9 Creative Ways to Improve Your Brand Awareness
Brand consciousness: It’s a kind of ideas you want to perceive, however maybe you discover it considerably… exhausting to pin down? You’re not alone.
On the floor, it’s easy. Brand consciousness = folks being conscious of your model. However how do you measure that? And what’s the precise model consciousness definition that is sensible for your online business?
We clarify the whole lot you want to find out about how to create an efficient model consciousness technique under.
Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
What is brand awareness?
Brand awareness is a measure of how well people recognize your brand, including how “aware” they are that your brand exists at all. Rather than a simple individual metric, brand awareness is a concept that touches on many different KPIs, from traffic to social share of voice.
We’ll get into the details of how to measure brand awareness later in this post, but for now think of it as one indicator of brand health.
Why does brand awareness matter?
Strong brand awareness and brand recognition means your brand is top of mind when people think about the category of products or services you sell. They recognize your logo or tagline, making it easier to communicate effectively through social content, especially in images or short-form video.
Brand awareness is a required first step before building brand loyalty. After all, customers can’t love your brand until they know and recognize it.
Think about it as the difference between Coke and store-brand generic cola. No one’s wearing a T-shirt showing their love of generic cola. Sure, people buy it – usually because it’s the cheapest option. But no one is evangelizing for the generic brand.
The most valuable brands are usually the most recognizable. Nike is the most valuable apparel model. Apple wins the buyer know-how class. And, sure, Coca-Cola is tops in meals and drinks.
You don’t want to attain the extent of those behemoths to profit from model consciousness, however there’s loads you possibly can mannequin in the best way these firms have constructed their manufacturers.
How to enhance model consciousness: 9 ways
1. Construct a recognizable model
Brand constructing is a vital first step for model consciousness. Meaning you want to have a transparent concept of what your model is and what it represents. What does your model appear like? Sound like? Stand for?
Some key parts to a recognizable model embrace:
What sort of tone do you use? Are you formal or informal? Cheeky or severe? Playful or businessy?
You don’t want to use precisely the identical tone in each format. Your brand voice on social media may be extra light-hearted and enjoyable than the voice you employ in, say, print adverts. Your voice would possibly even shift a little bit from Fb to TikTok.
However the best way you communicate to clients and about your product ought to finally be recognizable throughout channels. Select some constant key phrases and phrases and comply with your style guide.
Consistency is vital to model constructing and model consciousness. That’s true to your look in addition to your phrases.
What are your model colours? Fonts? What’s your overall look on visual platforms like Instagram and TikTok?
For instance, have a look at these Instagram posts from Outdated Navy, Banana Republic, and The Hole. All three manufacturers are owned by the identical firm, however every targets a distinct demographic, with a social aesthetic to match.
We’ve talked about defining what you look and sound like. However model values outline who you are as a model. Having a transparent set of name values is an important part of constructing a recognizable model.
Don’t get hung up in your concepts of what values have to be. This isn’t all about doing charity work or making company donations (though these can definitely be points of how you reside your model values). That is extra about defining what you stand for as a model and the way you embody that in your interactions with everybody from clients to staff.
Make sure that your model values align with these of your target market. In accordance to the Edelman Trust Barometer, 58% of customers purchase or advocate for manufacturers primarily based on their beliefs and values, whereas 60% of staff use beliefs and values to select their employer.
This isn’t about lip service. What you do is no less than as essential as what you say.
Emblem and tagline
You would argue these are a part of your model voice and aesthetic, however they’re essential sufficient they deserve to be referred to as out on their very own. These are the immediately recognizable representations of your model.
In the event you learn “Simply Do It” or see the long-lasting swoosh, you don’t want anybody to let you know you’re a Nike product or advert. Crimson Bull provides you what? (Say it with me now: Wings.) Put some thought into these points of your model, as they’ll grow to be the forex of your model.
Supply: Nike on Facebook
2. Inform a model story
This correlates to a number of the parts we’ve already talked about, nevertheless it goes a little bit additional than your model values and voice. Your model story is the narrative of your model and the way it obtained to be that method.
For an entrepreneur, the model story may be that they noticed an issue of their day job and invented an answer to repair the issue.
For a bigger enterprise, your model story may be a conglomeration of your mission assertion and your historical past.
Each model has a narrative. However the vital part for model consciousness is to inform that story. Use narrative to showcase your model story by way of, for instance, buyer experiences, or by marking key milestones in your development.
For instance, Harley-Davidson produces The Enthusiast magazine, which showcases rider tales in addition to driving suggestions and details about new fashions and kit. Rider tales additionally function on their social channels:
3. Create worth past your product
A key method to construct long-term model consciousness is to create worth past your product. Take into consideration methods you possibly can inform, educate, or entertain.
