How would you describe your brand or company? What makes you unique? Why should investors invest in your company?
Brand Awareness is the face of your company. It represents who you are and what you stand for. It’s also the way potential customers see you. If your brand isn’t strong enough, it will be difficult to build trust and confidence from both customers and investors.
A well-developed brand strategy helps companies build their brands and increase sales. In order to develop a successful brand strategy, you need to answer these questions: Who are you? What do you want to achieve? And why should anyone care?
We’ll answer those questions and others in this post while helping you understand your own story, how to create arc brand ideas, build brand awareness, and how to pull it all together to set yourself up for success.’
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Get Comfortable with Being Uncomfortable
Before we dive into the topic, you must get comfortable with being uncomfortable. For many people, developing a voice for your brand, brand storytelling, and building brand awareness can feel like an overwhelming task. You may not know where to start or have any idea what you’re doing. We’ve compiled some top tips to help you get started on your journey.
1. Commit to Consistency
First, commit to consistency. Consistent interaction builds success and, without it, you’re never going to gain traction. Your brand needs to be consistent across every channel—from social media to email marketing to website design. As much as possible, try to avoid having different voices representing your brand awareness efforts.
2. Start with the Basics
Before you jump headlong into telling your brand story near and far, you need to nail down the basics. What does that mean, though?
If you’re new to branding, it’s a good idea to focus on one aspect of your brand—like your logo design, website, social media presence, etc.—and ensure your foundational branding elements are working properly before moving on to the next step. This will allow you to avoid spending too much time on something that’s already broken and ensure brand awareness is being built on a solid foundation.
3. Use Data
Data is king when it comes to understanding your audience and creating content that resonates. Data is also extremely helpful when it comes to measuring the effectiveness of your brand awareness efforts. The more data you collect about your target audience, the better able you’ll be to create relevant content that connects with them.
4. Focus on Your Audience
The most important thing to remember when developing your brand identity is that you’re trying to connect with your ideal customer. By focusing on your audience, you’ll be able to craft messaging that speaks directly to them and enhances brand awareness.
5. Ask Yourself “Why”
The best brands ask themselves “Why?” They don’t just assume they know what their audiences want; instead, they dig deep to find out. When you ask yourself “Why?”, you’ll be able to identify your core values, which will help you shape your brand awareness strategy.
6. Make Your Vision Statement Part of Your Storytelling
Telling a compelling story requires knowing where you’re starting from and where you want to go. Your vision statement can help here. A vision statement is an overview of who you want to become as a company. Then, it’s just a summary of how you want to grow over time.
Write down your vision statement and ensure that it is very clear and concise. Limit yourself to just three sentences, and make sure that they’re enough to motivate you to get out there and grow your brand awareness for years to come.
Story Marketing Step 1: Creating a Story Arc
Let’s talk about your brand’s story. Every strong brand has one. Look at Apple, Nike, or Uber. What’s yours? It’s important to create and use a story arc both internally and externally. This will form not just the idea of your brand in your investors’ minds but also in your team members’ minds.
Story Marketing Step 2: Develop a Voice for Your Brand
How do you use brand storytelling in your business, though? Let’s break things down step by step:
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Introduction: This is your starting point.
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Rising Action: What challenges have you faced?
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Falling Action: How have you overcome those challenges?
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Conclusion: Where do you want your business to go?
Using this storytelling method will help you create a consistent message that resonates with your audience and builds strong brand awareness.
How to Build Online Brand Awareness: Consistency Is Key
We touched on consistency previously, but we’re going to emphasize it again. By this point, you should have a focused, clear vision when speaking to someone through their inbox or via social media. Stick to that brand story and voice. Be consistent in building brand awareness.
The single largest mistake that people make when they start raising capital is that they’re just not consistent, and that shows in several different ways:
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They’re not consistent in the frequency of their brand awareness efforts.
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They’re not consistent in the story they tell.
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They’re not consistent in providing content through email and social media.
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They’re not consistent in tailoring their content to specific platforms.
Most platforms have specific focuses or purposes. Understanding how each platform works can make a difference in how you spread brand awareness. TikTok is all about short-form video content. Instagram is about photos. LinkedIn is about professional networking. Twitter is about sharing thoughts and opinions. Facebook is about connecting with friends and family. All of these platforms have their strengths and weaknesses. But if you don’t know how to use each platform effectively, you’ll never build strong brand awareness.
Overcoming Challenges in Brand Storytelling
While the framework and methodology we discussed will help you build your brand and connect with your audience, most people encounter a few challenges. One of the most common is that “no one wants to hear my story.”
If you’ve been working hard to create a compelling brand story, you may feel as though no one cares about it. That couldn’t be further from the truth – the reality is that many people care deeply about your message. They simply aren’t hearing it yet.
It’s Rarely About Returns
As a final note, remember that your story is rarely about returns. Yes, that’s what investors want from you, but it’s not what they want from your story. Instead, they want that human element – who are you? Where have you been? What are you doing now, and what will you do in the future?
While returns are great, they don’t make for good storytelling. Focus on the human angle, and your brand awareness will be much more compelling.
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