Have you ever noticed how we ask the shopkeeper for Fevicol when we just want any glue available? It’s like saying “Maggi” to mean any type of instant noodles (sorry YiPPee!) and calling all toothpaste “Colgate”. These are all examples of brand eponyms, where a brand name becomes so popular that its ingrained in people’s everyday vocabulary. Brand eponym is often an important aspect of brand awareness building as it serves as a testament to the effective marketing strategies employed by companies.
Now it may not be possible for every brand, especially small ones to achieve this extent of market dominance and popularity. But don’t lose heart. For there are several tested and proven ways to improve brand awareness. We’ll be discussing 8 such brand awareness strategies in this post.
What is brand awareness?
Simply speaking, brand awareness represents the level to which consumers build familiarity and connection with your brand. Stronger brand awareness means that there will be higher chances for the general public or target audience to recognize your products or services, and its unique features. Over time, they will even attach a personality to the brand. For example, proclaiming yourself as a “Nike person” or a “no compromises IPhone user”.
Brand Awareness vs. Brand Recognition
Refers to the public’s familiarity with a brand and its existence
Refers to customer’s ability to recognize a brand when they encounter it
Involves overall familiarity with the brand
Involves identification by brand name, logo, packaging etc.
Subset of brand awareness
Has long term results
Has short term results
Why is building brand awareness important?
Several studies have shown that when asked to choose between a well-known and lesser known brand, people are more inclined to buy the product that they’re more familiar with. This familiarity between the customer and the brand is not built overnight. Products need to have a strong brand presence in both the public and marketing spheres. Brand awareness has considerable impact on market performance, business expansion and brand sustainability. Most importantly, it affects the decision making behavior of consumers.
Next, we’ll discuss 8 important strategies to improve awareness of a brand.
How to build brand awareness?
1. Brand Logo and Message: The Power Duo
Easily recognizable and memorable, a well-designed logo serves as the brand’s visual expression. It serves as a strong emblem that sets your product apart from rival businesses. The brand’s message, which conveys its core ideals and unique traits is equally significant. A powerful brand message emotionally connects with the audience and establishes trust among the users. To sum up, a unique logo and message are the first building blocks towards building strong brand awareness.
2. The Timeless Influence of Offline Advertising
Traditional forms of advertising, including television, radio, print media (newspaper, magazine, insertion, etc.), outdoor advertising (billboards, auto ad, bus branding, bus stand ad, mobile van ad, flag post, look walkers, etc.), and direct mail, can still have a significant impact on brand awareness. It’s important to select the advertising channels that resonate with your target audience’s preferences. By using eye-catching visuals, compelling messaging, and memorable brand elements, you can create a lasting impression. These traditional advertising methods offer a tangible and familiar approach to reaching a wide audience and establishing brand recognition.
3. Partnering for Success through Brand Collaborations
Collaborating with other brands or organizations that share similar values or target audiences can help build awareness of a brand. Explore co-branded campaigns, cross-promotions, or strategic alliances to reach new audiences and leverage each other’s brand equity. Joint marketing efforts can enhance brand visibility and credibility.
4. Harness the Power of Social Media
In today’s digital world, social media marketing is a great way to increase your brand’s visibility and recognition. It offers businesses rapid and massive audience reach but with targeted precision. Brands can develop a strong social media presence by sharing user-specific and engaging content on different social media platforms such as Facebook, Instagram, Twitter, etc. Additionally, they can run creative ad campaigns and closely interact with customers through social media posts. Thereby, you will receive immediate feedback from the users.
5. Search Engine Sorcery!
Companies that implement effective SEO techniques have increased brand visibility in search engine results and also more traffic to their website. You can improve your brand awareness through website optimization and the incorporation of the right keywords into meta tags, headings, and URL content. Equally important is for your website to be user-friendly. Also, keep tabs on your SEO performance to make consistent adjustments.
6. Like it or not, you can’t do without Influencer Marketing
Influencer marketing is a potent strategy for building brand awareness. By partnering with influential individuals who have a strong following and influence over their audience, brands can increase customer loyalty and trust. Through sponsored content, product reviews, endorsements, and collaborations, influencers can expand brand visibility. One compelling example of brand awareness through influencer marketing is Gymshark, a fitness apparel brand. Gymshark strategically collaborates with fitness influencers and athletes who create engaging content featuring Gymshark products.
7. Event Marketing is a Game Changer
Hosting or participating in events relevant to your industry provides an opportunity to showcase your brand and engage directly with your target audience. This could include trade shows, conferences, workshops, or community events. Use these platforms to create memorable brand experiences, educate attendees about your products or services, and network with potential customers or partners.
8. Building Impactful Connections through Community Engagement
Engaging with your local community or target audience through sponsorships, partnerships, or philanthropic initiatives can help build brand awareness. Support relevant causes, participate in community events, or collaborate with local organizations to demonstrate your brand’s commitment and values.
Effective brand building happens only when you utilize multiple strategies to capture the audience’s attention. Keep in mind key factors such as your target audience, brand objectives, specific user preferences, and community engagement. Creative and consistent messaging goes a long way in increasing the awareness of a business.
At Buymediaspace, our team of experts is dedicated to crafting and executing a comprehensive brand building approach tailored to your specific needs and objectives.