There are many marketing activities to focus on when building your business.
It can be confusing to decide which one to invest your time and money in first.
Some people will tell you that the most important thing is to get more traffic to your website. Others will say that generating leads is the key to success. And still, others will say that building brand awareness should be your top priority.
So, which one is it? The answer is - it depends.
Different businesses have different needs. And there is no one-size-fits-all answer to this question.
However, if I had to give a general answer, we would say that brand awareness should be your top priority. These are the most significant reasons why:
1. Brand awareness is the foundation for all other marketing efforts
2. Community building is possible after brand awareness
3. Brand awareness helps brands weather tough times
4. It's the most efficient use of your marketing resources
5. It creates brand preference and loyalty
Let's dive into each of these reasons a bit further.
1. Brand awareness is the foundation for all other marketing efforts
Building brand awareness should be your top priority because it's the foundation for all your other marketing efforts.
If people don't know about your brand, they won't be able to find you when they're searching for what you offer.
For example, if you're a small business that makes artisanal cheese, but no one knows about your brand, you won't appear in search results when people are looking for cheese.
You also won't be able to generate word-of-mouth referrals because no one will know you to recommend you.
And this is why it's important to focus on creating ads, content, and email marketing campaigns that build your brand's presence from the start.
Work with a brand identity designer if you're just starting a business. This type of designer will help you build a relevant logo, and choose the right brand colors, font pairings, style guides, and more.
And make sure that your branding is consistent across all content and media.
When you have your brand kit and visuals set up, the rest of your marketing efforts will fall into place and support your goals.
2. Community building is possible after brand awareness
Building communities and brand awareness go hand-in-hand.
When you have a strong brand, you also have the opportunity to build a community around it.
People are more likely to buy from brands they feel connected to.
Your customers will become your biggest advocates, spreading the word about your brand to their friends and family.
They'll also be more likely to leave reviews, sign up for your email list, and participate in other marketing efforts.
A community can do wonders for your business, so don't underestimate the power of branding.
Make sure that you focus on community-building from the start. Start by creating content that's designed to engage your target audience.
And don't forget to interact with your community regularly. This will help you build a strong relationship with your customers and turn them into lifelong fans.
3. Brand awareness helps brands weather tough times
When difficult events take place, like the pandemic or an economic decline, many brands make the decision to cut down on branding efforts. However, this is a mistake.
Whenever you turn down your marketing efforts, other brands get more attention. Also, difficult economic periods don't last forever.
If you continue to focus on building brand awareness during these tough times, you'll be in a much better position when things start to improve.
Your audience will remember you and will be more likely to buy from you in full force if you've maintained your branding efforts during downturns.
4. It's the most efficient use of your marketing resources
Many businesses make the mistake of thinking they need to spend a lot of money on marketing to see results.
But this isn't always the case. If you're strategic about your branding, you can get a lot of mileage out of a small budget.
For example, you can use free or low-cost tools to create visuals for your website and social media accounts. Canva is a great option for this.
Or you can also use social media marketing approaches. As they are a very efficient way to get in front of a large number of people without spending a lot of money.
There are also plenty of free or low-cost ways to get your brand in front of potential customers. For example, guest blogging, directories, and social media.
Such tactics lead to long-term benefits rather than quick wins. If you're patient and consistent with your branding, you'll eventually start to see results in the form of increased website traffic and sales.
5. It creates brand preference and loyalty
A brand that makes the effort to focus on its appearance, presence, and voice will create a lasting impression on customers.
When you focus on brand awareness, you're also focusing on creating brand preference.
People are more likely to buy from brands they trust and feel positive about. By keeping your branding consistent and visible, you increase the chances of brand recognition. Due to this people will choose it over others when they're ready to make a purchase.
They'll also engage with you on social media, sign up for your email list, and return to your website again and again.
Conclusion
Building brand awareness is essential for any business that wants to be successful.
It's the most efficient use of your marketing resources, that creates brand preference and loyalty.
If you want to build a strong brand, focus on some of the tips mentioned in this piece.
Of course, these are just a few of the reasons why brand awareness is so important. If you're not convinced, think about some of your favorite brands.
Chances are, they've all put a lot of effort into building their brand awareness. And it's paid off.
So, if you want your business to be successful, make sure you focus on brand awareness first and foremost. It's the key to long-term success.