15/04/2022
HOW TO BUILD BRAND AWARENESS
( https://blog.hubspot.com/marketing/brand-awareness )
If you expect to raise awareness of your brand by running a few product advertisements on Facebook, you won’t get very far. Not only will the consumer be focused on the product (not the brand), but the ad will also lack impact beyond a simple sale.
Here are some ways to establish a solid brand awareness foundation and make a lasting impact with your audience:
1. Be a person, not a company.
When you get to know a new friend, what do you like to discover about them? I like to learn about hobbies, passions, likes and dislikes, and more. I also pay attention to how they speak, what they like to talk about, and what stuff gets them excited.
These are the traits your brand should determine and promote about itself. To leave an impact with your audience, you’ve got to define yourself as more than a company that sells stuff. How else would you define yourself? What words would you use if you had to introduce your brand to a new friend?
2. Socialize.
Introvert or extrovert, outgoing or quiet, all humans benefit from social contact and spending time with one another. It’s how we stay connected, learn new things, and become known by others.
The same goes for your brand. If you only attempt to connect with others when trying to make a sale or get support, you won’t be known as anything beyond a business with a singular intention (and the same goes for a person).
To raise awareness of your brand, you’ve got to be social. Post on social media about things unrelated to your product or services. Interact with your audience by asking questions, commenting on posts, or retweeting or sharing content you like. Treat your social accounts as if you were a person trying to make friends, not a business trying to make money.
Research shows that over 50% of brand reputation comes from online sociability. Being social leads to greater awareness and simply being known.
3. Tell a narrative.
Storytelling is an incredibly powerful marketing tactic, whether you’re marketing products or promoting your brand. Why? Because it gives something real for your audience to latch onto.
Crafting a narrative around your brand humanizes it and gives it depth. And weaving this said narrative into your marketing inherently markets your brand alongside your products or services.
What should your narrative be about? Anything, as long as it’s true. It can be the narrative of your founder, the tale of how your business had its first product idea, or the little-engine-that-could story of how your small business made it in this big world.
People like hearing stories about each other. Authenticity is impactful, and it can lead to a big boost in brand awareness.
4. Make sharing easy.
Whatever your industry, product offering, or marketing strategies, make it easy for your audience to share your content. This could be blog posts, sponsored content, videos, social media posts, or product pages. It doesn’t matter what it is, as long as it’s shareable.
Word-of-mouth marketing is the most effective way to establish trust and familiarity among customers. If someone sees that a friend or family member is recommending a product or service, they’ll take notice of that product … and brand. Is this a brand worth exploring? Do they have other great products I can rely on? What are their social accounts like, and what do they talk about?
If you make it easy to post about your stuff, consumers will raise brand awareness for you by simply clicking “Share”.
Brand awareness is about impact.
It’s about interacting with your audience in ways that don’t only ask for money, participation, or loyalty.
Imagine if you met a new person who wanted to be your friend. If they asked for any of the above, you’d probably laugh and walk away, right? Not only is that a shallow approach to friendship, but it also leaves no lasting impact on you.
The same goes for establishing and building brand awareness among your audience.
