Brand awareness is an essential piece of an overall marketing strategy. Before you can begin to build a brand, you first need to determine your identity. What do you want to be known for? How do you want the public to perceive you? Which social and charitable initiatives will you support? Which ones will you avoid? These and several other questions need to be answered before launching awareness campaigns. Here are a few other things to consider.
What Are Your Objectives?
“Ask yourself two key questions to help determine your brand objectives. What is it that you want your brand to do for your company? And what do you want others to know and say about your products or services? Some sample objectives might include being recognized by receiving a specific award, picking up a certain number of choice projects, gaining a specific number of new clients in the next year, and/or positioning your company as an industry leader in the next several months.”
Who Is Your Audience?
“A strong B2B digital marketing strategy starts with defining your target audience, or buyer persona. This demographic and psychographic information will inform almost every other marketing activity thereafter, ensuring your content and digital material is absorbed by the right eyes and ears (and that no resources go to waste on your end).”
How Well Do You Know Your Market?
“The market analyst's job is to envision potential problems, such as creating a product that no one wants to buy, and redirect company efforts toward products that will do better in the marketplace. Industry-leading companies use market analysis in planning the details of product lines that have a better chance of success because they more directly satisfy market demands. A market analyst also tracks how prices of products rise and fall according to demand, and follows product production volume, a factor that can limit profit margins.”
Once all of these questions have been answered, you will be ready to develop marketing campaigns that drive brand awareness and project the true objectives and personality of your business. These are important factors in the sales process as they build authenticity, trust and loyalty.