Brand Awareness Campaigns

Building brand awareness is crucial for business’ growth and long-term success, but you need to do it in a targeted fashion to achieve the best results.

Brand awareness is a common goal in marketing and, for many companies, a key ingredient for success. If you’re able to gain positive brand awareness – and ideally long-term brand loyalty and advocacy – you’ll be in a stronger position to achieve growth and profitability.

This is the first phase in a process that should naturally produce leads and ultimately sales. To do this effectively, you need to target a relevant audience in the place where they’re most likely to be found online.

Strong advocates and customer loyalty

People who are aware of your brand and view you in a positive light are not just more likely to buy from you, but more likely to encourage others to do the same. Such advocates can be useful in real life, as well as in the digital space.

What’s more, brand awareness can lead to clients becoming customers for life. Communicating the ethos of your brand goes further than selling products, ensuring purchasers come back time and again without even contemplating buying from competitors.

So what can you do to establish and build brand awareness? Fortunately for businesses today, there are many possible answers to this question.

Here are some options to consider:

  • Create a series of blog posts that construct a consistent narrative around your business, your goals and what distinguishes you from your competitors. Telling a story is a great way to engage your audience and add a fresh dimension to your marketing.
  • Try to add a sense of humanity and relatability to your brand, so you don’t come across as a faceless company with no personality. One way to do this is with videos that take people ‘behind the scenes’ of your business.
  • Be active on social media. Take every opportunity to connect with your customers, build relationships and start conversations. Even if there is no obvious connection to your products or services, your brand will benefit from the positive engagement.
  • Produce a podcast or webinar to offer value to potential customers and show your company is a leader in its field. This is also an effective way to collaborate with high profile people to raise awareness of your brand.

These are just a few examples of how you could approach a brand awareness campaign.

Successful brand awareness

While many of the metrics you use to measure the success of other areas of your marketing can’t be applied to brand awareness, there are lots of ways to tell if your campaign has been a success. You can expect to achieve:

  • Increased trust in your brand
  • Association between a pain point and your brand as the solution
  • Instant recognition of your logo and style
  • Improved engagement, with customers sharing your content

If you’re keen to learn more about this area of marketing and how you can benefit from it, Axonn has the experience and expertise to help.