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Building brand awareness - proven methods

Katarzyna Chomąt
11/12/2023 | 5 min read
Building brand awareness - proven methods

Table of contents

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    Building brand awareness is an important aspect that you need to consider in your business strategy. It is not enough to choose a logo and run advertising campaigns. Creating an image involves much more thoughtful steps. Find out what you can gain and what actions will allow you to build awareness of your brand in the minds of your audience.

     

    What is brand awareness?

     

    Building brand awareness is a marketing technique aimed at establishing the fact of the brand's existence and its positive image in the minds of consumers. The actions taken as part of branding therefore involve creating associations related to a particular brand. What associations are we talking about? Think about Coca-Cola. When you think about this brand, do Christmas, a truck, and a family atmosphere come to mind? And what about the drink itself? That's what branding is all about - building emotions around the brand, focusing on experiences and feelings, and only then on the product.

     

    Why is increasing brand awareness so important?

     

    There are many reasons why branding activities should be undertaken. They show that creating brand awareness simply pays off and leads to increased profits. I hope that the arguments below will make you realize how much you can gain.

     

    Brand awareness

    • builds trust in it, allowing you to reach new customers;
    • sets the product, service, or company apart from the competition;
    • creates and strengthens relationships with customers;
    • increases the business value of the brand;
    • has a positive impact on how potential employees and business partners perceive the brand.

     

    How to increase brand recognition?

     

    In this aspect as well, various ways to increase awareness and reach the target audience of the brand can be mentioned. Get to know seven ideas and tools that can help you create a recognizable organization.

     

    #Content marketing

    All kinds of activities in this area aim to reach the audience through content. But not just any content. It must be valuable and interesting. This includes not only texts (blogs, social media posts, emails, e-books, or newsletters), but also photos, infographics, and various forms of video. Remember that creating diverse content attracts attention and stimulates user engagement. Of course, content activities also fit into SEO strategies, so they affect the positioning of the website in search results.

     

    #Video marketing

    80% of marketers using video claim that such content directly helps increase sales (data from the Wyzowl report The State of Video Marketing 2020). This is because consumers, when watching videos, can almost see the product they are interested in live. What's more, video offers a wide range of possibilities - a brand can create live streams during which it talks about its offer, company philosophy, values, show behind-the-scenes of the company, as well as conduct training, webinars, or share tutorials.

     

     

    #User Generated Content

    UGC refers to any content created by users, such as reviews, opinions, photos, posts, instastories, comments, etc., which are then used by the brand. You may wonder what is valuable about user-generated content? Well, sharing content created by your customers increases trust in your brand. Consumers believe reviews published by users who have already used the offer and are more willing to buy proven products.

     

    #Loyalty program

    A loyalty program can also contribute to increasing brand recognition, so its implementation should be planned. It is worth considering an original solution, the type of reward, the way it is obtained by customers, and the mechanisms and tools needed for this purpose. A well-organized loyalty program supports the sales process and increases consumer engagement.

     

     

    #Employer branding

    A brand should also take care of its image as an employer. Through consistent internal and external communication, the brand will build trust among potential candidates and attract talented individuals, as well as enjoy greater employee engagement. You can confidently build the image of a good employer on social media, for example, by sharing behind-the-scenes of the brand. The ideal situation is when current employees publish content that supports creating a positive image of the brand as a workplace.

     

    #Social proof 

    Social proof undoubtedly influences consumers' purchasing decisions. Therefore, take care of the reputation of your company and harness the power of recommendations. To do this, conduct customer satisfaction surveys, asking them to write reviews after using your offer. You can then display customer reviews on your website using Rating Captain widgets.

     

     

    #Social media 

    Of course, social media should also be used to build brand awareness. Your brand doesn't have to be present on all platforms, choose the ones where your target audience is present. Then, make sure to regularly publish content that meets the needs of your audience. Remember that social media is a great place to build relationships with users through interaction. So don't be afraid to engage in discussions, especially in thematic groups. It's an excellent opportunity to showcase your brand as an expert in your industry.

     

    Summary

     

    The marketing actions you take and the communication channels you choose depend on you. And of course, you don't have to limit yourself to the actions mentioned in this article because your imagination is the only limit. You can also create paid advertising content in Google Ads or on social media. Remember, if you have an idea to stand out from the competition and see potential in a particular action - take action, don't wait for someone else to come up with the same idea and implement it before you.

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