8 Marketing Concepts for Brand Awareness
What Is Brand Awareness?
The concept of brand awareness references how a business or brand has become memorable to its target audience. This translates to how quickly the public can visualize a brand upon seeing its logo, hearing its jingle or slogan, or just by hearing its name.
How does one initiate brand awareness, especially if your brand is just starting out? The answer: by crafting a brand awareness campaign.
The following lays out what a brand awareness campaign is, why it’s important, and what steps to take for constructing an effective one for your brand.
Brand Awareness Campaigns: What Are They?
The focus of a brand awareness campaign is to enhance the distinguishability of your brand to your ideal audience. You want to make sure prospective customers have a positive view of your brand. And you need them to equate your brand with a certain product or service. So, your goal is to publicize your brand’s unique selling point (USP) and the reasons why your brand is superior to your competitors.
No matter the type of business, brand awareness campaigns can benefit all types. Whether your company is a startup and you’re looking to build up your name among well-known competitors, or if you’re a longtime establishment wanting to rebrand.
Reasons to Build a Campaign for Brand Awareness
There are three main reasons brand awareness campaigns are valuable.
- Brand awareness gives you a degree of power over how the public eventually views your business. Although you can’t form their opinions, you can influence them by presenting your brand in a form that encourages a favorable connection.
- Brand awareness assists in establishing trust between your brand and your key audience. Why is this important? Based on recent research, 53% of those studied said that, after price, trust was the next most influential aspect in their decision to patronize new brands. Thus, campaigns for brand awareness help in the building of effective customer relationships founded on trust.
- Trust forges customer loyalty. When your loyal, satisfied customers endorse your brand to family and friends, this will result in more eventual customers. And, in time, your costs for customer procurement will go down.
The 8 Key Concepts
Uneasy considering the thought of constructing an entire campaign from the ground up? Truth is, it’s amazingly straightforward after you grasp these eight key concepts.
- Know your intended audience. The first step is to understand who your target audience is. Observe your current consumer base. What are the demographics of the people who buy your products or services? Who are your social media followers? These people are the ones who currently relate to your business, so examine their common characteristics. Consider what’s important to them, their concerns, and how your brand helps them. Next, begin doing a little marketing research. What are the other businesses or brands your customers patronize? Who are your greatest rivals? In all probability, your designated audience patronizes them, too. As a result, you should invest your time by investigating this. Then, study these results and construct a sketch describing your perfect customer. What are the things you’d like them to relate to your brand? These things will guide you in building the campaign.
- Highlight your audience's most-used platforms. A successful campaign for brand awareness doesn’t simply rely on the type of audience you’re targeting, but the place you’re targeting them, too. What social media platforms do your ideal customers frequent? The answer to this is found by examining your intended audience and finding where your potential campaign will prove most effective. Choose one or two social media platforms, then frame your campaign to fit these methods. For instance, if using Twitter make your hashtag unforgettable. If using Instagram, make your posts esthetically engaging and your Instagram Stories brief and captivating. Instead of expending your efforts throughout numerous platforms, center on a few that your ideal customers frequent most.
- Form obtainable goals. After this, plan definitive short- and long-term objectives. Define what you want your campaign to achieve and how this campaign will fit with your brand in the long term. Determine what tactics will permit you to reach these goals, such as social media posting, influencer marking, pay-per-click advertisement, and others. Plan how your progress is to be tracked. Omitting definitive objectives runs the risk of your campaign being run with no guidance or definite purpose. All effective marketing plans start by conceptualizing a definitive objective or result, so devote some time to consider exactly what goal or outcome you’re hoping to accomplish.
- Ally with brands that complement yours. Partnering with other brands equates to working with them to develop value, which will add to your recognition and enlarge your outreach. This complementary brand shouldn’t be a competitor but a brand having a generally comparable target audience.
- Show constant online interaction. With high competition in the market, it’s beneficial to keep your customers engaged. Whether responding to a customer’s tweets, replying to a customer service message, or clicking the “Like” button for a user’s social media post, every effort to interact with your customers eventually pays off. Don’t forget, at the same time you’re attempting to create your company’s online presence, you also want to establish a good image. To give your audience the perception that your brand is receptive, intriguing, and cares about them, you must begin interacting. In addition, ensure you’re posting fresh content. If daily posts aren’t possible, then as a minimum, show your activity several times per week to propel your social media presence.
- Accent your brand's personality. The object of producing a campaign of brand awareness is to shape how your brand is considered. With this in mind, you need to emphasize your brand's unique personality with each new post. Does your brand reflect a formal or a quirky side? Is its personality geared toward the tastes of a younger or older audience? By keeping consistency in your brand messaging, your audience will come even nearer to forming the right impressions about your brand.
- Enhance customer experience. For four out of five customers, their shopping experience is as important as the products a company sells. So if you value customer satisfaction, you should concentrate on bettering the customer experience. A study has shown that 86% of customers would agree to pay more for an improved customer experience, and 91% would be repeat customers of businesses that provided them with great shopping experiences. Companies that prioritize user experience (UX) show up to 60% more in profits versus those that don't. To monitor your customers' needs and to learn where customer experience needs to be improved, request feedback from them, or make it easy to leave reviews. Your brand awareness will quickly accelerate after making the customer experience a priority and showing appreciation for your customers' feedback.
- Monitor the results. Unless you set up criteria to measure your campaign's results, you won't know how successful it's been. Your metrics will differ according to the type of marketing strategy you've used. If you've run a Twitter campaign, you could monitor the impression quantity, shared tweets, and hashtag references. For running paid ads, Google Analytics could help measure your click-through rate (CTR) and your conversions. The main thing is, you can measure the outcomes and put plans into effect for any changes if required.
Implementing a brand awareness campaign will allow you to influence how prospective consumers view your brand. By putting together the right marketing campaign, you can have a direct effect on how your audience reacts to your brand's name whenever they hear it and that they recognize the name for positive reasons.
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