Is your brand easy to recognise and remember?

Brand awareness is essential for business success – no matter what industry, sector, or niche you occupy and whether you’re a large or small business – or even a sole trader.

What is brand awareness?

Put simply, it is the instant familiarity consumers have with a brand and its offering. Executed right, it embeds the brand into their psyches and consciousness, conveying how it serves their lifestyles, needs, and shopping habits. Ultimately, brand awareness compels target consumers to hop on board with the brand and its products, services, and story.

Examples of brands with outstanding brand awareness include:

  • ·      Google
  • ·      Apple
  • ·      Coca Cola
  • ·      Nike
  • ·      Delta
  • ·      Microsoft
  • ·      Chanel
  • ·      KFC

Brand Awareness Marketing

Brand awareness marketing is a strategy that businesses implement to familiarize consumers with their product or service. It is an ongoing, long-term strategy that boosts a brand’s reputation and recognition. It needs to reflect, inform, and convey the brand’s unique identity, products and/or services, communications and customer service approach, and sales themselves. Executed well, it gives your business and its offering a face and underpins the authenticity of your stories.

Your Strategy

You need to decide how you want consumers to perceive your brand; this could be sophisticated, whimsical, energetic, luxurious, welcoming, accessible, youthful, relatable, affordable, or sustainable.

The key aspects of a brand marketing campaign include:

·      Developing the brand’s identity/image: its values, goals, tone, symbology, story, colour scheme, logos, fonts, packaging, and more.

·      Boosting awareness to make it recognisable and memorable. Clearly let consumers know who you are, what you offer, and who your target customer is.

·      Building trust and loyalty amongst your existing and future customer base.

·      Generating leads from your customers, fans, and followers, who will recommend and share your stories on your behalf.

·      Increasing engagement and encouraging consumer interaction via website visits; social likes, follows, comments, and shares; in-store visits and enquiries; conversions; and product reviews.

These marketing activities should be ongoing, but there are certain times when it is particularly important. These include when you are launching a new business, adding new services or products, undergoing new ownership or rebranding, and targeting/educating new prospects.

Tips to Build Brand Awareness

  • ·      Give your brand a personality through humanisation.
  • ·      Choose a memorable brand image using colour psychology and symbolism.
  • ·      Compose a catchy slogan.
  • ·      Tell stories to resonate with your target audience and that reflect your brand identity.
  • ·      Foster and participate in two-way social conversations.
  • ·      Make your content easy to share.
  • ·      Compose and create high-quality, original, and engaging text- and image-based content, including brand videos.
  • ·      Sponsor events, a local youth sports team, etc.
  • ·      Consider a comprehensive SEO campaign to drive organic traffic to your business website.

Campaign types include:

  • ·      Pay-per-click (PPC) advertising on Google
  • ·      Sponsored posts / paid ads on social media
  • ·      Paid ads on YouTube
  • ·      Guest blog posting
  • ·      Podcasts/radio campaigns

Your brand awareness campaign strategy can be simple or complex – and there is an effective way to achieve this that suits any budget.

Conclusion

Brand awareness marketing is an effective way to help create and cement positive brand associations in the consumer psyche and is an important part of establishing a brand that the targeted consumers spontaneously recognise and remember.  From social media marketing to SEO, commercial video production to blogging, and much more, investing in this type of branding and marketing strategy will pay big dividends for your business if you do it well.