Brand awareness refers to how well your brand or company is remembered by your target audience. It refers to how quickly people remember your brand when they hear or see your company name or emblem.
How can you raise brand awareness, especially if your company is brand new? That’s how, with a well-crafted brand awareness campaign.
I’ll explain what brand awareness campaigns are and why they’re important, as well as walk you through the steps to creating your own successful branding campaign, in the sections below.
Table of Contents
- What Are Brand Awareness Campaigns?
- Why Should You Create a Brand Awareness Campaign?
- 8 Tips for Building an Effective Brand Awareness Campaign
- 1. Understand Your Target Audience
- 2. Focus on the Platforms Your Audience Uses Most
- 3. Set Achievable Goals for Your Campaign
- 4. Partner With Complementary Brands
- 5. Be Active and Engaging Online
- 6. Highlight Your Brand Personality
- 7. Improve the Customer Experience
- 8. Track Your Results
What Are Brand Awareness Campaigns?
A brand awareness campaign tries to increase the “recognizability” of your brand among your target audience. What exactly does this imply?
You want to make sure that your ideal customers have a positive impression of your company. You want them to think of your firm when they think of a specific product or service. You’re attempting to market your company’s unique selling proposition (USP), which distinguishes it from the competitors.
Who uses campaigns to raise brand awareness? To be honest, they can be used by any company. A brand awareness campaign can help you whether you’re a startup trying to make a name for yourself in a crowded market or an established company rebranding.
Why Should You Create a Brand Awareness Campaign?
For three key reasons, Brand awareness campaigns are worthwhile.
For starters, a campaign allows you some control over how people view your brand in the end. You can’t make people think what you want them to think, but you can market your brand in a way that encourages good connotations.
Second, brand awareness aids in the development of trust between you and your target market. What is the significance of this? Trust is the second-most significant criterion in selecting whether to shop with a new business, according to 53% of individuals in a recent poll.
What’s the takeaway? Brand awareness campaigns aid in the development of effective client relationships built on trust.
Finally, client loyalty is based on trust. On the one hand, satisfied consumers will tell their friends and family about you, bringing you additional business in the long run. Your client acquisition costs, on the other hand, will drop over time.
8 Tips for Building an Effective Brand Awareness Campaign
Are you intimidated by the notion of creating an entire campaign from the ground up? Once you understand the eight basic processes needed, it’s actually rather straightforward.
1. Understand Your Target Audience
To begin, you must first determine who you are attempting to reach.
Take a look at your current consumer base to get started. Those are the people who buy your items and follow you on social media? Look at what they have in common because these are the folks who already identify with your brand. Consider what matters to them, what issues they face, and how your products may assist them.
After that, conduct some market study. What other stores do your customers frequent? Who are your most serious rivals? Spend time researching your competition because your target audience is likely to shop with them as well.
Finally, evaluate your findings and create a customer profile for your ideal consumer. What do you want them to remember when they think about your company? Your response will help you plan your marketing.
2. Focus on the Platforms Your Audience Uses Most
It’s not just about who you target when it comes to a successful brand awareness campaign. It’s also about where you choose to focus them. What are the places where your ideal buyer hangs out? Are they viewing YouTube videos or sharing photos on Instagram? Again, it’s all about analyzing your target audience and determining where your campaign will have the greatest impact.
I recommend picking one or two platforms and tailoring your marketing to those channels. If you’re running a Twitter campaign, for example, pick a memorable hashtag and start tweeting. Create aesthetically appealing posts and short, catchy Instagram Stories if you pick Instagram.
Rather than dividing your efforts across several social media platforms, concentrate your efforts on the ones that your target clients utilize the most.
3. Set Achievable Goals for Your Campaign
Next, make a list of specific short- and long-term objectives. Decide:
- what you hope to accomplish with your campaign
- how the campaign fits with your company’s long-term strategy
- Which techniques, such as PPC ads, social media postings, influencer marketing, and so on, would you utilize to attain your goal?
- how will you keep track of your progress
You risk conducting a campaign without direction or a clear purpose if you don’t have precise goals. Every good marketing strategy starts with a clear goal or outcome in mind, so think about what you want to accomplish.
4. Partner With Complementary Brands
Working with a complementary brand to offer value, boost your exposure, and broaden your audience reach is what a brand partnership entails.
You should choose a company with a roughly similar target audience rather than direct competition.
Consider the collaboration between IKEA and LEGO. Their target audiences appear to be rather different on the surface. When you look closely, you’ll notice that both companies are focused on creating wonderful items. Imagine assembling LEGO at an IKEA table or playing with a LEGO toy on IKEA furniture.
In other words, both brands evoke comparable feelings, which is exactly what we want in a brand awareness campaign involving two companies:
Choose a brand with which you can collaborate to effectively showcase your USP.
Also Read: How to Start an Advertising Agency
5. Be Active and Engaging Online
Consumer engagement is extremely important in a highly competitive industry. Every communication, whether it’s responding to tweets, responding to customer support messages, or simply like user-generated images on Instagram, adds up over time.
Remember that although you’re attempting to establish your brand’s online presence, you’re also attempting to make the correct first impression. Do you want to be known as a firm that is responsive and cares about its customers? Then get to work communicating!
Also, make sure you’re putting out new content on a regular basis. If you can’t publish every day, at least post four or five times per week to gain traction on your social network sites.
6. Highlight Your Brand Personality
The goal of a brand awareness campaign is to change people’s perceptions of your organization, so every time you post something new, emphasize your company’s personality. Maintain consistency in your brand messaging, and your target audience will be one step closer to creating the proper associations with your company.
7. Improve the Customer Experience
For 80% of customers, the experience is just as important as the items that companies provide. To put it another way, if you want to make a favourable, long-lasting impact on your clients, you should try to improve the customer experience.
- Customers are willing to pay more for a better shopping experience, according to 86% of customers.
- 91% of Customers who have had a positive experience with a company are more likely to shop with them again.
Finally, UX-focused businesses are up to 60% more lucrative than non-UX businesses.
To put it another way, your brand awareness campaign shouldn’t only be about promoting your business. It should be about demonstrating how you can assist clients and why their demands are important to you.
Are you unsure how your existing user experience compares to others? Encourage customers to submit reviews or send feedback so you can figure out how to enhance your service.
While it’s impossible to respond to every piece of input, look for common themes and areas where you can improve. Although no one enjoys receiving negative feedback, it is an important tool for improving your business in the long term. After all, how can you repair an issue that no one tells you about?
In summary, optimizing the customer experience and demonstrating how much you value their comments will help you swiftly increase brand awareness.
8. Track Your Results
How can you tell if your campaign is successful? Well, you probably won’t unless you establish certain benchmarks for success.
The metrics you track depend on the marketing technique you’re using. If you run a Twitter campaign, for example, you might keep track of things like impressions, shared tweets, and hashtag mentions. You may use Google Analytics to track your click-through rate (CTR) and conversions if you opt to run sponsored ads.
What matters is that you track your progress and, if required, make adjustments to your strategy.