¿Cómo puedes utilizar el conocimiento de la marca para hacer crecer tu negocio?

No matter the stage your brand is in during its life and career, it is critical for the brand to be clear about who it is, and it’s essential for those taking care of the brand to know this clearly too. Because when the brand is aligned with who it truly is—with its authentic purpose—that is definitely where the brand helps your business succeed at a whole new level.

In my experience your brand identity can be defined by finding a role model to become the perfect customer/ client. The role model should be a well known person/celebrity who most people recognize so that you can tailor your brand specifically to this person. Your brand should be designed so that the role models interests, and personality can be identified within your unique presentation and appearance of your offering. such as color choice, style, behavior's and the people who are the fans of the role model.. If you do this successfully, you will attract fans from the role model followers to your brand, as they will find your products attractive.

Brands, like people, are personalities. It's important to understand that personalities thrive on emotional appeal. Consumers purchase emotions/feelings that certain products invoke in them, not the product itself therefore it's vital that you identify this target market and their potential emotions, which will then influence the archetype of your brand, its brand story, qualities and unique selling proposition. This personality will be packaged in the form of a product that aligns with the emotional needs of your target market. Ask Coca Cola, Apple, Mercedes Benz and other brand giants.

Brand identity is similar to that of a personal identity. A brand has a clear purpose to serve and a unique story to share. Treat your brand like a person and imagine how it could share its journey, evolve and emote.

Four things to solve when launching a new brand: 1) Competitive landscape: What is already out there solving a similar problem in people's minds? What is their unique positioning and how will you be different? 2) Think through both your design target as well as the entire landscape of the humans you need to buy your brand to be successful. Ensure you know what is meaningful to those people about your category and why they care about your offering. 3) Using all the creative tools at your disposal, bring to life the unique and compelling personality of your Brand. Ensure this highlights your USP/POD. Pay attention that it stands out from the category and resonates with your audience(s).

Content is king; it must be tailored and resonate with your audience. Most importantly, it should deliver substantial value to engage and benefit your audience.

In a B2B world, if you create content that your prospects and customers find insightful then not only will the awareness of your brand increase but also the advocacy of it. I would argue that in a B2B world, advocacy is just as important as awareness. Awareness creates an opportunity for a sale, but having customers who are advocates is much more powerful when it comes to inspiring prospects to buy from you and retaining customers.

In B2B companies, four out of ten business decision-makers state that social media is a crucial channel for information when seeking product or service-related information. They identify relevant brands before procurement, making top-of-mind presence crucial. That is why it is important to systematically build your brand on social media, staying visible, building trust, and providing expert information. Long-term efforts matter more than Click-Through Rate (CTR). Review your content, especially on social media. Are you mainly investing in tactical content, directing towards concrete sales pipelines, or do you also have content that support top-level brand marketing?

For me, content plays an important role in the marketing strategy. When it comes to established companies or products, the creation of rich content may be scrutinized concerning its short-term results or even its significance as an enabler for new revenue streams and reinforcement of thought leadership.

In addition to creating content that addresses the immediate needs and interests of your audience, consider incorporating a storytelling element into your content strategy. Sharing real-life examples, success stories, or personal experiences related to your industry can humanize your brand and make your content more relatable. By weaving compelling narratives into your blog posts, videos, or case studies, you not only educate your audience but also create a memorable and impactful impression that resonates beyond the information itself. Embracing the power of storytelling alongside valuable content can foster a deeper connection with your audience, fostering trust and loyalty in the long run.

It’s hard to believe that some brands still don’t leverage social media for brand awareness! Social media is important and should be treated as an addition to traditional media. However, before you decide to launch on every social media network, ask yourself the following questions: who are my audiences? where are they? What do they care about? Once you have your answers, and your business goals set, then you can take your next move and create a social media strategy. To prove this point, just take a look at your 22 year old niece and a 75 year old aunt - they likely have different social media habits, and your business should target them differently.

