Brand awareness can be separated from brand development. Brand awareness is the level of audience’s consciousness of the presence of a brand or a company. The ultimate goal of brand development is actually to reach this brand awareness. This goal can be achieved through inbound and outbound marketing efforts. Nowadays, there is a wide range of products options so that distinguishing a particular company’s brand from its competitors is very important. Building a brand awareness, however, is not easy especially if the business is still new. New businesses should be able to make a name for themselves otherwise they can’t compete in the fierce competition. When potential customers are aware of the brand a company has, they will trust the company and become the loyal consumers. In order to achieve brand awareness, you have to focus on these following aspects.
Media planning and buying
In brand development you need media to communicate your brand to your customers. There are many media outlets available. The challenge is to choose the ones that can effectively reach the broadest awareness in the market. It is also important to select media that can maximize your ROI. Therefore, find media with the lowest possible cost. There are many things to consider such as which outlets are most relevant to your target market. Are they social media, websites, or even offline outlets like printed magazines and radios? It is also important to decide what kind of ad resonates with your market.
The second strategy deals with the use of online or digital marketing. You need to choose the online channels and campaigns that are suitable for your business. Being suitable here means the digital marketing strategies should effectively develop your brand. To help you work with online marketing strategies, refer to your crucial elements of your branding that are your positioning statement, brand essence, and customer experience.
Public relation strategies
Public relations are vital to make a name for your brand. Good PR results in a tangible impression of the brand that cannot be ignored by anyone. Keep in mind that in any newsworthy events you communicate where media are present, the values of your company come across evidently. You should make use of these events to explain the strengths of your brand, what makes it different from its competitors, and how it can fulfill the consumers’ need.
Word of mouth
Worth of mouth marketing strategy is incredibly important. Even it is considered more powerful than advertising. WOM happens because of trust. Consumers trust their friends. When people hear about a product or brand from their friend, they are likely to buy the product. That is why WOM marketing is considered one of the most valuable source of brand development. This strategy works like a chain. One person tells another and that person tells another else. You can implement this strategy by making your brand appealing, offer value to customers, and create emotion. When a person is emotionally involved, he will share the feeling to others. This is how this strategy works.