5 Ways Small Businesses Can Increase Brand Awareness

Brand awareness is a crucial element in any successful marketing strategy. All sales—whether for new gym shorts or highly technical mechanical parts—follow the concept of the marketing funnel, where users become aware of a brand, research it, and then make a purchase. Awareness of your product or solution is the first step in this sales cycle; without it, no further sales are possible.

Despite the importance of brand awareness, many small businesses don’t know where to begin when it comes to revamping their marketing strategies. Developing an effective marketing plan is challenging enough, even before factoring in the competition small businesses face. The good news? It’s now easier than ever for small businesses to promote themselves through digital marketing. There are countless ways to increase your business’s brand awareness; here are some of the most popular strategies.

Branded Collateral

Providing branded items for your staff and even interested customers is a great way to get your brand noticed. Additionally, it can help build a sense of community among your staff and customers. If your budget allows, branded coffee mugs, notepads, and pens are fantastic ways to stay top of mind, even when customers are far from your business. Consider investing in branded collateral and products. Depending on how your customers feel about your brand, you might even be able to monetize these items, essentially getting paid to promote your business!

Advertising

Advertising to increase brand awareness can seem daunting for many small brands. Without a large budget, you might be hesitant to invest in awareness campaigns and prefer to focus on lead generation. However, remember that brand awareness is the first step in the sales cycle. Rather than choosing between advertising for brand awareness or lead generation, aim to invest in both. The two approaches complement each other: more people learning about your brand ultimately leads to more conversions down the line. Treating advertising as an either-or decision can prevent your marketing strategy from reaching its full potential.

Fortunately, the internet has made brand awareness campaigns more affordable for small businesses, with many platforms offering advanced data and targeting capabilities for specific audiences. Here are just a few options to explore:

• YouTube Advertising
• Google Ads
• Programmatic Banner Advertising
• Connected TV
• & More!

Referral Programs

If you’re working with a limited budget, it’s time to get creative. Your existing customer base can be a fantastic resource for promoting your brand affordably—and they’re often effective brand ambassadors, too. Potential customers may view advertising skeptically, as they know it’s designed to sell something, which many people instinctively resist. However, a recommendation from a trusted friend or colleague lends credibility to your business. Start a referral program to reward your best customers for spreading the word about your business!

Consistent Branding & Messaging

If you’re actively promoting your business, you’re already ahead of the curve! However, be cautious: using inconsistent fonts, colors, logos, and styles could confuse your potential customers. Studies show that consistent branding and messaging are essential to helping potential customers remember your brand. Constantly changing your logo or using different colors for each new product could hurt your brand recognition.

To avoid this, create a consistent brand style guide. Standardize items like fonts, colors, and logo sizing to ensure uniformity across your branding efforts. With a few simple guidelines, you can effectively reduce brand confusion among your target audience.

Create an Identity

If you’re already investing in branded collateral, advertising, referral programs, and consistent branding guidelines, you’re on the right track! Now comes one of the most challenging yet rewarding aspects of branding: creating a recognizable and compelling brand identity.

This involves more than just a logo and brand guidelines. It’s about developing an identity that resonates with your customers. To create a strong brand identity, consider:

• A Mission Statement
• A Unique Brand Voice
• Public Philanthropy & Donations
• Industry Thought Leadership
• & More

This is often the most challenging aspect of branding, but if you succeed in creating an identity that resonates with customers, you’ll build a significant amount of goodwill for your brand.

Call for Your Free Audit

Are you looking to increase your brand awareness? Call JSL Marketing & Web Design for a free audit! Depending on your unique needs, we might recommend:

• Paid Advertising
• Branded Collateral
• Logo Redesigns
• Referral Program Promotion
• & More!

Contact us today for your free audit and start increasing your brand awareness with JSL Marketing & Web Design!