“A brand is a name a company uses to represent a specific product or business for marketing purposes.”
Promoting your business with a brand identity helps you to attract customers more conveniently.
You must plan and execute a proper strategy to succeed in your brand awareness goals.
This article will guide you through nine tried and true practices to develop a solid brand awareness strategy.
So, let’s get started.
1. Develop a memorable brand image
Each company must create a distinctive brand identity for audiences to recognize it instantly.
First, you must think of a name that connects with your business and is easily recognizable to your audience.
For example, in 1975, computer programmers Bill Gates and Paul Allen started their company designing software for microcomputers. So, they simply named it Microsoft.
Create a logo that reflects your brand image
A logo is the best way to capture the essence of a brand in a visual representation.
Companies tend to use logos that correspond with their business name or brand name, which clearly portrays the brand.
If you name your brand after a sport, an animal, or a fruit, you can use that object’s image for designing the brand’s logo. The importance of a logo cannot be overstated, as it is often the first thing that customers notice about a company. When you create a logo, the importance of it cannot be overstated, as it is often the first thing that customers notice about a company.
A logo can evoke emotions and associations with a brand and can help create a strong visual identity that sets a business apart from competitors.
For example, Apple introduced a bitten apple as its logo in 1977. It continues to use this logo to this day with slight modifications in the color scheme.
You can design a great logo for your business by using popular logo-making tools such as Wepik, Canva, Wix Logo Maker, and Adobe Illustrator. You may also opt for an AI logo generator for a faster process.
Choose a consistent color scheme
Choose attractive colors for your logo and apply them consistently to reflect your brand. This means employing the same color scheme for your content, ads, and posts.
Consider Neil Patel, founder of NP Digital, who effectively leverages a blend of white, orange, and black to build his brand identity.
Just have a look at his website’s homepage here.
And he uses the same color scheme for his NP Digital website.
Similarly, these three colors are predominantly visible in most thumbnail designs on his YouTube videos.
Craft a catchy USP to promote your brand
A unique selling proposition (USP), or unique selling point, is a statement that businesses use to position themselves as better than competitors.
To craft a catchy USP, study your competitors first and then your target audience. See what your competitors’ strategies are lacking and how you can overcome that.
And then mention all the components to craft a convincing USP, which can highlight your exceptional product quality, excellent customer service, affordable pricing, or a standout feature.
Domino’s Pizza has been using the USP “fresh and hot pizza delivered in 30 minutes or less—or it’s free” since 1973.
It guarantees the quick delivery of freshly prepared pizza within half an hour. This powerful USP has helped fast food restaurants rapidly increase sales and evolve to become the world-famous pizza restaurant chain.
Establish a brand voice
Your way of communicating with your customers should be unique and consistent throughout your brand.
Maintain a similar tone in your advertising campaigns, posts, and content.
For example, Nike uses an inspiring tone with a logo that signifies positivity, speed, and motivation.
It uses motivational taglines in its marketing strategy, such as “Just Do It,” “Ready For Anything,” “Find Your Greatness,” “Equality Has No Boundaries,” and “Greatness Goes The Extra Mile,” among others.
Nike recently promoted its sneakers with a campaign featuring professional skater Sky Brown emphasizing women empowerment with the tagline “Who Said Woman Was Not Meant To Fly.”
2. Research your target customers
After establishing your brand, conduct extensive research on your target audience.
You should know your customers’ needs and how your product can fulfill their requirements.
Here’s the thing…
Around 84% of buyers prefer to buy from a business that understands their needs and provides a solution accordingly.
There are so many ways, such as conducting surveys and asking people about their preferences.
Here’s an example. In a tweet, McDonald’s recently asked its customers’ opinions on bringing back a discontinued food item.
This tweet received a high engagement from the audiences who retweeted this post more than 8000 times on Twitter. Consumers replied with their favorite discontinued food item that they wanted McDonald’s to bring back.
3. Promote your brand on social media
Social media is a powerful medium for increasing your business’s engagement and boosting sales. Currently, an estimated 92% of companies use this channel for marketing.
This amplifies the fact that you shouldn’t limit yourself to one platform. Use all the social media platforms like Facebook, Instagram, TikTok, Twitter, LinkedIn, and YouTube to connect with your followers.
But what’s the right strategy to get it done?
Let’s discuss this in detail.
Use hashtags to reach relevant audiences
Hashtags effectively attract your target audience to your social media posts. Implement the right hashtag marketing strategy to increase brand engagement.
Use popular hashtags relevant to your brand by mentioning the brand name or any other such hashtag.
An example is Reebok, which has used the hashtag #FeelTheFloatride, to attract audiences for its Floatride shoes. Since then, it has become a trending hashtag.
And don’t just restrict your posts to your brand. In fact, mention other trending hashtags in your posts to find new followers.
Humanize your brand
Don’t always try to sell or promote your brand on social media.
Instead, stay attuned to current topics and engage with what matters to people.
Your brand should not come across as a faceless entity. So, consider discussing topics that truly impact and resonate with your audience.
For instance, take a cue from Accenture, who recently shared their condolences for the devastating earthquake in Turkey and Syria and even pledged a generous donation of $1 million to aid the victims.
Create eye-catching posts
There should be something extraordinary about your brand to grab the attention of your followers on social media.
Create posts that appeal to your audiences. Schedule your posts in prior to avoid the last-minute hassle. You can Keyhole’s Publishing feature and schedule unlimited posts to top social media platforms.
