Think of some of the most well-known brands and how you use their names in your everyday life. For example, when you need a tissue, do you ask for a tissue, or a Kleenex? When you cut yourself, you ask for a Band-Aid. The list could go on, and these terms are known as proprietary eponyms; the apex of brand awareness. This happens when a brand becomes so well-known that it replaces the generic term for the product in our language.
Although doing this in your business might not be achievable in the near future, there is plenty that you can do to build more awareness of your brand and become more well-known amongst the general public. Although there’s no quick fix for getting your brand to the point where it becomes a household name, you can certainly try a wide range of strategies to get closer to this goal.
Word-of-mouth marketing is one of the best ways to spread the word about your brand and the products or services that you offer. Referral programs are particularly useful since they allow you to encourage users to spread the word about your brand in return for an additional perk or reward. For example, you could offer your customers an extra 10% off their next order for every friend that they refer to your brand, with a perk available for the friend as well to encourage them to buy. However, even if no purchases are made, a referral program is a great way to get people talking about your brand in their daily lives.
For local-oriented businesses, getting together with bigger local brands is a great way to build further brand awareness and spread the word about what you have to offer. Partner with local businesses to hold seminars, events and festivals, or sponsor local sports teams and donate to local charity fundraising efforts. Having your brand name printed on local sports team jerseys, for example, can create massive brand awareness in your area.
Give Out Freebies
Everybody loves getting something for free! Whether you’re exhibiting at a trade show or standing in your local area spreading the word, freebies are a great way to gain traction with your future customers and keep your brand at the forefront of their mind.
For example, handing out branded free pens means that the user will think about your brand every time they go to write with it, or giving out mugs means your brand will be on display when they go to make themselves a brew. Lapel pins provide brand visibility and they are great to hand out or simply wear yourself!
Advertising your business on your car is a cheap yet massively effective method of growing brand awareness. Car wraps can be fully customized and cover your entire vehicle, or you can get stickers to simply show off your logo, brand name and web address. Whatever you choose, it’s a great way of getting your brand name out there since other drivers will see it every time that you’re on the road, whether you’re in transit or parked up. And don’t forget about all the pedestrians that’ll pass by too! Chances are, somebody who passes is looking for something that your brand offers.
Social Media Contests
If you want to build brand awareness today, then it’s hugely important to make sure that your brand is active on social media. In fact, statistics show that 30% of all time spent online is now dedicated to browsing social media, so it’s important to make sure that your brand is out there and getting noticed. A social media contest is a great way to do this; it generates interest with the potential to win something. Get users to share your contest with their social media followers and friends; this will increase exposure of your brand and naturally improve awareness.
Unique Brand Personality
A sure way to improve brand awareness is to give your brand a unique personality that stands out. Today, customers don’t want to simply hear about how great your products are and why they should buy them. They want to spend their money on brands that they can relate to. If your brand is in an industry where a little bit of humor is appropriate, this can be a great way to get your customers talking and will definitely make your brand extremely memorable. Think about some hilarious ads that you’ve seen or heard in the past – chances are that you’re more likely to remember which brand they came from. Spending some time thinking about your brand personality and voice will certainly pay off in the future.
Do you have any further brand awareness building tips that you’d like to share? We’d love to hear from you in the comments!