Let’s dig deep into the following:

What is brand awareness?

Brand aware­ness is a met­ric of how well peo­ple recog­nise a brand or busi­ness by its name, logo, or oth­er defin­ing fea­ture. It is cru­cial because it is the first stage of the user’s jour­ney to becom­ing a cus­tomer. So, mak­ing peo­ple aware of your brand, prod­ucts, or ser­vices makes you more like­ly to gen­er­ate rev­enue. And learn­ing how to grow your brand can posi­tion your busi­ness for suc­cess, but you might not know where to start. That’s where this guide comes in.

What are the ben­e­fits of brand awareness?

Brand aware­ness can have tan­gi­ble effects on your busi­ness per­for­mance. Cre­at­ing an informed and con­sis­tent brand aware­ness cam­paign can pro­vide the fol­low­ing benefits.

Brand aware­ness increas­es trust

Trust is the cur­ren­cy of the 21st cen­tu­ry. Con­sumers rely on rec­om­men­da­tions and online reviews. They research the opin­ions about a brand, prod­uct, or ser­vice and base their deci­sions on the research. And so, brand aware­ness cam­paigns help you build con­sumers’ trust. In oth­er words, brand aware­ness bonds cus­tomers to your brand. Cus­tomer loy­al­ty has a direct impact on your sales and revenue.

Brand aware­ness builds your brand equity

Brand equi­ty mea­sures a brand’s val­ue. Brand equi­ty is direct­ly relat­ed to brand aware­ness. Brand equi­ty is not only deter­mined by the num­ber of tan­gi­ble assets the com­pa­ny has. You also have to take into account brand rep­u­ta­tion. Pos­i­tive asso­ci­a­tions can raise your brand equi­ty. That’s why it is cru­cial to build­ing pos­i­tive brand awareness.

Brand aware­ness helps you reach your tar­get audiences 

Reach­ing the right peo­ple at the right time is the key to suc­cess. Brand aware­ness is an inte­gral fac­tor not only in brand build­ing but also in increas­ing your con­sumers base. 

8 ways to build brand aware­ness in 2021

Here are our tried and test­ed mar­ket­ing strate­gies you can use to build brand aware­ness for your brand:

Opti­mise your con­tent for search engines

Accord­ing to Search Engine Watch, the top list­ing on Google’s organ­ic search receives 33% of the traf­fic, the sec­ond posi­tion gets 18%, and it only degrades from there. If you want to build brand aware­ness via SEO, you need to know what your audi­ence is look­ing for and what their touch­points are? Tools like SEM­rush or Ahrefs will help you find the right keywords. 

SEO is not only about imple­ment­ing key­word research on your web­site or blog. There are tech­ni­cal aspects of your web­site, such as load­ing speed which needs to be opti­mised. The faster the page loads, the bet­ter. It all has an impact on your posi­tion in Google or any oth­er search engine.

Start a robust refer­ral program

Refer­ral pro­grams are a great way to spread the word about your brand, prod­uct, or ser­vice around. A well-exe­cut­ed refer­ral pro­gram can bring sub­stan­tial val­ue to your com­pa­ny and boost your brand recognition.

Refer­ral pro­grams will boost your mar­ket­ing efforts and give you the endorse­ments you need to build a strong brand. Refer­ral pro­grams can help you reach new cus­tomers that would oth­er­wise be unaware of your product.

Part­ner with local businesses

Anoth­er con­sid­er­able brand-build­ing tac­tic is to get involved with local busi­ness­es for part­ner­ships. Build­ing a glob­al reach can be your dream, but you might get more con­ver­sion if you focus on the local mar­ket, at least in the begin­ning. A cof­fee house can team up with a local bak­ery, a fash­ion brand with shoe­mak­ers, a women’s cloth­ing retail­er with a hair salon and a wed­ding venue with a florist. 

