ARE YOU DOING ENOUGH TO BOOST BRAND AWARENESS?
by Liz Seyi Digital marketing managerBoost brand awareness.
It’s easy to say, but what exactly is ‘brand awareness’? You might think that
you already know well enough what brand awareness is. It’s a measure of how
aware your target audience (or even the wider public) is of your brand.
However, it’s important to unpack that a little more, if you are
to fully understand what brand awareness is, and its crucial role in your
organisation’s prospects.
Essentially, brand awareness is about customers knowing your
name and brand, but it goes further than simply brand recognition.
You might recognise Nike’s brand, for example, by its famous
swoosh mark. But when you think of Nike, do specific brand values or even
details of their products come to mind? If so, that’s brand awareness.
Brand
association really matters
The process of determining brand awareness, then, could be
likened to a word association game. When you hear the names of certain brands,
you might be immediately put in mind that they’re about ‘cheap and cheerful’
fast food – or perhaps something much more formal and prestigious.
Every powerful brand has certain defining characteristics that
customers are frequently able to recall straight away. And when a customer does associate
your brand with certain values or products, they’re likelier to consider your
brand as a strong representative of those values or products.
It’s a bit like the difference between buying a new TV from a
close friend and from a store or person you’re unfamiliar with. Assuming the TV
you’d buy would be exactly the same from both sources, you’d probably choose to
buy from your friend rather than from the unfamiliar source.
How can you boost brand awareness?
Different brands naturally have different ways of building brand
awareness, although certain methods are well-proven. You might look to
establish partnerships with other brands that are in line with your products
and values – taking the form of sponsoring events, for instance. Or you may
like the idea of emblazoning your company vehicles with your logo, name and
business information.
Other methods might be slightly less expected, but nonetheless
demonstrated, to work well for some organisations’ brand awareness efforts.
These include such examples as starting a podcast or giving away a portion of
your products or services for free – the latter known as a ‘freemium’ approach.
Then, there are the specialist areas of expertise of our own online digital marketing experts here
at PENNInk Productions,
including branding, graphic
design, website design and search
engine optimisation (SEO). Yes, excelling in these areas
can all help build brand awareness, too.
Of course, it’s important when devising a strategy for boosting
brand awareness that you get such aspects as your logo and tone of voice right.
However, ensuring your site ranks strongly in the Google rankings for relevant
search terms is no less crucial.
For a more detailed discussion about how the knowhow, experience
and solutions of our online digital marketing experts could help your
organisation to generate greater brand awareness – and more besides – in 2021,
simply get
in touch with us today via phone or email.
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Created on Mar 17th 2021 21:26. Viewed 246 times.
Great Article! Very Informative! Thank You So Much!
Apr 3rd 2021 02:40