Secrets of a Successful Brand Awareness Campaign
What elements do you need to successfully raise brand awareness? We unleashed our inner Sherlock Holmes and deciphered the puzzle. And don’t worry – we won’t gatekeep our secrets!
This article will walk you through the whole process, beginning with establishing an efficient communications plan and ending with selecting the appropriate media channels. And if that isn’t enough, we’ll even offer you some pointers on measuring brand awareness.
What Is Brand Awareness?
Most people have heard of the term ‘brand awareness’ but may not be entirely sure what it means.
Put simply, brand awareness is the extent to which consumers are familiar with a particular brand and are able to recall and recognise it.
This means that when they see or hear the brand name, they’re able to remember it and connect it with the brand’s products or services. Brand awareness is important because it allows customers to quickly and easily identify a brand when they’re making a purchasing decision. If a customer is aware of a brand, they’re more likely to consider that brand when making a purchase.
Even a new brand can go on to become a household name if they invest in marketing strategies to raise awareness and build recognition.
What’s the Difference Between Brand Recognition and Brand Awareness?
There’s often a lot of confusion between brand recognition and brand awareness, but we’re here to set things straight.
Brand recognition is when people can identify a brand by its visual elements – like its logo, colours or packaging.
Brand awareness, on the other hand, is when people are familiar with a brand and its products or services, so it’s about knowing that the brand exists.
Another way to put it is that brand awareness is about top-of-mind awareness, while brand recognition is about visually identifying a brand when they see it.
Why is Good Brand Awareness Important For My Business?
Good brand awareness means that your target customers are aware of your brand and what it stands for. It’s ensuring that when they need the products or services you offer, they think of you first.
Brand awareness is essential for businesses because it can lead to increased sales and market share. And if you’re wondering how, think about a brand like Nike, for example.
With such strong brand awareness, Nike would be one of the first brands that come to mind when looking for new sneakers. Because so many people are already aware of what Nike has to offer, they don’t have to waste time getting to know the company and can instead go straight to the purchasing stage and give Nike another sale.
Grow Brand Equity
Once a consumer starts to recognise and buy from a particular brand, they will eventually choose that brand over the other options available, building a bulletproof bond between a brand and the customer.
The positive experience established will result in brand equity – and that means a higher stock price. With the right brand awareness strategy, your competitors will all wish they were you!
Attract New Customers
A brand awareness campaign aims to grow your customer base and give you more paying customers. If people are familiar with your brand, they’re more likely to do business with you and increase your revenue.
Build Customer Relationships
No matter how big or small, a brand is nothing without its customers, which is why positive customer relationships are so important for success and customer loyalty.
When people have a good experience with your brand, it will increase their brand trust. This can raise their brand loyalty, making customers more likely to stick around – and better yet, tell their friends and family about your brand.
A good brand strategy will take some time and effort to create, but it will be worth it in the long run.
How Can I Build a Successful Campaign to Increase Brand Awareness?
Building brand awareness takes time so it’s important to read every step carefully so you know what it takes to build an awesome brand awareness strategy. There are a few fundamental components that should be included to create high brand awareness.
Identify your target market
Conduct market research into potential target audiences before deciding who your most profitable, ideal customers are. The key aspects to take into account include age, gender, geography, and interests.
Choose your target audience carefully, because if they aren’t interested in your particular product or service, your marketing strategy isn’t going to direct traffic.
As soon as you have defined who is in your target market, you can start thinking about the most effective brand awareness strategy to communicate with them.
Create an efficient plan for communicating your message
Your message needs to be understandable, concise, and consistent with your brand. In addition to this, it must be geared to have your audience in mind. Don’t forget about your existing customer base – they matter too!
Consider both the content of your message and how you want to deliver it. What tone will most effectively connect with your audience?
You need to keep in mind that the message you use will change throughout your campaign. You’ll potentially have to alter it depending on the comments you get or any new insights you gain when measuring results.
Choose the Right Marketing Channels
The next thing you need to do for your campaign is choose appropriate media channels. Where does your target audience get their information? Which communication methods do they most often use? You should think about using both paid and organic choices in your strategy.