Leveraging social media is a powerful strategy for boosting brand awareness. As a professional, I advise using social media to share content, showcase your brand personality, and engage directly with your audience. Participate in relevant conversations, and consider running contests, giveaways, or live sessions to generate buzz. It's crucial to choose the right platforms suited to your brand, maintain a consistent and appealing profile, and post regularly with a strategic approach. Measuring and analyzing your social media performance is also key to understanding your impact and refining your strategy for better engagement and brand visibility.

I’d choose Social Media anytime for raising brand awareness (Given that your TG is on SM) as it offers a vast audience reach, providing a cost-effective way to connect with potential customers globally. It facilitates real-time engagement, fosters brand personality, and allows you to tailor content for specific demographics. Additionally, the shareable nature of content on social platforms can amplify brand visibility organically.

Social media is one of the most powerful tools to engage with your audience today. We no longer have a passive customer base. That’s the quickest way to get customers to lose interest in you. Social media has to be a conversation, a dialogue between you and the customers. Engage them and make them interact with you for strong brand recall.

Moreover, it's crucial to stay attuned to the ever-evolving landscape of social media algorithms and trends. Regularly updating your approach based on platform changes ensures that your brand remains visible and resonates with your target audience. Keep an eye on emerging features and explore innovative content formats to stay ahead of the curve. Adapting to the dynamic nature of social media not only enhances your brand's relevance but also positions it as a trendsetter in your industry, fostering long-term loyalty among your audience.

Use video UGC tools to reach out and find new influencers. Don’t rely on those influencers who have commercialised their models. Genuine influencers with less followers can often boost connections to loyal clients who in turn become influencers - particularly important when testing the market or your budgets are tight.

Collaborating with influencers is a strategic move to grow your brand awareness. In my professional experience, partnering with influencers who align with your brand values and goals can significantly extend your reach. Utilize their influence for sponsored posts, product reviews, or hosting events. This approach not only taps into their loyal following but also brings authenticity and credibility to your brand. It's crucial to carefully select influencers whose audience matches your target demographic and whose content style complements your brand's image. Effective influencer collaborations can open doors to new and niche markets, enhancing your brand's visibility and appeal.

Aquí hay mucho debate! Por mi parte, me encantan plataformas como SocialPubli y TGInfluencer, diferentes y complementarias. Creo en la capacidad de influencia de cada uno de nosotros y también en los Micro influencers. Respecto a los influenciadores profesionales a mi personalmente me parecen acciones corto plazo frente a los micro y los contenidos orgánicos o gamificados que si me parecen más de largo plazo y sólidos. Es mi opinión…

In addition to collaborating with influencers, seek ways to add affiliate marketing to your business. Seek to affiliate with businesses with like-minded missions. Create a win-win when helping others.

UGC (User Generated Content) is an invaluable asset to brand content. By showing direct customer advocacy, product usage, and telling the story of the products value and impact, you can garner a deeper connection with potential customers as well as strengthen brand loyalty. Offering incentives and nurturing relationships with your creators can expand both your brand family and brand awareness.

Word-of-mouth marketing is one of the most trusted and effective forms of marketing because it is based on real experiences and opinions from consumers. It is considered more credible and authentic than traditional advertising, and it can provide social proof that encourages others to try a product or service. Businesses can leverage the power of WOM marketing by creating a great product or service, providing excellent customer service, encouraging conversations, incentivizing referrals, and monitoring and responding to feedback.

When growing a brand on social media, it is about posting content that resonates with your audience. Draw them into your story. Are you providing a service they need or making their life easier? Are you selling a product that satisfies a need or emotional connection to the product in some way? You have to have a story behind your brand that your audience connects to create a fan base. Base your strategy off of this and be consistent not only in posting but in highlighting your brand's values.

Encourage word-of-mouth by delivering exceptional experiences and prompting satisfied customers to share their positive feedback. Utilize reviews, referrals, and incentives to amplify brand advocacy. Foster engagement through shareable content and collaborations while ensuring consistency and transparency in your messaging. Engaged customers become influential advocates, expanding brand awareness within their networks. Prioritizing these strategies organically fuels positive word-of-mouth, driving business growth through trusted recommendations and referrals.

