When it comes to competitive niches, brand recognition gains critical importance. While choosing where to have a snack – at “McDonald’s” or an unknown café – 90 percent of people will pick the familiar brand. It’s predictable in terms of quality and price and evokes a stable positive association. A smart brand promotion strategy drives sales, builds trust with the target audience, makes the brand visible – and, thus, more successful in the market.
What Is Brand Awareness and How It Is Measured
Brand awareness is the ability of consumers to recognize a brand by its name, logo or other attributes. There are three main levels of awareness:
- No awareness – the brand is unknown to consumers.
- Prompted awareness – the consumer recalls the brand when seeing a prompt (logo, slogan).
- Spontaneous awareness – the brand is known to most people.
The goal of brand promotion is to achieve spontaneous awareness. It is measured by search query frequency and the ratio of people aware of the brand to the total number of respondents.
Key Brand Promotion Strategies
Various marketing strategies are used in brand promotion, including online advertising, TV commercials and outdoor advertising (billboards, banners, flyers). Content marketing (informative articles, product line reviews, influencer rankings) and email marketing (brand promotional newsletters) also yield good results.
Website SEO promotion, social media and contextual advertising are even more effective. The best results come from a comprehensive promotion approach that considers the interests of the target audience and their preferred information sources.
Channels That Increase Awareness
A website promotion strategy integrates multiple channels:
- SMM promotion – using social media for brand promotion;
- Google Ads – a tool to display internet ads to a target audience;
- PR – increasing brand awareness through events, publications, videos, infographics;
- Google Business Profile – creating a business account to attract attention in the relevant region and improve search visibility;
- Affiliate programs – tools to engage with corporate and private users to boost brand awareness.
Ideally, all these website promotional strategies should be used to spread brand information everywhere.
Tools to Boost Brand Awareness
Brand promotion through platforms like Serpstat includes semantic data collection, backlink analysis, conducting website audits, queries clustering and keyword comparison on your site versus competitors’ sites.
Similar functions are offered by Ahrefs, which tracks company mentions on social media, selects keywords and analyzes links.
A brand promotion strategy using Google Trends (query selection for videos) and Google Business (company info in search results and Google Maps) also enhances recognition. When combined with Google Ads, these tools deliver excellent results.
Example of Building a Brand Promotion Strategy
A brand promotion strategy typically consists of the following steps:
- Define the goal and the desired result;
- Research competitors, niche and target audience;
- Determine the brand’s identity;
- Develop core messages (image, mission, USP);
- Choose information distribution channels;
- Create branded content (about the company);
- Analyze the strategy’s effectiveness;
- Monitor and assess the results.
This work requires involvement from professional marketers and SEO experts. Internal company staff may lack the necessary expertise.
Conclusions and Recommendations
To increase brand awareness, it makes sense to use advertising, SEO and content promotion, Google business tools and special platforms for link tracking and competitor analysis. All types of marketing strategies can be effective – the main thing is to choose the right one for your current brand development stage. Entrust this task to professionals.
