A Guide to Build Brand Awareness: 21 Tactics with Examples

Account-based marketing seeks to coordinate the activities of these two teams so that you can drive tangible results in a more efficient, cost-effective way. Google Ads is all about targeting a specific audience, narrowing your focus to increase brand awareness based on customer attributes, like the devices they use or their geographical locations. Many companies miss out on the fact that the majority of consumers hesitate.

The creative made an established brand name newly memorable while reinforcing an association CeraVe wanted audiences to retain. During the campaign period, the brand’s US Ad Awareness rose from 16.1% to a peak of 24.7%, according to YouGov BrandIndex data. Another example showing how providing familiar and memorable brand cues can work in practice comes from CeraVe in their 2024 “Michael CeraVe” campaign. They reinforce the associations people already have and give audiences new reasons to remember the brand. Someone may recognize a logo long before they can name the brand without a prompt, which is why sustained, distinctive brand campaigns matter. Brand awareness (when it's positive) makes a brand easier to consider, trust, and choose on the part of the consumer.

Combine campaign indicators with longer-term measures such as recall, branded search demand, and share of voice. Set a measurement cadence with clear owners and decisions attached to the results. Audit the logo, colors, imagery, product naming, tagline, tone, and recurring campaign formats where people encounter them so they form a cohesive brand image. If customers say “confusing reporting,” not the category term used in campaigns, adjust the messaging and tracking queries. Measure aided recognition, unaided recall, message association, and consideration to establish a baseline. A brand awareness strategy defines who the brand needs to reach, what it should be remembered for, where it needs to appear, and how the team will measure progress.

Sometimes exclusivity is the best way of evoking customer interest with brand awareness campaigns. So, how can this help you increase brand brand awareness marketing plan awareness and build brand recognition? InviteBox helps you raise brand awareness and brand positioning via their referral programs by adding referral boxes on your website.

Make the most out of influencer marketing

This put a face to the names and nurtured a community, making reviews even more trustworthy and improving public relations. People care about the customer experiences and opinions of others and place more value on those than they do on the word of a company. Slack did this to great effect, and the free service stoked the fires enough to convince many consumers to buy the full premium service eventually. Beta Testing allows you to test the waters and collect user data before scaling your product. People want to feel special, and nobody likes the idea of missing out.

How To Use a Brand Awareness Marketing Plan Template?

The company made it easy for its users to refer the service to friends and family via email or social media. BuzzSumo allows you to analyze a popular content strategy and see what type of content your audience likes and shares the most. The Japanese clothing company Uniqlo doesn’t like to be pigeon-holed. In this section, we’ll explore nine brand strategy ideas that companies have already used to build a great brand image. So, now that you understand why you should have a brand awareness strategy, it’s time to look at some key ideas. When you have a brand awareness marketing strategy that plays to your strengths, it can be a great way to connect with more people, creating warm leads ahead of major product launches.

Meltwater brings these signals into one platform so teams can connect changes in awareness with the conversations, coverage, and sources driving them. Look for broad source coverage, unified data across news, social media, and AI-generated answers, competitor benchmarking, real-time alerts, AI-powered analysis, and flexible reporting. Track these measures over consistent periods and investigate what caused major changes. Someone may recognize several brands in a category but recall only one when a particular need, occasion, or purchase decision occurs. Brand salience describes whether the brand comes to mind in a specific buying situation. Brand awareness is the broader measure of how familiar and memorable a brand is.

Offer Useful Products and Services

Strong awareness increases the likelihood that the brand enters consideration when a relevant need arises. It includes recognition, which is identifying the brand when shown its name or visual assets, and recall, which is remembering it without prompts. Evaluate reliability, data quality, governance, implementation support, and access to experts who can refine searches or interpret an ambiguous result. Social teams may need channel detail, communications may need media narratives and reputation risk, and marketing leadership may need trend direction and competitor context. Look for the ability to generate and customize executive-ready reports that connect metrics with why performance changed and what the team recommends.

So, what is the difference between building brand awareness and brand recognition? A brand awareness strategy is a crucial element of successful marketing in 2023. Without a definite brand awareness strategy, you’ll lose your business to your competition. Set a reasonable time limit that you will aim to achieve the outcome that you have set. Then assess whether the objective is achievable with the teams available to work on it.

Meltwater’s AI visibility tracking capabilities helps connect LLM visibility with media and social intelligence, providing a comprehensive view of brand awareness. A brand awareness platform should show where the brand appears, what people say about it, how it compares with competitors, and how perception changes over time. Across every channel, compare reach with engagement, sentiment, share of voice, and traffic behavior. Comments, saves, shares, and repeat engagement reveal more about resonance than follower growth alone. Publish concise points of view, respond when the brand has something relevant to add, and use hashtags selectively. Compare substantive comments and shares with reach; bear in mind that broad distribution with little response may deliver on exposure but fail to strengthen memory.

• Developing SMART goals would be a sound idea to enhance your company’s brand.
• This identity should resonate with your target audience and set you apart from competitors.
• Insight helps you focus on the audiences that matter, tailor messages by segment, and measure results more accurately.
• Tell relevant stories, use culturally familiar cues, and show up consistently where that audience already spends time.
• It would be best to use the SMART method to set goals for improving brand awareness.
• Email marketing helps hesitant buyers learn more about your company, boosting their confidence in your brand.

New business marketing objectives should focus on collecting research to set the game plan for crafting brand identity. These examples represent the focus on branding and industry relationships when setting marketing communication objectives. When it comes to digital marketing, it’s important to think about the entirety of your web presence and target different facets of how people interact with it. For example, if your broader marketing goal is to improve customer experience, a marketing objective would be to increase customer retention by 5 percent by the end of the year. We outline unique examples of potential marketing objectives, based on each type of marketing goal, and provide advice from marketing pros. Look for how other businesses do it, learn from their example, and experiment for yourself.

Set Clear Campaign Objectives

Setting marketing objectives starts with taking stock of current objectives and the methods you’re using to achieve them. When you enter data such as total impressions, the sheet will auto-populate rows, making it easy to track your campaign’s effectiveness. Once complete, use that information to think about how to measure the success of the goal.

Data & Analytics

Brand awareness measures familiarity and memory, reach measures exposure, and salience measures whether a brand comes to mind in a particular buying situation. This guide explains what brand awareness means, how it differs from reach and brand salience, and how to build a strategy that can be measured and improved over time. It determines whether people recognize a brand when they see it, remember it when they need something you offer, and think of it when they are ready to make a decision. Brand awareness is the secret sauce that turns familiarity into preference. Learn how to build lasting brand awareness, measure what’s actually sticking with your audience, and stay memorable across an increasingly complex media landscape.

Research into search engine marketing indicates that 82% of people will opt for a brand they are familiar with, even if that brand is ranked lower on the search engine results page. Brand recognition is when your brand becomes synonymous with the service it provides. There should be consistency and unity across all marketing channels, such as email, social media platforms, etc., so that you communicate with prospects in a way that resonates with them.

This strategy is particularly critical in India, where diverse languages, cultures, and preferences require tailored communication approaches. It involves cultivating a unique identity that differentiates your brand from competitors while building an emotional connection with your customers. Track whether your brand appears, how it is described, which competitors receive more visibility, and which sources shape the response.