What is Brand Awareness?
Brand awareness is “the extent to which consumers are familiar with the qualities or image of a particular brand of goods or services.” Not only do we want the customer to be familiar with our brand, but we also want to reinforce the positive perceptions of what we have to offer.
Why is it important?
It fosters trust. And we trust what we are familiar with. You wouldn’t trust a stranger on the street walking to you and telling you to buy something, would you? You would consider buying something because a friend you trust recommended it.
How to increase brand awareness?
1. Give your business a personality, a voice, and humanise it.
When we get to know another human being, we learn about their passions, their likes, and dislikes, and their values. And if our values are aligned, we get along. The same goes for getting to know a brand. Especially for small businesses, being out there is like dating. We show who we are and our commitment to them over the long run. Eventually, we will get married (Make the sale).
2. Increase social proof
Stop talking about your business. Nobody cares. Talk about what matters to your target audience and gain their trust. Create value and shareable content. The more values we can add to our customers’ lives, the more valuable we are therefore the more memorable we are.
3. Write blogs
Take advantage of the digital area and the SEO game. Be careful here though, we are writing blogs to drive traffic and gain attention to our business, not pushing our products to the customers. What kind of blogs should I be writing? Well, what industry are you in? Are you in the cosmetic industry? How about topics that help your customers take care of their skin? Are you in the fitness industry? How about topics that help your customers eat healthily and lose weight?
4. Advertise
If we have the budget, then let’s make the most of it. We can launch our ads on social, TV, podcasts, and public space, and just display campaigns everywhere. By everywhere I mean the places that your target audience goes to. Spend money wisely.
It’s a long game. It leverages brand strategy, marketing strategy, social media strategy… anything with a strategy to make it work ultimately. Be patient and always keep your customer’s interests in mind. I promise your business will get there over time.
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