In a Hootsuite study, a staggering 90% of businesses surveyed emphasized the need to build brand awareness. Knowing the customer, building trust, and getting your company's name out there is a crucial piece of marketing that business owners are chasing.
When starting a brand, it's challenging to build that much-needed brand awareness to help customers take notice.
But what are the best ways to increase brand awareness? Let's explore three great ways to get your brand's name and message out there for all to see. But first, what is brand awareness, exactly?
What Is Brand Awareness?
Brand awareness is how well consumers remember your brand and everything associated with it. Today’s most iconic brands have increased brand awareness to the point where people automatically know the product or service by name alone.
For example, when you think of a company like Apple, images of computers and iPhones pop into your head. Starting decades ago, Steve Jobs understood his target audience and connected with them, fostering a connection over the years. All before social media.
Ask your resident digital marketer crucial questions about building brand awareness and how to boost it.
Why Should You Care About Brand Awareness?
If your company becomes a household name (like Apple has), consumers are more likely to opt for your product than others. But don't feel like you need to go it alone when building effective brand awareness. Often, digital marketing agencies consult with businesses to achieve goals and nail crucial aspects of brand growth.
Here are some of the most effective ways to build brand awareness, straight from marketers themselves.
Know Your Target Audience
Before launching any dedicated marketing campaign, you need to know your target audience. This is advertising and marketing 101.
Without a solid knowledge of your customers’ habits and target audience, you're flying blind. If you want to build brand awareness, you need to do some much-needed research.
Knowing your customers and their needs ties into your own brand's personality and voice. What's your brand identity? Are you helping young professionals find housing in a casual manner? Or are you focusing on helping digital marketers with Black Friday advertising this fall?
Reflect on your brand voice and tone, demographics, and more to lock down this crucial aspect of brand awareness.
Good Messaging, and the 'Wheel of Persuasion'
If there's one tip advertising specialists and copywriters take heed of, it should be this one.
The ‘right phrase pays’ in Alex Cattoni’s 'Wheel of Persuasion' marketing method. Compelling messaging, writing good copy, and, again, understanding your audience is crucial to your mission to increase brand awareness.
According to Ms. Cattoni, copywriters experience some severe pitfalls in crafting brand messaging:
- Keeping It Vague - Not explaining why customers should buy your product or respect your authority. As any good copywriter knows, authority, expertise, and trustworthiness are the three aspects that boost brand awareness through SEO efforts.
- Not Inspiring Confidence In The Product - Customers need to believe in the product. They buy the outcome of a product. Building good brand awareness will be a long uphill battle if a company doesn't comprehend or heed this concept.
- Not Using Empathy - As a copywriter, meet the customer where they are and use empathy. What problems are they going through that your problem can solve? Instead of focusing on peddling your product, try to understand the mindset of your target audience and start a dialogue.
A good way for a business to increase empathy with the customer is by using the 'Six P's.' We guarantee that these tips greatly help in the success of a brand awareness campaign. Let's dig in.
What's the problem? We, as people, respond to problems more than solutions.
Identify the problem your customer grapples with. For example, your target audience could experience chronic back pain.
Pain points are classic examples of what marketing consultants deal with when helping a company build better brand awareness.
What are negative feelings, emotions, and side effects resulting from the problem? This is where you need to be at your most empathetic and understanding.
In short, the problem causes the pain; specificity makes pain universal.
What do we use to alleviate problems and pain? The advertising and marketing prescription, of course.
Keep in mind; this is not the product. Instead, it's the tool, method, or approach to remedy a business's pain points.
The prescription serves as the foundation of the unique selling proposition (USP). The goal is to get customers to believe they need the solution. And, hopefully, your methods and tools can do just that.
Now it's time for the pivot. Pivot from ‘them’ to ‘you,’ the brand that can help them achieve what they need. Keep your brand messaging on point during this stage.
What’s the mission, reason, or inspiration behind your product or service? Does it build on the previous P's on the list?
Why have similar solutions not worked before? What have other brands lacked that customers sorely needed?
For example, a customer may say: ‘I’ve tried ____, but it presented another problem.’
Why is your product (and brand) the solution they need?
How have you made the solution better, simpler, faster, or easier?
Break it down this way, and insert your brand's solution and positioning. The best way to overcome [core problem] is [unique solution] that [unique positioning].
If you apply the six P's, your brand awareness has a better chance of growing by leaps and bounds. Plus, it gives marketing experts and advertising gurus a solid structure to follow during a campaign.
Search Engine Optimization
Any marketing campaign worth its salt will involve SEO efforts. SEO works wonders for getting your brand to the top of Google's SERPs.
An SEO specialist researches relevant keywords to your brand. They then implement the words into the web copy (remember the six P's!) and let the clicks (and conversions) roll in.
Depending on your industry, keyword volume and difficulty may vary. Customers looking for a brand to help them through the marketing funnel need educational content. Again, refer to the P's in the Wheel of Persuasion for guidance.
Copywriters will implement the researched keywords into attractive articles that help customers with their marketing journeys.
Build Brand Awareness: Get Noticed
Using these three simple tips, you'll build better brand awareness in no time.
Understand your customers, use the six P's on the Wheel of Persuasion, and implement a good SEO strategy. If you do, you and your brand are in a great spot to thrive.