Nike is so well known that customers will purchase shoes with the famous swoosh simply because it has the Nike name. Nike mastered its brand awareness strategy, as its booming sales show. The brand showed how converting customers doesn’t have to go together with sales copy. Sometimes, a strategic brand awareness campaign is enough to lead customers through the entire sales journey.
Learn how to build a brand awareness campaign that directly converts customers.
- Brand awareness increases your visibility and builds trust with customers.
- Customers who trust your brand are more willing to purchase your products.
- Converting customers starts with a positive customer experience rather than selling products.
What Is Brand Awareness?
Brand awareness in marketing is how much your audience knows and trusts your company. Your brand awareness campaigns are strategies for informing consumers about who you are, what you value, and your brand’s purpose. As consumers learn these details about you, they also trust you more.
For example, Kleenex is a brand with supreme visibility and trust. Consumers are so familiar with the Kleenex brand name that many replace the word tissue with the term Kleenex in their daily lives.
Because so many consumers know and trust Kleenex, they will also automatically pick that brand up in the store. This brand awareness example shows how familiarity from brand awareness leads to trust, and trust results in sales.
What Role Does Brand Awareness Play in Sales?
Here are three ways that brand awareness leads directly to sales.
Keeps Your Brand in Front of Your Audience
A successful brand awareness campaign keeps reminding consumers about your brand and products. Then, when those consumers are looking for a solution, your products will be among the first to come to mind.
For example, when you get a cut on your finger, your first thought is to get a Band-Aid.
Builds Trust with Your Customer
Customers buy products when they trust a company. Trust reassures customers that the product will last and is worth the cost. When you increase your brand awareness, you also increase customer trust in your company.
Adds Value to Your Products
The more popular a product is, the greater its value becomes. That’s why brand awareness works closely with demand generation.
Why do brand-name products charge twice the amount as generic products in the store? When you compare the ingredients of two products, you might realize they are both made the same way. However, the brand with greater awareness has a higher value because of its more significant demand.
5 Strategies to Create Brand Awareness That Increases Sales
Use these five tips to build a brand awareness campaign that boosts your visibility and builds trust with your customers.
1. Create Thought Leadership Content
Becoming a thought leader is earned, not created. A thought leader is someone consumers trust and respect because of their authoritative and informative ideas.
If you want to become a thought leader, start by creating quality content that discusses topics in your industry. For example, a software company can become a thought leadership by addressing changes in technology and software and their impact on the way people perform business.
More consumers will learn about your name as you create thought leadership content. With the authority of thought leadership behind your brand name, you can convert those new leads faster as you already have their trust through your reputation.
2. Always Give Your Audience a Call to Action
If you’re creating brand awareness content, you might not think to add a call-to-action (CTA) since conversion isn’t the primary goal of brand awareness. However, if you leave out your CTA, you also risk losing readers who are ready to purchase.
For example, your brand awareness content might resonate well with a reader to the point that they are ready to decide. However, they might look elsewhere for similar products and solutions if you don’t provide a link to guide them through the sales process.
Instead, always provide the next step for your readers so that those ready to make a purchase decision can do so directly from your brand awareness content.
3. Use Influencers in Your Strategy
Marketers plan to increase the amount they spend on influencer marketing over the next few years as social media grows. Influencer marketing is so successful in conversion that 42.3% of marketers measure the success of influencer marketing through sales.
Influencers work well for brand awareness leading to sales because they already have a loyal following that trusts them. The influencer’s brand promotion might be their following’s first interaction with your brand. However, because your products appear with someone the audience already trusts, they are more willing to purchase your products without additional nurturing.
Image from Influencer Marketing Hub
4. Create a Consistent Brand
Apple products are famous for their silver-gray color scheme. When you see yellow against red, McDonald’s might be the first brand you think of. The color pattern blue, red, yellow, blue, green, and red makes people think of Google without even seeing the name.
Simply adding consistent coloring to your brand can increase brand recognition by 80%. In addition, when you have a consistent brand, your revenue can increase up to 23%.
However, colors aren’t the only branding feature to keep consistent. Also, offer consistent messaging, unique styles, recognizable logos, and even similar fonts on your blogs, social media, and email campaigns. As you build a recognizable and consistent brand, customers are more likely to trust you and respond to your brand awareness content.
Image from Inkbot Design
5. Focus on the Customer Experience
About 86% of customers would spend more on products if they had a positive experience with the brand. In addition, 49% of buyers say they have made an impulse buy simply because they enjoyed their customer experience.
Even though you want to raise awareness around your brand, you shouldn’t neglect your customers. Focusing on them and their experience while boosting your visibility can lead to more impulse purchases, even from consumers who previously didn’t know about your brand. That positive experience will then stay with that customer and encourage them to return in the future as a loyal customer.
For example, if you post your brand awareness content on social media, take the time to respond to each comment to improve those customers’ first impression of your company.
Increase Your Brand Awareness with a Consistent Voice
A unified company is one of the key elements to creating a consistent and trustworthy brand. Unite your sales and marketing teams to build a brand awareness campaign that converts customers and start seeing steady growth in your business.
Contact us to learn how we can help unify your teams to increase your brand awareness.