Why and how to build better brand awareness?
- Posted by:
- Tue, 18-08-2015
When you want to eat French fries, do you go to a fast-food restaurant, or a McDonald's restaurant?
When you want to search something online, do you search it online or Google it? When your friend wants to buy something online, where do you think he or she will go? An online shop or Amazon.com?
As these brands have become so well known, we have already replaced the generic terms for the products name. Manufacturers use names, terms, designs, symbols or other features to distinguish their products from others'. Brand is no longer just trademark for customers to differentiate one manufacturer from another. It is the personality that identifies a product, service or company like a combined character under a person's name.
The importance of increasing brand awareness
It's necessary to do it among consumers for keeping your businesses growing. And it is also fundamental part of any SEO strategy. Imagine a customer typing your brand name as the keyword and search for things, the search result will greatly favor the site of the brand in the query. If it is done right, your marketing will turn some customers to your brand advocates who will actively tell others about your brand and we all know peers' words are always trustworthy to people; as a result, you will see a large increase in revenue from the marketing.
No matter you are a business owner or a marketer, one thing shouldn’t be forgotten that getting more people to know and care about your brand will have more benefits in both the long term and the short term. If you have ever taken a teenager to shopping, you can get the point why researchers always say that young people nowadays tend to be deeply affected by the power of brand awareness. They are not just taking the design or the flavors of a product, the information which can reflect the philosophy of a brand influence them a lot. If they have taken a brand as his or her favorite no matter what product the brand produces in the future he or she will try it at least out of interest and trust. Yes, one can never afford to lose such loyalty customers.
Ask yourself this question, to what extent are you willing to make the brand of your product be recognized by its potential customers and most importantly, to be the one in the first thought or correctly associated of this kind of product? As long as a product is produced or a service is prepared, how to sell it to the right customer in the right market is stuffed with every manager's mind. And every step of the business is aiming to make this happen better and perfectly. If you want to get to the level to the top of the mind awareness for you brand, you are coming to the right place.
Know yourself as well as your customers
The process of building awareness of your brand is creating value to costumers’, they can feel, know and experience about your product through your marketing. The more valuable to the consumers the more loyal they would become. Define your brand, create a checklist of its core strengths and broaden them to social, environmental and economic well-being aspects so as to get customers who value those ideas. And you also have to try attracting attention and stand out from competitors by differentiate your brand. Unique advantages will save much time of your future customers and mostly yourself to avoid wasting life, energy and money on buying and producing things you already have. Wrap up your brand with an independent character by personalizing the product to give consumers reasons to spend time and engage with your brand for a lifetime, luckily for both you and your customers.
Where do you get to know your customers? It's wise to broaden the communication channels of your brand to take advantage of the Internet and social media. Writing blogs or having your brilliant ideas published into books would be a great help to building trust between you and your future customers. Platforms like Facebook, Instagram, Pinterest and twitter etc are easy to increase exposure, build brand credibility, and boost traffic, search engine ranking and most of all, increase sales of your product in a very cost-efficient way. Create a piece of content you know your ideal audience / customer would want and advertise it in their newsfeed. This will lead to better visibility and leads by sharing content, and most people can't resist it!
The power of story
For decades storytelling has been known as one of the best and powerful forms of communication. Think of what kind of story you could relate to your brand – something genuine, heart-felt and transparent. Think about that kind of story you expected to be told along with 3 questions to ask yourself, you will begin to think about the value of your brand story: Do you have an obvious audience in mind? Does your brand have an origin? Does your brand feel authentic? As we people all need something to believe in, you have to give your future customers something to believe that your brand stands for, fights for. Building emotional connections between your brand and your audience by sharing your common values, hopes and dreams in the story you create.
Speaking the same languages of your customers
It won't work at all, if your target customers couldn't understand your language. Then it would be a waste of your efforts on every part of your marketing. For a company wishing to expand the customers across the world, the brand should first re if it has a global image and view, some basic messages can be adapted for international markets. You also have to prepare for localizations for your different local markets, and that asks for reflections on every part of the marketing, even the way of telling your brand story. For some brands with great stories, a good translation or localization would give you a better brand image already.
Actually, there is one more way to better brand awareness: never give up. Use your wisdom to create; there are thousands of opportunities waiting for you.