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Beyond The Bottom Line Of Brand Awareness

2018-01-26Editor

When it comes to promoting themselves and their products of services, many businesses fall into the trap of viewing certain kinds of spending in a vacuum. In particular, the fact that spending money on branding rarely produces any measurable form of return means that some enterprises end up with a weak identity that does little to enhance consumer awareness.

Instead of seeing such spending in isolation, it is important to view it as part of a far bigger picture and to understand that, even if you can't measure the impact of a branding campaign in terms of dollars and cents, it is still of vital importance and enormous value to the long-term success of your company. Read on for a few key points about the importance of brand awareness and ways to make it work for you.

Ensure cohesion

In an ideal world, every aspect of your marketing, design and advertising efforts should support the underlying principles behind your brand, as should your company logo and website. If you employ different partners to work on each of these crucial areas of your business, you might end up with a situation where some elements are working against one another, rather than in harmony.

A good way to avoid this is to employ a full-service agency such as Eventige.com who, thanks to their in-house expertise and broad partner roster, can tackle your marketing, advertising and branding needs in a holistic, cohesive manner that ensures smooth and precise growth of brand awareness.

Harness the power of social media

One huge benefit of using social media channels for marketing is that they provide a clear form of feedback regarding likes, follows and other metrics. The key to successful use of social media is to join conversations with customers and the rest of the world but to do so in a way that does not form an unwelcome interruption.

The widespread use of ad blocking software and the fact that a significant number of consumers will skip almost all ads rather than watching them through once the option becomes available are clear evidence that no one likes to be ambushed by a marketing message.

Instead of simply trying to sell a product, the best way to interact over social media is to provide genuinely useful information that is of benefit to consumers and link this back to your brand. For example, a makeup manufacturer could provide tutorials showing how to achieve certain looks.

Perception protection

Good branding will do far more than simply ensure your company logo is available on a wide range of products - it will also have enormous implications on the general perception of your company as a whole. If you project an image that your company is cool and innovative, this will have a direct effect on both consumers and investors, as well as your company valuation.

If you fail to be active in the field of brand management and awareness, you will have far less control over the public image your company projects. Although you may not see the benefits immediately, investing in your branding is the best way to ensure your company continues to go from strength to strength.

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