Building Brand Awareness
Whether you are a new brand or a large multinational, if you are trying to reach a new consumer base you will surely want to build an awareness of your brand. In general, people are more likely to make purchases from a brand they are already familiar with, and that doesn’t just mean products that they have already tried, but also newly released products.
Common brand awareness goes hand in hand with a large reach and visual exposure for your brand. We argue that building brand awareness even further requires multiple formats and a consistent message.
One of the key things to keep in mind is that awareness needs to be built, and that is why it usually requires more than a single exposure to your brand. There is of course a balance to keep since constantly bombarding consumers with ads will be not only tiresome for them, but also expensive for you.
That is why we would like to introduce you to a couple of brand-awareness-building formats to explore to keep the consumers engaged and your ROI high:
Video Content: It should be no surprise now that video content is booming on every channel. It is being consumed predominantly in short formats and has become a mode of both personal and public communication. Most importantly, it is one of the formats that present the highest reach potential for your brand in both paid and organic views.
Our tip: Keep your videos short. Make the message clear in the first 10 seconds, and make them relatable to your audience.
Text Content: No matter the industry, you possess a unique knowledge that your audience lacks. Sharing your expertise does not make you vulnerable. It builds your authority in the field and helps you establish yourself as an expert.
Our tip: First and foremost, listen to your audience and serve them with content that is interesting to them. Make sure that your text is optimized for search engines so that the content thrives on paid media as well as organically.
Infographics: These are a very easy way to reactivate old text content or to boost your new articles. Not only are images shared much more often than texts, infographics provide readers with pieces of snackable content and the key statements of a larger text piece.
Our tip: Convert the key statements or data of larger articles and reports into infographics and enable social media sharing.
The different formats are the key carriers of the brand values and features. However, to accelerate the spread of brand awareness, it is advised to also promote the created content. Here are a couple of tools that we find are the most effective in building awareness of any brand:
Pay per View Advertising: As we have pointed out previously, exposure to your brand is usually key in building awareness among your audience and what will provide you with that reach is paid display advertising. Display advertising is a very broad term and gives you the option to advertise on high-traffic websites, the Google display network, or social media.
Our tip: Even though reaching a lot of people is good, reaching the right people is even better. Choose the tool that will let you target the audience that you want to reach. For example, you would use Facebook or Google Ads to target by demographic or interest, but LinkedIn to reach an audience that performs a particular job or works for a specific company.
Remarketing campaigns: Once you grab someone’s attention, don’t let them forget about you. You can track who visits your website and reach out to those visitors again with an appropriate message. Rather than showing them the same ads that you show people who do not know your brand, keep them up to date with what’s happening on the website–perhaps offer discounts or promotions to encourage them to return to your website and convert them into your customers.
Our tip: Have a tailored pitch for the audience that you are retargeting. For example, serve them with ads that put forward a different feature of your offer. Let them get to know your brand without being repetitive in the process.
Although these formats can be used separately, we strongly advise combining them. As mentioned earlier, a good text is more informative, but an infographic is more likely to be shared. The same goes for longer video formats and the few-second teasers, or for videos and image content. Limiting yourself to one format limits your reach and the impact your content will have on brand awareness.
Our tip: Explore the whereabouts of your audience. Maybe you’ll find them to be avid consumers of video content on Youtube, but more engaged on short text formats like Twitter. Your campaign should then combine both longer video formats and text content that will reach the consumer with your brand message without it being too redundant.
Consistency of message
Above all else, we believe that what anchors a brand in the minds of consumers is a consistent message. Independently of the format or the medium, it should send a clear brand image to your consumers throughout their journey. This means the ads, the texts and the on-site experience should have a common theme.
Our tip: Create a brand book. At first, it does not have to be too complex, but it should provide clear instructions on the colors, fonts, formats and character of the brand. The same elements should also be loosely determined for each of the campaigns.