In 2016, Cisco brought in 20 “super-ambassador” employees to brainstorm ideas for how to connect with Gen Z. The results? The so-called Kitten Rainbow Unicorns launched a Snapchat account to post stories about life working at Cisco.
The following year, Taco Bell created the TacoBot, a tool for ordering from the menu integrated with Slack. Through the magic of AI, users could order items through the Slack app.
These are just two of the countless examples of brand marketing fueled by software (https://www.bairesdev.com/expertise/software-testing-qa-outsourcing/) and other technological solutions. In the digital age, building brand awareness is simultaneously easier and more involved than ever before. At the end of the day, storytelling is a vital tool for ingraining your product or service in a consumer’s mind.
Of course, you need to know how to do so. Given the many alternatives you could use, it’s easy to get lost. Don’t worry – here are some of the basics in which you can build brand awareness.
Your website is your starting point. For many businesses, this is the main landing page, especially if you sell products and services online. Your brand should be obvious on every page in terms of visuals and copy. Your mission statement should be included, and your company’s values and goals should be clear. Add pictures, videos, animation, and other features that help convey your purpose, too.
Love them or hate them, influencers can dramatically increase awareness of your brand by sharing content in which they mention you or use your products or services. For example, if you’re a clothing brand, you might ask people with a large number of followers to post pictures of themselves wearing your clothes on Instagram and mention you in the caption. This helps their followers learn about your company and associate it with someone they admire.
While fashion models are a classic example of influencers, you can find them across industries. For example, if you sell cookware, you might hire a well-known YouTube cooking star to hawk your products on their channel.
You pretty much can’t exist as a brand without having your name on social media. At the very least, you need to have a business page on Facebook, Twitter, or Instagram (depending on your audience) and preferably LinkedIn, too. You can also create targeted ads on Facebook and other social media platforms to increase your brand’s visibility across your desired audience.
How often you use other platforms depends on the nature of what you sell or offer. Is your product targeted to teenagers? Create fun, short videos on TikTok, the latest fad in social media. Want to showcase your photography? Post your pictures on Instagram. Are you a media outlet? Share short, pithy headlines on Twitter.
Having a solid search engine optimization (SEO) strategy is a must for increasing brand awareness. You want your business to pop up on the first page of results when someone Googles a topic related to it — otherwise, they’re unlikely to find it.
SEO is much more than just packing your website with keywords. It’s a good idea to engage an expert to help you optimize your content and improve your rankings. At the very least, you’ll need to do some extensive research. Keep in mind that Google and other search engines’ formulas are not set in stone, so you’ll need to constantly refresh your content and strategy.
In 2004, Dove launched its Campaign for Real Beauty. Beginning with a photography exhibit featuring photographs from 67 female photographers, the campaign evolved to include online videos, ads, and more, all intending to change the conception of beauty.
This example encapsulates the very purpose of content marketing: to drive conversation and address issues. It’s not a direct promotional tool, but it will prompt people to talk about your brand and what it stands for, thus gaining your attention. From thought-provoking blog posts to engaging videos, content marketing is an essential strategy for your business to build brand awareness.
Targeted Email Marketing
Your email campaigns should support your overall messaging as a brand. Send newsletters and other content that will inform as well as engage existing customers. You should aim to personalize the content to different segments of your mailing list as much as possible, sending multiple versions.
You don’t have to limit these campaigns to existing customers, though. For instance, if you’re sponsoring or exhibiting at a conference, you can often purchase an email list of attendees prior to the event and send them emails announcing promotions and other information.
Using chatbots not only helps you resolve customer inquiries more quickly, but it also allows you to engage people and make them take notice of your business. When users visit your Facebook page, for example, you can have a chatbot ask them if they need assistance or offer information about your organization. You can also use them to deliver your services, such as guiding clients through the process of booking an appointment or sending personalized texts.
Making the sale is only half the battle. You also need to build a stellar reputation as a brand, creating a lasting image and story in people’s minds, whether or not they already use your products. Thanks to technology, there are plenty of tools for setting yourself apart and making a name for your business.