Have you been looking at how to increase brand awareness to attract a larger customer base? If so, you are certainly not alone. The digital community is highly competitive, and many owners are struggling with this concept. Another issue is that countless approaches can be taken. So, what are your options? Are some methods more effective than others? And how can you ultimately measure your success? These are some of the questions that we will address throughout this article. If you are looking to develop a targeted and effective brand awareness strategy, then look no further – the detail below will be most useful.
What is Brand Awareness?
Firstly, let’s define the concept of brand awareness. Brand awareness is another way of appreciating how easily your brand is recognised by a certain unique target audience. This is why some brands are more popular than others. Knowing how to increase brand awareness will involve addressing several important factors. These include logo design, creating a mission statement, engendering trust, and appreciating any feedback from the clients themselves.
From our experience, as a leading branding agency in Ireland, the main stumbling block is that the value of brand awareness might still be somewhat of a vague concept. The exact strategy to implement will vary depending on the unique aspects of the company in question. However, the importance of building brand awareness cannot be denied. The highly competitive nature of the digital domain dictates that branding often represents the difference between success and failure. This leads us directly to the next topic.
The Importance of Brand Awareness for Business
We have already seen that brand awareness of your name and logo or image are important in terms of recognition and exposure. However, the benefits go far deeper than these rather obvious observations. Here are a handful of other advantages that can be directly attributed to a solid brand awareness campaign:
- Awareness often boosts the value (equity) of the brand.
- Well-known brands have a greater social impact.
- Consumers are more likely to purchase products and services from a familiar brand.
- Customers will also remain loyal over time if they feel that they are dealing with a quality brand.
- It is easier to create and promote new products that are associated with a trusted brand,
- Leads can be cultivated and nurtured; leading to increased revenue generation.
Remember that online methods such as professional website design and omnichannel marketing (discussed later) will help to boost your rankings within major search engines such as Google. This will inevitably lead to a greater degree of virtual exposure, in turn enabling you to remain one step ahead of the competition.
How to Increase Brand Awareness
Now that we have taken a look at brand awareness for businesses, we need to discuss some of the most powerful ways to increase such recognition. Keep in mind that knowing how to increase brand awareness should always embrace a combination of both traditional and cutting-edge concepts.
Bespoke Branding and Logos
Clients will be immediately attracted to the branding of a business. This is why a great deal of thought needs to go into concepts such as company name, logo design and how the firm itself is presented. In other words, brand awareness and brand image must work hand-in-hand. Powerful logo designs will support perceptions of trust, transparency, familiarity, quality, and reliability. We always recommend working in conjunction with a professional branding agency to fully appreciate the options at your disposal.
Large Format Printing
While the digital domain is a powerful tool, remember that physical brand awareness is just as important. large format printing can work wonders in advertising when creating:
- Trade show promotions
- Storefront advertisements
- Vehicle graphics
Strong brand awareness will further reinforce what you have to offer; particularly when you need to make your presence known within real-world settings.
Social Media Marketing
The value of targeted social media marketing cannot be overstated. According to a recent brand awareness research study, a staggering 57 per cent of all consumers will choose to follow a brand’s social media page to keep up to date with the latest deals and offers. Furthermore, brands which actively engage with their target audience are much more likely to be regarded as positive and transparent. A final takeaway point is that businesses will be able to obtain feedback from their followers which is a great way to appreciate which marketing campaigns are working well.
Creating Branded Merchandise and Promotional Products
Many companies overlook the powerful benefits that branded merchandise can offer. They are sometimes inclined to focus on the cost and neglect the advantages of this type of marketing. Here are some of the benefits directly associated with promotional products:
- Branded items are an excellent form of passive advertising (such as promotional pens, t-shirts and business cards).
- Branded merchandise will often result in quality leads.
- Loyalty is engendered with customers over time.
- Limited Edition items can often generate demand as exclusive items which increase the brand appeal.
- Merchandised branding can often be personalised to appeal to specific demographics.
- This approach can be used to reinforce the mission statement or the core values of a company.
This strategy also involves the creation of brand awareness ads that may offer certain discounts or promotions. Consumers have always been attracted to bargains and if money-saving opportunities can be associated with a specific brand, there is no doubt that prospective clients will be much more interested in what it is that you have to offer.
Appreciating how to increase brand awareness must also factor in the role of modern content marketing. We are not only talking about search engine optimisation (SEO) in this sense. Creating quality content involves appealing to a certain audience, developing a personalised rapport, highlighting the benefits of a specific product, and illustrating what qualities separate your business from its competitors. Simply put, you should seek to inform, educate or entertain your audience. It explains why most successful businesses in the world outsource their content marketing requirements to professional third-party firms.
We asked brand analyst Paul Mallory, founder of Consumer Gravity, about strategies that can boost your company’s brand awareness. According to Paul “if you want to grow your brand fast, you need to create content that resonates with your audience. By creating content that is interesting, valuable and unique, you can build a community of raving fans who will share your content with their friends and family. This creates a viral effect that will help you spread your brand awareness like wildfire.”
Measuring Brand Awareness
So, how will you know if your brand awareness campaign is producing the desired results? Your efforts can be measured using two different tactics: qualitative and quantitative methods.
Qualitative approaches involve analysing factors such as:
- Monitoring social media engagement statistics.
- Conducting brand awareness surveys.
- Using Google Alerts to determine when and where your brand is being mentioned.
Quantitative tactics are slightly different. Some common metrics include:
- The level of inbound traffic your website receives (the number of visitors).
- How many individuals are engaging with your ongoing social media campaigns.
- Which website pages seem to be the most popular.
- The performance of a branding campaign over time (using tools such as Google Analytics).
Most experts state that accurately measuring brand awareness should include both of these strategies, as you will be able to obtain a much clearer picture in regards to the results of your efforts. Changes can also be made as you see fit at the appropriate times and your ability to react as necessary is increased.
Success is Only Moments Away
We can now see that increasing brand awareness involves much more than having a website presence or investing in graphic design to create a snappy logo. Brand awareness success requires a multi-faceted approach that makes the most of the tools at your disposal. When you don’t have the time or the in-house resources available, an obvious solution is to outsource the work to experienced professionals. For expertise and skill, look no further than Promotive.
Our team of digital marketing and branding specialists has been providing custom-made brand awareness campaigns for more than two decades. We will devise a strategy that will meet your specific needs and increase your brand awareness in a way that leads to measurable and effective results.
Would you like to learn more about how to create brand awareness in a new market? Are you less than happy with previous efforts or have you recently taken a new business venture? If so, our team of branding experts at Promotive is more than happy to help. Please do not hesitate to contact us. We will be happy to explain how our service can help you and answer any questions that you may have.