Does your company stand out to people when they think of products in your line? Are you the first person they think of? If not then chances are you don’t have a very strong brand and your competitor is stronger. Creating brand awareness, both online and offline, is important for your business.
What is Brand Awareness?
According to Wikipedia.org ‘brand awareness is a marketing concept that measures consumers’ knowledge of a brands existence.’ This means that if people have no brand awareness of your product, they don’t know anything about your product and so you need to work on making yourself known to them. The stronger the brand, the more likely people are to know it and to consider it when deciding what to purchase.
Creating Brand Awareness Online
Having your own website with your company logos, etc. is one aspect of building brand online but cannot be the first – how are people going to get to your website in the first place?
A full online brand awareness campaign needs to consist of a number of different tools – both on your website and off it, which will expose people to your company and product and help them get to know it, giving them the information they require.
How you run your online brand awareness campaign will depend on who you want to reach – your target market; and the best way of reaching them. In general though, internet marketing tools such as social media, article marketing, PPC and SEO work for a wide variety of markets and should be incorporated into your campaigns.
Creating brand awareness online should therefore begin with understanding your customers and target market and what they are looking for. Think about and research the keywords they will be using to search for your products, think about what colours and graphic styles appeal to them, etc.
A Strong Brand and SEO
Search engine optimization can benefit as well as hinder certain elements of brand. Firstly, search engine optimization is essential in that it does allow people to find your website who may not otherwise find it – especially if you are optimized for the right keywords related to your site.
On the other hand, some SEO principles are not necessarily attractive or what the visitor is looking for in a website and so you need to balance the attractiveness of your brand to the visitor with search engine optimization so that you are both getting new customers as well as keeping the old. For example, visitors may enjoy the interaction of multimedia and find a graphically stimulating website using Flash attractive; however this is not good for SEO purposes – you will need to find the balance that is right for your business.
Creating brand awareness online is important for both getting new customers and keeping the old. A strong brand will mean that when people think about your category of products, they think about you and so will be more likely to purchase from you. This means creating a website and using marketing techniques that will reach and attract your target market.
This article was written by Jayden Clark. Jayden is a partner at 3DimensionMedia – a business specializing in web design and online marketing. If you need help in establishing your online brand then visit
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