One of the most challenging things about building your brand awareness is making sure that your community and prospects know your name, but not get overwhelmed or bombarded by your brand. It’s The building line that must be delicately balanced. When done correctly, people will recognize your name but can’t remember exactly where they heard of you. On the other hand, you don’t want your audience to know your name because you are harassing them with your marketing. There is such a thing as bad PR, especially in the instant age of social media.
With this line of education and annoyance, increasing your brand awareness has become a balancing act. When executed correctly, you can build a positive community name.
Consistency in Branding to Build Brand Awareness
Does your business card, letterhead, signage, print marketing, and other hard copy materials match? Do you use the same logo or logo combinations? Having people recognize your logo is a crucial part of brand awareness. It is especially important that your print marketing and digital marketing have the same look. When customers are looking for your social media accounts, you want them to be confident that they have found your brand. Don’t let them wonder if the account is yours or someone else’s. If they must think about it, it puts a little taste of mistrust of your brand in their mouth. Be sure that all materials, logos, and color schemes match!
Create Infographics to Build Brand Awareness
We have become a society that relies on visuals. This is especially true in advertising. Infographics can easily be created with free software like Canva and will help your audience better understand your industry. With this knowledge, they will be more likely to purchase your product or refer others to your brand. Infographics are also great because they are shareable on social media and will always be associated with your business. Be sure to put your contact information and branding on the graphic so that any share will retain your brand information.
Pursue Local Partnerships to Build Brand Awareness
Is there a local business that compliments what you do? Is there a business that is in the same industry but services a different clientele? These are great partnerships to pursue. You can do joint advertising, create content together about your industry, and support one another with leads.
Social Media Maiden has two partnerships that have been extremely beneficial to brand awareness, lead generation, and have cultivated amazing friendships. We have partnered with My Mountain Town and N-Compass Writing Services to help provide customers with local advertising options and professional writing services.
Run Social Media Contests to Build Brand Awareness
Who doesn’t love getting free stuff? This is a fantastic way to create awareness and generate leads for your business. There are lots of different things you can give away in these contests, and you are generating a list of contact information that you can use in your marketing. You can offer a free ticket to a local event, you can give a free month of access to your membership site, you can give away valuable tips and tricks of your industry, or you can give away a gift certificate for a local business or restaurant. Think of ways that you can help support another business in your community while you are building your list of prospects.
Publish Original Content to Build Brand Awareness
This is an underutilized tool. There are many ways you can publish original content and use this content to be see as an expert in your industry. Writing a blog, Facebook Smart Publishing, LinkedIn, Medium, and Quora are great ways to get your content out to more people. There are also a lot of industry websites that are looking for guest content. You know your business and all the ins and outs that go along with it – utilize that knowledge and become a teacher!
Be a Storyteller to Build Brand Awareness
Invoking emotion is one of the best ways to create a bond with your audience. Tell stories about your work and how it has helped others. Get personal and show people how you truly make a difference. By telling these stories, you connect with your reader in ways that you may not have imagined. The reader may not have thought about how a product or service you offer could make a difference until you tell them how it works in real life. Building that connection can change your business. Be sure that you obtain permission from the client you are looking to highlight, leave out any personal details to make the person you are talking about identifiable to others, and be sure you are within any compliance or regulatory rules of your industry.
Create a Podcast and Video Series to Build Brand Awareness
A lot of what you create for original content and practical stories can be used for material in a podcast and video series. People learn information differently, so offering them content in audio, visual, and in written form ensures that you are reaching everyone in a way that they will understand.
Being creative in how you reach your audience will go a long way in establishing your brand awareness. Once you find your voice, stick with it. Be authentic to who you are as a person.
Now get out there and be social!
This article originally appeared in Colorado Serenity Magazine, April 2018 edition