If you work in the public relations, communications or marketing industry then you would have heard the phrase brand awareness on many occasions.
But what is brand awareness and why is it crucial to any strategy?
What is Brand Awareness?
As Hubspot puts it, “brand awareness represents how familiar your target audience is with your brand and how well they recognise it”. Essentially, brand awareness is valuable when marketing and promoting your company and products as it contributes to business success and overall goals.
Brand awareness is crucial for three reasons:
1. Fosters trust
Consumers in this day and age rely on extensive research and word of mouth before making a purchase or engaging in a brand. Brand trust is key as once a consumer identifies with your brand they are more likely to be loyal and make repeat purchases. Brand awareness efforts give your brand a personality and allows you to tell a story which in turn gives you an opportunity to be sincere to your audience.
2. Creates association
Brand awareness is crucial for associating actions and products with that brand, thereby encouraging consumers to replace common words with branded terms. For example: when you have a pressing question, you automatically Google it, right? Once your brand is associated with an action, getting your brand ‘out there’ is pretty much done for you.
3. Builds brand equity
Hubspot describes brand equity as “a brand’s value, which is determined by consumer experiences with and overall perception of the brand”. By building brand awareness and consistently promoting positive experiences with the brand, it establishes trust with your customers and creates positive associations with your product or service.
How to Establish Brand Awareness
Brand awareness is something that isn’t magically achieved overnight. Rather, strong brand awareness is as a result of multiple efforts that make a lasting impact on your audience.
1. Tell a story
Use storytelling to engage with your customers is important as it humanises your brand and allows people to connect with who you are on a deeper level. When marketing your product or service consider your brand narrative and how you can connect with your audience. Every piece of content you deliver should go back to your business, your core message and make it relatable for your customer.
2. Get social
Building brand awareness can be done easily through social media. Social media is the best platform to connect with your audience on that emotional level and encourage interactivity. Being social leads to greater brand awareness by simply being out there and involved. However, social media should primarily be used for posts that are unrelated to your product or service. The platforms should be used for asking questions, commenting on posts and sharing engaging content. At the end of the day, you want your brand to be authentic to consumers rather than look like a business trying to make money.
3. Make sharing simple
Make content that is easy for your audience to share. Whether it is a blog post, sponsored content, social posts, word of mouth marketing is the most effective way to establish trust in your brand. Encourage your followers to share across their social platforms or tell a friend about a blog post they read on your page. Your goal is to interact with your audience and build that loyalty which can then impact others.
4. Connect with media
A good way to gain brand awareness is by connecting with journalists or influencers who can help tell your brand narrative on a larger or niche scale. Utilising journalists and influencers is a key tactic as they can elevate your brand and engage with different demographics through different platforms. Whether it’s becoming a source for an article, writing a press release or reaching out to influencers to promote your product or service, earned media is beneficial for any brand.
5. Create free content
Everyone loves a freebie. Consumers turn to the internet for everything and anything nowadays and providing free content is an easy way to raise awareness of your brand. Content does not have to be written. It could be an interactive video or podcast and it doesn’t need to live just on your website. Guest posting and sponsored content provides opportunities for your brand to get in front of a diverse audience in a fun and interactive manner.
If you aren’t thinking about content, you should be. Content is an incredible avenue to connect with your audience in an authentic way and get your brand out there.
Do you need an agency that can build brands and drive customer engagement? Contact VO Group today!
The content in this blog has been derived from the number of sources that are listed below.
VO Group does not take ownership of the content.