5 Ways to Increase Brand Awareness Organically, Take Note!

Understanding how to increase brand awareness is important for your business growth. Did you know that a brand continuously increasing brand awareness tends to produce higher sales? 

For example, consumers are more likely to buy a product from a well-known brand rather than a product that they don't recognize.

Another example is when you buy mineral water, instead of mentioning mineral water, you mention a certain brand, such as "AQUA". In fact, the mineral water you buy has a different brand.

That brand has successfully built brand awareness so that their brand is always remembered by consumers. It is one of the real proofs of how big the influence of brand awareness is for your business.

In this article, we will discuss in detail the explanation of the definition, pyramid, indicators, and how to increase brand awareness. Check out the full explanation below!

What Is Brand Awareness?

Brand awareness is a way for brands to make consumers aware of their products and services. 

Brand awareness can be obtained by creating a marketing campaign, which makes consumers familiar with the products or services of a brand.

If a brand is recognized by its consumers, they tend to receive credibility, customer loyalty, and increased sales.

How to Increase Brand Awareness Organically

Most of the time, the obstacle in implementing a brand awareness strategy is that the company limits the expenses from marketing costs. Then, how to build brand awareness?

Here's how to increase brand awareness, but still save your company's marketing costs:

1. Content Marketing

Content marketing is one of the best ways to increase brand awareness organically.

You can create memorable, valuable, informative, and interesting content for your target audience. Don't forget to find out the needs and interests of the target audience, then relate them to your business industry. 

By creating relevant and humanized content, it will eliminate the distance between the brand and the target audience. So, the audience will feel that the brand treats them special and not just establish a relationship between the brand and consumers.

2. Social Media Marketing

In today's digital era, social media is something that cannot be ignored. By finding the right social media platform and uploading content consistently, you can interact with your audience, promote your products or services, and find potential customers.

3. Influencer Marketing

Every platform has KOLs (Key Opinion Leaders) and influencers with their audiences. They will help promote your business products or services to their audience. Working with the right influencers, KOLs, or bloggers will help your brand to be more recognized. Choose influencers that are in line with your business field and value.

4. Public Relations

Apart from working with influencers from social media, you can also establish relationships with journalists or local media to cover your business. You can utilize the role of the media to highlight your business's latest product or service launch event.

5. Brand Collaborations

Organizing a brand collaboration is very different from influencer marketing. With brand collaborations, you work with other brands to co-create products, services, events, or experiences that appeal to your audience.

These collaborations don't have to be within the same industry. You can also collaborate with brands in industries that are much different from yours.

For example, the local cosmetic brand "Dear Me Beauty" collaborated with the local food flavoring brand "Sasa".

At the time, the term "generasi micin (MSG generation)" was quite a popular topic of discussion. Then, the "Dear Me Beauty" brand was inspired by the term and invited "Sasa" as one of MSG brands to collaborate.

They made several products such as lip matte, loose powder, and eye shadow palettes. For the packaging, they combined the two colors of their brand identity, which are white for "Dear Me Beauty" and red color accents for the "Sasa" brand.

Brand Awareness Pyramid

When running a business, you need to understand the 4 levels of awareness to influence the buyer's journey.

Each of these levels can be represented through the brand awareness pyramid. The figure below is a visualization of the brand awareness pyramid according to David Aaker.

Figure 1. Brand Awareness Pyramid according to David Aaker

Level One: Zero Awareness

At this stage, you are at the bottom of the pyramid because your business still has few or no customers who have awareness of your business's existence. However, you have the opportunity to grow it.

Level Two: Brand Recognition

Brand recognition helps your target audience to recognize your business with the help of visual signifiers such as logos, slogans, colors, packaging, and marketing campaigns.

Level Three: Brand Recall

When someone needs a product or service and what comes to their mind is your brand, then your business has successfully reached the third level, which is brand recall.

This can happen due to the habit of customers who often see, hear, or use products or services from a brand.

Level Four: Top-of-Mind

The top-of-mind level occurs when a brand immediately comes to mind first when associated with a product, service, or other brand.

For example, when talking about toothpaste brands, the first brand that comes to mind for many people is "Odol". That indicates that "Odol" has reached the top-of-mind awareness level.

Brand Awareness Indicator

It's important to measure the success of your business's brand awareness so that you can understand how to increase brand awareness if you feel it's still not reaching your target. Here are 4 brand awareness indicators:

Brand Impressions

In digital platforms, impressions are metrics that show how many times the target audience visited and viewed the content of the campaign you created. In addition, you can also know the number of clicks and traffic to learn how the target audience found the campaign so that you can apply it to the next campaign.

Social Media Engagement

You must often check the performance of social media and the content you upload there to determine the awareness rate of your brand.

Each social media has different metrics, but generally, the ones that are often found are:

• Follows

• Likes

• Comments

• Shares

• Saves

• Reach

• Views

• Mentions

• Hashtags

If your social media content gets a lot of likes, comments, and shares, then your brand has the opportunity to increase brand awareness.

However, besides increasing brand awareness organically, you also have another option, which is to pay for advertisements or sponsored posts on social media.

Website Traffic

Through website traffic, you can monitor how many target audiences are interested in knowing more about a particular brand. You can also check where your target audience finds out about your campaign or business. 

In simple terms, if traffic has increased when holding a campaign, then that's a sign that your business is in the process of increasing brand awareness.

Search Volume on Search Engines

Search volume related to keywords relevant to the business field of a brand can be used as a brand awareness strategy.

For example, by using SEO (Search Engine Optimization) or SEM (Search Engine Marketing) you can create a more specific and targeted brand awareness campaign.

That's a complete explanation of how to increase brand awareness that you can apply to your business. By increasing brand awareness, businesses of all scales can create creative campaigns that can attract more loyal customers.

At Visuwisu, we have a multidisciplinary team that is ready to help your brand look attractive with visual media. We can help with your branding needs, from motion design, ad design, to creative videos. 

Contact us and consult your business needs now!