How to Build a Brand?
New companies are popping up every day worldwide. Nevertheless, building a real brand is much more difficult than just setting up a business. Creating a unique brand is not about developing a logo or a slogan for the company. It is about how people feel and react when they see a logo or hear the name of the enterprise.
Branding is acknowledged as the most effective marketing instrument. To start with, you need to establish the goal of the brand. Next, it is necessary to decide on the target audience. Then, you should design graphic elements of the logo. And of course, consider branding strategy thoroughly to gain wide brand awareness.
What is brand awareness?
Familiarity of the target audience with the brand name is referred to as brand awareness. If the brand stands out among other similar products due to its unique qualities, it can be easily recognized by customers. To achieve a high level of brand awareness, the company invests a lot in advertising and marketing. People may consume dozens of ads during the day but only a small percentage of the products advertised have brand. Establishing brand awareness is an essential part of any business strategy and it is extremely important for overall success and marketing objectives.
Importance of Brand Awareness
When speaking about the importance of brand awareness, we should remember that this notion is interdependent with the concept of brand trust as the former may foster the growth of the latter. In its turn brand awareness ensures brand trust. To survive in a highly competitive environment, which provides a huge choice of similar products, a company should do its best to deliver quality products and services, receive good ratings and charge a fair price. These requirements can be achieved through raising product or service awareness. Other pluses consist in creating associations and forming brand equity.
How to Build Brand Awareness
Statistics prove that 87% of product search is done on the Internet. Therefore, it is obligatory to ensure digital presence to remain competitive. To form a full brand awareness, make the following steps.
Tell About the Brand
Content as storytelling about the product shouldn’t be underestimated. Creating content, you make a story that represents your company, your product, and its advantages. So, communicate with customers through narration.
Ensure Top Ranking of Your Brand
SEO is of paramount importance nowadays since potential clients trust Google while searching online for a particular product. Thus, it is required to optimize the website with the best SEO practices. SEO helps to convince the customers that information about your brand is relevant and reliable.
Get The Most Out Of Social Media
Presence on social networks like Facebook, Instagram, Twitter, and LinkedIn increases your chances to attract more people. It is convenient to advertise the brand on social media as they have millions of users. Moreover, your product can be recommended by your customers, friends, or colleagues.
Design Promotional Products
Such items as pens, mugs, T-shirts with printed logos and contact details can foster brand awareness. No doubt, promotional products help increase brand popularity and gain an excellent reputation.
Assessing Brand Awareness
Quantitative and qualitative measures are usually applied to see whether the marketing strategy aimed at increasing brand recognition is working.
Quantitative Measures
As for quantitative measures, companies utilize such measurements as website traffic, direct traffic rates, and social engagement data. Thanks to website traffic you know a number of visitors spending time on the site. Direct traffic rates show if the marketing strategy is encouraging people to attend your website. Social engagement informs you about the number of people familiar with your brand.
Qualitative Measures
To estimate brand awareness qualitatively, you should try the following. First, search Google and install Google Alerts. By doing so, you will know how often your brand is mentioned and discussed online. Second, monitor management tools of social media that show users’ involvement and mentions. Third, conduct brand awareness surveys allowing for a valuable direct response from customers that informs you about their attitude towards the brand.
With all that mentioned, brand awareness is a robust means that influences your position in the market, customers’ perception, and income.
