How do you ensure that your company springs to mind when someone needs the goods or services you offer? We explore the importance of building brand awareness and give examples of opportunities to fit brand awareness into your wider marketing strategy.
Why is Brand Awareness Important?
Brand awareness centres around making your company familiar. When successful, the sight of a company logo will instantly conjure up associations. The consumer knows what to expect from that brand; not just in terms of what they sell, but also the company values.
The company values play a key role in helping the brand to be favoured over the competition. Consumers want to be associated with certain credentials; environmental, quality, speed or commitment to social causes. When they discover brands with those values, they are more likely to buy from them, even if they are not the cheapest or nearest option. Think of your own brand preferences for example.
A 2018 ‘Secret Life of Search’ study also revealed that familiarity was more persuasive than rank in selecting which search listing to click on. We are programmed to stick with what we know and trust.
In some cases, the brand name has become so well-known that it is more widely used than the generic term, the most obvious is Hoover, but here are a few more examples:
|Brand Name||Generic Name||Brand Holder|
|Biro||Ballpoint pen||Society Bic|
|Bubblewrap||Air bubble packing||Sealed Air|
|Astroturf||Artificial grass||Monsanto Company|
However, the majority of businesses don’t achieve this level of recognition. In truth, the connection to the brand is lost when it becomes a generic term and protecting the brand name can be a battle. What you want to achieve is a connection that leads consumers to have confidence in your ability to deliver what they need.
The Value of Positive Brand Exposure
Some may argue that ‘no press is bad press’, as any publicity puts your company into the spotlight. As a marketing strategist, I believe that positive exposure is a must for long-term gain. Consumers want to associate with credible and consistent brands and that isn’t achieved in fifteen minutes of dubious fame.
5 Opportunities to use Marketing to Build Brand Awareness
Clarifying your core offer and values should have been covered when creating your brand. This will be invaluable when selecting the most appropriate opportunities for telling your story, creating rapport and connecting with those who share your values.
As with all marketing, the more specific you can be with who you want to communicate with and what message they want to hear, the higher the likelihood of a successful outcome. When you plan the key performance indicators (KPIs) remember that the focus is on building awareness, trust and engagement, rather than sales.
1. Provide Valuable Content
To become a brand that people recognise and trust, you need to have a spirit of generosity. What knowledge, insight and expertise can your company share that would be useful to others?
Valuable content might include:
- ‘How to… and Top Tip’ blogs or videos
- Summarising relevant industry updates in an easy guide
- Answering questions on social forums
- Being a guest speaker on podcasts/webinars
- Signposting to useful services
- Providing free advice to help people make informed decisions
2. Show the Brand’s Human Side
In-person events provide great opportunities for connecting with others. If your company decides to sponsor an industry or community event, get members of the team along and be part of the action. Make sure the team are approachable and willing to engage. People buy from people, so the human element of your brand is essential.
In addition to being physically present, get members of your team involved as podcasts or webinar guests, in radio interviews or magazine features and as keynote speakers. The personal face of your brand is important.
3. Use Paid Advertising for Brand Awareness
Paid advertising is an effective way of getting your brand on the first page listings. It is far quicker than waiting to work your way up by organic means, especially for newly established brands. To make things easier, Google Ads even provides the option to create specific brand engagement campaigns. For B2B brands, you may like to consider LinkedIn advertising.
4. Embrace Brand Presentation
Never miss an opportunity to brand the items that will be in the public eye. Depending on your business, this might include vehicle wrapping, staff uniforms, signage on a building or delivery boxes. Using branded roller banners and display stands can quickly turn any room, virtual meeting backdrop or shelf display into an opportunity to make your brand familiar.
5. Consider Partnerships & Affiliates
Explore the mutual benefits of extending the reach of your brand, by working in partnership with related companies, affiliates and influencers who are targeting the same audience. You might team up to run a competition, offer a referral fee or simply recommend their services to your clients. A collaborative approach can add value to your prospects and customers, as well as both businesses.
These are just a selection of marketing strategies that are open to businesses that are looking to build brand awareness. At Alison Page Marketing, we aim to fully understand your business, objectives and budget before recommending the most suitable marketing services.
For further information, please get in touch on 07963 002065 or firstname.lastname@example.org.