It’s the winter, and you must be using Vaseline for your lips and skin. Wait, did we say Vaseline? Won’t it be ‘petroleum jelly?’ Technically, the latter is right. But we still use ‘vaseline’ for all practical purposes. This is the power of brand awareness.
Terms like Vaseline or Jeep are examples of proprietary eponyms, and the most powerful brands achieve this peak. These brands have become so popular that their brand names have now replaced the generic terms for similar products in the market.
Although this is not nearly possible for small brands, you can do so much to improve your brand awareness, which can greatly enhance the way people perceive your brand, which, in turn, will only be beneficial to your business.
As a leading SEO company in Baltimore, here we have discussed a few practical ways to improve awareness for your brand.
What is Brand Awareness?
Brand awareness measures how well people recognize your brand, not to mention it also measures that people know that your brand actually exists. Rather than a simple individual metric, brand awareness takes into account several KPIs, from traffic to social share of voice. In short, brand awareness is a measure of ‘brand health.’
Why Does Brand Awareness Matter?
Strong brand awareness means that your brand name is at the top of people’s minds when they look for products or services in a similar category. They can easily recognize your brand, such as a logo or tagline, making it easier to communicate using social channels with videos and short content.
Building brand awareness is the initial step to building brand loyalty. After all, people can’t really love your brand if they don’t know and recognize it.
Think of it as the difference between Coke and a generic cola brand. No one wears a t-shirt with a generic cola brand name, but it’s different for Coke. Customers will happily sport a Coke t-shirt. Why? Because people love it. Strong brand awareness and loyalty are the reasons behind it.
How to Improve Brand Awareness
1. Build a Recognizable Brand
First things first. Build a brand that people would not only want to remember but it would be easy and straightforward to recall. That means you must have a strong notion about what your brand is and what it represents, including what it looks like, sounds like, and stands for. If you find difficulty in finding answers to these questions yourself, a trusted digital marketing company in Baltimore can help.
Maintain a consistent brand voice. The tone does not have to be the same across every channel; it can be a bit more serious in print ads than it is in your social media messages. But be it formal, classy, casual, or cheeky, your tone must reflect it. The way you speak with your customers must be recognizable across all channels. One way to make that happen is by using consistent keywords and following your style guide.
Maintaining brand aesthetics is also important. To maintain a consistent brand aesthetic, select specific colors, fonts, and overall look and maintain consistency across every marketing channel. Design a unique logo and tagline and use the same across all platforms.
2. Tell Your Brand Story
Every brand has a story. But you have to tell that to become a brand that people recognize. Your brand story narrates your brand, how it got to be that way. For entrepreneurs, it might mean how they faced a problem and how they chose to solve it.
For larger businesses, it might be a conglomeration of your history and mission statement. You can use narrative to showcase your brand story, for example, customer experiences, or by marking key milestones in your growth.
3. Create Value Beyond Your Product
A key way to create brand awareness is to provide value to your customers beyond your products or services. Find out ways in which you can educate, inform, or entertain your customers while staying relevant to your brand image. For original and unique ideas regarding this, you can connect with a reputable SEO company in Baltimore.
Do you have specialized expertise in anything related to your brand? You can, and you should share it to improve brand awareness. You can utilize platforms such as a blog, podcast, or YouTube channel.
This shouldn’t be about making direct sales. But this acts as a great way to build relationships and brand awareness that creates more opportunities for your brand to be better recognized by audiences.
4. Create Content That is Easy to Share
While it’s not always possible to predict what will go viral, creating shareable content increases its chance. To make the best use of social media to increase brand awareness, follow practices like sharing consistently and at the right time.
But also make sure you create content that your followers would want to share. This implies providing values, eliciting emotions, and creating a strong sense of likeness for your content rather than trying to make sales. Add a call to action, like an easy share button, that would increase its chances of spreading out.
5. Offer a Freebie
Everyone loves a freebie, and if you offer one, it can help in a number of ways. It can help make potentially skeptical customers try your product and/or create a buzz around your product online, for instance. This will make your brand more talked about and thus increase awareness around it.
You can give away anything for free. A sample, a free trial, or a freemium service all help people get a sneak peek into what you offer, thus opening the doors to your product and increasing brand awareness.
Final Words
Creating brand awareness is a practice that will help you stand out from the crowd. People will recognize your brand easily and will want to consume it. Though quality product is a prerequisite, you can make the best use of the strategies discussed above and create solid brand health so it becomes instantly recognizable and wanted.
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