Consumers are unlikely to purchase from you if they don’t first know you exist. This is where brand awareness comes in. It is the process of creating a positive association with your company or product in the minds of consumers. It’s about making sure that people know who you are, what you do, and why they should care. It is an essential part of any marketing strategy and is the first step in the customer journey, followed by consideration, conversion and eventually – brand advocacy.
It helps your brand build familiarity, breed trust and establish itself as a top-of mind choice in your industry, which can be extremely beneficial when trying to get new clients or gain more exposure for your company. It takes time to build brand awareness and is not the result of one social media post or a single marketing campaign. To achieve brand awareness, you have to work on repeatedly exposing your brand to target audiences. According to Pam Moore, digital brand physiologist, it takes five to seven impressions for people to remember a brand.
So how can you start setting a name for your brand and getting consumers to sit up and notice you? Focus on building a brand personality and developing marketing strategies that build your brand awareness. We’ve listed some strategies in this article:
How can you raise brand awareness?
1. Create a unique brand personality
Be personable. Focus on building rapport instead of selling your product. How do you achieve this? Create a distinctive brand personality – a set of human traits you attribute to you brand and which stems from your company’s mission and values. It’s critical to building brand awareness and creating an emotional connection with your customers. Whether a key tenant of your personality is quirky or sophisticated, what’s important is that you understand who your target audiences are and build a personality that appeals to them.
Creating a distinctive brand identity and personality makes it more likely that you eventually achieve brand resonance – which translates ultimately to brand equity. Capture your target audience’s attention; entertain them with witty liners on your Twitter account or enthrall them with gorgeous product packaging. Get them to know you and like you. For example, the Jeep brand has a rugged personality trait, it’s tagline is “Go Anywhere. Do Anything.” It focuses on the outdoors and appeals to consumers who desire adventure, authenticity and freedom.
2. Use striking visual branding
Visual branding refers to any type of design that incorporates visuals, such as logos, images, colours, illustrations, photographs, and packaging. It’s one of the first things consumers notice – so make this count. The goal of visual branding is to stand out among competitors and encourage consumers to associate your brand with certain feelings, experiences, and memories. According to Sprout Social, 64% of consumers surveyed want brands to connect with them. A well-designed visual branding is an excellent way to create resonance.
Whether it’s through creative animations, or breathtaking photography, ensure your visual branding is consistent, harmonious, balanced and appealing. The various elements need to work together to to build a strong, recognisable brand that can contribute effectively to brand awareness and recognition.
3. Have a strong social media presence
Sprout Social’s recent State of Social Media report uncovered that 43% of consumers surveyed use social media to discover brands. This means that to increase brand awareness, it’s incredibly important to for your brand to have a social presence. Start by creating content on social media platforms like Facebook, Twitter, Instagram, etc that helps you connect with your target audiences. Don’t just post product-focused content. Create content that entertains, inspires, motivates and educates. For example, if you’re a skincare brand, offer a carousel post on Instagram of tips on how to keep skin hydrated on or how-to instructionals on making homemade masks on TikTok.
Whether social media posts, blogs, videos or podcasts, you need to keep your followers engaged by posting consistently. This keeps your brand top-of-mind for consumers. Start by crafting a social media content strategy that involves goals, target audiences, content types and a schedule.
4. Increase advertising efforts
Online advertising is a great way to reach a wide range of people at once. Rather than having to rely on traditional methods like print ads or radio spots, you can now advertise your product or service to thousands of people – quickly building brand awareness after several consecutive campaigns. The added benefit is that you can also measure the effectiveness of your efforts and adjust future campaigns accordingly.
Another major advantage of online advertising is that the costs are significantly lower compared to traditional advertising; there are no production costs, no printing fees, and no shipping costs. Start exploring pay-per-click (PPC) advertising – set up campaigns on Google Ads search engine marketing (SEM) or run Facebook or Instagram ad campaigns to raise brand awareness.
5. Local partnerships
Partnerships are great ways to boost brand awareness, especially among consumers who may not otherwise be aware of your business. Partnering with another organisation can give you access to a wider range of audiences, and it can open up your business to new streams of opportunity. Start by finding partners where your target audiences and interests are aligned. For example, if you sell second-hand books, partner with a well-known cafe to have occasional pop-ups where you can raise brand awareness.
Start building brand awareness now with BDSA
BDSA is a digital branding marketing agency in Singapore that offers brand building and social media marketing services. We help your enterprise raise its profile amongst target audiences. Make the most of EDG’s SME grants with us – speak to us to find out more.