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Building brand awareness. How to increase recognition?

Agnieszka Szczepanowska
06/12/2023 | 4 min read
Building brand awareness. How to increase recognition?

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    What is the purpose of building your brand? Do you just want to make money? Or are there certain ideological reasons behind it that fit well with the direction of modern marketing? Or do you want to share your knowledge, experience, and ultimately make a living from what you love? Regardless of the intended result, you need to reach your target audience. Otherwise, it will be a secret brand that only you know.

     

    How to approach this issue? Where to start building brand awareness? What to do next? Find out how to build your visibility in three steps. Unfortunately, each of them will require some work from you.

     

    Branding is essential to build brand awareness

     

    What is branding? It is shaping a clear brand image in the minds of its audience. The branding process involves identifying the target group and understanding their characteristics and needs. Only then can you develop an offer that solves real customer problems. And in a way that is optimal for them.

     

    In addition, you need to determine the unique selling proposition and brand personality, communication tone, and consistent beliefs. Formulate a slogan and promise to the customer. Finally, the visual identity is established, including brand colors, logo, graphic style, and materials. All these elements must work together harmoniously.

     

    Simple ways to build brand awareness online

     

    You have completed the branding process. You have a fantastic, original website, great texts, distinctive visual identity. You know who you want to reach and have an irresistible offer for them. Does that mean you can rest on your laurels? No. If no one sees your brand, your previous efforts will be in vain.

     

    Only branding combined with an effective strategy is a proven recipe for success. Therefore, plan immediately whether you want to reach your audience through social media, a blog, your own podcast, advertising campaigns, SEO, platforms like YouTube, ambassadors, or maybe something else? Each of these strategies requires a different promotion budget. The time it takes for your marketing efforts to yield results may also vary.

     

    Brand awareness research. Check if it is recognizable

     

    Once your brand has been on the market for some time, it is worth checking how its awareness is shaping up. In marketing, three types of research are used for this purpose. The least invasive is certainly the CAWI method, which involves asking questions through online surveys. This way, you can easily ask your target group for answers. And respondents can provide answers at their convenience.

     

    In addition, there is the PAPI method, in which an interviewer fills out a paper questionnaire during a face-to-face conversation with the respondent. And CATI, which stands for telephone interviews.

     

    What factors should be examined using surveys? When it comes to brand awareness, spontaneous awareness, aided awareness, and TOM (Top of Mind) are measured. Respondents with spontaneous awareness can mention the brand name without any prompts. Those with aided awareness recognize the brand when it is mentioned by the interviewer. TOM awareness means that it is the first brand that comes to mind for the respondent.

     

    The most important rule when increasing brand awareness?

     

    Consistency. The principles established during branding should be followed when increasing brand awareness. Choose marketing activities that align with the values, personality, and unique selling proposition of your brand. Direct them precisely to your target audience, not every consumer. Consistently use the communication tone and chosen beliefs. Use your brand logo and colors on every suitable occasion.

     

    Only then will the results of brand awareness research be satisfying. By disregarding consistency, you will easily blend in with the competition, and your customers will simply forget about you.

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