The first step in building a marketing strategy for your business is to establish your goals. There are several goals most businesses have in common. One of the most common goals is increasing brand awareness. Why? Because strong awareness is part of the first level of the basic marketing funnel structure.

• Discovery – consumers find your brand when searching for a product/service
• Consideration – consumers finish browsing and are ready to buy
• Purchase – the consumer becomes a customer

Thankfully, it doesn’t have to be a huge task. By focusing on the key elements below, you can grow your business without stretching yourself too thin.

What is Brand Awareness?

Brand awareness is a simple concept. As the name implies, it refers to how recognizable your brand is within your niche. When people think about products or services like you provide, do they think about your business?

Ensuring they do think about your business is how you use brand awareness to serve your larger marketing goals. After all, discovery is the first level of the basic marketing funnel structure. So if you want to make your business a success, you need people to find your brand when they start looking for a product or service.

Elements of a Recognizable Brand

There are several elements that come together to form your brand. When you’re just starting your business, you’ll need to spend a lot of time on each one. If your business is already established, you might revisit some elements as your business evolves.

Visual Identity

What does your brand look like when people view it? It’s more than what design is your logo. The aesthetics include fonts, colors, images — all the building blocks of your brand’s style.

All of this needs to be consistent across your platforms and integrated into your services and products. Your visual identity is how customers begin to learn who you are and recognize you. Your visual identity must be conveyed in your packaging and social media content. For businesses that use a website (remember, not all small businesses need one), it can be beneficial to work with a professional to ensure your site matches your vision for your brand’s visual identity. For example, Cullen Fischel builds websites for those in finance, so it will be a great fit to help you create a competitive website.

Tone

Your brand’s overall tone should reflect your ideal clients and customers. Are you more formal or casual? Are you personable or down to business? There’s no right or wrong answer. It’s all about what serves your business the best.

Unique Selling Point

Your brand’s USP should set you apart from others in your industry. This is key for brand awareness because it’s your chance to really stand out. People might remember your logo or name, but your USP is what anchors your business in their memory.

Social Media Presence

Social media is probably the most reliable tool for working on your brand awareness. It allows you to interact, bond, and network with your clients and other businesses. However, not every business needs to join every platform. Research your target audience and concentrate on the platforms they use.

Partnerships and Collaborations

Working with other businesses and influencers is another strategy for increasing brand awareness. In addition to expanding your content’s reach, it also signals your brand’s values. For example, partnering with other independent creators says something different than if you partner with big-name companies. Collaborating with others is a great way to increase the attention your brand gets. Just make sure it’s the kind of attention you want.

Final Thoughts on Brand Awareness

The ad campaigns, social media contests, and promotional videos that may be part of your marketing strategy all help to increase your brand awareness. But it’s not just about putting your work out there and hoping for the best. Use the analytic data from your marketing efforts to adjust and improve your strategy. Keep up to date on what professionals like Thomas Ligor say about current and projected marketing trends. With practice and flexibility, you’ll easily meet your goals.