5 Ways to Increase Brand Awareness

If you’ve found this article, you’ve most likely concluded that it’s time to grow your small business further, but perhaps you’re not sure how to go about it. Establishing a business is a major accomplishment, but organically growing it can be a bit of an art form - one that’s been approached by many business owners and in an array of methods. One tried and true first step for business growth is increasing brand awareness. In this article, we’ll discuss what exactly brand awareness is and five ways you can increase it for your business.

 

What is brand awareness?

 

Before we dive into strategies, let’s cover some basics. What is brand awareness and why does it matter? Put simply, brand awareness is the level at which consumers are familiar with a specific brand and the products or services it offers. Every sale begins with a consumer being exposed to a brand. Awareness leads to interest and consideration, which, in an ideal scenario, leads to a decision to purchase. Investing in increasing your company’s brand awareness can be time and/or money well spent on an important first step in the customer journey.

 

So how can you increase brand awareness?

 

1. Build a brand story, voice, and mission that reaches beyond your product/service.

Step one in ensuring potential customers remember your brand over others in your field is crafting a story, voice, and mission that not only stands out, but also goes beyond the product or service you’re offering. Consider Nike, for example. Nike sells athletic wear, but their core message - “Just do it” - empowers people to take on their biggest challenges. TOMS is a brand that sells shoes, but its core mission is to “use business to improve lives.” That began with TOMS donating shoes to communities in need, and expanded to a number of impact initiatives that are still ongoing. Consumers today like to know that they’re buying from companies they can connect to and are proud to be associated with. How does your story, voice, and mission set you apart from competitors and connect with your customers?

 

2. Give something away at no cost.

Whether it’s information, a service, or a product, providing potential customers with something free of charge is one way to leave consumers with a positive opinion of your brand, demonstrate what your company has to offer, and increase brand awareness through word-of-mouth recommendations. If your business offers life coaching services, you might consider posting blog entries or YouTube videos discussing your methodology or offering tips. If your company sells healthy snacks, you might hand out free samples at your local farmers market or grocery store. Consider what your business can provide at no cost to help spread the word about what you have to offer.

 

3. Increase your social media presence and engagement.

Social media can be a blessing and a curse in today’s society, but when it comes to building your small business, it’s a free marketing tool that should be taken advantage of. The internet allows us to reach individuals all over the world, not just in our own backyard. By increasing your social media presence and engagement, you can build a following for your brand you otherwise wouldn’t have. When considering what to post on your social media accounts, tailor content to your unique brand, and remember item number two in this article: give something away at no cost. That could be information (tips and tricks, how-to’s, expert advice, etc.), special discounts, or product giveaways. Also remember to engage with followers in the comments section, and invite followers to participate in contests or discussions. You might even team up with complimentary brands to increase exposure and engagement on one another’s accounts. Social media offers an opportunity to build a community around your business, further establish your brand’s voice, and drive home your company’s mission, all while increasing brand exposure.

 

4. Utilize social media “awareness” ads.

Social media ads are a great way to reach the feeds of your specific target audience and expand brand awareness through algorithms that social media platforms have already done the work to perfect. But did you know there’s a specific setting to help you further increase brand awareness through your ads? When creating your social media ad campaign on Facebook or Instagram, simply select “Awareness” as the campaign objective.

 

5. Offer branded merchandise.

Branded products can be a great way to organically increase brand exposure. A single promotional item has an average of 344 impressions per month, and 89% of consumers can recall the brand on a promotional product they received in the last 2 years. In a competitive market, branded merchandise can help potential customers remember your company’s name, making your business stand out from competitors who don’t have branded products. And since the majority of individuals will pass along promotional products they no longer need, branded merchandise is the gift that keeps on giving in the brand exposure department.

 

Increasing brand awareness is a vital initial step towards increasing sales and growing your small business. It may feel like an intimidating undertaking at first, but by defining your brand’s unique mission, vision and voice, giving something away free of charge, increasing your social media presence and engagement, using social media “awareness” ads, and offering branded merchandise, you can begin to expand your company’s reach in an organic and methodical manner.

 

 

Statistic References:

Petan, Gianna. “50 Crazy Stats and Facts About the Promotional Products Industry.” Quality Logo Products Blog, 5 January 2023, https://www.qualitylogoproducts.com/blog/50-stats-promotional-products/