When thinking of any product or service, more often than not, a specific brand comes to mind. The word smartphone is synonymous with Apple, tissues with Kleenex, sunglasses with Ray-Ban and the list goes on. Mastering the art of brand awareness requires careful strategy and great effort.

Becoming a household name is the ultimate goal of any business, however, that level of brand awareness is often out of reach. To stand out amongst the competition, gear your marketing efforts towards a focused and innovative approach.

1. Stay on the radar

It is known that people entrust those who have respect amongst their peers. Becoming a thought leader in your industry is not an easy task but creating insightful content for your audience is a step in the right direction. Educational material is an easy way to show your expertise in a field and establish yourself as a company to which people can turn for reliable industry updates.

Industry-specific e-books are a great way to promote your company’s knowledge while simultaneously providing powerful and helpful insight to your audience. Keep the content fresh and innovative, inspiring those with your unique take on marketing strategies or social media how-tos.

Take advantage of the creative minds on your team by including infographics that catch the eye of the consumer and leave a memorable mark. Make sure to include your brand image within the content to remind the reader of the company behind the message.

2. Optimize the power of social media

Take advantage of the power of social media to increase your organic traffic by creating content that is worthy of a share to readers’ personal networks. Blog posts that take an alternative approach to an industry topic will spark interest and engagement amongst readers who are looking for fresh and inventive content.

Glossier, a beauty company geared towards millennials, is a great example of keeping a consistent image in their promotional material. They design their branded product packaging with hopes that millennials, who purchase the bulk of their products, will share pictures of them on Instagram.

Their website showcases those social media posts, which in turn encourages buyers to post their own photos upon purchase. This tactic is successful because of the sheer volume of millennials sharing on Instagram daily.

Knowing the primary social network of your target audience will narrow your focus when deciding on which channel to place emphasis.

3. Promote your purpose

Consumers today are looking for companies with a clear understanding of their purpose, thus having a meaningful vision is an advantage when trying to increase overall brand awareness. Companies such as Tom’s and Tentree have centered their brand image around their commitment to bettering the world.

With Tom’s focus on providing shoes to those in need and Tentree’s dedication to the environment, consumers are likely to support the causes behind both companies. Both companies have dedicated their brand not only to a product but also to the meaning and value behind the purchase.

Their brand image represents more than just a product but an ideology. This approach separates your company from the competition and opens up new doors to a demographic that values bettering the community.

In review

Standing out amongst the competition to increase brand awareness is not an easy task. Marketing efforts need to be focused around a common theme that is easily recognizable by your consumer base.

Set yourself apart with unique content, creative marketing material and a consistent social presence. Properly utilizing all resources available today to promote your product or service is the key to successful brand awareness.

Maggie Haverty

Author Maggie Haverty

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