Do you or your workforce have specialised experience? Don’t hold it to yourselves! Share your information by way of a weblog, podcast, YouTube channel, or e-newsletter.
This shouldn’t be about making gross sales straight. As an alternative, it is a relationship-building and model consciousness apply that creates extra alternatives for audiences to get to know your model.
For instance, Patagonia creates movies that align with their model values and story. Their merchandise seem within the movies, however there isn’t a exhausting promote. The worth is within the movies themselves. The webpage where the films live says, “We’re a collective of storytellers who make movies on behalf of our residence planet.”
This overlaps a little bit bit with the final couple of factors, however right here we’re targeted particularly on creating content material that’s straightforward to share. Whereas it’s not at all times doable to predict what is going to go viral, you possibly can definitely take steps to make your content material extra discoverable and shareable.
But in addition create content material that your followers will need to share. This aligns with the concept of offering worth in your content material somewhat than at all times attempting to make a sale. Strive including a name to motion that implies sharing your assets or tagging a good friend.
Additionally make your content material straightforward to share with social sharing buttons on your website and weblog, which may also help present social proof.
Not all brand-building occurs on-line. You’ll be able to set up model consciousness by contributing to your group in concrete methods like sponsoring occasions, providing company donations, or facilitating staff’ participation in charity work.
This may be as huge because the sponsorship of a serious occasion, like Vancouver’s annual fireworks competitors, often called the Honda Celebration of Mild
Or it might be so simple as contributing an merchandise to a silent public sale for an area fundraiser.
6. Supply a freebie
Everybody loves a freebie. Providing one thing totally free is an efficient method to get skeptical potential clients to attempt your product. It may possibly additionally create buzz about your model on-line.
Whether or not it’s a free pattern, a free trial or a “freemium” enterprise mannequin, a free style of what you provide helps get folks within the door and spreads consciousness of your model.
What’s the distinction between a free trial and freemium?
In a free trial, you provide all or a model of your common services or products totally free for a restricted time – often 7, 14, or 30 days.
With a freemium enterprise mannequin, you provide a primary model of your product totally free indefinitely with the choice to improve to a paid plan for extra superior options.
For instance, Hootsuite affords a restricted free plan and a 30-day free trial on the skilled plan.
Supply: Hootsuite Professional
The purpose above is all about creating model consciousness by making it straightforward for folks to attempt your services or products. This level additionally entails free stuff, however right here it’s about utilizing a giveaway to draw consideration to your model on social media.
The “tag-a-friend” entry mannequin of social contests is a very great way to get new eyeballs to your social accounts and in flip increase consciousness of your model. In the event you collaborate with one other model or content creator, you’ll enhance your potential new viewers dimension much more.
Instagram might have backed off its recommended content algorithm changes for now, nevertheless it nonetheless seems to be like really helpful content material is right here to keep on Meta platforms. Mark Zuckerberg emphasized this within the newest earnings name:
“Proper now, about 15% of content material in an individual’s Fb feed and a little bit greater than that of their Instagram feed is really helpful by our AI from folks, teams, or accounts that you simply don’t comply with. We count on these numbers to greater than double by the top of subsequent yr.”
And, in fact, really helpful content material on the FYP is the driving power on TikTok.
Really useful content material will increase the alternatives for discovery on social platforms, as your content material is seen by customers who don’t but comply with you. That further publicity is an efficient method to enhance model consciousness.
However as Instagram realized when it leaned too exhausting into really helpful content material, folks solely like what they like. Mainly, having your content material present up in customers’ feeds is barely a part of the equation. To generate actual model consciousness, you may have to create content material they really need to see.
We’ve obtained full weblog posts on how to work with every of the social platforms’ algorithms, in order for you to dive into this social media marketing technique:
To ensure the content material you create is definitely worthwhile to your potential viewers, you’ve additionally obtained to perceive who that viewers is. For extra particulars, try our put up on how to find your target market.
9. Run consciousness adverts
The social networks all know that model consciousness is a key enterprise objective for a lot of manufacturers utilizing their instruments, which is why they provide adverts that particularly give attention to consciousness.
Which concentrating on choice is greatest for attaining model consciousness? The particular label might range by platform, however it would at all times be referred to as one thing like Awareness, Brand Awareness, or Attain.
Supply: Meta Ads Manager
Right here’s how Meta describes the model consciousness goal for adverts on their platforms:
“The model consciousness goal is for advertisers who need to present adverts to people who find themselves extra seemingly to recall them.
