Succeeding in a competitive market is not easy. Have you ever wondered why famous companies still spend millions on ad campaigns despite being known in the world? The answer is to maintain or even increase brand awareness.
Trust and a solid relationship with customers are keys to building a recognizable brand and maintaining a consistent brand image. This is what a brand awareness campaign can do for a brand.
This essential guide will answer important questions about increasing brand awareness and getting new customers to your door. Let’s dive in!
What is brand awareness?
Brand awareness is a marketing term that represents how familiar your target audience is with your brand and how recognizable your business is by its name. Nothing can help you promote your brand better than a solid way of marketing the brand for brand awareness.
Brand awareness may seem vague but that’s because there is no one-size-fits-all solution and so there are many different interpretations. Regardless, brand awareness marketing is essential to making a brand popular. Here’s how it works and why it is crucial.
How brand awareness works?
Products and services that maintain a high level of brand awareness are likely to generate more sales. More importantly, brand popularity helps to embed the brand into consumer purchase habits and their lifestyle.
Consider the giants in the soft drink industry, Coca-Cola and Pepsi. They rely on brand awareness campaigns to make their brands distinguishable from each other and other colas through their brand’s color, logo design, or a catchy slogan.
This way, their brands stick out when consumers are confronted with choices.
Why is brand awareness important?
The advantages of developing strong brand recognition will affect different layers of your organization, from marketing to design and customer service.
Here are the main reasons why brands need to increase brand awareness:
1- To foster trust
Nowadays, consumers have a ton of options to choose from. So trust is of great importance. Brand awareness campaigns help you build consumer trust. Once a consumer forms a bond with your brand, you can assure that they will return to you for repeated purchases. As a result, brand awareness marketing can bridge the gap between trust and loyalty.
And the right brand awareness strategy helps to give your brand a personality.
2- To create an association
Brand awareness helps create associations between certain actions and products with your brand. For instance, think of the brand Band-Aid and how Band-Aids have become the common term for bandages. That’s what good brand awareness does.
3- To build brand equity
Brand equity, which is related to brand awareness, measures a brand’s value. It is determined by consumer experiences and their overall perception of the brand. Positive perceptions signify positive equity which translates into higher prices, increased stock prices, greater social impact, and business expansion.
4- To attract high-quality employees and partners
The more you increase your brand popularity, the more people will want the chance to work with you. Then, you’ll be able to hire better employees and partner with larger and more reputable companies.
5- To help you reach your target audience
Reaching the right people is key to success. Brand awareness campaigns help you create a buzz around your brand and target the right audience to build your brand and increase your consumer base.
Pro tip: Popular social media platforms like Instagram have a huge impact on reaching your target audience. There are so many social media marketing tools out there that can help you build brand engagement. Ainfluencer is an influencer marketing platform that helps you promote your brand through social media marketing. Wonder how it works?
Ainfluencer- The smart DIY influencer marketing platform
Ainfluencer is a top-quality influencer marketing agency. It plays a dual role in assisting brands with their influencer campaigns to market social media and a talent agency for the influencers to meet and make deals with desired brands.
Ainfluencer allows brands to create a free marketplace ad that describes their campaign goals. Once their ad is ready, it will be posted to a marketplace where thousands of qualified influencers make offers. Brands also can send invitations to their influencers of choice.
With Ainfluencer’s AI engine, brands can search and find targeted influencers using different filters such as location, hashtags, categories, language, gender, etc., to invite one or more influencers to collaborate on their ads.
And what makes Ainfluencer different from other influencer marketing agencies is that it is 100% free to use with no hidden fees.
Note: Ainfluencer app is available on both Android and iOS for influencers.
How to build brand awareness?
Establishing brand recognition among your audience and the general public doesn’t happen overnight. Bear in mind that if you expect to build a strong awareness of your brand, you need multiple streams going at once, not just a simple advertisement or marketing campaign.
Here are a few brand recognition strategies to build brand awareness:
. Set a benchmark
Set a benchmark before you begin establishing and improving your brand recognition. You should track both your own and your competitors’ brand awareness.
. Be more like a person, not a company
To positively influence the audience, it’s a good idea to do exactly what you do when you get to know a new friend. Try to learn about their hobbies, likes, dislikes, passions, and what excites them.
To establish a solid brand awareness foundation and make a lasting impact with your audience, you’ve got to define yourself as more than a company that sells stuff.
To promote your brand, you need to increase your brand’s recognition. As you may know, staying connected and being social with your audience increases brand popularity.
Research shows that over 50% of brand reputation comes from online interactions. You can even post on social media about things that are not necessarily related to your product or services – just interact with your audience (asking questions, answering their questions, commenting on posts, reposting/sharing content you like, etc.). Generally speaking, treat your social media accounts as if you were a person trying to make friends, not just a business trying to make money.
. Create fresh content
Why do brands build brand awareness? The answer is clear, they want to generate a buzz around their brand. And what do you think can help them create that buzz? Right! They need to give their audience fresh content that will interest them enough to engage with and share.
Creating appealing content that your audience will share can help promote your brand in two ways: It boosts your brand by distributing your content to a larger audience and it increases your positive recognition.
. Tell a story
Storytelling is incredibly powerful for marketing your brand. It provides your audience with something tangible to latch onto. It also helps you humanize your brand and give it depth. Your narrative can be about anything as long as it is authentic. It can be a story about your founder, how your small business made it in this big world, etc.
. Make sharing easy
Your content could be blog posts, videos, or social media posts but whatever it is, just make sure that it’s shareable.