It’s difficult to deduce which post will increase your engagement, but you can experiment with different things on your social media pages. In case you want to live stream to connect with your audience you can use obs alternatives, live stream easily, and then save your streams as new posts.
Then, you can track the metrics with social media tools to check out what’s working for you.
Post your products, share updates and activities, promote your promotional offers, and discuss various other topics. Design appealing images and videos to present your campaigns beautifully. Plus, partner with top-notch video marketing agencies to elevate your campaigns to the next level.
4. Build relationships with your target audience
Providing excellent customer service is essential to increase your brand loyalty among customers.
Maximize your interactions with your customers to understand them better. This, in turn, will strengthen your relationship with your customers.
Respond to your customers
Leverage social listening by analyzing how customers and competitors view your brand.
Listen to customer complaints and queries and respond to them immediately to win customers. You should pay attention to their concerns and be a problem solver.
See here how Whirlpool responds to its customer complaint on its official Facebook page.
Form brand communities
Engage your customers by forming a brand community, along with a business page, to provide them an opportunity to discuss certain matters.
It also allows you to share your topics and audiences to respond to you.
Start community topics on platforms like Reddit, or you can form groups of your brand on Facebook or LinkedIn, allowing your consumers to discuss certain issues with you.
5. Create SEO-friendly content that educates
Content marketing is very effective in successfully spreading your brand awareness, as 88% of content marketers have succeeded in their brand awareness goals.
Produce informative content for your audience so they can trust you as a credible expert in your niche.
Content can be in the form of advertisements, blogs, online courses, e-books, infographics, podcasts, videos, white papers, and much more.
Educate your customers with helpful information and use top trending keywords in your content. Use keyword finder tools, such as WordStream, to find the keywords with high search volume in the search engines.
By producing SEO-friendly content, you can rank your website in a higher position on the search engines to appear preferably in search results and increase your brand followers.
6. Collaborate with renowned brands
Brand collaboration delivers impactful results for all of the brands involved. When you work with a reputed brand, it helps your brand in gaining significant attention.
A mention by a famous brand can help you in growing your brand.
Famous fast food chain Taco Bell collaborated with chips manufacturer Frito-Lay to create Doritos Locos Tacos, a Doritos shell with a crunchy taco recipe.
This collaboration was an immediate success during the first year, as Taco Bell sold 1 billion Doritos Locos Tacos.
7. Leverage the power of influencer marketing
If you’re looking for a way to put your brand in front of a massive audience, why not do it through popular social media influencers?
These influencers have legions of loyal followers who hang on to their every post, making them the perfect way to reach your target market.
Of course, it’s important to make sure that your marketing campaign is sending the right message. You don’t want to align your brand with anything negative or controversial.
Just look at Kylie Jenner, who recently endorsed Adidas’ retro Falcon sneakers. This resulted in Adidas fans reliving the 1990s era and helped the shoes gain credibility with the young generation.
So, if you want to get your brand in front of a massive audience, consider teaming up with a popular influencer who can help spread your message to your target audience.
8. Show real results with testimonials and case studies
An in-depth look at how customers feel about using your products is important to build the reliability of your brand.
A great way of doing this is to present case studies of your customers through videos where they share their experience of using your product.
Also, share your product reviews with your potential consumers to show them how people view and rate your products—it’s a great way to win their trust.
See here how Dollar Shave Club uses the reviews of its loyal customers to attract new followers.
9. Offer discounts & rewards
Customers want to avail discounts whenever possible.
With this in mind, companies often facilitate their customers by convincing them to complete certain goals and giving them away coupons to use for enjoying discounts.
Especially in the e-commerce industry, it’s common for online vendors to offer discounted prices on products to attract more customers.
These vendors also offer referral bonuses on referring friends in the form of points to avail discounts and various benefits. In any of these cases, using an RFQ template when requesting payments from vendors is the way to go if brands are looking for more simplicity and efficiency.
Amazon Prime provides a great example of referral marketing.
If you referred a friend who made their first $5 purchase, they gave you a $5 bonus. Genius, right? It worked so well that they had to end the program in 2017 because they had gained so many users.
Take your brand awareness strategy to the next level
Ready to take your brand awareness strategy to the next level? Consider using Keyhole.
With Keyhole, you’ll have access to powerful social media analytics and tracking tools that will help you measure and optimize your brand’s performance on social media.
Related Articles:
12 Creative Ways To Build Brand Awareness In 2024
How Do You Measure Brand Awareness On Social Media?
Frequently Asked Questions
1. How to choose the most effective channels for your brand awareness strategy?
When it comes to finding the most effective channels for your brand, the first thing you need to do is understand your target audience. Get to know their media consumption habits inside out. Are they social media addicts who can't go 10 minutes without scrolling through Instagram or Twitter? Or do they consume information through traditional media, like TV or print publications? Knowing this will help you make a more informed decision about which channels to focus on.
2. How to measure the success of your brand awareness strategy?
To measure the success of your brand awareness strategy, you can use tracking metrics like website traffic, social media engagement, and sales revenue. Set specific, measurable goals for your brand awareness efforts and regularly evaluate your progress.
3. What is the significance of a brand awareness strategy?
Brand awareness introduces your product to its target audience and sets it apart from the competition. Businesses that maintain high levels of brand awareness are the ones capturing the highest amount of market share. That's because consumers are more likely to reach for brands they recognize over those they don't.
