What is Brand Awareness?
Brand awareness refers to how well your target audience recognizes and is familiar with your brand. ‘Trending,’ ‘buzzworthy,’ or simply ‘popular’ are terms used to describe brands with a high level of brand recognition. When it comes to marketing and promoting your company and products, especially in the early phases of a firm, having a strong brand is crucial.
Brand awareness may appear to be a hazy idea, and it is. Brand awareness will undoubtedly ruffle your feathers if you’re a marketer or business owner who likes to measure success with nice and tidy metrics.
However, just because it isn’t a statistic that can be precisely calculated doesn’t mean it isn’t useful. For corporate success and overall marketing goals, brand recognition is critical.
Why Increase Brand Awareness?
Brand awareness is vital because it allows people to recognize, remember, and become familiar with your brand and products. If you can improve brand awareness within your target audience, you can help your brand become top-of-mind when they are ready to research and buy.
Consider that for a moment. Customers will be more likely to buy from your company than, say, a competitor’s company with which they are unfamiliar.
Brand awareness is regarded to be the initial stage of the marketing funnel. By building brand recognition, you may cast a wide net across your audience of potential purchasers. You can then guide leads to the research and decision-making stages and finally to the buying stage.
How To Get More Brand Awareness?
Your brand recognition has successfully taken off, and people are talking about you without even seeing an ad.
Why not broaden your existing brand awareness and build on that solid foundation? What can you do as a company to raise brand recognition and maintain it?
Here are a few campaign ideas to help you go beyond your initial strategy and get more brand awareness.
Provide a Freemium Service.
Freemium is a business strategy in which a base product or product line is provided for free, with premium or enterprise-level products being charged for. For software firms like HubSpot and Trello, it’s a common price structure.
Customers can have a taste of your brand and goods before purchasing if you offer a freemium alternative. It’s a try-before-you-buy chance that might endure indefinitely.
It’s usual to offer a freemium option with the caveat that the brand’s watermark appears on any publicly visible aspects of the product or service. As a result, freemium is a win-win situation for both the customer and the brand: the user receives a free product, and the company receives free publicity when people utilize it.
Freemium may be the ideal strategy to promote brand awareness among your audience, depending on your business and product offering.
Creating content is now easier than ever. It is excellent because today’s consumers look to the internet for answers to their queries.
Because it’s the simplest method to demonstrate personality and offer thoughts and positions on problems, two main components that personify and humanize your business – content is a fun way to build brand awareness.
It’s also not necessary for the content to be written. You can also make films, infographics, podcasts, and other types of content. Written content, like blogs and downloadable manuals, is certainly the most straightforward, but it’s far from the only choice.
Your website’s content does not have to be constrained. Guest posting and sponsored content allow you to reach out to new audiences while also diversifying the types of material you produce.
You can be losing out on some major brand awareness chances if your company isn’t publishing content. Content is a fantastic way to engage with your audience while also getting your business name in front of them.
Take Part in Events as a Sponsor.
Have you been to any festivals, concerts, fairs, or exhibitions? Without the aid of brand sponsorships, these types of events would not be possible. (Look at the t-shirt, koozie, or string backpack you probably picked up at the event.) Do you notice any brand names?
Sponsoring events is a proven method to get your brand in front of hundreds, thousands, or millions of individuals that fit your target demographic. If you sponsor an event, your logo will appear on everything from banners to fliers to water bottles.
Sponsoring an event also helps you identify your brand with an event that matches your personality, hobbies, and passions, allowing customers to associate your brand with the aesthetic and character of that event. It can also aid in the development of brand awareness among highly specialized and qualified audiences. Professionals don’t go to gatherings solely for the sake of having a good time. They come to learn about the newest industrial advances.
It’s not simply about having a booth in a sea of booths. You’ll establish yourself as a thought leader in the field if you sponsor events regularly. The most important thing is to be consistent with your sponsorship.
