4 brand awareness tactics that will make you stand out
Part 1/4: Series for small business owners by Arteest Marketing
Here are 4 brand awareness tactics that you might have not thought of before, but combined create a powerful combination. As a small business owner, you know exactly what your company stands for, what your values and your goals are, and what makes you different. How do you communicate this to your audience? How do you make them see you and most importantly remember you?
Twenty years ago, the average consumer was exposed to about 2,500 advertisements a month. The number has since risen to 10,000. With all that clutter and noise, you have to be smart to stand out.
It’s also true that technology has had a negative effect on the length and quality of our attention span. With so many ways to communicate and so many messages coming at us, our capacity to absorb any one of them is diminished. Information overload is taxing our brains!
Simplicity is the answer.
When competition heats up, you might be tempted to put loads of information in an advertisement to try to stand out. Maybe you asked your marketing agency to pack in just one more feature and just one more benefit. You should know that in fact…
Now is not the time to include the kitchen sink! Keep ads clean with lots of negative space (the “white” space around the messages and images). Keep copy brief but powerful and use photos or graphics (worth at least 10,000 words today!).
Get branded
Start with thoughtful attention to how you present your brand to the world. Get clear on who you are, how you help, and how you want people to perceive you.
Over the years, we have worked with many small businesses. We have listened to them, seen common themes in their stories and struggles, and helped them brand and market themselves. One way we help is through our Small Business Branding Package. It includes four key elements to help you show and tell the world what you’re all about.
1.Basic brand awareness tactic: your logo
Your logo is the essence of your brand and makes a direct connection with the audience. It’s often the one image that gets the most recognition. A good logo must do three things:
- Communicate clearly
- Reflect who you are
- Make an emotional connection to the audience
Here you can read Part 2/4: Four common logo mistakes and how to avoid them
2. Car/van graphics
Your vehicles can get as many as a million views per day! Why not turn them into moving billboards? Wrap your vehicle in custom colours and images for some serious impact.
Keep these points in mind:
Don’t overcrowd: You can’t include everything about your business on a truck. People have less than three seconds to process the information! Make it easy. Include business name, logo, phone number, and website address.
Consider size and location of contact info: Your phone number and website address should be large enough so that anyone driving by your vehicle can easily see them.
Consistent look and feel is critical: Don’t confuse your audience with graphics that look different from your business cards or door hangers. Keep in mind: the key to brand building is consistency! Repeat, repeat, repeat.
3. Print materials: flyers, coupons, door hangers, brochures
Your print materials get loads of exposure. Keep the theme and color scheme consistent with the look and feel of your vehicles, signage, etc.
If you serve customers at their own location, door hangers are a must. If customers come to you, stock professional, informative brochures in your reception area.
4. Direct Mail is a smart brand awareness tactic for small businesses
Direct mail is a personal way of communicating with your audience. When done correctly, your audience is likely to hold on to your letter or flyer and contact you later. Make it fridge-worthy! Learn more about direct mail by reading part 3/4: Effective direct mailing campaigns 4 secrets you need to know
When creating your brand, start with these basics and move your way up from there. For many small business owners, these 4 brand awareness tactics are the foundation of all other marketing activities, so make sure to not look them over!
Check out the rest of the blogs in the series for small business owners!
Part 2: Four common logo mistakes and how to avoid them
Part 3: Effective direct mailing campaigns 4 secrets you need to know
Part 4: Case Study: Thos. R. Birnie & Sons: Hamilton’s most recognized plumbing company
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