Marketing professionals strive to achieve brand recognition. This automatically connects a business, product or solution with consumer’s needs or desires. Disney is a popular choice for kids-friendly vacations and movies. Subway is another option when you or your coworkers are in dire need of a quick lunch sandwich.
Brand recognition comes with trust and credibility. Your target audience is confident that they will receive the product or service they want. Your customers will continue to buy from you the more your business engages them.
Your company will be the brand consumers choose and people will talk about it. Customers will likely rave about your products and services, which can lead to others experiencing their value. How can you increase your company’s brand recognition? These are just a few ways you can get started.
1. Connect the consumers with your brand!
Consumers are buying products and services on the surface. There is often an emotional connection between customers and brands. The company’s messages and values may appeal to target audiences. They might want to emulate the brand’s characteristics and associate with the person who represents it.
After identifying these desires, it is up to the companies to tap into them. One way to connect a brand’s values and qualities with the identities of audience members is to build online communities that share common interests and aspirations. This shows that you are interested in more than just selling products by connecting and communicating with your target audience.
Pushy sales tactics are not something anyone wants to have to deal with. These tactics can cause resistance and lead to the opposite. As a growth campaign or strategy, you will build a better brand. Focus on genuine and useful outreach. Your company will be more than just a provider of services or products.
2. Partner with Influencers, to create link between their audience and you brand
Brands can create buzz by collaborating with influencers who have similar messages and target audiences. By collaborating with influencers, you can increase your reach and expose more people to the name of your company and what it does. While they may not be celebrities, influencers are digital content creators that audiences love and can relate to.
While some influencers have large followings, others have smaller but more meaningful followings. If you are a good match, a partnership with a microinfluencer may prove to be more successful. It is more beneficial to partner with someone whose message and content are relevant and will reach your target audience. The influencer’s followers are not the most important consideration.
As younger generations are harder to reach through traditional advertising, companies are realizing the power of influencer marketing. Brands are expected to spend $15 Billion on influencer market by 2022. You can find influencers on popular social media platforms. There are also sites and digital spaces that target specialized interests like cooking and sports.
3. Be a thought leader
Content marketing is often referred to as “Content is King.” These revenues are expected to reach $66 Billion by 2022. This figure is projected to increase by twofold by 2026.
Online content is a way for customers to find brands. This content could be blog posts, landing pages, webinars, videos, podcasts, or even blog posts. Content Marketing has a broad goal to convert leads into customers. However, this can be achieved through thought leadership. It is important to share relevant information that target audiences find useful and engaging.
This content can also be used to increase brand awareness and highlight how the company fulfills consumers’ needs. Both B2C as well as B2B can benefit from content marketing. It does however require constant monitoring and fine-tuning. This is possible with certain tools and techniques. Based on the information that they are looking for, search engine optimization targets certain audiences. Analytics can help you determine if your SEO and content strategies work or need some improvement.
4. Take advantage of current consumer trends and behaviors
Companies that are attentive to the market’s trends and changes tend to be more in touch with customers’ needs. Potential business opportunities can be identified by being aware of trends and shifting behavior among target audiences. Let’s say another company stops supporting a particular feature or discontinues making a product. This could be a great opportunity for a competitor brand to come up with a solution. This could help the business to quickly increase its recognition and awareness as the solution provider.
More subtle opportunities can also be found by monitoring trends, consumer behavior and markets. It could be as simple as making shorter videos to meet the decrease in average attention span. Trend research may also show that people are more concerned about genetically modified foods. Food manufacturers might create organic alternatives to their favorite brands, or even develop new organic products.
This gives customers reason to stay loyal and can increase company recognition and reach in other markets. Food manufacturers might be able to secure shelf space in natural or organic grocery stores, rather than only in mainstream supermarkets. These brands will now be available in additional niche markets.
Promotion of Brand Recognition
Customers are attracted to a business’s website or physical location by brand recognition and awareness. In the past, ads on radio and TV might have sufficed. Traditional advertising doesn’t work in saturated markets or among skeptical target audience.
People will be more open to listening than sales pitches, such as by building online communities or promoting thought leadership. Your company can increase brand recognition by connecting with your customers. Your target audience will see your brand as more than a commercial option if they can identify with it.