Of course, building brand awareness begins with offering a quality product that meets a specific demand, and it’s promoted by offering exceptional service and customer experience. But there are other more strategic methods to increase brand awareness among the public in general, or a potential base of customers. The key steps to take include:
1. Revisit your brand identity. Do the elements that make up your brand identity align with larger strategic concerns and sales needs? Do the logo, ads, content and other identifying factors represent value to buyers? Are they helping your business meet customer pain points? If not, it’s time to revisit.
> What to understand: There’s always room for improvement when it comes to branding – i.e., there’s no magical “perfect time” to do so. But making sure that the brand’s core components are properly aligned with the company’s larger mission and operational goals is a good idea before investing in an awareness campaign.
> For example: To better support a series of new products leveraging its reputation for coffee, while also moving into new markets like those seeking a fast, vegan-friendly lunch, Dunkin’ Donuts first rebranded itself as simply “Dunkin’” in 2019.
2. Conduct a brand awareness campaign, which is essentially a marketing campaign designed to raise positive recognition. While these campaigns are often implemented along with product launches or the entry of a business into a new market, they can also be conducted as part of a means to raise awareness for existing products — but care and expertise should be used to avoid oversaturation.
> What to understand: Though it may have many similarities, a brand awareness campaign shouldn’t be conducted or evaluated like a standard marketing campaign. While the latter can be measured with specific metrics, measuring brand awareness is more complex — see below for more details.
3. Embrace a multichannel presence, which means promoting awareness in every forum where people congregate. Social media is especially important today, but it’s not the only game in town. In most industries, businesses are still expected to have a website – and one that’s user friendly and engineered to engage visitors and generate sales. Attending live events like trade shows and conferences is also a good way to increase brand awareness.
> Pro tip: Conduct market research to find your target audience for insight into where to best reach them. And when promoting a brand on social media, remember to focus on offering value to the community with info that’s helpful and relevant, rather than overtly self-promoting.
Some other tactics for building brand awareness include:
- Sponsoring local events like festivals, or online events like webinars
- Produce sharable content like a blog, podcast or video series
- Donate to charities under the brand’s name
- Setting up referral promotions to incentivize current customers to spread the word