Brand awareness: it’s one of the essential aspects of running a business. The level of brand awareness you curate with your followers directly impacts how much business you get, and how many new clients you can acquire.
This, then, begs one big question: how do you create brand awareness? More specifically, how do you drive brand awareness using content?
You’re not alone if you’re struggling with this- but, you should also know it doesn’t have to be as tough as it looks or sounds. In this post, we’ll discuss how to create brand awareness with all of your existing content, and how to create new content with brand awareness in mind. Let’s dive in.
Why Brand Awareness Matters
Brand awareness is, to put it simply, a reflection of the degree of familiarity consumers have with both your company and its message. Today, it’s not enough to trust that people will recognize your logo. Real brand awareness means they recognize your entire brand and what it represents.
Think about outdoor retailer Patagonia. Sure, it’s a clothing brand. But it’s much more than that. Because the brand has built such a high level of brand awareness, people also know that Patagonia stands for conservation, public lands, and open spaces. In other words, people are familiar with Patagonia’s entire mission, not just its logo and specialty.
Video Content Marketing and Brand Awareness Go Hand-in-Hand
Brand awareness is essential. The question, then, becomes how to get people to perk up and pay attention. The answer is simple: video content. While video content marketing won’t solve your brand awareness needs, it should be on the front line of your brand awareness efforts. And the reason for this is simple: strong content allows you to demonstrate to your customers who you are and what you care about.
As we discussed above, brand awareness isn’t just your customer’s ability to recognize your logo. It’s a broad-spectrum approach that seeks to showcase the details of your company and what you stand for. As it stands today, your content is the single best way to bring that to bear in reality. Through video and additional things like blog posts, email marketing, and other online content, you can develop a comprehensive content strategy that provides real value for consumers.
4 Tips to Use Video Content to Build Brand Awareness
While building brand awareness can be challenging, these five tips will help you make the process a reality:
1. Know your audience
First things first – you have to know who you’re talking to. If you’ve never conducted audience persona research, now is the time to do it. The more you understand your customer’s demographics, concerns, pain points, and buying habits, the more effectively you can communicate with them.
2. Develop a content strategy
Developing a content strategy sounds like a big, challenging, overarching thing, but it doesn’t have to be. To boil it down a bit, think about the central story of your brand. Who are you? What do you care about, and why does it matter? That’s your brand’s foundation. By building out from there, you can create a content strategy that is both believable and valuable to your customers.
3. Leverage your blog
There are dozens of benefits of writing and maintaining a company blog. For example, you may have heard that websites with a blog have 434% more indexed pages than sites with no blog, or that companies that blog earn 97% more inbound links to their website. If you’re looking to build brand awareness, your blog is a great place to begin. Incorporate branded video content into blogs to provide even more knowledge and resources to your readers. By writing new, original content regularly, focusing on topics your audience cares about, and establishing yourself as a thought-leader in the industry, you can build brand awareness quickly.
4. Get personal
Video is an excellent way to build brand awareness for a few solid reasons. For one, it’s more personal than something like a blog or social media post. Additionally, it’s an excellent way to give customers a peek inside your company. You don’t have to be a professional video producer to ace brand awareness videos – just go live on your social platforms or do an “employee takeover” on your social platforms.
Better Brand Awareness Starts Here
Building brand awareness doesn’t have to be hard. Start with the four tips in this post and build from there. Before you know it, you’ll have a reputable brand your customers know they can count on.