Crafting an effective brand awareness strategy

Brand awareness measures the level of recognition that potential customers have with a particular brand. It encompasses various digital KPIs, such as reach, website traffic, social media engagement and brand mentions. Building brand awareness is an essential objective for businesses, as it directly impacts their ability to attract and retain customers. Below, we share an algorithm of how to develop an effective brand awareness strategy that is applicable for most kinds of business.

Establish your audience

Begin with thoughtful analysis of your brand's current position and envision where you aspire it to be. Consider three crucial elements: your target audience, competitors, and the underlying message you want to convey.

Research the audience you aim to reach. First, gather basic demographic information about them, such as age, education and occupation. This can provide valuable insights into the communication channels and platforms that are most likely to resonate with them.

Then, delve deeper into their interests, motivations, and values: this will help you approach them in a way that aligns with their preferences and resonates with their aspirations.

Assess the competition

Examining the positioning of your competitors in the market will provide you with insights into the topics and ideas that resonate most strongly with the audiences you share in common.

Step up this content analysis by leveraging digital performance tracking tools. Web traffic is one key area to focus: metrics such as unique visitors, page views, and time on site can provide information about the popularity and engagement of your competitors' websites. By tracking followers, likes, comments, shares, and overall engagement on social media platforms, you can assess the effectiveness of your competitors' brand efforts.

Benchmarking your competitors' performance against your own provides a reference point for evaluating your strengths and weaknesses. It helps identify areas where you may need to improve or invest more resources, as well as potential areas of competitive advantage that you can leverage.

Define your brand messaging

Your brand’s messaging will serve as the backbone for the content. Here are some steps to approach crafting your brand messaging:

• Determine the key characteristics your brand. These could be qualities such as innovation, reliability, sustainability, or creativity. Also, choose attributes that differentiate your brand and align with your target audience.
• Craft a unique value proposition. develop a clear and concise statement that communicates the unique value your brand offers. It should highlight the benefits and advantages customers can expect from choosing your brand over alternatives. Focus on what sets you apart and why it is the best choice. Proceeding from this, develop your brand’s pillars or themes that represent your brand's essence and form the basis of your messaging.
• Define the personality and tone of your brand. Consider whether your brand is formal or informal, serious or playful, authoritative or friendly. This will guide the language and style you use in your brand messaging to create a consistent and cohesive voice.
• Test your brand message with a sample of your target audience. Gather feedback and make adjustments as necessary to ensure that your message resonates with and engages your audience.

Set the KPIs

Setting measurable goals that can be translated into insights is crucial. Start with a specific timeline. This can help you map out deployment strategies and align relevant key performance indicators with different segments of your campaign. Your KPIs will take many shapes: they may include metrics related to web traffic, social media engagement numbers, or total sales completed with specific promotional offers.

Craft content that makes your brand stand out

The quality of the digital content you create to promote your brand has a significant impact on how well you reach your target audience.

Cookie-cutter templates won’t cut it in today’s digital clutter. Rather, creatives need to make compelling content with design tools that support an individualized approach.

Here is where Readymag comes in: with this no-code design tool, you can create new forms of digital storytelling and publish online without the help of developers. The tool works as a simple but powerful graphics editor but for expanded capabilities for the web: you begin with a blank page, then bring it to life with advanced typography, slick animations and custom code. Readymag offers also a space for teamwork: you can invite teammates as collaborators and iterate quicker leaving feedback in comments. Here are some examples of editorials published with Readymag, that took full creative freedom to build and share their brand’s identity.

Integrate across channels

Like other segments of your communication strategy, your brand awareness campaign should be varied and rounded. Ensure consistency by integrating your brand message across multiple communication channels. This includes your website and social media accounts, partnerships with industry leaders or public influencers, email campaigns and paid advertising.

Once you’ve finished your campaign, assess the KPIs and analyze what could be done better next time.