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How to Create Brand Awareness in 2022



Have you ever seen someone describe themselves as an "Apple person," a "Nike person," or a "Trader Joe's person?"

This is what I mean when I say that brand awareness can accomplish this for a brand: it can embed itself into consumer lives and purchasing patterns to the point where the consumer does not have to give it a second thought before becoming a customer and over again.

Using this guide, you will better understand brand awareness, develop it among your audience, and design campaigns that enable it to grow and evolve along with your company consistently. Let's dig in.


What exactly is meant by "Brand Awareness"?

Brand awareness is the level of familiarity and recognition that your target demographic has with your company and its products or services. The terms "trending," "buzzworthy," and "popular" are often used to refer to well-known brands that have achieved a high level of brand awareness. Building brand recognition early on is really helpful when it comes to marketing and promoting your company and its goods. This is particularly true in the early phases of a firm.

However, the fact that it is not a measure that can be computed with absolute precision does not imply that it does not have any value. Building a strong reputation for your company is of paramount significance to the overall objectives of your marketing strategy. I'll explain why.


Why is brand awareness important?


The cultivation of trust requires brand awareness.

Trust in a brand is crucial in a world where customers base their purchasing decisions on the findings of in-depth research and the feedback of others. Once a customer has formed an emotional connection with your brand, they are far more likely to make further purchases with little to no consideration, which helps bridge the gap between trust and loyalty.

Awareness of a brand is the first step in building trust in that brand. Consumers are more likely to trust a company when they can attach a literal or figurative face to the brand name. Your brand will get a personality and an avenue through which it may be real, take criticism and tell a narrative due to your efforts to raise brand awareness. All of these things are methods by which we, as human beings, establish trust with one another. The interaction between humans and brands is not dissimilar in any way.

Brand awareness creates an association.

I'm willing to guess that if you've ever had a paper cut, you've used a Band-Aid to treat it. You probably turned to Google if you needed an immediate answer to a query when you had one. I suppose that you used a Xerox machine whenever you wanted to produce a few copies of anything. When you were getting ready to go on a picnic, I bet that you grabbed a Coke to have as a beverage.

Brand awareness builds brand equity.

Brand equity is the worth of a brand, defined by the experiences that consumers have had with the brand and their overall view of the brand. Brand equity may be positively or negatively affected by customers' experiences and perceptions of a company, and the reverse is also true.

Positive brand equity may result in several desirable benefits, including the following:

• Increased costs as a result of a greater overall perceived worth

• A more expensive stock price

• The capability of growing the firm via the introduction of new products or service lines

• A more significant contribution to society as a result of the value of the brand

How does a brand establish its equity (and how can it be increased)? Through increasing consumer awareness of the brand and persistently highlighting customers' good interactions with it. Awareness of a brand serves as the basis for a company's brand equity.

How to Build Brand Awareness

It takes time to build up people's recognition of your brand among your audience and the wider public. Additionally, it is not the result of a straightforward commercial or marketing strategy.

Powerful brand awareness results from several concurrent activities beyond just attempting to acquire paying consumers.

The following are some methods that you may build a strong foundation for brand recognition and create an impression that will endure with your audience:


1. Act like a person and not like a business.

What aspects of a new acquaintance do you find most interesting to learn about as you get to know them better? It's interesting to me to find out about other people's interests, passions, likes, and dislikes, among other things. I also pay attention to how people speak, the topics they find most interesting to discuss, and the things that make them the most thrilled.


2. Socialize

No matter how extroverted or introverted, outgoing or reserved, individuals thrive when they have opportunities to interact with other people and spend time together. This is how we maintain our connections, acquire new knowledge, and become known to others.


3. Tell a narrative

When it comes to marketing, one of the most effective strategies is storytelling, whether you're trying to sell a product or promote your brand. Why? Because it provides your audience with something tangible to relate to and get behind.


4. Simplify the process of sharing.

Make it simple for your audience to share your information, regardless of the business, you operate in, the products you sell, or the marketing techniques you use. This might take the form of blog entries, sponsored material, videos, product sites, or postings on social media. It makes no difference what it is, as long as it can be shared with others. Customers will increase their knowledge of your brand for you simply by clicking the "Share" button if you make it simple for them to post about your products.


Brand Awareness Strategy

You are already familiar with how to begin the process of growing awareness of your brand from the ground up. Now is the time to put up a straightforward brand awareness plan while also being very effective in keeping the flywheel going.

1. Guest blog on other niche websites

One of the finest strategies to raise brand exposure while expending the least effort is to participate in the guest blogging. You can attract more people to look at your business by taking advantage of the traffic already coming to another website and providing useful and relevant material to their needs.

2. Try co-marketing

Co-marketing is a good strategy for building brand recognition since it allows you to benefit from the audience of another company, but it also draws attention to who you are and what you have to offer in the competitive business environment.


3. Place advertisements in various places

I know, I know: advertising may not increase brand awareness as much as it does product awareness, but even so, it is still one of the finest tools you can use to encourage people to find out about your brand in a manner that is low-touch and discreet.


4. Hire a face or create a mascot for the company.

Consider employing an actor or spokesperson to speak on the company's behalf if you have the financial resources to do so; however, if your business is on the smaller side, this may not be feasible. When you hear the word "Progressive," what is the first thing that comes to mind? Flo's outgoing and welcoming nature has earned her the nickname "Progressive girl." You are not required to utilize a person in any way, either. One excellent illustration of this is GEICO. When you first spot that happy lizard, you know you're looking at a GEICO ad. Putting a human face on your brand can be done in several ways, some of which are more expensive than others but just as effective.

