9 Powerful Brand Awareness Strategies for 2025
Brand Awareness Marketing Plan Template – Template by ClickUp
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PR is an umbrella term, and there are different ways to increase brand awareness through this approach – which is “earned” coverage. A form of communications, PR is a “below the line” tactic, because you are talking to your target audience on a one to one basis. As we have mentioned above, advertising is one of the most effective marketing strategies for reaching a large target audience all at once. Whilst this is only UK specific, it points to LINEAR TV not being as effective as before.
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According to the Ebiquity report Mind the Gap, total LINEAR TV (not including OTT, connected, streaming TV) advertisement impacts were down by 4.4% in 2019. This is because in today’s age customer needs are nuanced, there are multiple mediums and many more brands competing for attention. When focusing on building brand awareness, an integrated approach that is tailored to your audience will bring the best results. A strategy that some brands try to adopt is to create their own category first, and then create demand and evoke awareness around that. And if you’re focusing on the here and now, remember that there is a tomorrow, and a successful way of growing your brand is to reach new audiences and grow your customer base over time. So, if you’re looking to increase brand awareness, don’t forget that you still want people to buy from you today.
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Therefore customers will feel they are buying from the best, or buying the best. A thought leadership program is built to set yourself apart from the competition and differentiate yourself. Social media and digital platforms will hold even more importance, and brands will find new ways to create awareness for their products that rely less heavily on in-person launches. This might be your own event – such as the Qualtrics X4 Experience Summit, or it might be a third party event that you attend with a booth, or speaking slot on stage.
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Step 1: Establish Realistic, Measurable Goals
Brand awareness is an important metric for gauging how well your target audience knows your brand. Brand recognition is used to gauge total awareness of a brand in a category, and sometimes to assess how well an ad is communicating the brand. You may hear the terms “brand awareness”, “brand recognition” and “brand recall” all used interchangeably. Your consumers may know who you are, but you don’t want that to be for negative reasons. Make sure you’re not letting your marketing efforts down with a sub-par experience. Experiences may help bring attention to the brand too, hence why developing awareness of it exists, and it helps to reinforce it in the memory.
- Your value proposition should be clear, compelling, and relevant to your target audience, serving as the foundation of your brand messaging.
- Some events might allow you to have an exhibition stand in a prime location within the event.
- Your message should be consistent, relevant, and authentic across all your channels and touchpoints.
- If you’ve seen Ahrefs at any events, you’ll have noticed we have a lot of merchandise we give away at conferences.
- Depending on your goals, you need to choose the right metrics and tools to track your progress and results.
- It includes whether they recall your offer or can identify you among your competitors.
Read on for strategies to increase brand awareness, as well as brand awareness campaign examples to help you build brand salience. You want consumers to think of your brand first, and to believe it to be good value, whether that’s good value for money or of high quality. There’s also brand equity, which is the perceived value of your brand. Brands should continue to build awareness and then increase their brand salience by creating cues that activate the brand at critical touchpoints. The most successful brands readily come to mind when a customer is thinking of buying a product or service.
Examples of partnerships include influencer or celebrity, and media partnerships. But more importantly, these sponsorships are where the brand expects their target audience to spend their time. This is where brand awareness marketing plan brands pay to endorse something for exposure in return.
In the first case, you are likely to get brands of restaurants, in the second case, you may also get convenience stores, supermarkets, and restaurants. This is a good metric but don’t lose sight that this is sensitive to how the cueing statement is written. You can use this approach to assess how top of mind your brand is – i.e. when your brand is the first brand to be named unprompted. You can see examples of unaided vs aided survey questions in the guide below. Aided brand awareness is the recognition of your brand name when prompted with a list of brand names or logos.