Sniper Marketing Tactics

How to create brand awareness

Creating brand awareness is an essential part of any company’s marketing strategy. People prefer products and services from companies that they are familiar with and in many cases actually seek out specific brands.  Think of a orange juice, or a sports shoe or a airline. It is likely that for each of these you are not picturing a generic product, but a particular brand and possibly even a particular product.

Whatever it is that your business sells, you need to create this kind of brand recognition so that when a potential customer decides to buy a product that you offer, they immediately think of you, rather than one of your competitors.

Increasing brand awareness is not easy, especially if you’re in a very competitive marketplace.  However, if you follow these simple tips you can massively increase the return on your marketing investment.

1. Focus - Customers naturally pigeonhole things in specific categories, and so creating brand recognition is really about owning a particular category in your target customer’s mind.  If you’re a small business, you’re unlikely to be able to compete with large corporations like Coca-cola to own a sector like Cola in consumer’s minds, but you may be able to aim for a more niche category such as organic cola. Recognise your niche, be aware of your target customers and focus your marketing on promoting yourself to this group as the top brand in the sector.

2. Presentation -Now you’ve established what you’re trying to communicate, you must think about the way in which you communicate.   Presentation is crucial to making a good impression so ensure that you have an attractive brand design that is striking, clean and appropriate to your market, so that your message is immediately noticed and understood.

3. Frequency - Consumers are much more likely to recognise you if they’ve met your brand several times.  Multiple interactions not only help consumers to remember that you exist, but also reinforces their impression that you must be well-established, successful and good at what you do.  Don’t blow your marketing budget on one advertisement in a magazine or on TV.  Alternatively, narrow your reach to the particular group of potential consumers that are most likely to buy your products or services and make sure that they keep coming across your business.

Use these 3 simple tips and you’ll be well on your way to creating brand awareness for your business, increasing the effectiveness of your marketing and pulling ahead of your competitors by establishing yourself as a leader in your sector.

This entry was posted on Sunday, December 27th, 2009 at 2:34 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.