The model consciousness goal provides you the estimated advert recall raise (folks) metric, which exhibits how many individuals we estimate would keep in mind your advert if we requested them inside two days.”
LinkedIn puts it a little bit extra merely: “Inform extra folks about your merchandise, companies, or group by deciding on the Brand Awareness goal to your advert campaigns.”
In the meantime, TikTok calls its branded hashtag challenge ad format the “grasp of mass consciousness” and one of many “greatest and greatest advert codecs for widespread and unmissable consciousness.”
In brief, model consciousness adverts are a simple method to guarantee your social promoting funds goes towards constructing consciousness to your model.
How to measure model consciousness
As we stated proper up on the prime, model consciousness is just not a single metric. However there are a variety of stats you need to use to measure it. Listed below are a number of the most essential model consciousness metrics and the way to monitor them.
Observe that whereas every of the social platforms affords its personal analytics instruments, these offer you a siloed image of your outcomes one account at a time. For an general view of your model consciousness success, it’s essential to have a look at all of the platforms collectively.
An analytics dashboard like Hootsuite Analytics makes measuring model consciousness metrics a lot simpler by monitoring information from all of your social accounts in a single place with the flexibility to create customized graphical experiences that aid you see modifications in model consciousness over time.
Attain signifies the quantity of people that see your social content material. When extra folks see your content material, extra individuals are seemingly to begin to acknowledge what differentiates you as a model. (Because of this it’s so essential to have a constant model voice and aesthetic.
When monitoring your attain as a measure of name consciousness, pay particular consideration to the variety of followers and non-followers.
Non-followers who see your content material are doubtlessly being uncovered to your model for the primary time, producing new consciousness.They’re seeing your content material as a result of it was really helpful to them, both by certainly one of their social contacts or by a social algorithm.
As famous above, attain measures the quantity of people that noticed your content material (or, extra particularly, the variety of accounts that noticed your content material). In contrast, impressions measures the variety of instances folks noticed your content material.
In case your variety of impressions is considerably larger than your attain, individuals are your content material a number of instances. This generally is a nice sign of name consciousness. In spite of everything, the extra instances somebody seems to be at a single piece of content material, the extra seemingly they’re to keep in mind the model behind it.
Viewers development charge
Viewers development charge measures how shortly your viewers is rising. This offers nice alerts of name consciousness, as followers are definitely extra seemingly to find out about and acknowledge your model than are individuals who don’t but comply with you.
To calculate viewers development charge, take your variety of new followers over a sure interval and divide it by your complete present followers. Then, a number of by 100 to get your viewers development charge as a share.
Social share of voice
Social share of voice is an efficient method to measure consciousness of your model in contrast to your opponents. It signifies how a lot of the social dialog in your trade is devoted to your model.
To calculate social share of voice:
- Tally all of the mentions of your model throughout social networks – each tagged and untagged. (A social listening tool like Hootsuite is extraordinarily useful right here.)
- Do the identical to your key opponents.
- Add each units of mentions collectively to get a complete variety of mentions to your trade.
- Divide your mentions by the full.
- Multiply by 100 to get a share.
Direct visitors is a sign of how many individuals land in your web site by typing in your web site tackle straight. (As opposed to discovering you thru a search engine, social channel, and so forth.)
If somebody is aware of your URL, they’re fairly clearly conscious of your model.
Utilizing an online analytics instrument like Google Analytics, you possibly can see how folks discover your web site on-line. Search for the direct visitors data to see how many individuals are typing your URL straight into their browsers.
3 examples of name consciousness campaigns on social media
1. The Balvenie
The Balvenie Whisky model consciousness marketing campaign featured a YouTube net collection in partnership with Questlove. The collection featured significant interviews with celeb creatives and thinkers, whereas elevating consciousness for the model.
The advertising and marketing marketing campaign introduced in 5.1 thousand new YouTube subscribers and raised key model consciousness attributes above the related benchmarks.
2. Bare Juice
Bare Juice used Fb and Instagram video and photograph assortment format adverts with the attain goal for its model consciousness marketing campaign. The adverts, which appeared in each feed and Tales, used robust imagery and enormous textual content overlay to increase model consciousness with or with out sound.
The marketing campaign noticed a 3.7 level raise in model consciousness.
3. Savage X Fenty
Savage X Fenty used model consciousness advert targets to attain new audiences on Fb and Instagram. The attention adverts targeted particularly on creating a robust sense of name, with gross sales or affords as a secondary focus.
Concentrating on all ladies in France, Savage X Fenty created half the adverts themselves, and partnered with a bunch of Instagram influencers to create the remainder.
These model consciousness adverts resulted in a 6.9 level enhance in advert recall.
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