Do you ask for a tissue or a Kleenex when you need one? When you get a drink at a fast-food restaurant, do you ask for a cola or a Coke to drink? What happens if you cut yourself? Is it a Band-Aid or a plastic bandage you’re looking?
These are known as proprietary eponyms, and they represent the pinnacle of brand awareness. These brands have grown so well-known that they have supplanted generic phrases for similar things in our language.
To have a brand or product become a proprietary eponym is the peak of brand recognition (sorry, Pepsi). However, just because you won’t be able to achieve this with your small business doesn’t mean you can’t do a lot more to raise brand awareness. So, we’ll enable you to accomplish just that in this piece.
This story is very common these days because many people still think that marketing doesn’t work and don’t believe that it can help businesses make money. They, of course, aren’t right.
If no one knows about your business’s existence, no one can buy from it. Brand awareness is very important to revenue models. When someone is aware of your brand, it starts the buyer’s journey.
You already know this. I bet you already know this: you work for a marketing company. But how do you get the people in charge to understand?
We’ll go over:
The significance of brand recognition in reaching your marketing objectives.
Strategies and real-world examples of effective brand building
The degree to which a brand is recognized by potential customers and appropriately linked with a particular product or service is referred to as brand awareness.
A small firm’s amount of brand awareness may not reach eponym status (e.g., asking for a Kleenex instead of tissue), but simpler versions are regarded as successful.
ThriveHive is now part of the WordStream family, but the example below shows that one of the top inquiries that led to their site traffic was their brand name. This is a fantastic example of brand awareness.
When your customers have brand awareness, they are more likely to learn more about your company because they know it exists and is actively seeking information about it, rather than discovering it through a Google or Yelp search.
The extent to which a consumer can correctly recognize your brand based on visual cues such as the logo and colors is referred to as brand recognition. For example, if you see the Dunkin Donuts pink and orange lettering up ahead, you’ll recognize it as Dunkin Donuts even before you read the words.
Brand awareness is a step beyond brand recognition. It entails remembering the business name (unique business names can be found here! ) and the overall feeling of the company, information about its products and services, and other experiential aspects.
When a company has a high level of brand awareness, its marketing and advertising initiatives have meaning for its target audience. They arouse the consumer’s sentiments and emotions.
The psychological state that your ideal clients enter when they see or hear your company’s name is what brand awareness is all about.
No matter how good your products and services are, how much money you spend on advertising, and how much time you spend on social media, your company won’t get very far if it doesn’t have a distinct brand to distinguish itself.
Your brand combines your company’s name, logo, products, and content to create an experience for your audience and customers. It is the aspect of a company that customers come to trust that puts them ahead of their competitors.
However, simply owning a brand is insufficient. It’s critical to keep building that brand and reinforcing its connotations in the minds of your target audience.
The more people are acquainted with something, the more they trust it and gravitate toward it. The more your target audience is acquainted with your brand, the easier it will be to:
As you can see, brand recognition is critical since it helps you achieve a range of small business marketing goals and objectives, such as staying ahead of the competition, creating an audience, and generating more leads. So, how do you create a degree of brand awareness that allows for this kind of success?
Sure, you may put your company name on every billboard in town, but most business owners don’t have the funds for such expensive advertising.
Furthermore, increased exposure does not always imply increased brand awareness. You may wish to consider the following basic yet efficient methods for raising brand awareness:
In addition to Kleenex and Dunkin’ Donuts, here are some additional firms with significant brand awareness:
Most consumers can recognize these businesses and sense their distinct atmospheres simply by catching a fleeting glimpse of their emblem or a sample of their jingle.
You may establish brand awareness for your firm by using eye-catching imagery, advertising in the correct locations, and developing a distinct voice in your content.
To effectively implement your strategy, create techniques to measure brand awareness so that you can make necessary adjustments and enhancements along the way.
Online marketers have traditionally used the display network to raise brand awareness. You may generate thousands of low-cost impressions on Display, and when you develop compelling display advertisements (for example, using our Smart Ads Creator), you increase your chances of generating low-cost clicks.
But today, we’ll speak about various brand-building tactics that you can employ in addition to or instead of the display network.
While there is no quick fix for creating a household name, here are 18 brand-building ideas to help you get started (and keep going). You might not become as famous as Coca-Cola, but it can’t hurt to try, can it?
Here are some of our top brand-building tips.
Users will eagerly spread the word about your product or service if they know they’ll receive a bonus. Dropbox is an excellent illustration of how good referral networks can help a company thrive. Dropbox provides existing customers with 500 MB of additional storage space for each friend they refer (up to 16 GB).
When Dropbox was still in its early stages, this referral scheme helped generate a lot of word-of-mouth, resulting in a large number of sign-ups and saving Dropbox a lot of money on advertising.
Another wonderful strategy to get your company noticed on the web is to create extremely valuable, visually appealing material that can be shared on other sites. Despite what some may say, guest writing is still a strong technique to get your name known in your business.
However, ordinary content will not suffice – you must be a guest publishing high-quality content. Make distinctive, valuable material, and you’ll be introduced to new audiences and leave a lasting impact.
