7 Ways to Maximize Brand Awareness
business growth

Building your brand is crucial to growing your business and shaping customers’ perception of your product.

Steve Forbes said it: your brand is the single most important investment you can make in your business. Brand awareness is about taking your product and turning it into feeling or emotion to achieve recognition. How consumers feel about and connect with your brand, the experiences and lifestyle values they share with its personality, among other things, will influence their willingness to choose it over time and over other brands (even if there are cheaper or similar options).

A brand awareness campaign is a great way to continue to shape the perception of your brand. But increasing brand awareness doesn’t necessarily have to do with increasing exposure on billboards and advertising. Here is how you can use a brand awareness campaign to effectively help elevate your presence in the marketplace:  

1. Build a strong brand voice.

Marty Neumeier says that branding is the process of connecting good strategy with good creativity. The first thing is to think about a brand as the voice you give your product. Not only must it be able to speak for itself, but it has to stand out in a crowd of brands yelling to get consumers’ attention. It’s not about being the loudest or occupying the most space, it’s about knowing your brand voice so well that it is recognizable even if you dress it up for a specific campaign.

2. Know your target audience.

Untargeted campaigns can quickly become a waste of money and time. You’ve got to know who you’re speaking to before you know what you’re going to say. With audiences receiving more messages than ever, the best way to generate brand awareness is to target as many relevant users as possible. Age, gender, industry, location, salary, disposable income: these are some of the things you HAVE to consider in order to develop the buyer persona you will be targeting. It also helps to understand the context in which you are launching a brand awareness campaign. You don’t want to tell a college student living in the city to buy a tractor. They won’t.

3. Tell a story.

Your brand is the first thing consumers will come across before trying your product. It’s also the thing they will remember. To a solid brand voice you have to add excellent storytelling. It’s like writing a book: you can’t just have character standing around, you have to make him or her do and say interesting things. Regardless of the platform you use for your campaign, people want a story and a voice they can relate to.

4. Consider co-branding.

Every event is an opportunity to be seen, no matter how small. Festivals, sports games, concerts…sponsoring an event is also an opportunity to be associated with a brand that matches your brand’s personality and target audience.

At the same time, you don’t need an event to partner with a brand that has a similar personality, values, and interests. Take, for example, Starbucks and Spotify partnering to run the Music Ecosystem co-branding campaign. Find your brand soulmate!

5. Up your freemium game.

A freemium is a business model that offers basic services free of charge and more advanced features for a price. MailChimp is a perfect example. It allows users to have an account with basic features, with the possibility of adding more features (which you will likely need as an email marketer) for a price. This gives customers the chance to try the product, get accustomed to a brand, and also consider what the benefits of staying with that brand are. Some brands even use watermarks that can be removed if you have a premium subscription.

6. Content, content, content.

Free content is an excellent way to reach more people. Whether it’s on your company website, social media platforms and email marketing campaigns, or through guest posting and sponsored pieces, developing engaging and original content is a must in brand awareness campaigns. Especially, because an increasing percentage of consumers lives online. Videos, blog posts, articles, Spotify playlists, GIFS, these are ways to use your company voice and create an authentic connection with consumers.

7. Track your results.

The most important thing about an awareness campaign (aside from generating awareness) is getting to know what works and what doesn’t. If you don´t track your results you can´t have a clear idea of which posts did better than others on social media in order to identify the reason. Maybe you need stronger content, maybe it’s about changing your posting times. Compiling information and analyzing the results is an investment in the success of future brand awareness campaigns.

Related content:

Six Needs of Audience Engagement

4 Components of Small Business Agility in a Diverse Market

Reinvent Your Business Brand Design in 2021



Are Hard Money Loans Right For Your Small Business?

Are Hard Money Loans Right For Your Small Business?

5 steps before you apply for a loan determine if a HARD MONEY LOAN is the right option your small business. Have you watched the Shark Tank? Inventers, entrepreneurs and small business owners stand in front of a panel of rich sharks and for ask money. Usually, these...

Branding Doesn’t Matter When Culture Doesn’t Work

Branding Doesn’t Matter When Culture Doesn’t Work

4 steps a small business owner can take to correct a culture issue.   In just a few short years in the business world, it has become all about “the brand” of the company. Even the person behind the brand. I find the latter to be most important. In working with...

Lead With Greater Confidence Through Conviction

Lead With Greater Confidence Through Conviction

Six best practices conviction best practices which underscore confidence An article in Nature Neuroscience led by Benedetto De Martino, a cognitive neuroscientist in the field of decision-making and neuroeconomics, states that the brain has direct links between...


Sign Up for the Latin Biz Today Newsletter

Video Gallery

PR Newswire

Featured Authors

avatar for Jesus GranaJesus Grana

Jesús Grana has 20 years of experience ...

Retirement Plans Can Attract the Best Talent











Work, Life & Culture


Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest