Building your brand’s awareness
Growing your customer base, and your business, is much easier if your ideal audience knows you exist, so it’s helpful to build the awareness of your brand.
Most business owners would love to increase their brand awareness but, worry that building brand recognition will be too expensive. It needn’t be. Building awareness of your business doesn’t mean you have to invest heavily or in TV and radio ads. But you do want to be top of mind (or close to it) when an ideal customer is thinking about purchasing the type of product or service you sell.
How brand recognition contributes to business growth
As mentioned at the top of the page, it’s much easier to grow if your ideal customer recognises your business name. There are multiple reasons for this:
Customers tend to apply a level of credibility to your business just because they’ve heard of you.
Awareness of your name helps all your advertising work a harder (in part due to point 1).
Prospective customers can by-pass generic information gathering and go straight to your website.
As long as your messaging aligns with what customers are looking for, there’s an increased chance for conversion (again in part due to point 1).
Customers often don’t expect you to be the cheapest.
Brand awareness activity should not be a cost
Plenty of people will tell you brand awareness shouldn’t be measured by return on investment metrics. That’s nonsense. All good marketing should focus on being highly relevant to your business, and most importantly, should be carefully measured to ensure you’re achieving the best possible return on your investment. That means brand awareness investment should still make you money – not be a cost.
We can help your business grow.
At SME Growth, we help our clients to identify the most valuable channels in which to build their brand awareness. If you’d like to know more about our approach, arrange a free, no obligation chat.