People often associate certain products or services with certain brands, and they typically do so without even thinking about it. For instance, what comes to mind when someone says fast-food restaurant? The first thing you probably thought of was McDonald’s.
These types of associations can happen by accident. But, not usually. In most cases, companies put a lot of time and money into building brand associations that people will remember. This process is typically called building brand awareness. However, even businesses with a limited amount of time or a small marketing budget can build positive brand associations. And they can do so effectively, too.
These three tips can help you build brand associations
Engage with potential customers- again and again
Engaging with potential customers once is enough to cement awareness of your brand in their minds, right? Honestly, it’s probably not. Some people may develop brand awareness that quickly. However, marketing research shows that it typically takes between five and seven impressions to create such a link. That’s why it’s important to engage with your potential customers over and over if you want them to link your business to the products or services they’re seeking.
So, how do you engage with them over and over? Once you have captured their email on your website form or social media lead form, follow up by email. An email nurture campaign that adds value for your customers will keep them engaged with your brand. Valuable content for a financial planning firm might include tips about tax planning, estate and trust planning or budgeting. Providing trustworthy, straightforward information without asking for anything in return will leave an impression with potential customers. Is humor part of your brand voice? Share information with a light-hearted tone that connects with your audience.
Social media is another way to add value and keep in touch with prospects. Sharing tips, advice, or information about your company and culture allows your followers to get to know your brand and it’s personality and form a bond with you.
Get a pro to help you with customer-facing visuals
You probably have more customer-facing visuals than you realize. Some common examples are your logo, social media or website images and digital video content. Just how important are such visuals for brand awareness? Very. Researchers report that 64% of shoppers purchase a product after watching a branded social media video. Creative designers and other digital pros can help you make your customer-facing visuals more memorable by:
- Designing or redesigning your logo
- Helping you design beautiful, consistently branded social media images
- Creating rich, informative and visually appealing digital videos
- Designing infographics that tell a story about your brand or your industry
- Create lead magnets or downloads that offer valuable information in exchange for a lead’s email
Up your content creating game
It’s a pretty good bet that your potential customers are doing research before they decide where to buy. According to one marketing survey, 81% of people do some online research before buying something. Often, this research takes the form of content that businesses create about their products or services. However, your content will need to be informative, unique and consistent with your brand to bring in new customers. Content marketing specialists can help you build content that fits these needs and helps build brand awareness.
Building brand awareness with help from Heart & Hustle
Improve your brand image and grow brand awareness with the help of Heart & Hustle Brands. I can help you take a look at your client-facing visuals and overall digital marketing strategy. Together, we can optimize them in ways that can help boost your brand awareness radically.
Ready to get my help maximizing your brand associations and awareness? Let’s talk!
About the Author
Stacey Harrison is the lead brand strategist and designer at Heart & Hustle Brands and has provided creative direction for healthcare, industrial, and financial services brands for 20 years. She started Harrison Creative Group in 2017 to serve businesses that need a professional brand image on a budget. In 2021, the company rebranded to Heart & Hustle Brands to walk in the shoes of clients that experience a change of name or brand refresh.
