BRAND AWARENESS

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One of the most important steps in promoting a new brand or reviving an old one is to catalyze brand awareness which will make consumers or target audience(s) familiar with a new product or an already existing brand expanding its frontiers or launching into a new terrain.
Products/brands that are capable of maintaining consistent brand awareness are likely to experience more success regarding generating sales and building a loyal customer base. This easily makes them stand out as consumers, even when confronted with choices, are more likely to buy a familiar product and patronize a familiar brand than one they are not used to. A good example in this regard is Coca-Cola which has maintained a streak of success in the carbonated beverage industry for year across the globe as it leverages on strong brand awareness to retain its lead and market share in the industry.
As an entrepreneur or marketing specialist, you would need to consider the following tips if you aim to build/increase brand awareness this year.
• Develop a voice for your brand: One of the effective ways to make your brand memorable is by setting a unique tone. Developing a brand voice can make your brand stand out from competition especially as the tone sticks to the mind of a consumer/patron. The tone of your brand can be corporate, educative, funny or playful – it just has to align with the purpose of your brand and at the same time, resonate with your audience. Having a unique brand voice can go a long way in entrenching brand awareness.
• Begin a referral program: Establishing a referral program has proven to be one of the great ways to attain brand awareness as the process provides loyal existing customers with the opportunity to be brand advocates with specific rewards or incentives. Apart from expanding your reach, a referral program also ensures brand awareness is established from trusted sources like friends, acquaintances and family members. Example of companies that offer referral programs include Jumia, Amazon and Binance.
• Participate in brand partnerships: Networking and brand partnerships go a long way in increasing brand awareness. One critical goal of business that is desirous of growth is to strive towards excellence and brand partnerships. Partnerships with like-minded brands is highly recommended in this regard. There is always an opportunity to scale up brand awareness and build trust between the brands and the audience when brand partnerships are well executed.
• Create shareable infographics: Creating good infographic content for social media platforms will increase engagement and impressions with followers but one of the fastest ways to increase reach is through shares. Reposts and retweets go a long way in increasing brand awareness as they ensure content is seen by people beyond follower base. Unlike regular content/articles, infographics are more shareable, easy to consume due to the visual appeal, are more engaging and ultimately more memorable.