Person who reviews customer trends online.
getty
Brand recognition does something for a company that marketers aspire to. It automatically links a product, solution or business to the wants or needs of consumers. Thinking of kid-friendly movies and vacations will remind you of Disney. Or instantly mention Subway when you and your coworkers need a quick sandwich for lunch.
With brand recognition also comes trust and credibility. Your target audience has high confidence that they will get the product or service they expect. And the more your business delights and engages your customer base, the more they’ll keep buying from you.
When this happens, your company can become consumers’ favorite brand and give the public something to talk about. Hopefully, customers will even rave about your offerings so that others will begin to experience their value. But how can your company improve its recognition and build brand equity? Here are some ways to get started.
1. Make connections
On the surface, consumers buy products and services. But beneath the surface transactions, there is often an emotional or personal connection between customer and brand identities. Target audiences may resonate with or idealize a company’s values or messages. Maybe they want to like the qualities of the brand and associate with its image or someone who represents the company.
It is up to companies to take advantage of these desires after identifying them. Building online communities around shared interests and aspirations is one way to associate a brand’s qualities and values with the identities of audience members. Connecting and communicating with your target market in this way also says you’re interested in more than just selling products.
No one wants to deal with pushy or intrusive sales tactics. These tend to create resistance or cause wires to run the other way. You will build a better reputation if you focus on authentic and useful outreach as a growth marketing strategy or campaign. People will know your company as more than a transactional provider of products or services.
2. Collaborate with influencers
Influencers with similar target audiences and messages can help create buzz for a brand. Joining forces with influencers increases your reach by exposing more people to your company name and what you do. Influencers don’t necessarily have celebrity status, but they are creators of digital content that audiences follow and resonate with.
Some influencers amass large followings, while others are micro-influencers with smaller but significant numbers. It’s possible that a partnership with a micro-influencer can be more effective if it’s a good fit. It just makes more sense to work with someone whose content and message is relatable and will reach its intended audience. In other words, the size of an influencer’s following is not the primary consideration.
Businesses are beginning to realize the power of influencer marketing as younger generations find it harder to reach with traditional advertising. That’s why brands are expected to spend $15 billion on influencer marketing by the end of 2022. Popular social media platforms are places to find influencers for potential partnerships. But so are the less obvious sites and digital spaces that cater to niche interests like sports and cooking.
3. Become a thought leader
You may have heard the phrase “Content is king.” One of the reasons why it still rings true is that the annual income generated by content marketing. The data suggests that those revenues will come 66 billion dollars in 2022, a figure expected to double by 2026.
When brands create and publish content online, it’s a way for their target audience to discover them. This content can be landing pages, blog posts, webinars, videos or podcasts. While a general goal of content marketing is to convert leads into sales, it does so through thought leadership. The idea is to create and share information that your target audience will find engaging and useful.
At the same time, this content stimulates brand awareness by mentioning how a company meets consumer needs. Content marketing can work in B2C and B2B spaces. However, it requires frequent monitoring and adjustment. Some techniques and tools help with this. Search engine optimization targets specific audiences based on the information they are looking for. Web analytics can reveal whether SEO and content strategies are working or need a boost.
4. Take advantage of current consumer behaviors and trends
Companies that pay attention to what is happening in the general market tend to stay in touch with the needs of consumers. Awareness of trends and changes in target audience behaviors can also identify potential business opportunities. Suppose another company discontinues a product or no longer supports a feature that specific market segments use. A competing brand might see this as an opportunity to develop an alternative solution to fill the gap. By doing so, this business can quickly increase its awareness and recognition as a provider of new solutions.
Monitoring consumer markets, behaviors and trends can also lead to more subtle opportunities. This can be as simple as creating shorter videos that match human attention spans. Trend research could also reveal that consumers are becoming concerned about genetically modified ingredients in their food. In response, food manufacturers could create organic alternatives to preferred brands or develop new organic products.
These actions give current customers a reason to stay loyal and potentially increase the reach and recognition of companies within other segments. For example, food manufacturers can secure shelf space in organic or natural grocers instead of just conventional supermarkets. These brands will now reach additional niche segments.
Promotion of brand recognition
Brand recognition and awareness bring customers closer to a business’s physical or virtual door. In the past, a few ads on TV and radio may have gotten the job done. But in saturated markets and among skeptical target audiences, traditional advertising is not enough.
Less sales tactics, such as building online communities and promoting thought leadership, reach audiences by personifying and humanizing brands. Your business increases brand recognition by creating connections between who you are and who your customer is. By identifying with your brand, your target audience will see it as more than just another commercial alternative.
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