Why is Brand Awareness Important
Brand awareness is not just about getting people to recognize your brand, it is also about getting them to identify with that brand. In other words, you want your audience to embrace your brand within the context of their lifestyle. If consumers are looking to make a purchase, there should be no question that they will turn to your brand. And why would they do this? Because you’ve implemented brand awareness strategies that have made them comfortable with who you are and the value you bring to their lives.
Think of some of the bigger brand names out there: Apple, Target, Nike. These companies are synonymous with certain characteristics and ultimately, lifestyle choices. Users and audiences immediately connect with their message and their overall brand. This is what a good brand marketing campaign does: creates a connection between the brand and its audience. In this article, we look at some of the more effective strategies when it comes to building brand awareness.
Branding across multiple channels
Brand awareness is the level of familiarity that people have with your brand. Creating a buzz around your brand, however, doesn’t happen overnight. In fact, it could be a longer process than you might think. It needs to be consistent and methodical. Your brand awareness marketing also needs to run across multiple channels. Social media, online, print, all are components of a solid brand-building program. If you think that a couple of Facebook posts and an Instagram caption are going to get it done, think again. Below are ten strategies that if successfully integrated, can definitely help with the brand awareness factor.
Brand Awareness is About Telling a Story
If you offer users a story, something more insightful than just generic marketing copy, you start to build a connection. And connection, as mentioned, is critical when creating brand awareness. Anyone can use their website or social media channels to “sell.” But not every brand uses these same channels to tell a compelling story.
Your story can be about any aspect of the company that you want, as long as it’s authentic. Audiences crave authenticity. They want something real, and they want some insights into who you are. Your brand story is going to be a huge component of the overall brand itself.
Personality is Important
Now perhaps more so than ever before, audiences are looking to interact with people versus corporations. Especially smaller companies—they have an advantage here in that they can reach out on that more personal level. They can express personality through their branding. And in doing so, they establish their brand as one that can be trusted and consequently believed.