Just do it. America Runs on_____. Golden arches. A simple image or phrase and everyone knows exactly what brand you are referring to. This is brand recognition. Brand awareness is more than that. It involves consumers remembering business names, along with the general feeling and vibe of the business. They will recall information about its products, services, and other experiential details. You know you have good brand awareness if consumers choose your product or service even when there are cheaper options.
You want to be a brand that consumers remember, trust, and rely on. It is important to constantly be building your brand image in consumers’ brains. If your brand’s advertising isn’t currently cutting it to build the awareness you crave, here are some steps you can take in your awareness campaign to get where you want to be.
It’s All About the Brand Logo
Your logo is your brand, although logo design and branding are two different things. They need to be cohesive, the logo is a part of the branding. A logo is one of the biggest elements of brand identity, it is a quick identifier and the most common identifier for most brands. Furthermore, your logo will distinguish you from your competition, create a professional image, boost brand loyalty and create an emotional connection with your stakeholders. You want your logo to be very well designed and consistent across all communication channels. This is why it is important to have brand guidelines, you don’t want people to be using your logo in ways that do not fit with your brand, or putting it in colors that don’t fit. A logo is way more than just a graphic on your products and stationery.
Putting your logo, colors, name, on anything and giving it out to consumers and potential customers is a fun and easy way to get your name out there. In addition, gifting higher end promotional products to stakeholders builds loyalty. Try and hand out freebies and promotional items that won’t be thrown right in the trash or put in a drawer to never be seen again. Koozies are one of my personal favorite freebies, they will get used all summer at trips to the beach, pool, anytime someone wants a cold drink. Pens are another very popular one, people always need new pens and they are most likely going to be used often. Hand them out at local events, festivals, trade shows, etc. Even if your promotional items don’t create the attention you would like, they certainly would never hurt.
Find Your Person
Your person can be a spokesperson, an influencer, or even a mascot-esque animal such as the Geico Gecko. Give yourself a memorable, unique, brand identity with them and include a little humor if that fits your brand. Industry influencers with applicable followings are a great way to boost brand awareness. Influencers on social media can spread your name and give genuine testimonials on your products or services. Furthermore, if you have a big enough budget, a celebrity spokesperson will blow up your brand awareness. If you work with the right celebrity who represents the same thing your brand stands for and has the right personality, they can make all the difference in the world.
Social Media is It
Social media is the top marketing tool of 2021, it is the present and future of marketing. Take advantage of it! Hopefully, you already have social accounts on all the top platforms, and if you don’t that should be the first to do on your list. However, having your own account and building followings are a free way to build your brand character. Staying active on your accounts, posting multiple times a week, and interacting with consumers multiple times a day is crucial. Facebook, Twitter, Linked In, Instagram, and Snapchat are the leading platforms for paid ads and are a great place to start. Additionally, Tik Tok is the biggest up and comer in social media as it has become very big, very fast. If Tik Tok fits your demographic, it would be extremely beneficial to look into paid ads on it. Facebook and Twitter ads are fairly cheap and a great way to build familiarity with target audiences.
Social Media Contests
Giveaways and contests are an opportunity to engage with consumers via social media, website, and email marketing. Above all, make it fun. Have people submit a photo or video, and have other followers do the voting and choose who they think should win. Above all, use it as a moment to build your platform, encourage people to like, share, comment, and follow for a chance to win.
Partnerships & Sponsorships
A partnership can push your brand awareness over the edge. Team up with another business and put on an event together or do a collaboration. Sponsor local sports teams or donate to a local charity. Partnerships such as these with beloved local organizations are great ways to get your name out there. Having your name plastered all over a festival or sporting event is incredible advertising. Sponsored events provide great face time with potential consumers. Doing a collaboration such as Doritos and Taco Bell’s “Doritos Locos Tacos” will bring both of you customers and attention.
Partnering with a brand similar to yours could work in both favors. Instead of competing with each other, work together to target both audiences. This is perfect for complementary businesses, such as a bridal shop and flower shop, or a bookstore and coffee shop. Putting on events together would be a fresh way to introduce your customers to the other and gain new consumers through a fun event for the community.