Brand development is a journey. Unfortunately, it’s one that many marketers overlook.
Without a definite brand awareness strategy, you’ll lose your business to your competition. How familiar are people with your brand? How can you increase brand awareness for your brand?
A brand awareness strategy is a crucial element of successful marketing in 2021. It has the potential to transform your business into an established market leader.
Conversely, a lax attitude to promoting your brand will only hamper your growth and success. And if you don’t increase brand awareness, you can’t ever hope to achieve brand recognition.
Which makes us wonder: What’s the difference between brand awareness and brand recognition? And why is either one important?
In this blog post, we explore these nuances and give you nine (9) brand awareness strategy ideas to grow your business.
Brand awareness is the level of familiarity your target audience has with your brand and their knowledge of your business, your products, and your values.
For example, when you hear “Apple,” you think of cutting-edge tech gadgets and slick advertising.
The value of building positive brand awareness is most apparent in the early stages of a new business venture, as you need to make sure to spread the word about your company and its products or services.
So, what is the difference between brand awareness and brand recognition? Brand awareness is the force that drives the entire narrative of your brand. Every digital branding agency will tell you that increasing brand awareness is key for your business.
Everything from your logo, slogan, and colors to your brand messaging and voice counts here.
There should be consistency and unity across all marketing channels, such as email, social media platforms, etc., so that you communicate with prospects in a way that resonates with them.
Over time, as you implement this brand awareness strategy, people will start to associate your brand with the products and services you provide.
Brand recognition is when your brand becomes synonymous with the service it provides.
Here are some fantastic examples of brand recognition, where each one of these brands have become a household name today:
You get the picture.
Research into search engine marketing indicates that 82% of people will opt for a brand they are familiar with, even if that brand is ranked lower on the search engine results page.
So, just what can a strong brand awareness campaign achieve? Yes, we know brand recognition is the ultimate goal, but what will that really do for your business?
Let’s take a closer look.
People gravitate towards the familiar, and a good brand awareness strategy will help you forge that connection with your target audience.
When consumers start recognizing your brand and become acquainted with your products or services, they’ll soon begin following you. More people will begin to view you as a credible, professional business.
Better yet, they will spend more.
A well-conceived brand or product awareness strategy fosters customer loyalty, and that helps your brand build a large, active customer base that makes your company more sustainable in the long run.
If Tony the Tiger appears on the screen, people tend to perk up as they know the brand already.
That makes it easier for Kellogg’s to launch a new twist on their beloved Frosties cereal.
When you have a brand awareness strategy that plays to your strengths, it can be a great way to connect with more people, creating warm leads ahead of major product launches.
So, now that you understand why you should have a brand awareness strategy, it’s time to look at some key ideas.
In this section, we’ll explore nine brand strategy ideas that companies have already used to build a great brand image.
The Japanese clothing company Uniqlo doesn’t like to be pigeon-holed. In an effort to spread, they began sponsoring free admissions to the Museum of Modern Art in New York.
By doing this, the company pushes its brand name to a new audience and generates a buzz around its company across social media, paid social networks, blog posts, guest posting, and other marketing channels.
Aligning yourself with a respected brand or business will help you inherit the image and reputation of that brand.
BuzzSumo allows you to analyze popular content and see what type of content your audience likes and shares the most.
We’re sure you’ve heard of Dropbox. The free sharing and storage service is massively popular, and one of the reasons for that is their use of referral programs.
The company made it easy for its users to refer the service to friends and family via email or social media.
The incentive here was that you would get more space for every sign-up that you helped Dropbox acquire.
Marketing guru Neil Patel reports that this referral program strategy led to a 60% surge in sign-ups.
Think about how your products can leverage self-promotion.
InviteBox helps you raise brand awareness via their referral programs by adding referral boxes on your website.
OptinMonster research found that more than 60% of millennials make reactive purchases because of the fear of missing out (FOMO).
So, how can this help you increase brand awareness and build brand recognition?
Well, you could take a leaf out of Evernote’s book. The collaborative notebook app launched a beta version for a few months, encouraging people to send invitations for access to this new service.
The campaign worked, bringing over 120,000 sign-ups within a few months.
Sometimes exclusivity is the best way of evoking customer interest with brand awareness campaigns.
People want to feel special, and nobody likes the idea of missing out.
