The Importance of Brand Awareness and the Top Strategies to Grow Your Brand
Brand awareness is one of the most important aspects of growing a business. But what is it, really? Brand awareness is the level at which a customer recognizes a product by its name. Customers confronted with choices are more likely to buy a name brand product than an unfamiliar one. Thus, making people aware of your brand and your products makes your business more likely to generate profit.
If we take a look at the the soft drink industry, for instance, it’s immediately evident how important brand awareness is. Removed from their packaging, many soft drinks are indistinguishable.
that consumers reach for first. Over the years, these companies have employed advertising and marketing strategies that have increased brand awareness among consumers, which has directly translated into higher sales.
Build a Social Brand
Building a social brand can have significant impact on a business by driving customer engagement, both online and offline. With the number of social networks constantly increasing, it’s important to know which social media outlet is the best for your brand. The first question to ask yourself, is where is your target market hanging out on social? If your business is best suited to a particular network, then don’t be afraid to put the majority of your energy (and advertising dollars) into the channel that will best reach your target audience.
For example, photo-heavy brands might focus on Instagram and Pinterest because of the appeal to images. Know which network your audiences engage on the most, and focus on those particular networks. You won’t want to totally abandon the other social sites (it is good to have a presence throughout at least 3, as a standard rule), but save your biggest efforts and dollars for your core audience. If you’re unsure about your core network, start digging into analytics to see where the majority of your traffic is coming from. This may also tell you where you need to build your audience, if you are launching a new brand, or are new to the social scene.
Boost Sales with Color
One of our recent blogs focused on the power that color has in decision-making. The psychology of color, in relation to persuasion, is one of the most interesting and controversial aspects of marketing. It’s important to use color to your business’s advantage to perfect your brand and send the right signals to your audience, but it’s also important to recognize that each customer’s
reaction to a certain color may be different than the next. Studies show that personal preferences, experiences, upbringings, cultural differences, and context jumble the effect that individual colors have on us, so choose wisely.
Develop a Brand Identity
Another way to increase brand awareness is by giving your brand a distinctive brand identity. A brand identity defines how your organization sounds to customers, and is how your brand looks, feels, and speaks to people. It makes your organization more memorable and recognizable.
For example, if you work in an industry where a little dose of comedy or personality is appropriate, like Old Spice or Poopouri, using that comedic voice within your branding can make your brand extremely memorable. If you want to be a competitive and successful company, developing a strong brand identity is mandatory. When a company can successfully communicate who they are, they can better engage with customers and form the strong relationships that are needed for long-term success.
Explain your Services and Product in Simple Terms
Don’t ever assume that your customers understand your product as well as you do. Even something super simple might not be evident for many people. You’re the expert in the industry, not your clients. It’s important to talk with customers about your product with simple words, detailed explanations and examples. Don’t leave your clients feeling confused by using industry jargon or technical words.
If you’re branding or rebranding a company and are in need of advice, we’re here to help!
With over 30 years of printing, packaging, and labeling experience, our team is prepared to support you. To learn more, contact us today at (904) 263-2804 or sign up for a free consultation.