10 Ways To Increase Your Brand Awareness Online
Brand awareness refers to the extent to which a brand is recognized by potential customers, including its products and services.
Brand awareness helps businesses differentiate each other from their competitors, and gives businesses an advantage when their known brand is compared to a virtually unknown one.
Brand awareness plays a big part in making a brand successful. The more recognized the brand is, the more likely consumers will trust it and buy its products.
A brand can be marketed in different ways, e.g corporate colors, logo, name, such that people learn to associate those distinctive qualities with the brand.
Brand awareness is the primary goal of advertising, especially in the early stages of launching a product, where a business is more interested in people knowing it and trusting it, compared to just selling products.
Now that most marketing is moving towards the online space, it’s only right that brands also try to market themselves from a digital perspective. Below are a few tips on how to do it.
This is, in a nutshell, what defines a brand. It’s what sets it apart from the rest. What it does differently.
That uniqueness is how people learn to identify a brand.
Otherwise all businesses would have the same names and there would be no need for competition-A fantasy world indeed!
You may want to build a prestigious brand like Coca-cola or Apple, but what sets these brands apart is that they tell a story. A story that, although you may want to edit to fit your brand, will lose its essence because it was not built for your brand.
2. Consistent branding
This is perhaps the most important part of a brand. It may not seem like it at the moment, but it really plays a part in creating a wholesome brand.
To create a wholesome brand, a business needs to have consistent visual and verbal branding.
Visual branding is its logos, corporate colors, content layout etc. A brand should use consistent corporate colors, imagery and its logo in social Media posts, blogs et cetera.
Verbal branding is the voice that the business uses in its publications. Is it formal or informal? If your business is professional, it should maintain the same consistency.
For example, you shouldn't reply to comments on Facebook in an overly casual way just because it’s social media. Stick to your brand voice.
3. Be consistent with your content
People stay more connected with your brand when they see/hear from it regularly.
That’s why we see a Coca-Cola ad almost every day! Do you think that’s a coincidence? No it’s not.
I bet you’re thirsty just thinking of that Coca-Cola. That’s the power of brand awareness!
Chatbots can help you send content on a consistent basis and in bulk to your followers, via Facebook Messenger.
The more consistent you are with your content, the more likely you are to get leads for your business.
4. Have a Home Base
It’s important to have a brand that is unique to your business, and a social media voice that completely encompasses your brand.
But, though people may enjoy your viral and engaging posts, it’s essential for you to have a website or landing page where people can learn more about your brand.
This makes your brand look genuine.
5. Keep up with the times
This is better considered at the point of building a brand.
You need to ask yourself if your brand will still be relevant 20 years from now, or for as long as you want it to be relevant. Don’t just build a brand off something that’s trending.
It’s okay to use a trend to increase brand awareness, but don't make it the basis of your brand.
6. Don’t get too caught up in the visuals
Don’t be so focused on your corporate identity and the beautiful imagery on your posts(presentation) that you forget about your integrity, professionalism and business acumen(representation), which is the true base of your brand.
Gaining a reputation for being unprofessional can negatively affect your brand, so remember to keep that area of your brand in check.
7. Define your Brand
What effect do you want to leave on people when they see your brand?
That’s the first question you need to ask when defining your brand.
Your brand should be able to tell a story.
The same vision you have for your brand, should be reflected in whatever content you put out. This means that every time people see your brand, they see that vision.
For example, seeing a brand with “254” in its name would let you know that it’s proudly Kenyan/made in Kenya, which is probably what the brand wanted to portray.
8. Make a promise, Keep a Promise
A brand is remembered best if it never compromises on quality, or whatever it promised to deliver.
For example, a brand starts to lose value when its products stop being of the quality that they were before.
This is why it’s important to know what your business is, what it does, and how it fits in the market. What problems does it solve?
This can even help you to create and phrase your posts, such that your content reflects the value your brand provides.
9. Leverage people-to-people referrals
When you have customers who have had a good experience with your brand, you can ask them to tell their friends about your brand or products.
People are more likely to buy products recommended by friends.
You may be doing everything to get people to know your brand, but as long as that number remains in the 2 or 3 digit margin, sadly, it won’t do much for you.
Just like everyone who watches an advertisement doesn’t go out and buy a product, less people being exposed to your brand means even less people interacting with it.
This is why it’s important to collaborate with other sites that have similar content, and a large audience, for things like guest blogging, where they publish your blog content on their website.
This will bring more traffic to your online pages, therefore generating leads for your business.
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