Craft a Memorable Brand Message
A good brand message should be short and sweet – not long and convoluted.
If you want to increase brand awareness, your marketing tagline has to be easy to remember. It should also clearly convey what your brand has to offer so customers are left wanting more!
You also need to ensure that your brand messaging aligns with your brand voice to ensure a consistent brand experience for your customers.
Once you’ve gotten through the early stages and determined your target audience, marketing platforms and message, it is time to start content. Always refer back to your overall brand message to ensure you’ve built a cohesive brand image that people will remember.
Think about employing a variety of different mediums including photos and videos to get the attention of your audience. Remember – humans are visual creatures, so incorporating visuals in your content will help bring more brand awareness.
Promote your content
By now you’re well on track to growing brand awareness, so it’s time to show ’em what you got!
Depending on the kind of media channels that you use, this may be accomplished in a variety of different ways. You might pitch your material to bloggers and journalists, publish it on social media, or distribute it via direct mail.
You want to ensure your content is always interesting so you can efficiently attract leads and hopefully convert them.
To make your company stand out from others, incorporate colour, images, and typography in your brand building. And as always, don’t forget to include a call to action to really bring your message home!
How to Measure Brand Awareness
The last step in the process is to evaluate the success of your brand awareness strategy. In reality, however, it’s not the final step, but an ongoing process that continues for the duration of the campaign.
Your evaluation will also help you plan future marketing campaigns for maximum impact.
There are a variety of ways to determine the success of your campaign. For example, you could collect data on website traffic, and review analytics from social media platforms, or you could try running brand awareness surveys.
Brand awareness surveys can also test brand recall, which is when customers are asked to name brands in a certain product category. For example, if you were measuring brand recall for fast food restaurants, you might ask people to name as many fast food brands as they can within a minute.
Another method is brand recognition, which is when customers are presented with a list of brands and asked to identify the one that they’re most familiar with or most loyal to.
If you check these metrics frequently, you will be able to make any necessary adjustments to your campaign.
Higher Budget Tips For Brand Awareness Campaigns
First Page has helped both small businesses and Fortune 500 companies with their marketing efforts, so we know how to create an effective marketing campaign to suit all budgets.
If you have a bit more money to spend on your brand awareness efforts, we recommend trying online advertising, partnerships or referral programs. When done correctly, all these methods can quickly build brand awareness and help grow your brand.
Up until now, we’ve mainly focused on raising brand awareness organically, but you can apply those aforementioned tips to a paid campaign!
Whether you choose a search engine like Google or social media to run your ads, it can get you more brand awareness a lot quicker because the potential reach is huge. You can modify your ad campaign based on budget, duration, target audience and objectives so the world is your oyster!
As any business owner knows, building a successful brand is no easy task. If you have the budget for it, an effective strategy for increasing brand awareness is to partner with other businesses or public figures.
For example, you could team up with local sports teams to sponsor their uniform or work with another business to cross-promote each other’s products or services. This can help you tap into multiple channels and platforms.
Influencer marketing is growing by the day, so you could reach out to influencers that have a similar target audience to your brand and ask them to promote your products on their social media posts. The exposure from an influencer collaboration can increase your brand visibility, helping you reach new audiences and convincing them to check out your brand specifically.
Try a Referral Program
People love incentives, so they’re inclined to invest in a product or service if there’s something in it for them beyond the basic value proposition.
So, why not try a referral program?
The nifty thing about conducting a referral program is the sort of chain effect it has – it’s kind of like the game Telephone! So, basically, referral programs can be extremely effective for raising awareness through word-of-mouth marketing.
Let the Experts Increase Your Brand Awareness
Brand awareness is undoubtedly a key aspect of the growth and success of any business. By carefully planning and monitoring a brand awareness campaign, you can ensure that your company makes a positive impression on potential customers and gets them to choose you.
However, it’s not an easy task to design a successful brand awareness campaign. If marketing is not your thing, or you simply want to ensure success, you’re better off hiring a professional marketing team.
First Page is an experienced digital marketing agency that can provide you with the support you need to grow your brand awareness leaps and bounds.
To find out how we can help your business, get in touch with us. We’ll work with you to create a winning marketing strategy for your business.