Author: Elizabeth Korda

Brand awareness can be a convoluted concept, but when you understand the fundamental reasons and strategies, you will find that achieving your goals will be straightforward. At the core of brand awareness is impact. Whether you are starting out or reevaluating your brand awareness, no matter what your product is, the strategies below will demonstrate in what ways you can influence your audience and make an impression on them. It is important to embrace this subject because not only will it make your brand stronger, but also more recognizable. Brand awareness helps build trust, creates association, and contributes to brand equity (value).  

Storytelling 

The first strategy in raising brand awareness is storytelling. Stories and generational accounts (history) have been captivating humans for centuries. However, these stories in your brand awareness campaign should be true. While myths and exaggerated narratives open the imagination to mostly impossible realities, the stories you tell for your brand should focus on your business, services, origin story, the founder/CEO, or how your business is impactful and adds positivity to the world. There is no doubt that people love hearing a success story or a narrative that ends happily. However, there is also room for sharing your industry knowledge and helping your audience form the impression that you and your brand are reliable and credible. Show your target audience who you are and what your brand stands for by sharing in-depth insight and information they can connect with through storytelling.  

Developing Your Brand Identity 

The second strategy in building brand awareness is having a solid brand identity. If you don’t have an identity yet, there are some ways to develop it. For example, one of the best ways to establish your identity is through your logo. You can use easily recognizable characters and colors. You can make your logo fun as long as it still reflects your brand. Try and make it as memorable and catchy as possible through creativity, witty language, and relatability. The primary point is to help your target audience connect with your brand and recognize your brand identity.  

Furthermore, your logo plays a major part of your identity when you use it to represent your brand on e-commerce websites and ads. The stronger the identity the more identifiable your business will be since your customers associate your logo with your brand and products.  

Lastly, your brand identity plays a major part in leaving good impressions with your target audience. Having a seamless identity helps connect and build trust with your potential customers/audience and can ultimately lead them to invest in your services and products.  

Creating Interactive Content 

The third strategy involves the creation of interactive and engaging content. One of the methods to ensure that an audience continues to connect with your brand is to communicate through various visual mediums. For example, depending on your business, you may want to create fun but informational product demos that show your target audience how to use your products and display the benefits and features.  

Another great way to engage your audience through your content is to offer them a unique experience: maybe it might be through a promotional giveaway through tagging friends on social media or a virtual event.  

Since infographics, videos, and images are the preferred communication method (attracts more people than reading material), you can convey your brand messaging creatively. This helps your target audience feel like you are talking to them personally, unlike with a corporation. Being personable and relatable in your storytelling, brand identity, and interactive content helps foster a relationship with your audience. In turn, you will have your audiences’ trust, support, and significance.  

ShipSage’s Brand Awareness 

Several months ago, we changed our perspective on brand awareness and implemented these strategies above. It worked wonders for our company and our clients. Our storytelling focuses on informational articles and infographics. ShipSage’s social media consists of articles, infographics, and employee spotlights. We try to make it as diverse in interactive content as possible. These strategies not only benefit us and our image, but also our clients and interested audiences. Since we adopted these new perspectives, our social media, website, and brand awareness impacts have increased exponentially. We have started to be recognized by people and our logo and services have resonated with interested parties. ShipSage strives to portray transparency through our marketing and content strategies, and we can see the difference it has made. We have fostered trust, association, and brand value by focusing on the genuine communication and creative representation of our brand and our story. We hope you will find meaning in these key awareness points and share with us the difference it will make for your brand.