According to a report from Semrush, effective branding will be one of the top priorities among marketers in 2023. In fact, 45 percent of those surveyed want to increase brand awareness this year. Here at Endeavor, we think of brand design as your company’s handshake—a visual representation of what you’re all about. It’s a chance to create awareness among your target audience and form an emotional connection to boost conversion rates. So, how do you elevate your current brand and take it to the next level? Here’s what the experts have to say:
Build Consistency Across all Marketing Channels
When consumers see a consistent brand identity across your online profiles, those visuals create an automatic association with your business. When they see the visuals, they see you. It’s pretty clear: consistency has significant ROI potential.
According to another recent survey, more than 60 percent of marketers feel a consistent brand identity is essential to connecting with existing customers and generating new leads. So, how do you maintain consistency in digital marketing and brand design assets? Streamline the look and tone of all your brand content, including logos, colors and fonts. Everything must be cohesive to be effective.
Communicate with Authenticity and Transparency
Authenticity and transparency work together to humanize your brand image, making it credible and relatable to consumers. When you strive to create an authentic, transparent brand image, this leads to more honest interactions, which pay off in the long term.
Sprout Social reveals that 9 in 10 U.S. consumers will give a business another chance after a negative experience if that brand is habitually authentic, transparent and honest in its communication.
Use the “80/20 Rule” when Creating Brand Content
In the global pandemic aftermath, 85 percent of marketers have seen increased consumer interest in branded content. As such, an effective content strategy should be a foundational pillar of your brand awareness plan. Content can take many different forms—a video reel, blog post, interactive poll, e-newsletter, or social media image, to name a few options.
But to produce content that will elevate your brand’s visibility and perception, follow the 80/20 rule. The rule is simple: 80 percent of all the content you publish should create value for consumers, and 20 percent should go toward direct business promotion. This strategy means focusing on topics to benefit, educate, interest, or entertain your target audience and compel them to take decisive action 80 percent of the time. The 80/20 rule ensures you won’t come off as “salesy,” which will bolster your brand’s reputation.
Capitalize on Relevant, Trending Cultural Influences
More data from Sprout Social indicates that consumers love it when businesses find creative ways to reference current trends. Nearly 45 percent of these consumers feel more connected to brands with a finger on the pulse of relevant cultural conversations.
Use what your audience cares about to catch their attention, from a binge-worthy Netflix series to viral TikTok dances. This is your chance to put a brand-forward spin on a trend. Need an example? Take a look at the NWSL Chicago Red Stars soccer club recreating a scene from the show “Wednesday” to announce their 2023 match schedule. Not only will these cultural references resonate with consumers, they’ll also increase your brand awareness.
Take Your Online Presence to the Next Level in 2023
To build a recognizable and memorable brand for your business, you have to put in the work—from establishing visual consistency to publishing valuable content, communicating authentically, and capitalizing on the latest trends. Brand awareness and affection don’t happen overnight, but when you get it right, you make marketing magic.