Brand Awareness, what'it is and how to increase it

April 29, 2021

Redlab

There are brands that immediately evoke a certain product category.
This is the case, for example, with car manufacturers or Italian pasta brands: without mentioning them, it is highly likely that the same brands come to everyone's mind. This is the power of the brand awareness!

It is defined as. "the degree to which consumers are aware of a brand." and manifests itself in the ease with which they remember the brand (brand recall) and link it to its products or services.

It is often thought that having good visibility is preponderant exclusively for B2C companies, as it is essential for consumers to develop a sense of familiarity with the brand and be more likely to buy its products.
Not so. Even for B2B companies. Spreading one's brand and increasing its visibility is imperative.

Investing in your company's visibility

"Making a potential customer aware of your company does not generate revenue."
This is the belief many people have about a brand visibility-oriented action, and it couldn't be more wrong!

While investing in one's own brand awareness does not involve an immediate return in economic terms, it is the first step in order to aspire to obtain profiled, professional contacts that can turn into clients.
The result of this action is certainly appreciable in the long run: after devoting time and resources to building valuable content, it can be conveyed by leveraging multiple channels and strategies that will amplify the brand visibility. Let's find out some of them together!

Choose human-to-human communication

When thinking about the industry Business - To - Business, often identify it as a collection of industries, warehouses, offices and small businesses that need dedicated and exclusive communication to convert prospect into customer.
In reality, although they have different purchasing dynamics than the consumer-facing brand world, the protagonists of the "exchange" are the same: people. In fact, in companies, whether small or large, the interlocutors and decision makers are always people.

For this reason, even in B2B, activating one-to-one communication proves to be the best choice: the H2H (Human-to-Human) ratio is in fact one of the most influential factors in the process leading to purchase!
It is therefore appropriate for brands to talk to people-the only difference from consumers is that they are not buying a finished, ready-to-use product for themselves, but are buying components or services for their company.

Focusing on Content Marketing

As anticipated, creating valuable institutional content and that they convey the essence of the brand is the basis for moving forward in any communication project and having lifeblood feeding the different tools.

The Content Marketing is based on this very principle: capturing attention and engaging the target audience by creating relevant and valuable content, both textually and visually. For a B2B brand, focusing on "content marketing" is the way to Differentiate themselves from competitors, gain authority in the market, and respond to questions/needs of their target audience.

The next step is to convey this heritage in the best possible way, declining it appropriately according to the context.
One example? Social channels: choosing which one to use and what to go public with is crucial to gain visibility from the appropriate audience. Along these lines, LinkedIN is the platform best suited for B2B companies: in fact, according to research, 67% of employees/collaborators and brand managers in Italy have a profile on LinkedIN.
This means being able to get in direct contact with their prospects and customers!

Communicate both offline and online

There are multiple strategies that can be implemented to increase the brand awareness both in the world offline who in the world online.

Contrary to popular belief, everything related to more "traditional" communication is still indispensable in a comprehensive communication project. In this sense, it is possible, for example, to make available to the brand the activities offered by a Press Office, so that they can be published in trade magazines or send out press releases that make journalists aware of company news or changes that are taking place.

Among the activities that a press office can perform, and which prove useful in order to increase the brand awareness of a B2B company, also deserves mention the Co-Marketing: in order to promote the brand, it is possible to activate a collaboration with another company, similar in vision and business model to the brand in question, with which to initiate a direct operation to the prospect.
For example, one way B2B companies work together is to "join forces" to organize and manage an exhibition event, so that costs are reduced and valuable activities such as interviews, presentations, workshops, etc., can be initiated.

Nowadays, flanking traditional communication with the component digital Is inescapable.
First of all, adequate work needs to be provided in SEO optics to place the website on the first page of the search engine based on the keywords for which you want to be found. In this sense, the choice of the keywords Is of paramount importance!
It is on the basis of these in fact that all communications aimed at increasing brand awareness at the digital level will be drafted: writing texts for the institutional website, articles in online trade magazines, copy and graphics on social pages, etc.

In this scenario, it is also possible to activate digital marketing campaigns e ADV on social channels, so as to increase visibility through paid ads.

Increase brand awareness and become top of mind

The goal of every company: to become the first brand that consumers think of when they need a product or service relevant to their product category, thus shredding the competition. This means being "top of mind"!

Establishing oneself in the market in this way translates into a real possibility of increasing one's revenues and stimulating more positive associations with one's brand, thereby also increasing brand reputation.

Do you want to improve your brand awareness? We are ready to study the best strategy for you! Contact us.