For any business, big or small, the brand is everything. It is how a company conveys itself to its target audience and potential customers. Consistency is key, but there is more to it than meets the eye. It can be the difference between successfully growing and remaining stagnant.
As a business owner, the key is to have a comprehensive idea of how to build that crucial brand awareness. Though brand awareness isn’t a scientific solution, some tried and trustworthy solutions have proven effective. Here are a few strategies to consider to build your business’s brand awareness.
Consistency is Critical
Brand awareness is in our lives whether we realize it or not. If you have ever had to shop Mercedes spare parts online in Australia, you may not even consider other brands because you have had that brand ingrained within you. The best companies at brand awareness make this seamless implementation that sticks with customers for years.
Identifying what consistency is and sticking with it is critical. That consistency includes digital output, tone of voice, and projected values. Something simple like color can boost brand recognition by as much as 80%. Customers are also far more likely to remember your colors than your company’s name. Stick with your branding consistently, and the message will get there.
Give Back to the Community
Running a successful company is more than simply having a great product or service. The largest companies give back to the community, making a positive contribution. Nowadays, consumers demand that their preferred brands stand for something and back that up with philanthropic efforts.
The goal is to not only do something visibly good but also stand behind and mean it. Don’t do something just for the PR because customers can see through that. Find a cause that means something to your business and make it a point to support that cause. It will pay dividends not only for the community but also for the company.
Build Partnerships
There is this misconception in business that it is an “us vs. the world” mentality. That couldn’t be further from the truth. Partnerships can make all the difference in the world if they are done selectively and with a larger goal in mind. Partnering with like-minded influencers can be a great way to build a brand effectively.
Influencers can have huge followings, building trust, awareness, and loyalty. Why not partner with someone like that to help build the awareness of your brand? Avoid anything that is one-and-done, building lasting relationships that help both parties. More importantly, customers will see that loyalty between influencer and business, furthering the brand loyalty many covet. Take on a “test and learn” approach to find out what content works best and which relationships are the most beneficial.
Consider Sponsorships
This is a timeless practice because it works. It might seem like putting your logo here and there won’t do much, but sponsorships play a crucial role in brand recognition. It is one of the best investments that delivers a substantial return on investment.
Start with something on a smaller scale, such as expo sponsorships. Leveraging sponsorships can significantly increase customer loyalty, the willingness of customers to refer your business to others, and even new customer activations—Tinker with various sponsorships to build a community relationship and engrain brand loyalty within your target audience.
