What’s in a brand? It’s actually what your customers — both potential and existing — think of when they see your brand name. Tons of marketing campaigns nowadays emphasize on empowering and strengthening their brands. The popular ones are Coca-Cola and Victoria’s Secret. You only have to mention their brand name and a clear image comes to mind. It’s both your impression of the brand, but with the help of their campaigns. It’s a mix of facts and impressions. Don’t confuse “brand” with “brand name”, though. Here’s an easy way to tell them apart: Your brand name is your company while the brand is what your customers perceive about you.
A lot of companies have been taking advantage of making sure that people remember their brand. And why not? It makes for a fun challenge and it’s quite effective, as it helps drive in sales. There’s a lot strategies or things you can do to help increase brand awareness. Don’t dabble on too much, since each brand name is unique and have something different to offer, something that sets them apart from their competition. It will be a waste of time to do all strategies at once. Instead, focus on what your brand needs. While it’s a good idea to emphasize on your brand’s uniqueness, you can always rely on these seemingly generic and yet successful ways to increase brand awareness:
Establish Strong Brand Recall
Never underestimate the power of words or an impressive graphics when it comes to flaunting your brand name to the world. Why do you think Coca-Cola’s Christmas commercials, the one with Santa, still sticks in our minds even years later? Because they delivered both great storytelling that captured the hearts of their (intended) audience and executed their message with beautiful visuals. Another tip to establish a strong brand recall is to give your brand a unique identity, one that captures your company’s essence. Go consistently with this and make sure you are on point with letting your audience know what your brand is about, all the while making it fun or interesting (or both!) for them. Another strong brand recall tip is to make use of ads. When people come across your brand in different places, it makes it easier for them to be familiar with you.
The important factor in establishing strong brand recall is this: Make sure you are educating your audience with your brand while being interesting and unique.
Target Specific Audiences
You need to know who you want to attract. While it may sound appealing to simply launch a marketing campaign with high hopes that anyone who sees it will be interested enough to inquire about you, it’s going to do more harm than good in the long run. Instead, invest on the kind of people you think would want to avail your product or service. Focus on getting the right people who would be a good fit to your brand. Take the cue from social media influencers: Fashion and lifestyle bloggers are being approached by brands whose visions and goals are aligned with them. The influencers, in turn, reach out to their audience, ones who have the same interests and have the high possibility of accepting the brand. The brands these social media influencers help spread awareness of are then exposed to people from across the globe. It’s a win-win situation.
When you know your intended audience, then reaching out to them and eventually strategizing on ways to win them over will become much easier for you. You can see it this way: When you know the type of people who’d be invested in your brand, finding ways to approach them won’t be too hard. You can then find which social media platforms they use, what places they frequent, what their buying habits are, etc. When you know who you want to attract, it gets easier to launch a campaign that will strengthen brand awareness.
Finding customers where they are instead of waiting for them to come to you.
This ties in quite nicely with the previous item mentioned, except that for this tip you need to be more proactive. Don’t wait for your customers. Look for them. In this digital day and age, reaching out to potential customers is easier and more convenient. You no longer need to rely on just billboard ads and posters. With the help of the internet, you can attract potential customers through social media and by having your own website.
The key to this tip is to do your research. Profile your intended audience. Know their wants and needs. Get to know them. What do they like? How do they spend their free time? What’s their usual day-to-day routine like? What are their shopping habits? When you have a clear idea of your intended audience, finding them won’t be so hard. With the help of targeted ads placed strategically in various channels or medium, your potential customers are now closer than ever.
Track users who have searched for your product by name.
Do you have a website? Of course you do! In today’s fast-paced business world, having a website is practically a necessity. It’s a great investment, too. Why? Because it makes it possible for you to draw a clear picture of the kind of people who are interested in your product or service. Take Google Analytics as an example. It’s a great and reliable tracking tool. With it, you can see who visits your website, how long they stayed there, which pages they visited, what times they visited, and more. This kind of information is priceless, especially when it comes to planning on ways to increase awareness for your brand. With the help of the profile you have based on those information, you can target a specific set of audience, one who will actually be interested in what you have to offer.
Make Social Customer Engagement a Priority
Social media channels give a great way to establish communication and rapport with both existing and potential customers. Take Instagram as a great example: When you post a gorgeous photo that speaks of your brand, people get attracted to what they see. They become interested and drawn to your brand. They like it and some will even leave comments. This is a great opportunity. Human interaction is present. When people know that your brand feels human, there’s more chances of them coming back. Add a human touch. Social engagement fosters a sense of community, a sense of belonging. Don’t miss out on that and encourage open communication. You will definitely make a mark on your customers when you do.
Establishing a brand and increasing brand awareness may seem tedious at first. Keep going and keep it consistent, though. Brand awareness does not happen overnight. Make sure to apply these tips and you’ll be well on your way to increasing it.