I seldom hear the question, “what is brand awareness.” It’s a difficult question to answer, as anything that has to do with your brand isn’t necessarily a “thing” as much as it is a process.
Your brand goes well beyond the product you offer or your company logo. It’s who you are and what you represent. It’s what your company stands for and how you manage your customer service. The roots of your brand identity are deeply entrenched in your overall business plan, and it’s important to understand why and how it works.
Establishing Your Brand Identity
Before you sprint out of the starting blocks and make your way to the finishing line, you have to establish your brand identity. This means you have to form a set of values and goals that you can stand behind. Take it from me, this isn’t something you want to take lightly.
Your company’s values and goals are going to be the backbone of your operation when dealing with clients and customers. Once you’ve established this, you can move on to creating imagery for your brand.
Your imagery is your logo, website images, etc. This will allow people to form a visual representation of who you are, so make sure you represent yourself the way you are picturing it in your head.
Your logo is obviously the key element that holds together the brand, but don’t ignore the smaller pieces and how it all comes together to form one, perfect brand identity.
Gain some Loyalists
Now that you’ve established your brand’s identity, it’s time for a viewing party. In today’s marketing world, it’s a constant battle to get your brand noticed and pushed to the front of the line. Here’s a few strategies that might help you push your way through the pack to the front of the line with your customers:
• Remain the Same
People don’t want huge surprises and changes with your brand identity. Once a follower latches on, be sure to allow them to feel comfortable with your brand. Too many changes and your followers may stray from the pack.
• Recognize you Followers
If you’re anything like me, you get that special feeling when you log in to your social media accounts and see new notifications. That’s because people like to be recognized for their social media efforts. If someone is going the extra mile on social media for your brand, give them a little recognition. Whether it’s a simple thank you or a coupon or discount, this goes a long way in the branding game
• Reviews are Trustworthy
Once you put your brand out there for everyone to see, you can guarantee that people will start talking about it. But if you’ve created a strong brand identity and stuck to your values, then reviews are a great thing. In fact, you want to encourage reviews from your customers. People trust online reviews, and if you can generate some positive reviews around your company, your list of followers will grow.
Eye in the Sky
A lot of companies, believe it or not, don’t monitor their brand online. If you’re ignoring your customers, you can bet your bottom dollar that you will struggle with your online sales. So instead of ignoring the chatter, embrace it and jump into the conversation.
Gaining the trust of your audience is key to having a successful brand image, and it’s not easy. People online typically look to others for information and advice, but that doesn’t mean a brand can’t have an influence.
A great way of doing this is by joining the conversation. And not only joining the conversation, but leading the conversation. This builds credibility as others see that you are interested and engaged with your customers.
In The End
I think by now you understand what I meant when I said brand awareness isn’t a thing, but instead is a process. It’s important to remember that brand awareness should be a part of your digital marketing plan from beginning to end. In fact, there really is no end. Your brand awareness will always exist, it’s just a matter of how much effort you wish to put into it in order to create your ideal brand identity.