Posted 18/10/2016 in Category 1

What are Objectives of Brand Awareness? Find Out Here at Indyapages

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What are Objectives of Brand Awareness? Find Out Here at Indyapages

Six Objectives of Brand Awareness

Marketing strategists agree that brand awareness in any industry gives that company an edge. Brand awareness accomplishes several objectives for companies seeking to increase sales in the marketplace. A brand awareness campaign needs to be flexible enough to grow with the company and adjust if needed. The company should seek to build customer awareness, promote its website and add value.

Brand awareness follows a certain process, although customers do not usually think through these steps when choosing a product. First, the customer has a perceived need for a product. In many cases, he will seek information on what product to buy. He will often evaluate his alternatives, although in some cases, such as in buying a drink, he may simply buy what's convenient. At the same time, he will place a value, both financial and personal, on the product he plans to buy. After he buys your product, he will review his purchase and make adjustments. Sometimes these adjustments will be immediate; in other cases, they are long term. For example, if he doesn't like the drink he bought, the next day, he will choose a different drink. But if he doesn't like the vehicle he purchased, it could be two to five years until he makes a different purchase.


1. Create a Brand that stands out for your business

First off, a strong, consistent brand identity is vital to help boost brand awareness and build trust both on and offline.

  • Streamline your logo, colours and fonts – Consistency is key for brand recognition
  • Tell your brand’s story – Your audience wants to get to know the people behind the brand. You can tell the story of the making of the company in an ‘about us’ page on your site, or you can engage with your customers by blogging about your area of expertise to show the human side of your brand. SelectSpecs already does this effectively with their fashion and lifestyle blog. Social media should also be used to keep this messaging consistent outside of your website too
  • Emphasise your brand’s core values – These should help shape each of your business strategies


2. Build Customer Awareness

Target the desired customer base. From there, the business can more easily assess what it needs to do to increase customer awareness. For instance, a customer awareness strategy will focus on different audiences depending on if the product is toys, car products or walkers for those with mobility issues. In each case, the business will use different advertising campaigns to increase customer awareness. Every business needs to overcome certain challenges so the customer understands the benefits of working with that particular company.


3. Promote the Website

A website helps create a worldwide customer base. Customers no longer limit themselves to buying from a specific geographic location. A customer might research a product and then follow up with a catalog or phone order instead of a personal visit to the company location. Hiring a graphic designer can assist a business in projecting the type of image they want to portray. Coordinating business cards, marketing materials, and additional advertising all further enhance customer awareness. Consistency in design helps customers connect that logo with the business and product.


4. Create a social media presence

Social media can significantly raise your brand’s profile and enables you to speak directly to your audience. This allows you to build relationships and gain insights into what they want and what they are looking for.

Select Specs and Fresh Eggs utilized the brand’s social media channels to promote the competition. This helped the brand reach almost 100,000 people or potential customers on social media like twitter and Facebook.

Social media is a must when it comes to making your brand appear approachable and more engaging. You should consider:

  • Platforms – Understand which are best for your brand. Facebook, Twitter, LinkedIn, Pinterest, YouTube, Instagram and more are all out there to choose from; which ones you decide to use will all depend on your brand’s target audience
  • Strategy – It is important to work out how often you can post, your tone of voice and what you want to use the channels for. It should incorporate your brand’s core values and you should ensure that you respond to any questions or interactions from customers as soon as you can
  • Measurement – The ability to measure marketing activity against KPIs, core objectives, and goals is essential for gaining key insights that can form future campaigns. Social media activity is no exception


5. Add Value

Every customer will determine value in different ways. Brand awareness can give your business that "edge" in making your customers aware of the extra value your company offers. This might be in the form of service, such as three free oil changes in a year with the purchase of a motorcycle. Your packaging might be slightly larger, which brings increased quantity. Your location might be unique and easily accessible. The business may sponsor special events, promote volunteer service or support a worthwhile organization. You will need to decide which one of these avenues will work best for your company.


Finally, give the business the time needed to develop brand awareness. In most cases, this process does not happen overnight. While the ultimate goal is for the company to identify the success level of brand awareness campaigns, the business should always continue to appreciate and track even the slightest progress.


6. Competitions

Competitions are a great way to trigger interest in your brand, which can then be the starting point to a relationship with a whole new audience.

The combination of paid advertising and promotional activity targeted outreach and emails to the existing customer database as well as the fact that by working closely and combine resources with the team important in reaching out to potential customers

There are various things to consider when launching a competition:

  • Consider its purpose and build a plan – Do you want to increase social media followers or traffic to your website or both? Then decide on how to direct your customer to enter the competition and where they should enter
  • Decide on a prize – This is vitally important to any competition and will incentivise entrants
  • Secondary objectives – Increasing brand awareness may be your primary objective, but there may well be scope to achieve secondary objectives, such as increasing newsletter subscriptions and the number of competition entries
  • Promote the competition in all the ways laid out in this post
  • Measurement – Setting clear KPIs and objectives at the planning stage will help you measure and gather insights from your campaign. These KPIs may include referral traffic and social mentions

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