Imagine you go for a brand new day at the office with your diet coke at hand and tons of ideas for creative content on your mind. When you get to your work station, you notice a post-it from your director saying that you should invest more in brand awareness. You then jump straight into the request and Google it on your computer to brainstorm some ideas.
If that just happened, wow, you may be having some goosebumps right now! Besides that, it is a sign of good luck you found our article because we are about to tell you all you need to know about brand awareness and how you can make the most out of it.
Before we start, we ask you to get back to the first paragraph for a minute. Notice something? At first, this may seem an unusual way to start a blog post, but we have a point. If you pay closer attention to some of the words used in it, you will see that not all of them are actual words, but brand names.
When you replace soda for coke, search engine for Google (that even became a verb we all use on a daily basis), or sticky notes for post-it, you are using brand awareness. Keep reading this article to understand exactly what it is and how you can use it on your favor.
What is brand awareness?
Brand awareness is a concept that represents how familiar your customers are with your brand. It can indicate how present you are in their lives and how much they relate to your name, your values, and, of course, your products.
Brand awareness differs from other marketing metrics because it can’t be precisely measured, what harms the brains of those marketers who love exact numbers. However, it shouldn’t be disregarded in your strategy because it offers strong support for you to reach your marketing goals and escalate your audience reach. We’ll show you how.
It is all about building trust
It is no secret that customers are getting more demand each day when it comes to deciding on whether to buy a new product or not. In a world with multiple choices popping everywhere, wins those who commit to customers needs and that can deliver more trust to them. And this, as you may know, doesn’t come overnight.
Brand awareness helps you enter your customers’ lives and put you on top of their minds whenever they need something you can offer. The more they relate to your brand, the more they remind you in different situations without assistance. This way they can become advocates of your products and spread your name to those they care about.
Word-of-mouth is a powerful advertising method because it achieves a broader qualified audience that you perhaps wouldn’t be able to reach by yourself with an important plus: it already validates your brand and guarantees your reliability. We all value the indications of those we trust in and that helps us make faster decisions. Sure, you got it: brand awareness also means a shorter buyer’s journey and higher closing rates.
By the end of the day, you need to be well known, trusted by your clients, and have brand equity to keep a constantly growing business. Brand awareness increases your company reputation, making your communication stronger.
How to build brand awareness?
The main point here is to become closer to your customers and encourage loyalty. This is like friendship: you don’t consider those who reach to you only once in a while your friends, they are colleagues at the most, neither would you call a friend those who only care about your money. When it comes to brand awareness, it is exactly the same. You need to go beyond your product and create a solid relationship with your clients and prospects. See some ways you can do this:
Create a brand personality
One important thing you need to have in mind is that people buy from people. Even if you work on a B2B market, there is someone there who makes the decision, a real person, not a company. This is who you should communicate with.
Understand who your personas are and focus your communication on their needs. Develop a human approach that would put you side by side with them and make you become their main reference for when they need something from the field you work in.
We already discussed how important word-of-mouth is and there is a way you can arouse this on your customers: through referral programs. Once you’ve established a good relationship with them, you can ask them to spread the word about your brand and give something in return for their favor. It is a win-win situation and makes everybody happy.
This is a great way to propagate your brand’s name without necessarily attaching it to your product. Map conferences, fairs, exhibitions, and many other events that may relate to your business and have fit with your personas and offer them a sponsorship in exchange for associating your brand on their communication.
Once you manage to do it, you can pin your name on every advertising material they use prior, during, and after the event to make your brand stick on attendees’ minds. Another way to leverage the efforts of this action is by distributing personalized gifts to remind everyone of your name.
Partnership with influencers
Digital media influencers are present on everyone’s lives and they have the incredible power to incite people into making decisions and becoming aware of new things they couldn’t even think of. Find who the biggest names in your niche market are and ask them to try on your product and refer it to their followers.
This is a very good strategy that favor your brand awareness because it shows your product from a positive user’s perspective to a large audience. Your name will still be at the center of the action, but your product will come along with it in a more smooth way then if you would promote it yourself.
Create relevant free content
The best way to create a strong relationship with your audience is by talking to them directly. Show them that you are a valuable asset to their stack, but also to their lives. Social media is a key channel here to make it clear how they can benefit from having you around.
Your entire content marketing strategy needs to be designed to make your pitch and visual communication match in every point of contact you have with your audience. This not only makes you more consistent, but helps you engage with your audience and build trust with them.
We know it can be hard to produce personalized content for each of your channels and balance between product and brand with all the tasks involved in the process. That’s why we are here, to make all operations easier for you so you can save time to focus on your strategic planning and have everything running as it should.
How to understand if it works?
If you are one of those marketers who love to extract metrics from every single action you do, we’re sure you still have clear in your mind what we said back there about not being able to precisely measure brand awareness efforts. This is your relief moment: there are actually a few things you can analize to see if you are heading in the right direction.
As we said before, brand awareness focus on how your customers perceive your brand and how they relate to it. No better way to see how close you are to your customers then having them interacting with you on your different points of contact with them.
Go through your different distribution channels to observe the answer rate you have from your audience. The most important metrics you can access here are:
- Number of comments and discussions generated;
- Number of likes to your posts;
- Number of social sharing of your posts;
- Mentions from customers on their posts.
Social listening tools play a big role here to help you monitor how your brand’s name is performing on social media. The Hubspot team wrote this article with 13 tools you can use to hlep you out with this task.
This is by far the best option you have to measure brand awareness impact. Create an easy-to-answer form and send it over to your contact base to validate how they perceive your brand and also to understand what is missing for them to engage even more with you.
Now is your turn
After this post, we are sure you have all you need to strengthen your branding strategy and increase brand awareness amongst your audience. What are you waiting for? Just go for it and share its impact with on the comments below after you have it running.