Brand vision, personality and key values · Brand

Brand awareness

 

How can you build brand awareness?

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Once
your brand is established, your goal is to be seen on your customer’s radar.

 

Whether you’re a multi-national big business, SME
or sole trader you should have brand guidelines. 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
service.

 

Your brand guidelines
should include: 

 

·       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 with CMYK (for print), RGB/Hex (for web) and Pantone (for
colour accuracy)

·       Fonts – showing the
specific font(s) that you use and how they are to be used, including the weight
and versions

·       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 standard
company documents. A letterhead and business card is a good example as it uses
colours, logos, fonts and spacing

 

If you are a new
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 where you can combine a creative
design, collaboration and corporate identity. You can produce presentations,
social media graphics, social ads and documents using templates. 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
industry crowd.

 

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?

 

Firstly… how
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
offline.

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.

 

Further considerations
are:

 

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.

9.     
Your website is your
24/7 sales representative.

The content on your
website should be informative, valuable and should answer your customer’s
questions.

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.

 

Remember… when
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.

 

(617 words) Keywords: Brand building, logo and
branding.

 

 

 

 

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