How to build Brand Awareness

HOW TO BUILD BRAND AWARENESS

Brand Awareness is about being recognisable, memorable and trusted. If your prospects and customers know who you are and what you stand for, there is an increased chance they will buy from you.

"A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is."
— Scott Cook, Co-founder of Intuit

When you communicate with your customers, how do you think you’re perceived for:

• Trust

• Tone of voice

• Product Quality

• Customer Service

• Employee Satisfaction

• Environmental Impact

• Visual Identity

• Innovation.

Together these elements create your ‘Brand Story’ and it’s that which your customers resonate with and attach themselves to and then act on.

Every one of your Marketing Pillars helps to create your Brand Story, but perhaps the most important are your:

• Advertising

• Social Media (Your Content)

• Staff Induction & Training

• Community Engagement.

To gauge how your prospects, customers and, in some cases, more importantly those that aren’t your prospects, perceive your Brand Story, you need to monitor it.

Use the below functions as starters and create a scorecard to monitor opinions for and against your Brand Awareness.

• Reviews

• Social Media (3rd Party Content)

• Questionnaires

Remember to be consistent. Use the same colours, logos and tone of voice across all platforms.

Mirror the same Ethics as your customers and create engaging content – stories, videos and relatable posts to build trust.

Offer value and helpful insights to create credibility.

Brand awareness takes time to build and sometimes seconds to destroy, ask Gerald Ratner, but the right strategy makes all the difference!