1. Identify What Makes You Different

Brand awareness is awareness of something. What’s your something?

The first step of building a brand identity is identifying a trait (or traits) that sets you apart from your competition — your Unique Selling Proposition (USP). So study your competition. How do they define their brands? And just as importantly, how don’t they define their brands? Look for characteristics that you can call your own.
 

2. Be Consistent with Branding

Chances to engage with potential customers are precious. If your brand strategy is different on different channels, people won’t be able to decode what your brand is all about.

Brand awareness requires consistent messaging. And crafting a consistent message requires keeping your channels harmonized. That means your website, sure, but also Facebook, Linked-In, email, and more.
For example, if you build an identity around how professional your services are, then that lightheartedness should carry over to all channels. That way, your brand is optimized for both of these scenarios:
Someone bumps into the messaging on one of your channels — any channel – and sees that your brand is Through a combination of strategy and luck, someone is exposed to your messaging on multiple channels. And because the brand messaging on those channels is synced, they combine to create a quasi drip campaign that reenforces your brand.

Whilst giving a consistent message is key to building customer trust, too much repetition in your branding will only bore your customer and turn them off your brand. Be creative – find different ways of relaying the same message rather than repeating the same slogan or tag line everywhere.

        
3. Showcase Positivity in Your Brand Strategy

Brand awareness means different things to different brands. For some, it hinges on being modern and professional. For others, brand awareness is friendly and fun.

One thing you won’t see with successful brand strategies? Negativity.
There is so much negativity in the world, especially online (have you seen Facebook?). The last thing consumers want is negativity while they’re shopping.

This doesn’t mean that your brand strategy needs to contain poems, inspirational quotes, and a bunch of heart-eye emojis. What it does mean, though, is that your brand strategy shouldn’t bring people down. People want to feel good.
 

4. Have an “Our Story” Page

The bios you write for Facebook and Linked-In accounts might be limited when it comes to brand awareness. There simply isn’t much space to let your brand strategy shine through.

If you want to further develop your brand strategy, consider executing an “Our Story” page. You can call this page “About Us,” or something along those lines.

Lots of your brand awareness efforts will in one way or another lead to your website, and the About Us page is one of the focal points of your website. Or at least it should be.
Explain why your store is different, why people should feel good about shopping with you.
 

5. Use Your Name, Logo, and URL to Strengthen Brand Identity

Remember earlier when we talked about how your website, social media channels, and newsletter should all deliver the same message? Well, the same goes for your URL, logo, and the oh-so-important business name.
First things first: You don’t want a name that’s already an Facebook handle for someone else, or that has a URL that’s already taken. It’s hard to generate enough brand awareness that people seek out your brand. So when they do, we need to make sure they see your own content, not something from a Linked-In handle that hasn’t posted in three years.
No doubt, your logo, business name, and URL are massive brand awareness opportunities.
 

6. Know Your Audience

This is super important as if you don’t know who your audience is, you cannot know how to build brand awareness that turns the right heads. Define your target audience before you create your brand so that you will attract the right people and not have a mismatch between your company and your customer.
You can even take it a step further and talk to your biggest customers during your rebrand. Ask them what they like about your logo, tagline, and other important identifiers of your brand. Make sure these things remain after the rebrand so that customers can still identify with your brand. These common characteristics will ensure that brand awareness will be seamlessly.


Conclusion

There’s a reason people talk about “building” a brand instead of “making” a brand. A proper brand strategy takes time, patience, and lots of work to execute. Just remember “X2 is what we do!”  Your dedicated branding specialists for logistics are here, one click away! With X2 Global Media you’ll be able to generate brand awareness over time and most importantly - saving your dollar. 

Contact us and get your free consultation: contact@x2globalmedia.com