How can you build brand awareness?
your brand is established, your goal is to be seen on your customer’s radar.
Whether you’re a startup, multi-national big
business, SME or sole trader you should have brand guidelines. Start as you
mean to go on, excellent and consistent branding will give you a great
foundation to build your new business. Setting out some basic principles of how
you would like your business’s image to be seen by others. Showing your
customers and your staff how you work and the quality of your product or
Your brand guidelines
· An overview of your
brand’s history, vision, personality and key values
· Brand message or
business mission statement
· Logo usage – where and
how to use your logo including sizes and spacing
· Colour palette – showing
your colour palettes for print and for web
· Fonts – showing the
specific font(s) that you use and how they are to be used, including the weight
· Image & photography
– examples of image style and photographs that best represent your brand
· Design examples –
examples of how the logo, font and colours are typically used for all documents.
A letterhead and business card is a good example as it uses colours, logos,
fonts and spacing
If you are a startup
business or rebranding, how can you achieve all of this?
You can go to a creative agency for advice or keep
the cost down by using an online platform. Xara Online combines substantial software development experience with startup
vibes. It’s an ideal tool for consistent branding. Xara have developed a simple
new business web app for creating all of your company content. An appealing
template based approach with a multitude of stunning visual content. Find out more…**Insert link
The key component of
brand awareness is consistency…
Assuring every piece of communication to customers
or staff is clear and unified. Clever and consistent branding can give you a
competitive edge, increase customer recognition and loyalty. You and your
business are there to innovate, show your expertise and stand out in your
If you do this well, your customers will know you,
like you and trust you.
So, when it comes to
brand awareness and brand building, what should you consider?
aware of your brand are you? Every business should have a marketing plan
and strategy. They should be aware of their presence in the market place on or
What are people saying about your brand? If it’s
something good – find out why and keep doing it. If it’s something bad – find
out why, you can learn a lot from an unhappy customer.
1. Think like a customer –
how easy is it for a customer to find you?
2. Show your expertise and
knowledge – what can you offer a customer?
3. Give value and a unique
selling point – why should they use you?
4. Listen to your customers
– are you proactive and responsive?
5. Where are your competitors?
Find out, go there and be seen.
6. Build your online
presence, use social media platforms – word of mouth is powerful!
7. Set goals – use
analytics to find out what is working for your brand.
8. Your employees represent
your brand – educate them and encourage them.
Your website is your
24/7 sales representative.
The content on your
website should be informative, valuable and should answer your customer’s
Humanize your brand by
offering news or blog articles on your website, share quality and engaging
content and it should include images and videos.
10. Search engines love
fresh content! Stay active online and help people find you.
considering brand awareness, it’s important to promote and protect your brand.
We have only touched the surface when it comes to
branding. We will return to this topic and discuss in more detail the many
considerations when it comes to your brand and your business.