First, let’s define the phrase “brand awareness”, which is typically perceived to be “the amount to which people in general and your target audience recognise your company’s name, its mission and its products/solutions.”
Increasing your company’s name recognition is a critical first step toward achieving your business and marketing objectives. In the absence of brand recognition, this means:
• Because they have no idea who you are, your consumers are less inclined to give you their trust or attention (or cannot see you).
• To maintain cheap or static prices on your products or services, you must have a low perceived brand value.
• Due to an unidentified brand name, there is little social effect, influence or reach. Or purchase desire.
Creating Stories That Showcase Your Business
When it comes to building your brand awareness, you need to do more than just know who your brand is (positioning statement – please see our glossary for more information). The target audience is also provoked into a positive state of mind making conversion possible or even likely. To use marketing jargon, if your target audience is familiar with your brand, your advertising efforts will have a greater impact. You’ll be able to help them in a tangible way, which immediately (or soon will) convert to actual sales.
Recognizing a brand is important
Visual and auditory cues such as logo, colours, music, sounds, packaging, etc., are used by customers to identify a brand without having to hear its name. To exemplify: think about how Rolls-Royce’s RR simply requires those letters to be shown for people to know whose brand it represents, and the credibility and the fact that it is so respected and so coveted.
When customers can distinguish between a company’s product or service and those of its competitors across the markets in which you compete, it results in successful brand recognition. In addition, good identification occurs when the consumer’s subconsciously recalls the visual or audible cues. Companies spend a lot of time and money in order to make their brand more recognisable and they do so because it is proven to work.
What is the key to Brand Awareness?
Brand awareness and recognition have been defined, but why is it so important? To name a few, an increase in brand awareness fosters customer confidence. Marketing at its best is when customers tell their friends and family about a product or service they love. Particularly in this day and age, when so many people rely on word of mouth and internet evaluations for guidance.
As a result, customers are less likely to switch to a competitor’s brand, and you’ve established brand loyalty. As a result of customer devotion to your brand, your products and services may come to be seen as a synonym or an identity in their eyes – or at least a possible solution to their problems.
This achieves an increase in benefits as follows:
a) As a result of your brand’s high perceived worth, you’re more likely to gain the trust and attention of customers.
b) More social effect and influence because of the target audience’s comfort with and positive attitude toward it.
Promotion of your company's name and image
Some questions to ask at the outset are:
• Who are you trying to reach?
• What is it that they’re good at?
• What sources do they consult when they’re looking for new ideas or information?
• To what end are you trying to achieve with your business?
• What are you hoping to accomplish with your marketing efforts right now?
Once you’ve answered these questions, you’ll have a slew of options for reaching your target market through efforts towards amplifying your awareness among potential customers.
In order to raise your company’s profile, use these three methods:
01. Public relations are an important part of every business
Public relations (PR) is the practise of overseeing how the general public perceives an organisation, product, or individual. For both positive and negative news, public relations (PR) is an important part of every company’s marketing strategy, and it may be employed in a variety of ways.
Your brand’s image may be influenced by staying on top of current events and trends, such as participating with current events or reporting on news that is relevant to your business. You may also take a more proactive approach when it comes to events that could hurt or negatively impact your brand. You may lessen the harm by reacting swiftly and presenting your side of the story. You’ve probably heard the saying that “all publicity is good publicity.” Sometimes, when bad news or a crisis is handled well, it may help a brand’s reputation as well as its awareness.
What is the story’s central message? Maintaining a positive image for your company is essential to its success.
02. Produce a Narrative
Adding a story to your brand may help it become more relatable, more likeable, and more interesting. This is why, no matter what you’re offering, narrative is such an effective marketing technique.
Consider this: why did you start your business? This will help you tell your story and tell the story of your brand. Where do you see yourself in five years (that interview classic)? How do you go about resolving the issues of others? Were there any life events that you felt others may identify with that inspired you to start your own business?
People are drawn to stories that they can identify with. It is necessary and useful to humanise your business since consumers are drawn to tales about other people.
Regardless of the subject matter, remember that your narrative must be truthful! Authenticity is a tremendous force. You’ll notice an increase in your brand’s visibility as soon as you start creating stories!
03. Contributing to a blog as a guest
Blogs are an excellent opportunity to differentiate yourself from your competition, provide actual value to your target audience, and demonstrate your expertise. However, not every firm has a popular blog with a large following. What’s the best course of action? Consider writing for someone else’s blog as a way to gain exposure – and a position of thought leadership.
Think of blogs in your sector or in related industries that you’d like to be linked with and reach out to them. You will acquire access to their audience if you write a popular blog article. In order to gain their confidence, you must provide them with relevant and insightful material and knowledge.
Find blogs and magazines (another area of expertise for PR companies in Bangkok like Gemini) in your sector to read up on. Do some research and find out if any other firms have done guest blogging before. Also, use Google and social media to look for relevant keywords in your sector that you may use in your blog post. Get in touch with the blog owners once you’ve located the blogs you’re interested in. Write a whole post to demonstrate the site owner what you’re capable of, and you’ll raise your chances even further.
When you’re guest-writing for a certain site, think about how you can best reach your target audience. Make an effort to write in the same style as the owner.
Finally, develop a bespoke social media plan to boost your business’s visibility online.
