Whether you use their services or not, chances are you recognize the Geico Gecko, and can repeat their “15 minutes” savings pitch at the drop of a dime.
Seeing the McDonald’s, Coca-Cola, or Nike logo demonstrates something they have all done exceptionally well. They don’t need to present their brand or logo with a sales pitch at every turn. This is because the brand recognition they have created keeps them in your mind as one of the first choices to turn to when the particular need arises that they can fulfill.
This matters more than anything at the end of the day, because face it, if customers don’t know who you are, you won’t get their business. It’s not just sales opportunities that were missed, but opportunities that were never created in the first place. No matter how good your product or brand design may be, if there is no recognition or awareness, it won’t sell.
You need a deliberate strategy. This is what initiates building brand awareness. This comes in three primary steps.
Market to the Audience You Already Have
The first audience to target in your marketing efforts is the audience you already have.
Similar to direct response marketing efforts, you want to lock in on those who have already shown interest in your product, be it by an indicated intent to purchase your product, or visiting your company website. This works to increase the brand-awareness with those you can already reach.
Brand recognition can be thought of as a person’s own mental search results, just like a Google search for the best local plumber. The greater the awareness a company has with an individual, the higher up on the mental search result list you appear, creating a greater chance your company securing that person’s business.
Brand awareness is the ultimate goal, you want customers to not just recall you as they think of where to take their business, but to recall specific information, impressions, and emotions about your brand.
Once the latter of these is achieved, they can be evoked on cue, seeing your brand logo. Each visual reminder seeing thereafter refreshes your brand to the individual, keeping you fresh at the top of that mental search we mentioned earlier.
Search Result Retargeting Advertisements
Retargeted ads are advertisements that “retarget” users who have already visited your website, or interacted with some digital asset related to your business and brand.
This works on reinforcing brand recall, that bump to the mental search, to further cement your brand in the minds of those who have already been exposed to it. You are able to choose an audience that has already had experience with your brand.
There are four audiences that are generally found the most effective to target with this sort of marketing as explained by Ambassador:
- Individuals with a preliminary brand awareness
- People who have already opened emails from you
- People who have searched for your product(s) by name
- People who have already visited your website
In addition to this helping build up further brand recognition and brand awareness, it provides an excellent opportunity to refine your marketing efforts through A/B Split Tests.
This is excellent for figuring out what promotional strategies work for your business, and maximizing the return on your brand recognition development efforts. As you progress through the refinement process working through A/B tests, your brand message can become more personal to your audience with your measuring the responses each adaptation of the test presents.
You can work on refining items in your advertisements such as the headline, your CTA (call to action), sales copy and product descriptions (if applicable), and any graphics that you use, brand logo included.
Prioritize Customer Social Engagement
A logo is an invaluable asset, and it must be printed or decaled on your property for your audience and clientele to see, but without a strong effort to connect good emotions and brand recognition to that logo, it won’t accomplish much.
With brand awareness comes the memory of every experience a person has had with that brand beforehand. Make sure that experience was a good one. Just sitting passively and waiting for customers to engage with you, though, is like quietly sitting in the back corner of a trade show with no display to bring people in.
Go out and actively search for your targeted audience.
Social Media marketing something of the holy grail of marketing to many, now, and fairly so. While it is not a panacea to all your needs, if you push your brand over it, the efforts will promote brand recognition, and in turn be reflected in your bottom line.
There is plenty of advice on how to push this, and realistically they can be boiled down to knowing your audience, and presenting what they want in a friendly and engaging way. A few suggestions include:
Appeal to Your Audience’s Interests
You don’t only and always have to post about your own product. Rather, post on subjects that have the common denominator of your target audience enjoying, or using, both. So, If you make dog leashes, post about your preferred dog food brands.
This way you will draw traffic from people searching for other products, but that are interested in what you have to offer. This helps create initial brand recognition, and reaffirms it in those who have already been exposed to your brand and products.
Ask for Viewer Feedback
Create a post about a popular subject, or post an article from another source over your social media platform. Ask for your audience to leave their input, or in the case of facebook, ask for a reaction to how the audience feels about the subject based on the type of “like” they can leave on the post.
More engagement both solidifies brand recognition with those who engage as well as shows that person’s interaction with your brand to those they are friends with on that social media platform, prompting further brand recognition.
Create Interesting Content
Perhaps the most important aspect of social media marketing is the creation of interesting content. While the above two efforts contribute to this, they are not exhaustive of the means to do so, or exclusive to this purpose in of themselves.
Straight to the point of creating interesting content, people want information. Provide it.
Depending on your brand that could mean research article abstracts, humanitarian uses of the products you provide, behind the scenes snippets of how your business operates, or which employee’s pet is spending the day at the office.
There are countless ways to create content, and if you are conscious of what is around you, even an employee pumpkin carving contest could be a great opportunity for a live stream for your audience to smile about.
Back to the Logo
Your logo is invaluable, and you need it displayed properly, but without a greater significance behind the logo, wherever you may have it, it carries little to no weight.
We have discussed before the importance of having a branded graphic in your workplace. To get this branding seen and taken to point of brand awareness that they can recall your company jingle just from seeing your logo, it takes more effort than sitting back and waiting for engagement to be happened upon.