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The brand image is utmost crucial for any organisation to succeed. For this to happen, the target audience needs to know, identify with and trust the brand. When one gets hurt one does not ask for bandage but automatically asks for a Band-Aid. You no longer search for info on the net you Google it. This is a mark that a brand has arrived. Getting there though does not happen overnight, it needs to be a well-coordinated plan to define what your company stands for and to disseminate the brand ethos via a 360-degree approach i.e. exercise into brand awareness.
Creating brand awareness is all about building your reputation. It’s when someone has a recall for your company looking at a logo or a product. But People are not going to automatically know your brand after seeing your logo/name once or twice. You need to work on it with a unique and creative strategy aimed to beat your competitors and whilst gaining recognition, identity and trust. Most strategies will revolve around brand recall. As the more often you see / hear something the more likely it is to embed itself in memory.
A robust strategy will be Consistent, will invest in advertising, will work on having a social media presence, consider partnering with other brands, use retargeting and provide value.
Few examples of different mediums that help establish a brand –
Traditional print media – this is excellent for brand building and used rightly will establish great brand memory. This tends to be costlier and also the society engages more thru digital methods.
SEO – Search engine optimization – being on the first page of a search engine gives maximum visibility and will attract more traffic to your website.
Blogging – this allows for informative content to be shared and offers credibility and will attract people.
Online advertising – you can target ads to defined clientele. They work as they come up in response to a definitive search query by a person.
Email marketing – this should not only include sales info but also provide valuable information for the reader.
Various approaches to brand building are available. When you work on your brand remember awareness is not a one-day tactic, your strategy needs to be in continuum with the brand growth. Any solid brand awareness strategy needs to be coupled with active data collection and analysis to understand your marketing ROIs and be prepared to modify, alter, change or even start afresh until you get things just right.
This article is penned by Dr. Rajalaxmi Walavalkar, Medical Director, Senior Gynaecologist and IVF specialist at Cocoon Fertility
