What is brand awareness?
If people don’t know who you are, they can’t purchase your product or service. Brand awareness happens the second someone remembers your brand from seeing something like your logo or company name previously.
When you build brand awareness, what you are actually doing is building your reputation. Your reputation is what helps you get new customers, retain existing ones and helps you to stand out from your competition.
Building brand awareness for your business
Rome wasn’t built in a day and neither is brand awareness. People are not going to automatically know your brand after seeing your logo/name once or twice. You have to work for. This means you need a strategy. Yep another one of those.
On the surface level you will need to build a strong brand awareness strategy targeting highly specific audiences and focusing on brand recall and customer engagement. Remember those posts about creating your digital marketing strategy? Well the same rules apply here of course.
Obviously it helps people remember your brand if they have seen the same logo on every platform. But consistency is also important in everything you do from the time and place of your social media posts right down to the way you present your business on search engines.
5 ways to improve your brand awareness
1. Be consistent
You can probably guess at least one reason why it’s important to be consistent.
Obviously it helps people remember your brand if they have seen the same logo on every platform. But consistency is also important in everything you do from the time and place of your social media posts right down to the way you present your busines on search engines.
If you have a Google My Business account (which you should) you will notice that your “NAP” also known as your name, address and phone number is displayed when you search for your business. This should be the same across all platforms.
If you own a real estate agency and your offices name on Google My Business is Real Estate Perth but your name on Bing is Perth Real Estate, this is problematic for search engines. Search engines as well as your customers might view these as two different businesses. If you as a brand are consistent in everything you do you will become a trusted and reliable source for customers to return to again and again. And you will have a higher chance of ranking in search.
You will no doubt want to invest in advertising. But make sure you use the appropriate channels. Social media and Google advertising are two great ways to build brand awareness for your business.
By now you have probably seen ads on every social media platform, you've probably even tried running some yourself. How did you go?
When running ads on social media platforms you will probably have a photo accompanied by some text. You will of course want to have a photo that resonates with your audience with a small amount of text, so that your ad actually gets approved by Facebook, but you will also want to include your logo.
Even if it is subtly nestled in the corner of your photo this is a strategy that can help you build brand awareness. You want potential customers to be able to recognise your logo so place it any and everywhere you can.
In order to create brand awareness with each type of ad you will need to make sure you are using your brand’s target keywords for search ads and images that reflect your brand for display ads. All ads should be cohesive with each other and with your website. That way, whenever a user sees your ad, they are never confused and never see a break or lapse in branding. The same types of imagery, fonts, colours, and logos across all advertising efforts will significantly build brand awareness. HINT see how we always use the same colour set...that's not because we are lazy!
3. Social media - no you can't avoid it!
In a digital world it’s important to have a presence on social media. Sure you can run ads but you should also be posting regularly. Remember that consistency thing we talked about? That applies here too. There is NO point whatsoever spending money on social media advertising if your page looks like a ghost town. Be active on it!
There are several things you can do alongside posting to boost your brand visibility. Reply to comments on Facebook! Do you want to be known as a trusted, helpful brand with a great social media presence? Make an effort to interact with your customers. If someone asks a question, answer it. If they have a problem, solve it.
You can also try to do a livestream. This is one of the organic ways that is considered as most cost effective. And it is proven to increase your conversion rate – fast. You just need to choose the platform that has the highest engagement.
Create a hashtag for your brand on Instagram (ours is #pacmentality look us up and hit follow :)
Hashtags help users discover products, brands and more through posts that are tagged with hashtags. You will want to use hashtags that are both generic, niche, and branded in order to build brand awareness. If you only use generic hashtags, your posts can get lost in the mix. Make your own hashtag. It may be a while before it takes off but it helps you create an identity and stand out from the crowd.
Keep using Pinterest and even Twitter. They may seem like outdated platforms but pins on Pinterest will continually generate traffic to your site and are great for giving people insight into your brand. The key here is to have interesting visual content so that you can stand out. Photos of your products, infographics, videos and gifs can all help you build your brand on Pinterest.
If you are a smaller brand looking to build brand awareness, partner with established brands to have giveaways or even collaborate on a product.
If you are a smaller brand just starting out ready to build brand awareness, it’s time to turn to Instagram and find brands that you would like to work with. Engage with them on social media and once you have built a relationship you can ask them to collaborate. Instagram giveaways are perfect for building brand awareness. It’s a simple way to get your name out there and to meet other brands and influencers in your market.
This blogger and influencer partnered with another brand for a healthy giveaway. Contests like this are perfect because in order to enter, Instagram users have to follow both brands. You can easily increase your follower growth and make people aware of your brand.
This partnership giveaway is between the brands Rifle Paper Co, a stationary and lifestyle brand and Loccitane, a line of natural beauty products. An interesting partnership right? Rifle Paper Co actually designed some packaging for Loccitane’s products. These are more well known brands but they have taken a collaboration to social media in order to gain more exposure.
Even two big brands can work together. Apple partnered with Hermés, a luxury fashion brand in order to give both brands a marketing boost with Apple’s series 3 watch. With this strategy, each brand is targeting two customer bases.
4. Offer a free trial
Everyone loves free stuff and pretty much everyone loves to try before they buy. Letting people take a test run of your product or service can build brand awareness as well as trust.
Although the free version doesn’t come will all of the paid features, it gives customers a taste of the product without the stress of commitment. In March of 2016 Spotify had 30 million paid users. That number has more than doubled. As of January 2018 they had 70 million paid users. Using a free trial to build brand awareness is smart, especially if you can make it commitment free and give users a long test run.
Another strategy to build brand awareness is to simply entertain your customers. That is, if your brand lends itself to fun and frivolity. Connect with your audience on a personal level. Focus on posting great content that will entertain your audience and make them laugh.
Brands with high level brand awareness
In order to build brand awareness you need to have a strategy in place that allows you to continually grow your brand. Awareness isn’t just a one and done tactic. Successful businesses continue to grow and develop.