5. Select a picture or a symbol that best embodies who you are.

Nike is not even Nike anymore. It's a tick in the box. The instant you see the checkmark, you know you're looking at an authentic Nike product. Or how about the yellow "M" from McDonald's? Or Apple's bitten apple?

I'm not simply referring to a logo, although it most definitely may be a component of your brand's emblem. However, it would be best to collaborate with the branding team or hire a graphic designer who works independently to develop a symbol that you can use in your marketing, advertising, and organic campaign materials.

6. Create a short, catchy slogan.

To continue with the Nike analogy, whenever you hear "Just do it," your mind automatically goes to the company. Developing a brief motto or slogan is an essential component of any successful brand recognition plan and an uncomplicated and straightforward method for raising brand awareness. With the help of this no-cost advice, you will be able to craft an efficient company slogan.

How to Increase Brand Awareness

People speak about you and your brand even when they haven't seen any of your advertisements, evidence that your brand awareness has taken off.

What about broadening the exposure of your already established brand and building on the solid base you already have? What can your brand do to campaign for recognition and continually enhance the amount of exposure it has?

Beyond the scope of your original approach, here are some marketing ideas that might help enhance your brand recognition.


1. Offer freemium.

Freemium is a business model in which the most fundamental product or product line is provided at no cost, with payment being required only for more advanced or enterprise-level offerings. Companies in the software industry often use this pricing approach, such as HubSpot and Trello.


2. Create free content.

The production of content is now simpler than it has ever been... It is a positive development considering that modern customers go to the internet for answers to any queries and issues and do-it-yourself projects.


3. Sponsor events.

How many celebrations, concerts, fairs, and exhibits have you gone to during your life? Without the assistance of commercial sponsorships, events of this kind can rarely occur. (If you attended the event, you probably picked up some swag, such as a t-shirt, a koozie, or a string backpack. Do you recognize any brand names?)

The act of sponsoring events puts your company's name in front of tens, hundreds, thousands, or even millions of individuals who are very likely to be members of the audience you are trying to reach. If you choose to sponsor an event, your company's name will be shown everywhere, from banners and brochures to water bottles.


4. Give your brand a personality.

The first steps in giving your brand a personality are approaching it as if it were a person and defining the story you want to tell about it. The next thing you need to do is incorporate this personality into the work you do for marketing.

When you promote your goods and services with personality, you can't help but increase your brand recognition because your brand will shine right through. This is because your brand will shine right through. Your customers will certainly take note of the pants or pasta you are selling, but they will also understand who you are as a person as a result of your advertising.


5. Produce a podcast.

Regular podcast listeners make up more than one-third of the population of Americans aged 12 and older. There is no question that podcasts play a significant part in our daily lives and our marketing efforts.

The following are some examples of excellent podcasts created by companies that you are familiar with and enjoy:

• Dell's Trailblazers, available here

• The ShakeUp, a product offered by HubSpot

• The Marketing Technology Podcast, Produced by HubSpot

Please take a look at how these businesses have selected podcast subjects that 1) connect to the overall messaging of their brand and 2) relate to the goods or services they provide. By doing so, they can better connect the podcast to their brand and continue raising awareness of their company.


How to Measure Brand Awareness

How can you tell whether your attempts to increase brand awareness are successful? How can you tell if you need to change course, get ahead of the competition, or respond appropriately to an emergency? You measure it just like you would measure any other marketing metric.

Here are a few techniques to measure the awareness of your brand and find out where you can make improvements to your efforts:


Measures of the Quantitative Aspects of Brand Awareness

These data can help you construct a complete picture of the total awareness of your brand. Check out the following metrics to evaluate things quantitatively:

• Manage the flow of traffic. To begin, visitors who voluntarily type in your website's URL and visit it are generating direct traffic to your site. Your direct traffic statistic will tell you what percentage of individuals were prompted to visit your website due to your marketing efforts.

• The number of visitors to the site. This is just a reflection of the overall traffic on the site, which will tell you what percentage of the total population of the internet is checking out your content and spending time with your brand. It won't tell you where individuals came from, but that is irrelevant since they are familiar enough with your brand to check it out.



Measures of the Qualitative Aspects of Brand Awareness

At this stage, your "score" for brand recognition will start becoming a bit cloudy. However, these strategies may still assist you in determining who is familiar with your brand and how many people have heard of it. Try these methods for qualitative measurement:

• Conducting searches on Google and establishing Google Alerts. You will be brought up to speed on how the online conversation about your brand is progressing. It will notify you of any news or mentions published by the independent press. Be mindful that your company's online real estate will eventually extend beyond just its website as it gains popularity.

• Conducting surveys to measure brand awareness. This method requires receiving direct feedback from your consumers and audience, which can be of tremendous assistance in determining who is familiar with your brand and what they think of it. You can distribute surveys using SurveyMonkey or Type form and then share them on social media or send them directly to customers. You will be able to construct and advertise them with the aid of this instruction.


Conclusion

Awareness of your brand is a potent but nebulous concept that can significantly influence your marketing efforts, as well as the way customers view your product and the amount of money you make.

Follow these strategies for establishing and growing your brand's awareness. You will find a loyal audience that recognizes your brand among your competitors, chooses your products repeatedly, and recommends that their friends and family do the same.


 

If you need help with your marketing strategy, feel free to book a free strategy call at: www.outplayedtx.com/contact
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