In my experiences from both client sides and agencies, every single works of our marketing can be insert with advocact tactics to drive the word of mouth of the work. People often satisfy with a traditional standard that a TVC is good for repeated frequency, viewers will recognize it once they see the brand later. We can make the TVC better with its awareness objective by making it being spreaded & discussed. Even on social media, whenever a user see our content, they can’t help but tagging their friends to view also.

Exceptional customer service reaps rewards while growing your brand. One delighted customer will get you at least one other customer. In the B2C world this is gold. In the B2B world this can open up doors to elevate your business and expand into unexplored territory. And all because someone can vouch for you, your service and your brand.

In addition to the mentioned metrics, it's crucial to delve into the evolving landscape of digital sentiment analysis. Analyzing online conversations, sentiment around your brand on social media, and customer reviews provides valuable insights into how your brand is perceived in real-time. Monitoring the sentiment helps you understand not only the reach and engagement but also the emotional connection people have with your brand. This nuanced understanding can guide targeted improvements, helping you align your brand with the sentiments and values that resonate most strongly with your audience.

If a tree falls in the woods... If you are unaware of how your brand is being received, then should your brand exist at all? Testing and improving, understanding, and iterating for your audience while maintaining the company's core values is critical to success.

Building brand awareness requires consistent effort. To increase success, it is important to regularly evaluate the effectiveness of your strategies, listen to your audience's feedback, and make necessary adjustments to drive continuous business growth. The key to long-term success lies in being open to evolving and adapting. Sometimes brands lose touch or fall behind because they stick to the same methods without making necessary changes. Being empowered with data and input makes it easier to make informed decisions and successfully shift and evolve.

Measure brand awareness through surveys, social media metrics, website analytics, and brand monitoring tools. Assess brand mentions, sentiment, and competitive analysis to gauge market position. Utilize studies or research firms for in-depth insights. Analyze sales data, conversion rates, and brand equity indicators like loyalty and perceived value. Continuous evaluation guides strategy refinement, offering a clear understanding of your brand's strength and market positioning for informed business growth.

Growing your business with brand awareness is like being the person at a party everyone knows and likes - in business terms, the go-to for a great solution. Make your brand pop up where it matters. Social media, collaborations, community events - you want your brand to be the friendly face in the crowd, familiar and always welcoming. Spark conversations with content that resonates. Whether it's witty tweets, insightful blog posts, or in-the-know comments, make content so good that it’s like the appetizer everyone keeps talking about. And they all come back for more! Leverage testimonials and success stories, because when people talk about their great experience with you, others listen. That's social proof doing the legwork for you.

To grow in a market, it’s essential to focus on increasing the market share of your brand. This requires reaching out to all potential customers in your brand’s category, including light, medium, and heavy buyers. Enhance your brand awareness by increasing your brand’s presence in the minds of consumers. Streamline your product range to highlight the problem-solving benefits of your products. Weave these insights into your brand’s narrative and consistently communicate your brand’s distinct assets and story. Focus less on striving for differentiation. In a saturated market, achieving true differentiation from competitors is an extremely challenging task.

In addition to all the great points and contributions made, I will add that investing and (building) in distinctive brand assets support to create brand recognition, which, when coupled with a broad-reaching media campaign, amplifies brand visibility. This strategy synergizes - to significantly elevate brand awareness and spur substantial brand growth. In the current realities and given reduced A&P and media budgets, Brand Managers must make choices as they identify and prioritize impactful consumer touchpoints.

Adding some additional points on making customers your brand advocates. First thing is to ensure that the customer experience aligns with your brand promise. Happy customers are more likely to become brand advocates. Another strategy is to Implement a loyalty programs to reward and retain existing customers. This will get you repeat customers and help in increasing their lifetime value to your business.

Surprise your audience. Turn up (that is, be a presence) in totally unexpected places. When a soft drink appears at a sports event or a concert, that's traditional; if it has a presence at a jewelry store or an appliance warehouse, people remember. "What's that doing here?" Awareness is everything.