Brand awareness represents how familiar your target audience is with your brand and how well they recognize it. Establishing this is vital when marketing and promoting your company and its products.
However, brand awareness doesn’t happen overnight, and it also doesn’t happen from just one advertisement or marketing campaign. Rather, it is a result of multiple simultaneous efforts that extend beyond trying to get paying customers.
4 ways to establish brand awareness:
1. Be a person, not just a company
In order to leave a lasting impact with your audience, you need to define yourself as more than just a company with something to sell. How else would you define yourself? What words would you use if you were introducing your brand to a new friend? Establish a personality for your company and intertwine this personality with your branding efforts.
Raising awareness of your brand means being social. If you only try to connect with your audience to make a sale then you’ll have a difficult time connecting with your audience on a more personal level. Socialize with your audience by posting on social media, hosting events, sending monthly newsletters, etc. Most importantly, treat these efforts as if you are a person trying to make a friend instead of a business trying to make money.
3. Tell your story
Give your audience something real to latch onto by telling your story! Brand storytelling is using a narrative to connect your brand to your customers, with a focus on linking what you stand for to the values you share with your customers. Authenticity is impactful, and it can lead to a big boost in brand awareness.
4. Make sharing easy
Word-of-mouth marketing is the most effective way to establish trust and familiarity among customers. If you make it easy for people to share your content, consumers will raise brand awareness for you simply by clicking that “share” button. Create shareable content such as blog posts, videos, social media posts, or product pages.
Brand awareness is about interacting with your audience in ways that don’t only ask for money, participation, or loyalty. It is a powerful concept that can have a major impact on your marketing efforts, consumer perception, and revenue.