There’s constant competition between brands for market domination. When companies are small, this can be done with quality improvements and price adjustments. But as businesses grow, there grows the competition too. The market battle becomes tougher. This requires taking extra moves in order to maintain and keep the customers interested.
Brand awareness comes into play due to customers’ most important requirement that they’re usually not aware of (at least not always) – the emotional need.
How to define brand awareness? Put simply, in the words of Jeff Bezos (the founder of Amazon): “Your brand is what people say about you when you’re not in the room.”
One of the key steps in promoting a product is creating brand awareness – or the likelihood that consumers recognize the availability of a certain service or product. It is a rudimentary form of brand recognition. It’s important to distinguish it from brand recognition, although the difference between them is subtle.
If the purpose of brand awareness is having customers keep coming back to you and having your products as their products of choice, then increasing it is extremely important. Here is what you can do to increase brand awareness.
1. Engage in social media
Using social media for quick and short-term brand awareness increases is not going to help you in the long run, and will deliver limited success. Instead, look at social media for both long-term success and short-term impact. Look at social media marketing the same way you look at any paid advertising, SEO, or online marketing strategy. This way, the results you achieve will be greater.
2. Outsource tasks you can’t handle
You cannot do everything yourself. Projects often fail to start. Or fail to succeed due to time demands, side-lined with important brand assignments. If something is important to your business success and to generating ROI from brand awareness, then it needs to be done.
Outsource for help in this area of work. For example, if you do not have the time to do all the marketing yourself, pay someone else to take care of your social media profiles (Facebook, Twitter, Instagram, and LinkedIn) that promote your business.
3. Add a personal touch to everything you do
Your brand will naturally take-off sooner, and your unique business culture will grow if you express personality in many aspects of the brand. Businesses are run by people. Your company culture flow through everything, and are in the heart of each organization. Put names to voices and faces to your brand touch points, since it will encourage social sharing within and outside your organization.
4. Recognize the importance of differentiation
There’s no other way: create a unique offering. No matter where you advertise and publish information about your business and brand, there will always be competitors that will make it harder for potential customers to further look into what you offer.
You need to grab your target customers’ attention, understand their pain points, and promote your unique offerings based on their needs. Create interesting and unique promotional products, like visit cards and pamphlets. Designing giveaways such as custom-made shirts will send a sense of seriousness and professionalism about your brand.
5. Promote in (almost) everything
If you haven’t yet realized the significance of content marketing, the time for it is now. Think of all the types of content you can publish to promote your brand: guest blogging, infographics, video and audio content, and social media activities such as liking, re-posting, and commenting.
Get creative and personal. Tell people that you’re real and ready to communicate with them. This will make your content promotion less monolithic and more appealing.
6. Create a strong marketing plan and be persistent
Measure the increase of brand awareness through branded search queries, direct traffic, and social media metrics. Believe that your business has a great value to people. You will reach those people through marketing, so plan on how to explain how valuable your services or products are. Keep your sales coming!