Brand Strategy Series: How to build brand awareness
Brand awareness starts with creating a voice for your brand. You want to tell the story of your brand in a way that is engaging, unique and, most importantly, completely and totally you. You’re not like all the other brands out there and communicating that is crucial.
Now comes the overwhelming, daunting task of creating that perfect voice that is just as unique as your brand. You may be asking yourself, where do I even begin? Chances are you may already have more of a voice than you’re aware of!
Creating your own voice
Every time you talk, write, design, post, respond, launch, and connect with others you’re exercising your brand voice. So, let’s begin by asking yourself a couple of questions: How do you wish to be perceived? What words do you want people to use to describe your brand? How do you want others to feel when they envision your brand? Picking into the heads of the people you’re ultimately trying to woo is a great way to get started thinking about your brand voice.
The Sampson House: “We are an award-winning digital agency specializing in content creation that’s as smart as it is museum-worthy.”
Once you’ve brainstormed a bit on these questions, continue on with your mission! What does your company do? What makes you stand out from the millions of other brands out there? What do you offer your clients that makes you unique? Find your niche and zone in on it.
Alma Guatemalan: “Alma Guatemalan was created from love of travel, Mayan culture and craftsmanship. Each of our products are hand-selected in Guatemala then brought to the United States to be shipped to customers. The bags and accessories are made with real leather, huipil, organic cotton and Ixcaco cotton.”
Emphasize your core values. What’s important to you? Values are huge when it comes to setting a tone for your voice. What does your company represent? What are your main commitments as a business? Think big here, your values will push your brand to something even bigger than what you produce.
Cosmedica Skincare: “Cosmedica Skincare is committed to providing you with the healthiest, most beautiful complexion possible through simple, high-quality products that enhance the health and appearance of your skin.”
Creating a list of descriptive words that are in tune with how you build brand awareness can be a super helpful resource. You can refer back to this list when creating content to make sure you are staying on brand and true to the image you wish to portray. When creating this list, ask what are some words you want your customers to use when they think about your company? Use these in your copy everywhere to create this image for your audience! This can be a long or shortlist just make sure it remains consistent throughout.
Refine your tone. What’s the mood of your company? What emotions do you want your brand to provoke? Think about your target audience what kind of tone or mood do they respond best too?
Now it’s time to give your brand a face! By assigning colors, a logo and imagery that correspond with the mood that’s already been set with your words and mission, you can create an image that will make your brand even more recognizable and stand out from the crowd. Creating a mood board is a good way our designers always start with.
One final tip is to keep it simple. If the average person can’t understand your message the first read-through, rewrite it. Be so clear that there’s no way you can be missed!
We’ve created a branding checklist to help ensure you’ve hit all the points to create a successful brand voice. We hope we’ve inspired you to get out there and create your dream brand voice!
Need more help? We’ve got you covered, shoot us an email at contact@thesampsonhouse.com and we can help create your dream brand with our customized brand strategy.
