Brand Awareness: Is Your Product Winking in the Dark?
One of my favourite marketing statements: Having a product and not advertising it… is like well… it’s like winking in the dark. You know you’re doing it… but no one else does! Advertising your product delivers awareness and the fact is… awareness sells.
How to build brand awareness?
Get your brand out there! Converse in media (social media, print, radio, tv… or all!), engage consumers by creating brand critical mass and prompting them to go to the store… checking out an online contest or calling in for a meeting. Advertising is essential in the marketing mix of achieving and building brand loyalty. It goes without saying that you can only have brand loyalty if you have brand recognition and consumers try your brand. Advertising is really just about getting your brand and brand position out there… to reach the consumers who hold value for your brand or service. Social Media has evolved the conversation and has provided a new channel, opening a slew of possibilities in achieving brand awareness: interactive ads such as online banners, viral video and mobile apps. Your website is at the hub of all activity, whether derived from traditional or new media. All this ‘new’ is still cradled with basic marketing sense: the message still must be clear, the audience identified, the strategy must be focused and the objectives have to be defined.
Brand awareness initiatives along with a deep innate understanding of psychographics are the basis of how to market a brand, service or company. It’s imperative that your target audience identify with your brand, so that it becomes part of them, of their culture and resonates with their lifestyle. Simply stated… your brand needs to show up!