Welcome to my awareness series – volume 2
Following on from volume one Brand awareness and why is it important? Volume two will guide you through how to get started with building your brand awareness program.
How to build brand awareness?
Let’s start with 5 key definitions. I start here to make sure no matter where you are in your business journey, you have the knowledge and tools you need to make decisions that will help grow your business.
What is Marketing? The American Marketing Association (AMA) defines marketing as the process of identifying customers needs and how a business can best meet those needs.1
What is advertising? The AMA defines it as the exercise of promoting a company through paid channels. And is a component of marketing1.
What is a marketing channel? Mailchimp defines a marketing channel as types of mediums used to advertise your company.2 An example of a marketing channel is an email or social media like Instagram or TikTok.
Quick tip 1: Even today, there is no better marketing channel than word-of-mouth and it’s free. It’s like going viral for ever, and all you need to do as a business, is provide your customers with a wonderful experience, at every interaction and a quality goods or service.
Emma Grede, the co-founder, and CEO of Los Angeles-based fashion brand Good America said, “a happy customer will do the work of thousands of dollars of marketing.
What is a brand campaign? A campaign is usually a one-off, bespoke, or temporary marketing activity with content that is temporary. A marketing campaign aims to grab attention quickly to increase sales faster.
What is a brand program? A program on the other hand is a series of campaigns that tells a story. The content has a connected and consistent message designed to take the customer on a journey. A program allows the brand to connect deeper with the customer, builds trust and increases sales, resales. If done well, a brand marketing program will get your customers talking more about your brand, increase engagement, ultimately leading to more sales.
Quick tip 2: The key to a successful business, in my opinion, is consistent visibility in the marketplace. The advertising rule of 7 tells us that a person needs to see your brand at least 7 times before they will consider making the decision to buy.
3-step Brand Awareness Program Framework
Here’s my 3-step brand awareness program framework providing key area’s to consider as you start to develop your brand awareness marketing program.
- Be clear about what you want your brand to be known for today and in the future.
- Set out how you will measure the success of your program.
- Map out the journey you want to take your target audience on and why.
In my experience, if you want to get the best returns from your marketing budget and build sustainable growth for your business, start with designing an awareness marketing program. If you would like help crafting the right words to use in your brand awareness program or help to develop your brand awareness strategy, contact me at DKs Content & Copywriting.
- https://www.ama.org/marketing-vs-advertising/
- https://mailchimp.com/resources/what-are-marketing-channels/