It can be difficult to grow brand awareness, especially within smaller businesses. Business owners may not feel they have the time to focus on branding, preferring to focus on their core activities. However, while growth can come from word of mouth and simply doing good business, the strength of a good brand can help multiply these effects, helping to convert more leads into sales.
Through consistency of messaging and a strong identity, your brand awareness can go through the roof. Here’s some quick tips to encourage brand awareness growth.
Establish a brand voice
A brand voice encompasses your business’s tone of voice and how it speaks to its customers and about itself in marketing materials. Is your brand formal or casual? Is it verbose or simple? The tone of voice can be different on every channel and adapted for different contexts.
Check your story
Having a consistent brand story will go a long way when trying to increase small business brand awareness. Using a narrative to communicate your brand can be more compelling to potential customers, so try to tell a story about what makes your brand unique.
What problem are you trying to solve? What is your history? You can also incorporate customer experiences to help illustrate the impact you’ve had.
Visual identity
Once the business has established what it’s offering and what it is trying to say, it’s time to look at the visual aspect of branding. What colours best represent your brand? What kind of logo should you use?
Create shareable content
The final step is bringing it all together to create marketing collateral and shareable content to get your brand out there. The branding process will continue into this content creation, considering variations on tone of voice, logo positioning and other aspects of visual identity in different forms of content.
GIANT, All Things Business’s publisher, are experienced branding experts, who can help your business find their tone of voice, visual identity and assist in other key aspects of the branding process. Find out more here.
