Let’s start with definitions so we have complete clarity as to what we are discussing here. Simply put, brand awareness is the extent to which consumers are familiar with the qualities or image of a particular product or service that you offer, whereas visibility relates to how conspicuous or noticeable your brand is in the marketplace.
With these definitions in mind, let’s dive into ten ways you can elevate your brand awareness and visibility.
1. Understand and promote your brand values
Brand values are the guiding principles that drive your business. They’re what differentiate you from the competition and set the standard for customer expectations. Clarify your values and integrate them into every aspect of your business – from advertising to customer service.
2. Curate a positive brand perception
Perception shapes reality. Your brand is the sum of all perceptions generated by it from anything connected to the brand. How people perceive your brand can make or break your business so be proactive and define how you would like your brand to be perceived.
Carefully monitor and manage public opinion, and consistently meet, or better still, exceed your customers’ expectations to maintain a favourable brand perception.
3. Craft a compelling, authentic brand story
We all love stories. A compelling brand story is more than your company’s history – it’s why you do what you do – it’s part of your purpose and should be specifically relevant to you. It creates an emotional connection with customers and builds trust. Be transparent and authentic, and your brand story will make a lasting impact.
4. Create a memorable brand logotype and branded collateral
A well-designed, unique logotype is a powerful visual cue that can reinforce brand recognition. Complement it with consistent brand collateral (anything someone can find which is part of your brand communication), which acts as tangible representations of your brand values and identity.
5. Identify your differential in the marketplace and promote the resulting brand positioning
This means understanding what sets you apart from competitors and leveraging it. Whether it’s innovation, quality, or exceptional customer service, identifying and promoting your differential gives customers a reason to choose you over your competitors.
Your brand positioning is how you want your brand to be perceived in relation to competitors. Once you’ve defined it, ensure all your marketing efforts align with and promote this positioning. This consistency builds brand credibility and trust.
6. Demonstrate thought leadership in your marketplace
Thought leadership helps to establish your brand as an authority within your industry, demonstrating expertise and innovative thinking. This not only builds trust and respect from your audience but also encourages engagement through high-quality, insightful content. By becoming a go-to source of information and leading the discourse, your brand’s awareness and visibility naturally improve.
7. Craft specific, relevant brand messaging
Your brand message communicates your brand values and differential. It should be tailored to your target audience, clear, consistent, and most importantly, relevant. This not only helps to attract the right customers but also increases the chances of your message resonating with them.
8. Cultivate your brand culture
Your internal team is your first line of brand ambassadors. Developing a strong brand culture where employees live and breathe your brand values is crucial. This internal brand loyalty often translates into authentic external advocacy, increasing brand visibility and credibility.
9. Engage in local philanthropic projects
Involvement in local philanthropic projects that align with your brand values does wonders for brand visibility. It not only highlights your social responsibility but also fosters goodwill, strengthens your connection with the community, and can attract media attention, furthering brand awareness.
10. Use social media strategically
Social media offers a platform to increase your brand visibility exponentially. By crafting engaging content and interacting with followers, you can drive brand awareness and perception, promote your brand values and positioning, and share your brand story.
Increasing brand awareness and visibility requires a strategic blend of authenticity, consistency, creativity, and social responsibility. The above ten strategies will help you build a strong brand, one that resonates with consumers and stands out in a crowded, busy marketplace.