Sometimes, a brand is so successful that it becomes synonymous with the industry as a whole. If your brand is the first one that most people think of when they think of your industry, you’ve achieved “top of mind” brand awareness. Congratulations!
Unfortunately, most companies don’t achieve this monumental status. If you’re reading this article, you might be looking to boost your brand’s popularity. Whatever heights you’re trying to reach, you’ll stand a lot taller if the following are true for your brand:
It might seem trivial, but if your name is difficult to pronounce or spell, is too similar to another name, or just doesn’t roll off the tongue, this can hurt your brand awareness. Don’t stake everything on a catchy name or slogan, but don’t disregard the quirks of human memory.
Put your brand out there
Paid advertising is one way to do this, and you might consider running a memorable campaign. But don’t just try to get attention for its own sake, because you want to be remembered for something, not just anything. Sponsoring charitable events, especially large ones, is an excellent way to establish your brand as one worth remembering.
Know the true meaning of “integrity”
It doesn’t just mean honesty, though that’s the most important part. Integrity also means unity. Having a consistent image, message, and mission means that when people see you, they know exactly who you are and what you’re about. Frequent rebranding, high employee turnover, and inconsistent service can damage the public’s trust, even if your company hasn’t done anything wrong.
Give things away
Giving doesn’t have to hurt, even in the early stages of marketing when you don’t have the deepest pockets yet. A free t-shirt or pen can turn a customer into an advertisement, and some small businesses use this as a first-line marketing strategy. “Top of mind” brand awareness is all about ubiquity, after all. But there are other ways to get clients and customers without charging them first: free trials, free consultations, and even free samples.
No matter how you choose to get your name out there, you want to be remembered for the right reasons: quality products and services. “Top of mind” brand awareness is something to strive for, not something that comes easy.