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We’ve been listening for a long time about the need to increase brand awareness in order to increase sales. But what is brand awareness and why is it causing such a stir?
Brand awareness is the result of brand recognition and brand recall, obtained through visibility and exposure to its audience, reaching the point of being present in the consumers’ subconscious. Involving not only rational but also emotional elements is a good way to increase brand awareness and reach the top of mind.
Studies conducted by London Metropolitan University managed to find a correlation between brand awareness and sales in similar products, with branding being the only differentiating element.
Having explained these basic concepts, what strategies can we follow to create or increase brand awareness?
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1. Brand consistency
Maintaining a consistent image on all platforms will help people recognize you more easily and, therefore, remember you and consider buying from you. If your brand image is different from one platform to another, your client\’s trust will also be affected. Because, let\’s face it, you wouldn’t trust a brand that launched a campaign to save endangered species but whose products are mainly leather goods. Congruence.
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2. Build a strong online presence
Starting by focusing on a single social network, appealing to users’ emotions through good storytelling and associating with influencers who can promote your products are some of the things we recommend you to do. At the same time, spending time responding to users comments and addressing their problems will help you build a relationship with them based on trust and transparency. Trust = sales, so are you in?
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3. Digital ads
Brand awareness is at the top of sales funnel, so creating digital ads to let your target know about your brand, be influenced by it and commit to it, prepares your target for the subsequent phase. Paid-per-impression ads are placed above pay-per-click ads because, in building brand awareness, the presence of the brand in consumer’s mind is preferred over taking action.
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4. Giveaways
Giving away your product or merchandising is an effective way to create brand awareness and therefore, get potential customers. Involving social networks with easy-to-share content will make the impact even greater.
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5. Reward programs
Creating programs that reward purchases and recommendations to friends will significantly reduce marketing costs as it uses word-of-mouth to reach more customers.
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6. Use the freemium format
Offering a product with limited functions for free in order to build a user base will help in generating brand recognition and, subsequently, sales.
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7. Events
Workshops, seminars, webinars or conferences related to your company are some of the activities you can do to increase brand awareness.
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Brand awareness can be one of a business’s greatest assets when competition in an industry is high and these are only a few of the things you can do to increase it. Why don\’t you start now?
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