Brand Awareness Strategy 101

Last week, we started off discussing why brand awareness is important to growing your business. We stated some benefits of creating an awareness for your brand and concluded that to create winning brand awareness, you have to think through what you want your brand to be known for and create your strategies accordingly; and a promise to discuss strategies to creating your brand awareness.

So, create a brand awareness campaign?

First, start with building a specific and offer-based brand promise.

As you know, a brand is a unique design, “sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors,” as Business Dictionary puts it. But what I am interested in is how a brand “becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind.”

You want to create a strong brand promise that “enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand.”

Bill Marsh Jr, a brand consultant puts brand promise in a very relatable way: “A brand promise is what the company commits to the people who interact with it. It’s not a description of what a company does in a literal sense. It’s a description of the company’s character.”

In a simple term, a brand is a promise kept. Therefore, you want to take your time to craft a compelling and yet realistic brand promise that fits into your business.

Hold an event

According to Bel Booker, a brand awareness expert wrote on Eventbrite that whatever type of business you’re in, holding a live event is a great way to get the attention of clients and prospects. According to her, “holding a live event gives you valuable ‘face time’ with potential customers and offers the opportunity for them to experience the look, feel and personality of your brand.”

Use the media

No, I mean the mainstream media. An editorial gives you credibility that could convince potential customers to check you out. One of effective way to use the media is to cultivate relationships with journalists. Like Dana Gloger, former Consumer Affairs Editor at the Mail on Sunday, who she advises clients on best practise in managing the press and broadcast media, said, journalists’ power to make and break brands “makes it vital to develop strong, effective and targeted relationships.” Another is to tell a personal about why you started your business, or something about a new product you’re launching.

What are other ways you think you can create brand awareness? I’d like to hear from you.