By David Holland

October 6, 2016


Building Solid Brand Awareness for Your Business

Do you know that your brand alone is not enough — it never is. You win customers’ heart when you make them aware that your brand do exist. When you get their eyes to turn to you not just as a brand but a better provider than your competition.

When you raise brand awareness, you are not just raising the bar but also the chance to expand your RoI up to 5x fold. You can also conclude that brand awareness helps existing customers stick around.

Brand awareness is when an audience recognize your logo, symbol, slogan and company name. It’s that when they see a fresh product that have your logo on it, they know it is from your company. Your goal is essentially to have a memorable and unique brand that can have long term position in the market place.

Realize that building and maintaining a brand with constant awareness is as important as the very brand itself. If you want for people to be more aware of your brand’s existence and to consistently keep your brand at the back of their mind, then you need to find ways to get their attention.

Look at this example.

When you eat at a fast food and need of a cola, do you ask for a cola or do you ask for Coke? You’d probably say you’d get a Coke. That’s because Coke is a cola brand that has been synonymous to cola. Consumers’ awareness for this brand has reach this far because of the greatness of the brand.

You see, my friend, Coke is undoubtly the biggest cola brand out there. People have known this brand that it’s the first thing that comes to mind when they crave for a pop.

Now your business might not be as huge as Coca-cola’s but you can surely expand awareness so that more people gets to recognize your company or product’s existence in the marketplace.

Referrals for one, is not just a effective method to spread the word about your service or product but is also a great way to raise brand awareness. Although the person being referred may not buy your product, when they hear about it through referrals, you are actually raising awareness of your brand’s existence — and that counts.

It’s the age of the Internet. So make use of it. Guest posting on some people’s blog is great way to extend awareness. Spread the word about your brand in forums, PR sites and social media.

Speaking of social media, expert marketers use them accordingly to spread brand awareness. Depending on your segmentation, use social media in a more targeted technique. For example, the youth is more fond of Facebook while professionals spend more time on LinkedIn. Segment and categorize your target market accordingly and it’d be easier to know which social media to use for your brand awareness campaigns.

Freebies such as koozies, ecobags and pens as giveaways help build brand awareness. Once people see your logo, it’s easier for them to recognize it the next time they see your product.

Host an event. It’s a great way to attract attention of your prospects. At this stage, you might ease up on selling or marketing, you just want to raise brand awareness. Event is gives your target audience the opportunity to do valuable face time and experience the look and feel of your brand.

Sponsor on something. It could be an event or a volunteering campaign. Use this opportunity to help people and build brand awareness.

Continue to experiment on traditional and digital brand awareness techniques. As long as you are spreading the word about your brand, you are raising awareness.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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