When creating an overarching marketing campaign, measuring brand awareness will help define your company’s messaging better while narrowing your long-term focus and setting the benchmark for future success. Without identifying your target audience, their pain points, and how your product will help solve their problems, it’s nearly impossible to compete with competitors, let alone gain a loyal allegiance of customers. But once you have this knowledge and you’ve collected the necessary data, the impact of advertising on brand awareness will shape and inform your strategy, so you can reach your target market with ease.
Harnessing brand awareness for effective marketing strategies
Brand awareness fosters trust and represents how familiar your target audience is with your specific products and whether your company is instantly recognisable. It establishes a relationship with your customers, creates a positive association with your brand, builds brand equity and propels your business towards success — so your products and company can become a household name and a consumer staple.
Brand awareness also builds brand equity. What’s the difference between brand equity and brand awareness? Brand equity describes your brand’s unique values, which are usually determined by your customers. When your company has positive brand equity, there’s more room to play with the price of your products, and you can expand your business at a more rapid rate.
Once you have identified and covered these areas, you can focus on the below points and begin building out your strategy.
Understanding your target audience
Data is crucial, so a target audience analysis should be integral to your brand awareness strategy. Without identifying who you’re marketing your product to and the demographics who will likely purchase it, it’s nearly impossible to implement an effective campaign. You need to know who your customer is, rather than who you think they might be. To begin with, look at your current customer base, see who follows you on social media, look at the common similarities and differences between your audience and build a brand awareness campaign case study.
By identifying what matters to your customers, what problems they have, and how your product will alleviate their concerns will help your presence. After doing a deep dive into your market research, who your biggest competitors are and how you can steal their customers, your results will allow you to build a profile for your ideal customer. This is something you should have an idea of going in, though it may evolve as you gather more data around who your customers are and how they perceive you. Once you’ve uncovered what you want your audience to associate with your brand, you can then create an informative campaign and build out your brand awareness activities.
Showcase your brand personality
Brand awareness campaigns are designed to influence how people perceive your brand and what they associate your products with. To entice shoppers to remain loyal customers, highlight your company’s unique personality and your overarching brand values. If you keep your messaging simple, clear, cohesive and consistent, you’ll build trust within your audience so they’ll make the right associations with your brand. One of the most simple ways of highlighting your brand personality is through social media. Conversing with your customers using your unique language and branding will help your business maintain its distinct personality while your campaigns highlight what sets you apart from the rest.
Choose a simple logo or catchphrase
When it comes to drawing up a brand logo, it’s best to work with a designer to create a simple symbol that’s instantly recognisable and can be used in your market, advertising and organic campaigns. Take notes from brands like Apple and Nike — their simple logos are incorporated into all of their product packaging and designs. To set your brand apart from competitors, choosing a brand slogan is a seriously effective tool. Whether you create a short and snappy motto or a rhyming slogan, this is one of the easiest brand awareness strategy ideas to implement.
Tell a story
Raising awareness of your brand goes far beyond promoting a few products across social media. You want your brand to have a unique story that customers can relate to, so they choose your products over direct competitors. Consumers pay attention to how brand’s speak and the way they interact with customers, so leaving a lasting impression begins with storytelling. What should your narrative be about? Explain the meaning behind your brand, how the idea came about and the journey it took to get there. In doing so, you will humanise your company and give it some much-needed depth. When you’re sending mixed, confusing or incorrect messages to your audience, they can’t form a strong opinion, let alone understand what your brand is all about. So be authentic and impactful, and keep it simple and consistent so a broad audience can clearly understand your values and efficacy.
How long does it take to build brand awareness? Let the experts at Civic Outdoor take care of it
When you partner with Civic Outdoors, we’ll take on all the hard work for you. Experts when it comes to creative design, media planning, digital billboard advertising and billboard development, we can work with the team behind your company to create effective brand awareness strategies that’ll boost your sales, expand your reach, and encourage customers to choose your products over direct competitors. Get in contact with our team today to begin all brand awareness activities.