Infographics are a colorful and eye-catching approach to presenting valuable marketing data and statistics. These content powerhouses are frequently shared widely, making them an excellent tool for brand building and thought leadership.
Take a look at the infographic Web Leads created earlier this year — it received thousands of social shares as well as useful links!
Many fantastic online goods allow customers to use the free version, which contains a watermark or credit line, or upgrades to the paid version, allowing users to remove the mark or replace it with their brand.
While many users will choose the free version, they will also spread the word about your company to other people. Some new consumers who come across your product will purchase the paid version! Offering a freemium product means getting in front of more eyes, establishing your brand, and attracting paying customers.
Participating in local relationships is another excellent brand-building technique (this is tremendously important for local-oriented businesses but can be applied to other companies). For example, join intro seminars or festivals which might be held in collaboration with other local businesses.
Donate to charities and help your local sports teams. The more people see your logo at festivals and events, the better your brand will be.
Getting a car wrap is a tried-and-true approach for establishing your brand! Car wraps are personalized graphics that can cover your vehicle’s entire body (don’t worry, you can still see out the windows)!
They may draw a lot of attention, and it’s a terrific approach to ensure that people get more aware of your business wherever you go. So wrap your company’s vehicle or even your personal vehicle!
Everyone enjoys receiving gifts! Put your company name on koozies, pencils, Frisbees, and other goods, and then give them away at local festivals.
With the number of social networks on the rise, attempting to engage in active social media marketing is a fool’s errand.
If your company is best suited to a specific network, don’t be afraid to focus your efforts on a few sites.
Photo-heavy websites, for example, may concentrate on Instagram and Pinterest. On the other hand, B2B corporations frequently outperform on Twitter, whereas small enterprises in creative industries (such as craft marketing) can outperform on Instagram.
Determine where your target audiences congregate and concentrate your efforts on those networks. You won’t want to altogether quit the other social sites, but you will want to focus your efforts on what you know works. Are you unsure about your core network?
Investigate your analytics to see where your referral traffic is originating.
We’ve already discussed the importance of guest posting, but there are more ways to be published and promote your reputation over the web. For example, LinkedIn just began allowing all users to submit content directly to LinkedIn using the publishing tool.
If your postings receive enough attention, they may appear in the LinkedIn home feed of many users. Having postings linked to your LinkedIn account also helps you promote yourself as a thought leader! Of course, you can always create your company blog and post there as well – just be sure to share and promote your entries after they are published.
Do you want to be known as a memorable brand? Begin with excellent storytelling. Users will remember your name if you can generate emotionally gripping, intriguing stories that connect intimately with them. To help you start, here are some narrative pointers.
Giving your brand a humorous, unique brand identity is a definite approach to enhancing brand recognition. Being outrageous can make your brand incredibly memorable if you work in an industry where a little bit of humor or personality is suitable.
Old Spice, Poopouri, and Dollar Shave Club are just a few examples of companies that use humor and comedy in their marketing advertising.
These funny advertisements affected viewers, but they also became viral sensations shared throughout the web and driving purchases.
Starting your industry podcast and interviewing industry experts is a terrific approach to establishing your brand and developing ties with people in your business. Some areas, such as marketing, already have many podcasts, making it difficult for a newcomer to compete. (A couple of our favorite marketing podcasts are included below.)
However, you may easily become a household brand in narrow businesses where there isn’t much competition on the airwaves. You might also experiment with podcast advertising!
With SEO becoming more competitive by the day and organic Google real estate shrinking, PPC is a smart way to get your company noticed on Google.
You might be at the top of Google for relevant queries if you conduct targeted keyword research. Even if people do not click on your PPC ad, seeing your name at the top of the search results makes an excellent impression for increasing brand awareness. If you’re not sure where to begin, look at PPC University.
Remarketing is a practical approach to increasing brand awareness. Why? Remarketing entails presenting advertising to users who visited your site but did not convert.
Remarketing adverts are displayed on websites that your clients visit. Soon, they’ll see your company everywhere — on their favorite sites, while shopping online, etc. This makes your brand look much larger (and has a much larger advertising budget) than it is. It’s also a terrific strategy to boost your conversion rate.
Organic social marketing is getting increasingly challenging, prompting more businesses to turn to sponsored social advertising. Facebook and Twitter advertising are reasonably inexpensive and can help your brand get noticed on social media.
Whether or not consumers convert right away, every additional piece of familiarity counts when they are ready to purchase.
While this method isn’t for everyone, being controversial is one way to get your company noticed. If you take an unusual viewpoint on a hot industry topic, you may garner a lot of attention. Whether good or poor, attention is determined by the topic matter and your attitude. On the other hand, there is no such thing as bad press (so they say anyway).
Making friends in high places is another simple approach to increasing brand awareness. Find existing industry leaders whose businesses you may potentially complement rather than compete with.
Then, use your partner’s network of people who have a lot of influence to spread the word about your business (while also building up valuable partnerships you can continue to make use of long-term).
You’ll be a super-star brand if you follow these brand awareness tips. Do you have any further brand awareness suggestions you’d like to share? Leave your ideas in the comments section.
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