Brand awareness is a key part of business success. After all, if people don’t know who you are, they can’t possibly utilise your business’ products or services!
As an events business, brand awareness is a top priority. And many event businesses are finding that their brand awareness needs to be rebuilt post pandemic.
That was the position A Taste of Harmony found itself in. Not being able to run their annual initiative in 2022, they needed to directly engage with their audience to remind them who they are and what they do.
As part of a wider marketing strategy, they used telemarketing and were quite impressed with the results. So, let’s explore the importance of brand awareness and some tips for rebuilding that awareness now that the majority of Covid restrictions have been lifted.
Rebuilding brand awareness in a post pandemic world
What is brand awareness?
Brand awareness refers to how familiar consumers are with your brand and how recognisable it is.
This awareness is a measure of how well-known a brand is among its target audience and how easily
it can be recalled.
Brand awareness can be achieved through various marketing activities, such as advertising, telemarketing, public relations, social media, and word-of-mouth. The ultimate goal of building brand awareness is to create a strong business identity. That identity should be easily recognisable and associated with positive attributes that differentiate it from your competitors.
Why is brand awareness important?
Brand awareness is crucial for all businesses for several reasons:
- Attracting New Customers: Brand awareness can help your businesses to attract new customers who may not have heard of you before. By building a strong brand, you can increase your visibility and attract more potential customers.
- Building Trust: A well-established brand can help build trust with potential customers, making them more likely to work with you or attend one of your events. Customers are more likely to choose a business they know, like and trust, rather than an unknown company.
- Creating Loyalty: When customers have a positive experience working with you or attending an event you’ve hosted, they are more likely to return and recommend that business to others. By building brand awareness, you can create a loyal customer base that will help drive future success.
- Differentiating from Competitors: In a competitive market, building a strong brand can help you differentiate yourself from your competitors. By establishing a unique identity and reputation, you can stand out and attract more customers.
How to build brand awareness
There are several ways you can build brand awareness for your business. Here are a few suggestions:
Develop a strong brand identity:
Before you can hope to build awareness for your business, you need a strong brand identity. A clear and consistent brand identity will help your business stand out from competitors and make it easier for consumers to remember who you are.
A good brand starts with strong values and a mission statement that people can align with. From there, storytelling and connection help to draw people into your journey. Make sure your branding, including your logo, website, packaging, and marketing materials, all align with your brand identity and are consistent across all channels.
Leverage social media:
People spend a lot of time on social media platforms like Facebook, Instagram, and LinkedIn. So, they can be really powerful tools for building brand awareness.
Use these platforms to share engaging content that showcases your products, services or upcomingevents, and provides value to your followers. Engage with your audience by responding to comments and messages and encourage them to share your content with their networks.
Offer excellent customer service:
Word of mouth can be a powerful marketing tool. And one of the best ways to encourage word of mouth is to provide exceptional customer service. This can also lead to positive reviews and referrals. Make sure you are responsive to customer inquiries and complaints and go above and beyond to ensure customer satisfaction.
Use targeted marketing
When investing time, energy and money into your marketing, you want to make sure you get a good return. A huge part of that is ensuring you are targeting your marketing to the right audience andhave a clear strategy for what you want to achieve.
Telemarketing is a great way to really narrow in on an audience who wants to hear from you. And effective telemarketing from an expert company will help you to develop a strong strategy that will create the right results.
Using targeted marketing for brand awareness and results
Here at Hot Leads, we recently worked with an initiative called A Taste of Harmony to generate brand awareness and event bookings. A Taste of Harmony runs an annual initiative that does amazing things to recognise and celebrate cultural diversity in Australian workplaces.
However, they were unable to run their events as they usually would in 2022 due to Covid restrictions. When 2023 rolled around, they needed to reawaken their database and rebuild brand awareness to encourage participation in their events.
We devised a telemarketing campaign that would help them achieve these goals. And this is what the A Taste of Harmony team had to say, “Working with Hot Leads has had a really positive impact on our business results. With their help, we were able to increase the number of registered participants in the 2023 campaign.
In addition to that, through their comprehensive reporting, we were able to identify a list of people who weren’t able to participate in 2023, but wanted to remain on the database to take part in future cultural diversity activities.
The reporting and level of detail Hot Leads provided has proved to be invaluable for our future planning.”
So, if you are looking to rebuild brand awareness for your business, we can help you do it! Reach out to our team today to see what might be possible.
