Have you ever wondered why you purchase Clorox rather than bleach? Or why you ask for a Coke rather than Pepsi when they are both colas? If you’re searching on the web, do you visit Google or visit Microsoft Bing? It comes down to two magic words: brand awareness.
Brand awareness is simply how your audience or customers perceive and recognise your brand. When someone associates your brand with a particular action, that’s pretty much your brand awareness.
But why is it so important?
I’ll tell you why. Your brand awareness is what captures a new audience and keeps your clients coming back. Your brand awareness plays an essential role in growing your business, leading customers to choose your brand over others even when the other options are cheaper or just as good.
Therefore, as small as it may seem, the value of your brand awareness is nothing short of mind-blowing.
Here are eight actionable tips that you can implement to improve brand awareness and help your business thrive:
8 actionable tips to improve brand awareness
1. Build On Your Customer Service
I worked as a nanny for years when I was younger, which was driven solely by word of mouth, and that was because I gave great customer service. I worked late hours, early mornings, and even on bank holidays when no one else wanted to. I responded to every request within 15 minutes, I rewarded my clients with freebies, and I was consistent!
Having impeccable customer service is so important.
As a small business, when thinking about how to increase brand awareness, this is one of the easiest tips to action because you control the variable.
2. Create Content, Consistently
Creating content is easier now, perhaps than ever before. Through your content, you can educate people about your business and sharpen your creative skills, all while drawing people to your platforms.
What I love about content creation is that it allows you to evoke the personality of you and your brand.
Think about all of the different mediums that brands use to create their content. While competing brands may use the same medium, whether it’s videos or a podcast, it’s their story and their brand’s personality that sets them apart from their competitors.
With that being said, content creation does not come easy for most, so try your hand at one platform or medium. Once you’ve mastered it, adjust that content for another platform to tap into different audiences and grow your visibility.
Your content shouldn’t be random, however. It should be in line with the audience you’re trying to target, the personality you’re trying to portray, and your overall marketing goals.
Just think about HubSpot. If their brand set out to become educators and thought leaders in the B2B marketing space, they succeeded! The company sells CRM software, but their blog isn’t dedicated to sales, it’s dedicated to sharing information, and it’s incredibly popular. You might not need a CRM now, but when you do, chances are you’ll think of HubSpot.
Regularly publishing content that’s relevant to your target audience can put your brand in front of the right people. When that audience is ready to buy, they’ll remember you.
From a technical standpoint as well, content is extremely valuable as part of your brand awareness strategy. A consistently updated blog helps your website get indexed for more pages in Google and can improve your SEO ranking. Video content is huge! Video gets more engagement than pretty much any other content type. Imagine, YouTube is the second most popular search engine after Google.
3. Be Social On Social Media
Often, we tend to hide behind our businesses for various reasons, but have you ever realised that the more you put yourself out there, the more people respond to you? Many high-profile businesses spend thousands of dollars to create a relatable brand that appeals to their target audiences, and here you are, a relatable person, hiding behind a faceless corporate page. Does that make sense to you?
If you want to reap the benefits that social media brings to the table, you have to be social. You need to engage with your audience, respond to comments and messages, be interactive and join discussions, showcase your brand’s personality.
People want to interact with you and your business, so give them a reason to!
Don’t forget to check out our post on social media etiquette brands should keep in mind.
4. Give Some To Make Some
Never be too busy to give of your time. Host an event or even a workshop; this is the perfect way to spend some face-to-face time with your clients. In this COVID-19 age of virtual meetings, you can still do this with webinars or other digital events.
You can also incorporate offering ‘freemiums’ where you offer potential customers some kind of discount or free trial.
Maybe you have a software company. Test out offering a freemium option that allows customers to try your product before making a purchase. Notably, with freemium options, while you may get the product for free, it’s under the condition that the brand’s watermark will be shown publicly. The customer gets the product for free, which the brand receives “free” advertising!
However you decide to give of yourself or your product, the point is, in business, you’re going to have to give some to make some.
5. Build a Consistent Brand Image
Nothing kills your efforts to build brand awareness faster than an inconsistent brand image. Keep your brand identity consistent across all platforms, which will significantly help your audience recognise (and remember) your brand better.
6. Collaborations and Partnerships
I am an avid believer of collaborations and partnerships. This strategy gives your brand visibility with an audience that might not have been familiar with you before. It will also foster a greater brand awareness for your existing audience.
If you’re a fashion boutique, a collaboration with a fashion photographer or makeup artist would prove to be beneficial. And if you are a fashion photographer, a partnership with an influencer is also a notable way to boost your brand awareness.
But remember, do not seek to be part of every collaboration or partnership without reason. Foster relationships with other brands that not only make sense for your brand but that you can use in the long-term.
7. Amazing Branded Packaging
For me, packaging is like a cherry on top of an ice cream sundae. The ice cream sundae itself is amazing, but the cherry is the ingredient that pulls it all together.
Not only does your packaging distinguish you from your competitors, but it adds to the overall customer experience and, at times, can create an emotional connection. It is that emotional connection that strengthens your brand’s awareness and keeps your customers coming. When you get your audience to form an emotional connection with you, they will choose your brand over others.
8. Develop Your Brand Personality
It’s a really competitive world out there, and it is easy for any brand to get lost in the noise. Developing a clear personality for your brand gives your brand the opportunity to memorable and recognisable.
American fast-food chain Taco Bell developed a reputation for using humour throughout their marketing.
The name’s Bell… Taco Bell.— Taco Bell (@tacobell) December 16, 2020
Jamaican financial investment company Barita Investments Limited has been very creative and witty on their social platforms.
Amplify your strengths. Are you creative? Are you funny? Can you evoke emotion? What does your brand care about? Let your strengths shine in your brand personality: be relatable, genuine and memorable.
The difference between having an okay brand awareness and a phenomenal one is when your audience incorporates it into their lifestyle, and it drives their behaviour. So, let’s work on creating a phenomenal experience that you will be proud of!
Bernadette is a digital media consultant and social media content creator. Aside from her professional portfolio, she is an avid blogger and runs a successful online store! Backed by her knowledge of psychology, her considerate and amicable persona has developed her abilities to connect with individuals on a business level. She offers strategic consultancy to many small and large businesses in the realm of marketing, coordinating and management. As a digital media consultant, her mission is to help you grow your business through digital marketing and increase your revenue by sending the right message to your audience.