What is brand awareness?
Brand awareness is a marketing term that describes the level of consumer recognition of a product by its name. Creating brand awareness is an important step in promoting a new product or reviving an old brand. Ideally, brand awareness should have features that distinguish a product from its competition.
Brand awareness is how familiar your target audience is with your brand and how well they recognize it. Brands with high brand awareness are usually referred to as ‘trending’, ‘buzzing’, or simply ‘popular’. It is important to build brand awareness when marketing and promoting your company and products, especially in the early stages of the business.
- Brand awareness refers to the contact that customers have with a particular product or service.
- The brand awareness campaign seeks to introduce the public to a new or modified product and to differentiate it from the competition.
- Social media has become an important new tool in brand awareness marketing.
How does Brand Awareness Works?
Products and services that maintain a high level of brand awareness are likely to create more sales. Consumers facing options are more likely to buy a name-brand product than the unknown.
Consider the soft drink industry. Removed from their packaging, many soft drinks are undetectable. Industry giants, Coca-Cola and Pepsi, rely on brand awareness to bring their brands to consumers. Over the years, these companies have used advertising and marketing strategies to increase brand awareness among consumers and this has directly translated into higher sales.
A high rate of brand awareness for major brands in a category acts as a financial ditch to prevent competitors from gaining additional market share.
Special observations about brand awareness
By 2019, Internet users will spend about 38 minutes a day on Facebook, 26 minutes on Snapchat, and 27 minutes on Instagram.
It is not surprising that companies now expend a lot of energy to promote brand awareness on these platforms. This has led to new types of promotions in which consumers discuss the products and services they like and use. Targeted ads on Facebook and Instagram accounts are used for a large number of brand awareness strategies, especially among Millennials and Gen Z audiences. Also, learn about Brand engagement.
How to create Brand Awareness?
There are many ways to build, build and establish brand awareness, but here are a few that you can start with today.
1. Guest blog for other sites
It is important for brands to run their own blogs and build their own audience, but they can benefit greatly from these assets.
Guest blogging comes right here. This is the process of writing and pitching a blog post for another publication.
- Make a list of sites that accept your brand-friendly guest posts
- Check out each site’s blog content, comment section, and social channels, who their audience is, and how engaged they are with the content. You just have to be more discriminating with the help you render toward other people.
- Thoughtful for Blog Posts – It contains your unique and useful insights. Make sure they are not included in the sites you access.
- Email each site with their pitches according to their submission guidelines — you can compose a complete post and let the editors know it’s ready.
Use these ideas to gain access to a completely new audience and take advantage of publishing from free content from the voice of the news industry.
2. Create shareable infographics
Shares are important to reach new audiences on social media. They make sure your content is viewed by people beyond your followers’ base and they increase organic reach in the face of strange algorithmic changes. This is especially true on Facebook, where the algorithm supports what friends and family members share in branded posts.
Infographic is one of the most shared content formats. They are visually appealing, easy to use, and more fun to read than a simple article. Keep in mind that the brain processes visuals 60,000 times faster than plain text, and 94% of blog posts with visuals get more engagement.
3. Improve your SEO with keywords related to user intent
Search engine optimization (SEO) may seem intimidating, but it’s easy to implement – it’s very important for brand online exposure. This includes viewing your content through search engines such as Google and placing it on search results pages.
Here’s how you can use keywords to improve your SEO today:
- Search keywords in your industry and content categories – these are the words your target audience is looking for to find companies like yours. When optimizing for brand awareness, you should focus on incorporating informative keywords into your content. These are keywords that match searches for people as the buyer embarks on a journey and seeks to learn more about the products available. Use tools like SEMrush and Moz Keyword Researcher to find the most important keywords in your industry and among your competitors.
- Build content around these keywords – suppose you are a fashion retailer and you will find a lot of people searching for ‘Fall Boots’. You can create a post titled ‘5 Fall Boots to Kick Off the New Season ‘. A good way to go about it is to use the cluster model.
- Include your keywords in the title, body, and image title of your post – the more references it makes, the easier Google will pick up your post.
Red Flag: Do not fill your post with keywords, however, Google will find you for it. Have a good balance!
4. Start the referral program
One way to gain brand awareness through reputable word-of-mouth marketing is to have your loyal customers help you become the best lawyers.
49% of US consumers say friends and family are the main sources of their brand awareness.
The referral program not only increases your scope and the number of people who know your name but also brings awareness from a source that your own friends and family members trust.
Most companies offer referral programs and one example is Activewear Company, which offers a 20% discount on purchases when a friend suggests a 20% discount. To customers and their friends, it was a win-win. For Alala, it is a way to mobilize her brand promoters to spread awareness and gain new customers. Learn what is newsjacking
5. Increase your organic social media presence
We’ll get down to payment social media a little later, but organic social media comes from an important stop on the brand awareness train.
Are you creating content that a follower deserves to send to a friend? Or, maybe tagging them?
Previously, all of this was based on creating high-quality content, which stimulates an emotional response and adds a lot of value to the life of the followers they want to share it with a friend.
For the latter, social media competition is the perfect way to get your followers to tag your network, many of whom may not have heard of you yet. Social media contests can’t be done in just one way – of course, there are many – but the most important thing they all share is that they encourage your followers to tag, share or repost your content. Ask to post. In return for the chance to win prizes, and by doing so, they will gain your scope and brand awareness.
6. Develop a voice for your brand
According to Adweek, developing a brand voice will keep your brand in the minds of consumers. Your branded voice is funny, emotional, smart, sentimental – it needs to be true to the brand and the audience you serve.
Having a unique tone makes the brand memorable. Take the cards against the Dollar Shave Club, humanity, and slack. These are just three of the many brands that have confirmed their memories (and partnership!) By creating a strong brand voice. This can go a long way when it comes to market awareness.
7. Start the podcast
In the quest to gain more brand awareness, you can add more value to customers ’lives by allowing them to remember you, recommend you, and hopefully, become customers.
Creating a podcast is not as easy as talking about your product or service or commenting on the industry you are in — be creative. Are you a fitness company? Interview athletes who have made a difference in their communities. Are you a beauty brand? Get into the science behind creating different serums, hair care products, or makeup.
Consider the outside experts your team can specialize in or what fields you can benefit from and create content when properly branded, in addition to adding value to the lives of the audience. When done, it can do wonders for your brand awareness.
8. Participate with Influencers
If you want to increase your brand awareness, chances are other similar brands will want to do the same, right?
Connecting with another brand is more than just linking the scope of two companies – it also increases trust between two audiences. If they like brand A and have a partnership with brand A brand B, maybe they should know about brand B too. Learn about Influencer Marketing.
A great example of Influencer partnership is Buzzfeed and the Best Friends Animal Society. Together, the two brands have created content that celebrity actress Emma Watson will be interviewing while playing with adorable kittens. Smart narrative (i.e. beautiful animals) for many reasons, this part provided a great brand awareness moment for both partners.
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