Why is generating brand awareness important for your business?
Generating brand awareness helps you grow your audience. You’re targeting a larger pool of users, hoping to find some that align with your brand’s principles. This is good for two main reasons. You’ll gain increased popularity which will lead to a strong standing within your industry. Second, you’ll be able to gain valuable marketing insights by attracting more of your target audience.
By aligning your brand with your audiences’ morals, you invite your audience to develop a great relationship with your brand. This can blossom into brand advocacy, whereby your audience actively promotes your brand and services. Tesla is well known for its brand advocacy. They have gained a lot of popularity through this, relatively more than their budget on advertising. One advocacy tactic Tesla uses is their referral scheme, whereby a referred user will receive discounted products. Another tactic is sharing with their customers the positive impact owning a Tesla has on the environment. Customers are able to see how much CO2 has been removed from the environment and the gallons of petrol saved through their advocacy. This inclines customers to share their positive impact, as it aligns with their morals.
Raise the popularity of your brand. Make your business a fierce competitor in your industry. Increased popularity also improves your brand equity. As the more positive experiences your audience has with your brand, the more your brand is worth.
How to generate brand awareness and avoid common mistakes.
Add personality to your brand. This is achieved by aligning your brand with values. In turn, showing your audience what you stand for. Publish content that inspires sharing. Increased shares of your content is a good indicator of brand advocacy. It shows you that your audience is not only agreeing with you but validating you. As they’re showing their followers that they support you.
A common mistake when generating brand awareness is sharing too much content about your services. Today’s user is active and values your opinion as much as your offerings. Share your stance on topics and trending discussions to attract new audiences.
Position yourself as a solution provider, not a service provider. Your services offer a unique solution for your audiences’ issues. This is what brands want to capitalise on. Fancy equipment and skilled professionals are arguably useless if the brand is not positioned as a solution provider. This is because the brand is not exploring the full potential of its unique selling points (USP) to help it stand out from competitors. Audiences are active rather than passive and will have a handful of brands to choose from when looking for their solution. To stand out from the crowd, create a narrative that positions your brand as a solution provider.