Lever­age remar­ket­ing campaigns

Remar­ket­ing is a pro strat­e­gy for boost­ing that good ol’ brand aware­ness. Why? Remar­ket­ing involves show­ing ads to users who vis­it­ed your site but left before con­vert­ing. It is like watch­ing a tv com­mer­cial and then see­ing the same one (or a sim­i­lar one) the next day. You’re more like­ly to remem­ber the brand. The main aim of a remar­ket­ing cam­paign for brand aware­ness is not’ to broad­cast your mes­sage to new audi­ences but to strength­en your mes­sage among your exist­ing poten­tial client base. It takes sev­er­al touch­points to con­vert a client, and a remar­ket­ing ad is a per­fect one.

Coop­er­ate with social media influencers

Influ­encer mar­ket­ing is a type of con­tent mar­ket­ing that implies col­lab­o­ra­tion between an influ­encer and a B2C or B2B busi­ness. Quite often, such col­lab­o­ra­tion involves co-cre­ation of the con­tent, which is a pow­er­ful solu­tion because influ­encers can tai­lor your con­tent to the pref­er­ences of their audience. 

Did you know that 61% of con­sumers have at some point been swayed in their deci­sion-mak­ing by dig­i­tal influ­encers? Part­ner­ing with social media influ­encers can help you reach con­sumers you’d oth­er­wise miss. Influ­encers can help you legit­imise your mes­sage with their author­i­ty via con­tent dis­tri­b­u­tion. So, choos­ing the right influ­encers for your busi­ness is the key to success.

Use video sto­ry­telling to engage your audiences

Video sto­ry­telling is a mar­ket­ing strat­e­gy that uses the pow­er of video to tell a sto­ry about a com­pa­ny, prod­uct, ser­vice, or per­son. By 2022, 82% of con­sumer inter­net traf­fic will come from videos. As dig­i­tal mar­ket­ing evolves, we con­tin­ue to see trends favour­ing video! Here are some stag­ger­ing video mar­ket­ing sta­tis­tics for 2021.

Cre­ate com­pelling Infographics

Info­graph­ics are a bright and colour­ful way to dis­play cru­cial mar­ket­ing data and sta­tis­tics. These con­tent pow­er­hous­es often get shared far and wide, mak­ing them an excel­lent choice for brand build­ing and thought lead­er­ship. Accord­ing to the con­tent mar­ket­ing sur­vey con­duct­ed by Ven­ngage, about 40% of mar­keters said they found info­graph­ics to be the most engag­ing form of con­tent and used it fre­quent­ly in their mar­ket­ing. Edu­cate your audi­ence about your busi­ness, prod­ucts or ser­vices with com­pelling info­graph­ics, explain­ing high-lev­el con­cepts visually!

Build brand aware­ness on social media

Well opti­mised social media chan­nels can do wonders.

Claim­ing that almost every­one is now on social media is not an exag­ger­a­tion. There is no such thing today as brand aware­ness with­out social media. There are cur­rent­ly 3.6 bil­lion peo­ple world­wide on social media, and the num­ber ris­es every year.

The pop­u­lar­i­ty of social media is a bless­ing because you can get your mes­sage to new audi­ences rel­a­tive­ly easy and at a wicked price. Social chan­nels make it easy to share con­tent, which means one per­son can show your con­tent to their friends and fam­i­ly. You are reach­ing a new audi­ence almost effortlessly.

But on the oth­er hand, it means that the com­pe­ti­tion is fierce. Your mes­sage needs to stand out from the crowd to get trac­tion from your poten­tial cus­tomers and exist­ing audience.

Con­clu­sion — Grow your brand, grow your business!

In a nut­shell, Brand aware­ness isn’t nec­es­sar­i­ly a strat­e­gy built to sell prod­ucts. Instead, it focus­es on pro­mot­ing the com­pa­ny as a whole so that con­sumers instant­ly think of your brand when look­ing for prod­ucts that you pro­vide or sug­gest­ing ser­vices to friends and fam­i­ly. And, under­stand­ing how to grow your brand can make your busi­ness suc­ceed faster and more efficiently. 

At Han­abi, we’re pas­sion­ate about build­ing brands the right way. No short­cuts, gim­micks, or black-hat strate­gies. Instead, we help our part­ners build their brands organically.

Ready to roll your brand aware­ness to the next lev­el? Get in touch.