How to Increase Brand Awareness in unexpected ways

Increasing brand awareness is an important stepping stone for business success and overall marketing goals. It goes beyond general brand recognition. Brand Awareness is the extent to which people in general and your target audience are aware of your brand. It also evokes certain feelings and emotions amongst the target audience.

If your brand has a strong awareness, your marketing campaigns will mean something to your audience. You will provide them with actual value. Brand awareness is incredibly important for business success and overall marketing goals.

 

Did you know 77% of marketing leaders say a strong brand is critical to their growth plans? Here’s why.

 

Why is Brand Awareness Important? 

 

1.Brand Awareness Increases Sales

Consumers are more likely to buy brands they’ve heard of. People buy familiar products for various reasons. First, convenience is probably one of the biggest reasons people stick to familiar products. It’s often easier and faster to go with something you know instead of trying something new.

Another significant factor is predictability. Knowing what you’re going to get from a product can be reassuring, especially when you don’t have a lot of time or aren’t sure how a new product will work out.

Finally, trust is a huge motivator for many people. When you’ve had a good experience with a product in the past, it’s natural to want to stick with it in the future.

 

2.Brand Awareness builds Brand Equity

Brand equity refers to a brand’s perceived value according to its customers. It’s a combination of customer perception, experience, and opinion about your brand.

Once a consumer is aware of a brand, they seek it out to make a purchase, begin to prefer it over other similar brands and establish loyalty. This not only spurs other purchases but also inspires recommendations to family and friends.

 

3.Brand Awareness Creates Association

Brand associations are a set of remembered qualities that help communicate information to the customer. Branding associates actions and products with particular brands, subconsciously encouraging buying, creating loyalty and differentiating you from competitors.

 

How do you Increase Brand Awareness?

 

1. Make the most of Content Marketing 

Content marketing is not just about keyword rankings and backlinks — it’s also an amazing way to tell a story. While other marketing methods like paid ads can tell consumers who your brand is and what you’re selling, content marketing can showcase what your brand represents and the qualities that make it unique. One way to do this is by telling your story online. Provide people with information on how your brand started, what you believe in, what your brand values are, and how you’ve succeeded to date.

 

2. Be active on Social Media 

Simply having a social presence and even consistently posting will not substantially grow your brand awareness. Social media does play an important role in growing brand awareness, as long as you’re using it as it was intended: in a social way. Create a Social Media Strategy that effectively allows your brand to shine. Leave your own pages every once in a while and start interacting with the content your followers or partners are posting. 

This is a way of making sure your name pops up on the timeline of people who might be interested in your brand. 

 

3. Develop a strong Tone of Voice 

Brand awareness needs consistency. Not just in colour and logo use, but also in the way you communicate, and the words you use. You want people to instantly recognize you, even if a small part of your branding isn’t immediately showing. A strong tone of voice that matches your target group and a tag line or slogan will help you stand out from all the noise. 

 

4. Harness the power of Influencer Marketing

According to a study done in 2020 by Econsultancy, 61% of consumers, aged 18 to 34, have at some point been swayed in their decision-making by digital influencers. Influencer Marketing allows you to not only reach a large number of people but also your specific target audience all while getting recommendations from a source your target audience trust. The collaboration between your brand and an influencer will look different depending on the influencer’s audience size and specific demands, and the business you are in.

 

5. Consistently use your Branding everywhere 

Treat your brand as you would a person. Make sure you use your branding at every possible touch point along the customer journey. That way, your brand can be identifiable across any platform. This can be trickled all the way down to your email signatures.

 

6. Build an SEO Strategy and Increase your Traffic

High search engine rankings do not come to this list as a surprise. It not only makes the brand easier to find, but it also makes your brand credible in the eyes of your audience. This can be done by using the right keywords. For example, using the right long-tail keywords will optimise your page to be relevant for your industry, and allow it to be good for local search. This in turn will expose your website and brand to your target audience as they search for a product or service in your business category. 

 

In closing, don’t depend on quick fixes to increase brand awareness, take your time and think long-term. Follow these techniques for establishing and building awareness for your brand, and you’ll find yourself with a loyal audience that recognises your brand and increased Return On Investments

Contact us:

To learn more about Ajua, our product Engage, and how to Improve your Brand Awareness to meet your Customer Experience objectives, please contact us on [email protected].

 

By Lorna Irungu