobs and Apple—you can’t help but associate one with the other.
The importance of a well-formed brand image cannot be understated. First, it helps your company stand out from the competition by being unique and different than any other business in your industry. Second, you can use your distinct tone and values to send your brand message to new audiences.
2. Do Not Understate Values and Emotions
Most consumers choose products that resonate with their beliefs and values. Plus, many people choose their favorite products based on their distinct individuality. That’s why it’s important to stay consistent with your established values. You can do this by getting back to why you started the brand, what your aim is for the brand’s future, and the principles behind your behavior.
A few other ways you can leverage your company’s values is to hold events and offer freebies and downloadable content that can give value to your audience’s everyday lives. Events are an excellent way to do this because it helps build personal relationships with your customers. Plus, aside from them getting to know you, you also get to know their preferences, needs, and wants. In this way, you can tailor your products or services according to their feedback.
3. Use Social Media
Most business owners are maximizing their marketing efforts on social media nowadays because of the wide reach of social platforms. According to Oberlo, about 71% of social media users recommend a company based on having a positive experience with the company on social media. Still, it takes a lot of work to manage different social media platforms if you don’t have a team dedicated to posting different content formats, making videos, and engaging with consumers.
All in all, brand awareness is key to any successful business. It’s the foundation on which your marketing efforts are built on top of.
And, luckily for you, Shelten, LLC has the perfect solutions to help increase brand awareness and get your company in front of more potential customers.
Shelten, LLC is a brand awareness company that specializes in helping businesses just like yours create a comprehensive branding strategy that will set you apart from the competition. Let us help you leave a lasting impression on consumers.
If you’re ready to take your business to the next level, contact us today for your free consultation!