Make a Podcast
Podcasts are undeniably significant in our lives and our marketing efforts.
Podcasting used to be a time-consuming procedure reserved for those with a studio and a high-end microphone. Making and releasing a podcast is now easier than ever, and it may help your brand recognition efforts tremendously.
Why? Because, like written or visual material, podcasts allow you to interact with your audience genuinely. Instead of openly pushing your product or service (which we all know isn’t the ideal approach to increase brand awareness), podcasts allow you to educate, entertain, or advise your audience while also building trust.
Building and maintaining brand recognition is a never-ending activity, much like keeping a friendship or relationship.
Increasing brand recognition through campaigns allows you to experiment with marketing and advertising opportunities you might not have considered otherwise, resulting in fresh, compelling ways to interact with your audience.
Reasons Behind Lack of Brand Awareness
No matter how hard we work, our efforts sometimes appear to be in vain because our brand recognition isn’t where it needs to be.
Brand recognition issues may be preventing you from reaching your business objectives. These difficulties or reasons behind the lack of brand awareness are listed below.
There is No Awareness
A lack of brand awareness can kill a company before it even gets off the ground. No one will come to you for your product or service if no one knows you exist. If this is a problem for your business, the remedy is as simple as raising awareness. Social networking is one of the most effective ways to accomplish this. Ensure you have accounts on at least a few social media sites, including Facebook, Instagram, Twitter, and LinkedIn. Be active on these pages and make frequent posts.
Low Search Engine Rankings
If your website does not appear on the first page of search results, you should devote some time and effort to improving its SEO. Keywords, titles, meta descriptions, picture text, and other criteria can all have an impact on your SEO rankings. You will lose a lot of internet traffic if these areas of your site aren’t SEO-friendly. Fortunately, some excellent SEO tools can assist in resolving this issue. SEOmator and SEOptimer are only two of the SEO auditing tools accessible. Put them to work for you to find out what’s causing your SEO to suffer more swiftly and easily.
An Uninvolved Audience
We can sometimes get people’s attention, but we have a hard time keeping it. Our viewers may notice us, but they are uninterested. Create contests for your audience, give something away, offer an infographic, or post a fun quiz or poll for them to participate in. Share something with them that they must participate in. Ask them to download anything or fill out a form to watch a video.
Content Isn’t Getting in Front of People
You have a website with a lot of material and blog entries that no one is reading. You’re discouraged because all of the time and effort you put into creating your site appears to have been for naught. But don’t give up just yet. There is still reason to be optimistic. It is critical to recognize that simply putting material on a website will not make people aware of you. They must see it, implying that more work needs to be done. Make sure your SEO rating is high so you may appear in search results; double-check that your content speaks to your target audience; and then post on social media sites.
Choosing the Wrong Audience
One issue that marketers confront is targeting the wrong demographic. A corporation can see who they are reaching by looking at analytics. If your target audience isn’t there, it’s time to rethink your branding and marketing plan. Is there anything in one of these places that might be turning people away? Maybe it’s the phrase, or maybe, it’s the offering? To guarantee that your branding and marketing are aligned with those characteristics, conduct more research into that audience’s likes, dislikes, and pain concerns.
Edkent Media For Good And Bad Times
Brand recognition is critical to a company’s success. Your finest marketing efforts will not convert into sales if customers are unaware of your existence or don’t comprehend what you have to offer. Your business will not be able to exist without sales. Your company must choose solutions that are appropriate for your sector. Examining your most successful competitors is a terrific method to figure out what you should be doing. What methods are they using to reach your target audience?
Having a strong brand helps businesses survive and prosper in both good and bad times. Regardless of the context in which your company operates, loyal customers make it far easier to achieve a positive ROI. A strong brand presence isn’t the same as being over-exposed. Your business must strike the correct balance between appropriate exposure throughout the consumer journey and a clear brand purpose that inspires devoted followers.
Contact Edkent Media today at (647-492-0452) to discover more about how to strategize and market your company.