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4 Ways to Set the Stage for Brand Awareness Marketing

Renee Johnson
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“If you build it, they will come.” No single movie quote has ever led so many people astray. The truth is, it doesn’t matter how amazing your business might be. If your brand isn’t visible to your audience, it isn’t going to succeed. In other words, they won’t come. That’s where brand awareness marketing comes into the picture.

Everyone is aware of the goal of brand awareness. (It’s in the name, after all.) However, how do you execute it?

Listed below are a few suggestions for how to set the stage for a successful brand awareness campaign no matter what product or service you’re selling.

1. Think big picture.

The first step in the brand awareness process is to think big picture. This means everything that you do as you invest in spreading the news about your brand must be done with the larger customer journey in mind.

However, you don’t want to let people know about your brand without a thought to your other marketing needs.

Hawke Media company founder and author Erik Huberman refers to this in his marketing manager book The Hawke Method. In the text, Huberman focuses on his enterprise’s well-vetted Three Pillars of Marketing, which include:

  • awareness;
  • nurturing; and
  • trust.

Huberman explains that the first step of “awareness” is the simple process of establishing your existence by introducing your product or service to a new audience.

However, the entrepreneur doesn’t stop there.

He or she critically associates this need for awareness with the second and third aspects of marketing outlined above.

Awareness sets the stage for nurturing leads, which contributes to building trust. Likewise, all three of these are part of the customer journey and should be kept in mind when you are attempting to “break the ice” with any new audience.

2. Create consistency.

Along with a comprehensive approach, it’s important to lay the foundation for consistency when marketing your brand. This starts with creating a brand style guide.

According to 99designs, there are six essential elements that go into a good brand style guide. These include your brand:

  • voice;
  • story;
  • imagery;
  • logo;
  • color palette; and
  • typography.

Codifying these essentials addresses a variety of critical areas.

Using the same colors and typography ensures that your brand is always represented the same way to consumers. Imagery and logo also help with your brand’s recognizability. Your voice, tone, and story can all impact how you resonate with your audience as well.

Each of these essentials should be at the heart of your brand style guide. This, in turn, should help infuse your brand awareness efforts. This maximizes the impact of each marketing move that you make.

3. Use tech.

Tech is a necessity for successful modern marketing.

Online marketing, in particular, has become an instrumental part of nearly all business promotions.

Internet marketing director and founder of Regex SEO, Dimitrii Kustov, points out how internet marketing can help the average business with something like brand awareness.

Kustov is particularly enamored with cutting-edge technologies that companies are using to reach their target audience. He lists several ways that technology can be used to increase brand awareness online. This includes things such as:

Along with these cutting-edge options, companies can use tried-and-true tech tools to build their brand.

Social media, influencers, email lists, pay-per-click ads, search engine marketing, and many more options exist that can help a quiet brand break through the white noise.

Regardless of how a company decides to approach the problem, the use of tech has become paramount if a brand wants to be seen.

4. Be data-driven, flexible, and artistic.

As a final recommendation, it’s important to maintain a sense of strategy throughout your brand awareness efforts.

It’s easy to fall into a formulaic approach that worked for someone else. However, at the end of the day, it’s important to remember one critical fact: marketing is more art than science.

Yes, that is a subjective opinion, but think about it.

In spite of all of the analysis, data, and marketing tactics, every situation plays out differently. For example, one person might work with an influencer and see wildly productive results. The next person could work with the same person in the same way and lose money on the deal.

The unpredictable nature of the consumer can undermine any shred of marketing predictability, and that’s okay — at least it’s okay if you’re prepared for it. Certainly, you can do that by sticking to three tenets:

  • Be data-driven.
    • Always review data, gauge results, and make sure that what you’re doing is working.
  • Be flexible.
    • If you find that something isn’t working, adapt and adjust as you go along.
  • Be artistic.
    • Remember that you’re marketing to humans.
    • People appreciate and gravitate to emotionally attractive messages.
    • Likewise, they resonate with messages that are personalized specifically to them.

Wrapping Things Up

After all, if you’ve put all of the work into creating a stellar brand, it can be discouraging when you can’t organically attract traffic. However, rather than throw a pity party, spend some time fine-tuning your brand awareness efforts.

Embrace a big picture mindset, create branding consistency, and utilize the tech available to you. Likewise, embrace that holy marketing trio: data, flexibility, and art. Above all, if you can follow these guidelines, you’re well on your way with brand awareness marketing.

In conclusion, you’ll be better able to put your brand out there. As a result, you can let everyone know about the amazing products and services you have to offer.

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