How to increase brand recognition effectively?
Why brand awareness is needed.
The brand is the name of a company or manufacturer and the entire associative array associated with it that a potential client has. It can entirely be considered one of the characteristics of a product or offer. Thus, the brand often has the primary influence on the consumer’s choice.
And all because our brain filters the information flashing in front of it, paying attention only to specific signals. Having got used to the abundance of banners, many users do not even see them. But the brand, which interests them, works, making the offer noticeable.
- It turns out that with the growth of recognition:
- there is an interest in the target audience;
- the degree of trust increases;
- improve SEO performance and advertising efficiency;
- the percentage of conversion rises;
- sales and profits increase.
How to Measure a Brand’s Popularity in Search Engines
It is almost impossible to determine the actual level of popularity of a company. But it is possible to assess the dynamics of the growth of popularity in the network by analyzing: queries that contain the name of the company or the promoted name, branded traffic to the site,
the number of reviews and mentions on various thematic sites.
Accordingly, this can be tracked in::
Yandex Wordstat, Google Keyword Planner, and other services for selecting queries.
By entering a brand in the analyzer’s search bar, you can find out how many times it has been used as a keyword or part of it. Additional information (period of study, region, composition of key phrases, type of user device) will help learn a little bit more about the changes and understand what influenced them.
Google Search Console and Yandex Webmaster
In Search Console, in the “Efficiency,> Search Results” section, you can use filters to determine whether there have been clicks on branded queries when they have been and their quantity. Similarly, in the Webmaster, this is checked in the “Search queries> Statistics” tab.
Configured so that all mentions of the company on the network are notified by email. You can also use special search operators for this purpose and perform manual verification.
How to make a brand recognizable
What influences brand awareness? The number and quality of mentions of the company, product brand, or name where is a target audience. Therefore, to begin with, it is necessary to clearly define all contact points with potential customers and start a targeted hunt for users’ interest.
Let’s analyze the most effective tools that can increase brand awareness on the Internet.
Search engines exist to “match” the target audience with the offers they are interested in. Your job is to help them find your site using SEO tools.
Brands that have captured the top lines of search results deserve more credibility based on the logic – since the search engine considers the offer the most suitable, it means that the company is worth attention.
Another effect of getting to the TOP of the search results is the constant presence in users’ field of view. If they don’t go to the site right away, they will quickly remember the brand name connected to their interest.
Quality content makes miracles. It not only benefits the target audience but is also an inexhaustible source of traffic. Publishing an engaging article to answer users’ questions and solve their problems positively affects brand awareness and creates an image of an expert for the company. When choosing a site for posting articles, it is essential to focus on its thematic relevance and reputation.
Social networks and messengers
Social networks and messengers are needed to increase sales and increase brand awareness. To do this, create a well-thought-out content plan using different types of posts. Publish actionable content with quality branded images, create contests, bonus offers, and subscriber polls. As a result, the account will appear in user feeds more often, making it more recognizable. There is another tool for increasing awareness in messengers – stickers. Funny branded characters are used as emoticons, making messages more imaginative and colorful. Compliance with the topic of conversation, humor, cute symbols is quickly remembered and creates pleasant associations.
The names of bloggers and media representatives are brands in themselves. Having enlisted their support, you can increase the visibility of your project by adding a new important characteristic to it – a high assessment of the opinion leader. Your project must be covered by a famous person who understands this topic. It is his audience that is able to evaluate the information and become interested in a new brand.
The creation of “movement” is also positively perceived by the audience. The excitement in the process of participation and pleasant bonuses, as a result, increase interest and contribute to the rapid dissemination of information by users.
Contests, challenges, flash mobs, marathons, quests are an excellent engine of popularity. With their help, informing about a new brand or product turns from a regular advertisement into a more visible promotion that increases the loyalty and interest of the target audience.
“Invite a Friend”
Using the referral program, many companies have realized that such means of brand awareness increasing is one of the most effective. The whole secret is in the trust that the recipient of the invitation has. You trust a friend or acquaintance who has personally evaluated the brand’s proposals incomparably more than any advertising.
The motivation for sending invitations is a discount, gift, or another form of encouragement.
A well-thought-out advertising campaign can serve not only as a source of sales but also as a tool to increase brand awareness. For this purpose, contextual advertising in search engines, targeted in social networks and media advertising on thematic platforms, is suitable.
Videos on the YouTube channel
YouTube is the perfect platform for brand promotion. The channel doesn’t have to sell. His task is to create useful videos that will work for recognition.
The video format is becoming more popular, and over time it will only grow. You can motivate users to subscribe and repost due to quality, search for interesting moves in the demonstration of information, creation of a series of videos that develop an interesting topic for the target audience.
An expert image can be created by publishing e-books and printed books. The focus is on useful information of interest to the target audience. By offering eBooks and helping users to make choices, do some work, find the right solution, you will model the image of an authoritative mentor. This tool will make the brand not only recognizable but also favorably distinguish it in comparison with competitors.
It is a brand new and not yet very popular format in the CIS countries. And this is its advantage over the already known and actively used tools of influencing popularity. In most business niches, podcasts are not used or are underdeveloped. It can be used profitably so far.
The advantage of podcasts for the target audience is free coverage of a curious topic in a convenient audio format. Very practical for car enthusiasts, for example. In addition, the podcast creates the effect of live, personal communication.
If you are able to voice interesting and useful content, be sure to invite potential customers to become your listeners. To better remember the name of the brand, we recommend that you come up with and record a sound saver: musical and rhymed phrases with the mention of the name and the thematic direction are perfectly stored in memory.
Knowing how to build brand awareness can have a significant impact on the success of the entire project. The name should work profitably, but it is necessary to create an image of an expert, a basis for trust, and a positive associative array that is directly related to the proposed product. In this case, a simple mention of a product or service that you are selling will immediately tell the user who to go to. Are you working on your own brand awareness?
More hacks about brands here