Brand awareness is all about being visible. How do we achieve visibility for your brand? By being shared, read and seen on social media, as well as on traditional media such as print and TV.
Your logos, slogans and images must be used consistently for maximum brand recognition. To create consistency, you want to...
To create consistency, you'll want to first write down your objectives and consider your reasons behind building your brand. Ask yourself “what are the benefits and highlights of my product/service?” and review what makes your business unique – your Unique Selling Proposition [USP], to use an old school marketing term.
Once you’re happy with your answer, ask yourself “who are my target customers and what do they want?” Social media gives you an opportunity to seek answers to this question. For example, if you’re thinking of opening a new boutique, you can post images on your Facebook page of clothes you’re considering selling and ask “would you wear this?”, “would you pay $39.95 for this top?”, “do you shop online or in-store”, “how often do you buy clothes?”, “where do you shop now?”. Social media is a great platform for informal research.
The more information you can gather, the easier it will be to create a brand that generates a following.
What are the key ingredients to brand building?
Before building a brand, you need to think about it carefully. You want to make sure you're going to present a clear, concise and consistent message. People want to know what your brand is all about and who you are. Don’t confuse people with mixed messages… you'll lose them as followers, fans and ultimately, as customers.
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.