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Building Blocks for an Effective Brand Awareness Campaign

July 27, 2020
by Catherine Crandall

A campaign is often linked with a new product or venture, but sometimes, you just need to get your brand in front of potential customers to start building a relationship. A brand awareness campaign is a worthwhile investment in your brand equity, establishing trust with and building awareness among your prospects.

Brands are everywhere these days, and our potential customers’ attention spans are becoming much shorter. Current reports are showing that the average person sees between 6,000 and 10,000 ads a day. So, it goes without saying that people may not always notice a new brand or product the first time they see it.

Let’s stop there for a minute. You may be thinking brand awareness is a waste of your time and money if the market is that saturated. And if you’re planning on throwing your money into a campaign without much strategy, you may be right. But let’s take a look at several key elements that can help make your campaign successful:

1. Securing Your Identity

First, it’s critical to solidify your brand identity, voice, and online personality. When this campaign ultimately leads your prospects back to your website or social pages to learn more about you, what do you want them to think?

If they come back to an empty social media profile, slow website, or something that results in a bad experience, they might decide to write you off and move on. Your prospects expect a well-curated and on-brand experience at every single touchpoint. Everything from the captions on your Instagram page to the imagery on your website should echo who you are.

Your campaign is an illustration of your brand and should focus on your values, what you’re offering, and how those two things go together. The Internet is an endless sea of noise, so clearly defining these items will help you hold the line against everything else competing for attention. It will also help you attract the right customers for your brand and product.

2. Defining Your Goals

What is it that you want to accomplish? More followers? Greater engagement? Probably a mix of several things. However, it’s important to focus on just a few goals that are tangible and measurable — for example, increasing your customer base by 20% over the next six months.

It’s easy to sink a LOT of your valuable marketing dollars into the wrong approach, so it’s imperative to decide what metrics you want to use to measure success for your campaign. Having clear goals in mind as you build your strategy will help you decide where to invest and how to make your campaign more effective.

3. Knowing Your Customer

Even large companies with massive budgets need a finetuned approach. A wide variety of folks may find your offering useful — but if you can distill it down to address a specific need within your target audience, it will be much more impactful. This way, you can focus on what matters to a certain group of people instead of trying to be everything to everyone.

Create “personas” to define who it is you’re speaking to. Who are your current customers and where are they looking for you? Find out where they are and meet them there. If you’re not sure where to start, read our blog post about choosing the proper channels to fit your marketing needs.

Once you figure out those demographics and your customers start showing up, you can expand your reach and refine some of those outliers to easily find more like-minded prospects.

4. Allowing Time

Doing the research and planning the strategy can take two to three months depending on how secure you are in your brand identity and what assets you have. Allow sufficient time to create your game plan and do the necessary research before you start spending your budget.

Testing will also be a critical part of learning about what speaks to your customers. You will often need to test a combination of calls to action, images, and messaging to find what works best. Even after launching, you may not get it right on the first try. Give yourself enough time to collect data on performance and adjust your efforts into something that works even better.

Bottom Line:

Customers support the brands that they trust and love, so your future customers need some time to learn more about you. You may have a strong offering, but let’s face it —your prospects have a lot of options and you need to stand out. An effective brand awareness campaign will communicate what you have to offer and why your prospects should care.

But you don’t have to do it all alone. An experienced marketing agency can help you focus your strategy and launch a campaign that aligns with your brand voice and goals. With a team of trained marketing professionals and digital strategists by your side, you’ll be able to cut through the noise and ensure your message gets to the right people at the right time – which means greater results for your business.

If you’re looking for help with your marketing campaign strategy, give us a shout. We’d be glad to chat and see how we can help set you up for success! 

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