Some thoughts and musings from the wee hours of the night.
Leveraging Brand Awareness
Total Brand Domination
Top-of-mind awareness is vital for any business. It’s when people actively seek out your brand whenever they need a new product or service from your industry or category. Today, we’ll discuss what makes top-of-mind awareness crucial for your brand’s marketing strategy and how you can achieve it.
Before we get started with nitty gritty details, let’s first align ourselves on what top-of-mind awareness really is and what it can do for you.
What is Top-of-Mind Awareness?
Top-of-mind awareness is the first step to achieving brand loyalty. You should be the first thing your customers think of in your industry. If someone asks them for brand suggestions, are you the first brand they think of? If not, you need to work on your marketing efforts!
Your brand is the first impression that a potential customer has of your business. This is your first interface with them in their buyer journey. If they like you, they’re more likely to make an emotional decision based on how they feel about your brand. Even when your competition’s offerings are better.
Why is Top of Mind Awareness Important for Marketing?
Maximizing your brand visibility and communicating with your consumers directly help build long-term relationships with your target audience. Effective promotions, advertising, and a cohesive marketing strategy all help. People need to see and talk to you to know you’re not just another generic mass producer.
Maximizing Brand Visibility Is The First Step
Brand visibility is a powerful tool to retain your existing customers and onboard new ones. It helps build trust and loyalty in a world full of other options. According to Forbes, “consistent brand representation across all platforms increases revenue by up to 23%”. Combined with good customer service, it puts you on the fast track towards top-of-mind awareness.
In fact, as per Hubspot surveys, 68% of consumers say they would gladly pay more for a brand known for good customer service. They’re also 93% more likely to be repeat customers if they’re happy with how you treat them. Your company should have an effective strategy to raise awareness about itself. It starts with actually knowing your target audience and how to reach them!
How To Maximize Your Brand Visibility and Achieve Top of Mind Awareness
You should incorporate these into your year-round marketing arsenal to maximize your brand’s visibility.
Use Your Branding
A cohesive branding and design strategy are great for visibility. Your brand persona can also make you feel more genuine and trustable. Imagine if all your marketing communications used the same design language and tone. Wouldn’t it be more memorable?
Stories are powerful because they allow us to connect with our customers through shared experiences. They can humanize your brand and make you feel more you. When we hear someone’s story, we tend to find them more relatable. It makes us feel like we’re not alone in our struggles or journey. Empathy and hope are the main ingredients of good, persuasive storytelling. Your story should provoke an emotional response and make your brand more desirable.
Use Content Marketing
Effective content marketing builds relationships and trust with your audience. Content focused on educating or entertaining your target audience usually works best. Being salesy often has the opposite effect. Share information, wisdom, and knowledge that can help your target audience solve a problem or achieve an important goal, and they’ll keep coming back for more.
Content marketing combined with great storytelling and injected with an appealing brand persona works like magic. Social media posts, newsletters, emails, blogs, podcasts, live streams, videos, and white papers are all super effective for content marketing. This varies depending on your industry, though.
Invest In Better Visibility
Top-of-mind awareness is critical for any brand, especially in this post-pandemic world where we’re all battling high inflation and a recession-like economy. If you’re the first name and logo that your target audience thinks of when they’re out looking for a product or service, it most certainly helps. After all, who doesn’t like more sales?
Want to maximize your brand awareness? Get in touch with us today and let’s tell your story better!
Master of Storytelling
Weaving brand magic with decade and a half of experience in marketing, branding, and content.
Kashif Malim is the Master of Storytelling at Fundamentally Content. He weaves intricate, inspiring, and captivating stories that help bring brands to life. Stories have the power to bring people together, to help us surpass language and communication barriers, and to connect with others wherever they might be. Kashif helps our clients find their unique voices and build intriguing narratives to tell their stories better and connect with their audience in a more meaningful way.