In this new age, startups are mushrooming everywhere. Competition is on the next level. Therefore, to stand out, creating brand awareness is necessary. But what is brand awareness exactly?
Let us understand this with an example. When we think about a can of soda, our mind automatically thinks of Coca-Cola. Why? This is because consumers are extremely familiar with the brand and instantly associate a can of soda with Coca-Cola.
So, brand awareness is a term that indicates how much consumers recognise a product or service by the brand name. But professionals often ponder as to how to increase brand awareness. Scroll further to know the answer to this everlasting question!
Why is Brand Awareness Necessary?
Before getting into the strategies, we must know why brand awareness is necessary. A simple answer to this question is to convert more customers to sales.
Brand awareness is directly proportional to brand image which is directly proportional to customer loyalty. This means establishing a connection with the target audience is crucial for businesses. This helps them retain customers in the long run.
Let us take the example of Amul. The Amul girl is an iconic figure and a legacy of the brand. The icon is found in daily newspapers depicting recent news in a quirky way. This is a brilliant strategy that helps them stay relevant as well as connect with their audience.
Poor brand awareness results in:
Reduced visibility and profitability
Inconsistent messaging
Customer confusion.
Think about it this way, if a customer does not know or form a connection with your brand, why would they purchase? Recently, a shift in the way consumers behave has changed the entire landscape. Now consumers prioritise storytelling more than advertisements. Therefore, incorporating consumer behavior in brand awareness strategy is necessary. Let us discuss them below.
Seven Strategies to Improve Your Brand Awareness
Gone are the days when only good products were used to steal the show. Now, clever marketing strategies etch your brand into your target audience’s mind. Let us walk through them.
Embrace UGC: Tell Stories at the Micro-Level
User Generated Content or UGC has become popular in the recent marketing landscape. It essentially means that customers themselves make videos of the products or services. The brands later use these videos which the brand uses to promote their business.
UGC offers a sense of community and helps reach the target audience effectively. Additionally, leveraging social media to create short form content will help your business build an audience base. This will help your growth in the long run and cater to popular trends and relatability.
Adopting a Multi-Channel Presence
To achieve greater visibility, a lasting impression on various channels is required. Therefore establishing a clear presence on both online and offline media is necessary. People often assume that being present on social media is equivalent to online presence. However, that is not the case.
Utilise different online mediums such as search engines, email marketing and push notifications. Explore several types of content writing and optimise them to tell your brand story. Utilise blogs and copywriting to create compelling messages catering to your target audience. Additionally, invest in offline ads and billboards and take your brand awareness game up a notch.
Interactive Campaigns
Interactive campaigns target two birds with one stone: increase engagement while boosting brand awareness. Nykaa’s Pink Friday Sale is an amazing example of this. The brand associates itself with the color pink which goes in hand with their logo and feminine products. While doing so, they collaborate with influencers, creating buzz around the sale and thus, their brand.
Spotify Wrapped is yet another great example of interactive campaigns. The campaign creates a buzz around the brand and a sense of community is established.
Corporate Social Responsibility (CSR)
CSR is a clever business model known for its ability to attract and retain customers. Mama Earth effectively utilises this business model. They promise to plant a plant for every purchase. The company therefore addresses something consumers care about while promoting their brand.
You can do the same by developing your website content around a cause. By taking CSR seriously, you can form meaningful relationships with your audience and potential consumers.
SEO Optimisation
Having a content plan and constantly revising it is necessary when creating a brand image. When pondering on how to increase brand awareness, you must remember that brand awareness is not an end goal, it is a destination. You have to guide your target audience through storytelling into a loyal consumer.
Lindt, a popular chocolate brand uses SEO optimised keywords that are industry-related to rank in SERP. If you want your brand to be an authority figure, boost your SEO optimisation.
Marketing Campaigns
Do not underestimate the power of a good marketing campaign. Coke’s viral Share a Coke campaign added a personalized touch. The campaign cleverly targeted word of mouth. By asking people to share a Coke with their friends, family and loved ones, their strategy was impeccable. The brand used specific names, and phrases to connect with a wider audience.
As a result of this campaign, more people bought Coca-Cola to share than consume it themselves. Thus, a bottle of Coca-Cola became a gifting item.
Collaborate with Other Brands.
Before ending the search for how to increase brand awareness, let us look at collaborations. Collabs are a great way to engage audiences.
The recent collaboration between Kinder Joy and Funko created waves on social media. Everyone was in search of Harry Potter-themed Kinder Joy. This campaign not only increased the brand awareness of Funko but also drove tremendous sales for Kinder Joy from various age groups. Therefore, effective collaboration with similar brands can boost your visibility.
Final Thoughts
Navigating the vast landscape of brand identity can be tough, but with these strategies, your task will be smoother. Remember to avoid sensitive and controversial topics when planning your brand awareness strategy. These can backfire and jeopardise your position in the market.
By combining these strategies, you can bu
ild great brand awareness for your brand.