Have you ever heard of brands that are Top of Mind? It is those brands that have become a reference in their segments, such as Coca Cola, Bombril, Miojo, Maizena, among others. These brands did not get to where they are by coincidence. There is a great amount of work behind the scenes, which starts from an important point: brand awareness, or top-of-mind awareness.
This is metrics that can measure how much a brand is remembered by consumers. With is concept in mind, it is possible to understand the connections that customers make between products and companies and how they identify a competitive differential that attracts them to that brand in particular. In short, we can say that good brand awareness helps a company get more acknowledgement and notoriety, which makes it more widely known.
There is no magic way for increasing a company’s brand awareness, but in this post we will provide you with some tips for you to start this work for your own brand. Check it out!
Define what your customer profile is
In order for you to creat a brand awareness strategy, it is necessary to know who your company is relating to, in other words: what you target audience is – if you want to be more specific, your persona. To this end, you must answer some questions:
- Who is your customer?
- What are his/her habits?
- Where and how does he/she do shopping?
- What does he/she like to do during free time?
- What is his/her level of education?
- What is his/her age?
- What is his/her family income?
These questions are just the beginning of the creation process of your buyer persona, which will allow you to make a strategy that is much more focused so that you can offer the best experience possible. It is a way to understand what the best communication channels are and also what approach works better.
Align the brand image to the brand discourse
The main brands in the world heavily invest in their visual aspect. In many cases, these companies use abstract symbols that we can immediately infer what they mean just by looking at them. It is important for the language and content of your brand to be aligned with the image you transmit.
All the visual part – packaging, website, logo and product design — and the discourse of the brand in its content – slogan, values, texts and mission – must be aligned. It is not possible for a vegan company to support a rodeo or a livestock exhibition, for example.
Invest in content marketing
One thing is for sure: no matter what age, lifestyle and income, your customer is online 24 hours a day and ready to consume content that will help him solve problems and clear doubts. When investing in content marketing, your company shows it has brand authority by offering relevant information.
Content marketing is not just about speaking of the company or its products, but of everything involved in the business. So, you can define your company’s own voice by having that in mind. Create content for blogs, a YouTube channel and newsletters that are relevant to the audience of your company.
Focus on customer satisfaction
In order for your brand to be remembered and to reach customer loyalty, you must work its image and content marketing focusing on the customer. A happy customer promotes the brand, even when he does not interact with it. And an unhappy customer, on the other hand, will make sure to not only speak to the company through its communication channels, but also share his experience with everyone in social media, which can potentially impact thousands of people.
As we have discussed, you must be really careful with your image, the content you create and the knowledge of your audience for your brand to be remembered and for your customers to be loyal to it. If you want to understand how your customer sees your company, do a research about your current brand awareness level and, depending on the results you find, make the necessary changes. A good solution is the NPS research — Net Promoter Score — which permits you to objectively assess your customers’ satisfaction regarding your brand.
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