Your brand is your business’s identity and your company’s first impression on consumers. It’s an opportunity to communicate who you are and what you value, forging connections with your target audience. Every successful business focuses on creating a brand identity they can be proud of. Once you’ve built a clear brand identity, it’s time to center marketing strategies around its visibility.
Successful branding is a twofold process: creating an identity and establishing awareness. The best branding falls short if your target audience is unaware it exists. Is your brand at the forefront of a customer’s mind when shopping for the products or services you offer? If not, it’s time to boost your visibility with a compelling brand awareness marketing strategy.
Implement the proven strategies we’ve provided in this article and increase your brand recognition, transforming potential buyers into lifelong customers.
What Is Brand Awareness?
Terms like “brand awareness” or “brand recognition” are tossed around a lot in marketing, but what do they mean? Without a clear definition, they can feel more like buzzwords and less like measurable tools. Brand awareness is how well people recognize your brand in general and compared to competitors’ brands. It gauges whether your target audience is aware of your brand and recognizes it as a brand they can trust.
Your business has achieved brand recognition when your target audience consistently chooses your brand over the competition. You can reach this goal by creating a recognizable and memorable brand, boosting its visibility and providing customers with a positive experience.
When they choose to shop with you, transactions should be easy, and customer service should be responsive and helpful, garnering positive feedback and establishing your brand as reputable and trustworthy. These strategies ensure your target audience remembers your brand when they are ready to purchase again.
If you want to increase conversions and boost sales, it’s time to revamp your brand awareness marketing strategy. Use customized and creative solutions to grow your business and improve brand recognition.
Create a Recognizable Brand
Creating a clear and consistent identity across all platforms is essential when shaping your brand. If an ad, social media post or informative video for your business pops up, your audience should instantly recognize your brand. With a familiar brand, your name moves from recognition to recall when consumers are browsing and then to top of mind when they’re ready to purchase.
Building a recognizable brand centers around creating a consistent brand voice by using a similar tone and imagery in all of your copy, print advertising and video marketing. What are your company’s core values, and who is your target audience? Is your brand more casual and laid back or formal and elevated? Let this inform the style you choose. Your tone and aesthetic should reflect this across multiple channels and through different advertising mediums.
Share Your Brand Story
What is the story of your brand? What compelled you to start a business and share your product with others? What need did you recognize, and how does your service fill the gap? Sharing your story connects with an audience on an emotional level. What do you have to offer that sets your company apart from the competition? Your market offering could be a superior product or service and a mission statement customers can be passionate about.
Your brand’s values also shape your story. Who are you as a brand, and what values does your company stand for? Do you give back to charitable organizations? Do you invest in a workplace culture that values employees and how they are treated? Do you pay fair wages while the competition short-changes their employees? Does your brand value superior product quality and customer service? Are your products shaping a sustainable future? Think about your brand’s impact and how it can shape a compelling story to connect with your audience.
Shift Focus Beyond Product Sales
Have your advertising strategies mainly focused on your products? If so, it’s time to move beyond selling a product and create value outside of your products. How can you educate and entertain your audiences? Create content that informs as well as entertains. You can do this by showcasing expert knowledge in your industry through informational blog posts, podcasts and how-to instructional videos. Provide valuable tips and tricks for your products and feature loyal customers using them.
Connect with your audience by creating engaging content focusing more on entertainment and building relationships than direct sales. Display your brand’s personality, highlight your values, and show the people behind the brand. Highlight customer stories and introduce the employees who make it all possible. Long-term brand awareness focuses on connecting with and engaging your audience.
Utilize Video Marketing
Video marketing is a powerful tool. It can help build brand awareness and increase visibility by reaching a wider audience through eye-catching content. Videography can cut through the noise with compelling visuals and storytelling and quickly make notable impressions. Stop your target audience from scrolling with memorable videos. Videos can increase engagement, improve search engine optimization (SEO), increase visibility and boost conversions. Leave a lasting impact on your audience while simultaneously driving sales.
Above are just some of the tactics to make part of your brand awareness marketing strategy. For extensive and effective strategies, partner with a marketing agency equipped with the experience and creativity to boost brand visibility. They will expertly guide you through the above strategies as well as offer a host of other solutions.
At InnoVision, we implement customizable, creative and effective strategies to construct a brand identity that works for you. We offer media solutions that are results-driven and make sure your message gets heard. We’re a full-service bilingual national marketing agency with skills in branding, digital advertising, video production, web design and development, graphic design, global franchising and marketing, public relations and much more! Contact us and we can help implement innovative strategies that work for your brand awareness and marketing strategies.