This includes being shared in conversation. Word-of-mouth marketing is one of the most effective ways to market your brand. People usually take notice of the products that friends and family members recommend. Your own consumers can enhance your brand popularity this way. Just make your content worth sharing.
How to increase brand awareness?
A successful brand awareness strategy needs to have both short-term and long-term goals (brand awareness is an important part of both). The best brand awareness campaign finds the balance of the two rather than focusing purely on one.
So, if you are looking for a way to increase brand awareness in the long term, don’t forget that you still want people to buy from you today.
And you shouldn’t focus only on the here and now, remember that there is a tomorrow. Try to meet objective growth goals over time.
Here are a few brand awareness campaign ideas to improve your current brand awareness.
1- Offer freemium
Freemium is a business model used by most software companies that offer a primary product for free. Users are only charged for premium products while the essentials are free. As opposed to a free trial period that some companies choose, offering a free premium is a try-before-you-buy opportunity that can last forever.
Freemium is a win-win situation: the brand gets free advertising when consumers use it and customers can get a taste of the brand or product before buying.
2- Create free content
Content is a great way to raise brand popularity because it’s an easy way to show personality and share opinions. Although written content like blogs and downloadable guides are the easiest, they aren’t the only options. You can also create videos, infographics, podcasts, and more.
Your content doesn’t necessarily have to live on your website either. If you’re looking for ways for your content to get in front of new audiences, create free content that’s likely to get passed around.
3- Sponsor events
Sponsoring events like festivals, fairs, concerts, and exhibitions is a surefire brand marketing strategy to give your brand and products a positive association to it.
4- Impart personality to the brand
The first step in giving your brand a personality is to treat it like a person and define your traits and values. The next step is to implement this personality into your marketing campaigns. The act of combining traditional marketing campaigns with brand awareness campaigns can help your brand’s personality shine through.
5- Consider starting a podcast
Another effective brand awareness strategy to build brand awareness is by starting a podcast to provide consistent episodes tailored to your target audience. Although it can take time to build up a following, once you have an audience, it’s an outlet to provide engaging, detailed content.
6- Public relations (PR)
Public Relations is closely tied to brand awareness because the goal of PR is to create the best relationship with your target audience as possible. By developing a PR strategy, you can seriously increase brand awareness. Check out these PR methods:
- Media relations: Collaborating with journalists, editors, and publications to convey your message in a positive, trustworthy, and useful manner.
- Influencer marketing: They can help brands make the most of social media marketing on platforms like Instagram and Youtube. As we mentioned earlier, there are influence marketing agencies like Ainfluencer that help you find influencers to work with.
7- Use referral programs
Loyal customers are usually more than happy to spread your name for you to their friends and family – especially if you offer them incentives.
Brand awareness examples
Not sure what a brand awareness campaign can look like? Here are companies that have been creative enough to successfully build brand awareness. Let’s take a look at some top brand awareness examples:
. Coca-Cola-Share a coke
Coca-Cola’s brand awareness is top-notch. Its brand awareness marketing development throughout time has led to it being a classic case study for marketing professionals. One of its brand awareness examples is its “Share a Coke” campaign.
This brilliant brand awareness move lets customers find a coke bottle with their name on it in-store. They can even personalize a coke wrapper with a phrase. People loved this and in many cases, they were marketing the brand for Coke.
. Lego’s Rebuild the World
In 2019, Lego launched the “Rebuilding the World,” campaign – its first brand awareness campaign in decades which focused on making the world a better place.
Children and parents are the company’s primary target group. Presenting a positive company message motivates parents to interact with the Lego brand and to purchase its items in the hopes of imparting these values to their children.
How to measure brand awareness?
Just like any other marketing concept, brand awareness should be measured objectively to make sure you’re on the right track. Here are a few ways to measure your brand awareness and see if your strategies are working or not:
1. Direct traffic
Your direct traffic (the number of people intentionally going to your website) is an important metric when measuring your brand awareness.
There are many different ways that consumers can discover brands – through advertisements, social media, etc., but direct traffic shows you that they knew you existed beforehand.
2. Website traffic
Check your site traffic numbers if you want to know your overall site traffic. Use tools like Google Analytics to see who is looking at your content and how it got there.
3. Social engagement
Most brand awareness campaigns happen on social media these days due to the increasing popularity of social media platforms. By tracking likes, followers, comments, reposts, etc., you can easily monitor your social media engagement.
4. Google your brand
Performing a google search of your brand allows you to see how your brand is ranking on Google. You can also access forum discussions, social media posts, and news articles, including either negative or positive views to see what people are saying about your company.
5. Social listening
As we mentioned earlier, the more people that discuss your brand on social media, the more popular your brand is. That’s why keeping an eye on who’s tagging your brand, mentioning it in comments, or even using your hashtags can help you keep tabs on your brand’s popularity.
Brand awareness is an important step to getting your consumers to use your brand. Follow these techniques to make the most of your marketing efforts.
We’ve given you everything you need to know to execute a solid brand awareness campaign ranging from steps to build your brand awareness to measuring your brand popularity.
Give them a try and promote your brand.
Which customers can recall or recognize a brand. Brand awareness is important because it is the first step in the marketing funnel. The more you maintain customer relationships and boost your brand awareness, the more you are likely to acquire customers and revenue.
There are many ways to build brand awareness, but here are a few you can start with today.
Create fresh content
Make sharing your content easy
Create free content
Guest blog for other sites
Improve your SEO
Start a referral program
Maximize your organic social media presence
Consider starting a podcast
Take part in brand partnerships
Create shareable infographics