Beta Testing allows you to test the waters and collect user data before scaling your product.
Today, personalization is paramount. It all starts with great audience personas, giving you a clear picture of what your customers actually want and need. Since different companies have different target audiences, it can be useful to take the help of experts, like Venture Smarter to create your marketing strategies.
By drilling down to find what is truly valuable to the people you are trying to serve, you can align your brand messaging to align your brand awareness marketing efforts with the customers’ pain points. Major brands like Amazon and Netflix have nailed personalization by offering customers a tailored service, which caters directly to their desires.
Adopt a customer-centric approach with your strategy, and you will soon become a recognized solution for the problems of your target audience.
EngageBay allows you to segment your audience and create personalized email sequences that speak directly to the needs of each customer.
It’s not easy to stand out from the sea of competition.
Video marketing is on the rise because it is captivating in ways that text or images simply can’t be.
Research shows that adding a video on your landing page can boost conversions by as much as 80%.
Get on the video trend this year to boost audience engagement.
Google Analytics can be used to track page views and video interactions.
Over the past few years, the software-as-a-service (SaaS) industry has skyrocketed. Many brands in this space have built brand awareness efforts by offering a freemium service.
Companies got their brand name out there by offering a free-forever, restricted version of their product.
Slack did this to great effect, and the free service stoked the fires enough to convince many consumers to buy the full premium service eventually.
In fact, the strategy worked so well that Slack achieved 30% conversion rates on its freemium users.
Offer a freemium product or service to show people your company is willing to give something valuable for no cost.
People will talk about it, and your brand awareness will spread.
Sprout Social can be used to monitor audience engagement and interest on your social channels.
Most consumers trust the opinions of friends and family members and actively consult them prior to making a purchase.
People care about the experiences and opinions of others and place more value on those than they do on the word of a company.
When you see positive reviews on a website, it influences your decisions, right?
Yelp is a popular recommendation site that took humanization to a new level by allowing users to create their own profiles. This put a face to the names and nurtured a community, making reviews even more trustworthy.
Creating a community around your brand will drive trust and brand loyalty during your brand awareness campaign, which are key prerequisites for brand recognition.
Taggstar claims to boost conversion rates by 12% purely by using its tools to leverage social proof on your website.
Do you know how online advertising and marketing strategies work?
The customer journey involves quite a few steps:
Many companies miss out on the fact that the majority of consumers hesitate. As little as 2% of people are prepared to buy on their first visit to a website.
If you can follow up with people after they express some interest, you can maximize your conversion rates.
People need time to make a decision, and that can involve several visits to the same site. When visitors leave your site, the sale is not dead.
Google Ads is all about targeting a specific audience, narrowing your focus to increase brand awareness based on customer attributes, like the devices they use or their geographical locations.
The case for aligning your sales and marketing departments is overwhelming: it can deliver a nice 209% growth in revenue.
Account-based marketing seeks to coordinate the activities of these two teams so that you can drive tangible results in a more efficient, cost-effective way.
Focus on account-based marketing to get a better return on investment (ROI), as your most promising leads often get you the biggest profits.
Use a tool like Rebrandly URL Shortener to shorten and brand the links you create and share online.
Using branded links will improve your brand visibility and, at the same time, turn your links into a promotion for your brand.
As you can see, there is no shortage of marketing technology to help a brand build the awareness and recognition they need to establish a sustainable customer base.
The trouble is, even the most motivated marketers can feel overwhelmed by all the apps, tools, and tricks they need to learn.
Wouldn’t it be much easier to just have one centralized platform that incorporated everything you need? Imagine how easy your marketing campaign would be to manage then.
Luckily, such platforms exist.
In an era when customer relationships matter more than ever before, a unified CRM (Customer Relationship Management) platform is an increasingly attractive option.
For small businesses, EngageBay is a dream come true. It is an all-in-one marketing, sales, and customer service platform, with integrated CRM. (Read reviews)
The coolest thing about EngageBay is that it costs less than $1 a day! Just sign up for the forever-free version today, and see your business take off.
Even the free version packs a punch, with tools like multichannel marketing, web analytics, account-based marketing, a drag-n-drop landing page builder — the list goes on…
EngageBay’s reporting dashboards can help you measure your brand awareness.
We also have a comprehensive demo video for you. Check it out: