Creating brand awareness can help you keep your company top-of-mind for your potential customers so that when they need products or services like yours, they are more likely to go to your store or website to purchase from you. Brand marketing can also help you to reach new customers and to establish a reputation that will help you get the sales you need. However, creating brand awareness isn’t as easy as setting up a website and a few social media profiles. You need to create a comprehensive strategy.
Ready to create brand awareness? Make sure you avoid these common mistakes:
Failing to Define Your Branding
You need a lot more than a company name to have a brand that you can promote. You need to have defined branding that will be recognizable no matter what format or platform it appears in. Your target customers should know your branding when they see it on a package and when they see it on social media.
Your branding should include:
- A logo
- A slogan or tagline
- Specific colors, fonts and graphics
- A mascot or spokesperson
- A “voice” or tone that customers will recognize
Just think about identifiable brands like Nike, Coca-Cola or Apple. You recognize these brands even when the names of the companies don’t appear. You recognize the swoosh or the “Just Do It” inspirational messages, and you recognize the classic font and the apple with a bite taken out of it.
Is your brand as recognizable? If it’s not, how can you even begin to create brand awareness?
Being Too Vague
A lot of catch phrases get thrown around when marketing or advertising a brand. For example, think of how many times you’ve heard or read descriptors like “best-selling,” “superior,” “championship” or “exceptional” attached to brands or their products. Customers gloss right over those terms because they are used so frequently. In addition, these terms don’t actually tell people anything about the brand. You need to be more specific in your messaging to let customers know exactly what your values are and what you have to offer.
It’s easy to get caught up in the latest fad when you are marketing your brand and trying to get your audience’s attention. But doing so can cause you to deliver inconsistent messaging, which can actually dilute your brand and confuse your customers. Every single appearance of your brand should be consistent with your brand guidelines and your brand voice. That includes everything from a simple tweet to a PPC ad campaign.
Rebranding Too Frequently
You will eventually need to rebrand to keep your brand fresh, but doing so too frequently can — again — dilute your brand and confuse your customers. Rebranding is necessary over time. Just think about how outdated the Apple logo would look if it still had the rainbow colored apple. The tech company wouldn’t look like an innovator — it would look like a joke for not being able to keep up with the times.
However, even when rebranding, you need to maintain your brand identity. Apple has updated its logo to include the very same shape but in colors like black, white or silver, which are more modern and stylish. Coca-Cola has updated its logo over its more than 100-year run, but it has only made minor tweaks to its classic font. You can’t go changing your brand logo entirely. If you do, you’ll essentially be starting over in terms of brand awareness.
Overdoing Your Marketing Efforts
Your enthusiasm for marketing your brand will come off as spam to your customers. You have so many opportunities to market your brand that it may be tempting to take advantage of them all. For example, you may establish a profile on all the popular social media sites, and you may publish the same content on them all. People who follow you on even just two of those profiles will quickly tire of seeing all that content, especially if it is duplicate content. You have to be selective in your marketing campaign. Focus on the channels that will allow you to make the most impact, and choose your content specifically for the customers that you will encounter on those channels.
Of course, you’ll need to create enough content to remain active and to create the exposure you want for your brand, but you don’t want to overdo it. You need to strike the right balance in your marketing so that you create brand awareness without that awareness being of how annoying you are. Creating brand awareness is very important for ensuring the success of your business. Make sure you don’t make these common mistakes and you’ll have more success with your marketing efforts. You’ll start seeing results faster, and your future marketing efforts will make more impact.