5 Ways to Increase Brand Awareness in 2022
The new year brings a fresh start for businesses and an opportunity to update to be in line with the changing world. It’s more paramount now than ever to adapt to the changes in order to increase your brand awareness and take your brand to the next level. Here is what successful business leaders are doing for their brands.
Creativity in a global changing dynamic
In an overly saturated market, it’s important to build a cohesive brand that stands out. To do that, you need to think strategically as much as creatively.
But what does creativity stand for? It entails new, original, and expressive ways of behaving which engages with change across all aspects of a brand. This means that marketers should be continuously thinking outside of the box to explore new and outstanding ideas in line with changing world dynamics.
In 2021, the key themes that fed into business strategies were COVID-19 and sustainability. In 2022, we expect to see a continuation of these trends, perhaps even more prominently. But while 2021 was a learning curve, 2022 will be the perfect year to masterfully adapt to the changes, especially for businesses.
Here is how to win with creativity at the forefront of the ever-evolving 2022 business dynamic:
- Due to COVID-19, people might be wary of stepping into a physical store. To reassure your customers your brick-and-mortar establishment is safe, use creative COVID-19 graphics and COVID barriers. This will not only bring a sense of safety but will also be aesthetically pleasing.
- Target rural communities by introducing pop-up stores which communicate your brand message. This can be done affordably by using custom partitions and dividers to create the main structure and custom wall art to match your brand personality.
- Brands are nowadays competing not only against each other but also against e-commerce. Adopt an omnichannel business model to assert your presence both online and offline.
- Position your brand as a sustainability advocate by implementing eco-friendly design trends and sustainable practices.
Introducing tech
Technology is currently driving the digital transformation which is affecting all sectors, and it has a critical place in taking your brand to the next level. Correct use of tech can really help you boost brand awareness, especially when it comes to convenience through automation.
There is an array of technological advancements you can implement into your business that will appeal to your consumers. What’s currently trending is the implementation of Augmented Reality (AR) and Virtual Reality (VR) technology in retail to facilitate an immersive experience both in-store and online.
AR is attracting more customers, making shopping fun and saving time. Lacoste, for example, has implemented a virtual try-on experience in-store as part of their new product launch. This increases engagement and loyalty, and drives conversions. It also appeals to the most sought-after demographic – millennials.
You can take experiential retail to the next level by using futuristic looking business signage to facilitate an all-immersive and cohesive shopping experience.
Evolving branding
Branding is at the core of any successful business. It’s the personality of the company that moves beyond products and services. It is also integral for creating a unique customer experience.
Successful branding is easy to recall by customers. Think of the iconic Nike logo or the McDonald’s ‘I’m lovin’ it’ slogan; these brands have literally been ingrained in our memories.
While you have probably already created your branding, in this day and age, your branding needs to evolve alongside growth. Your business’ branding must reflect your customers’ changing needs and desires. We’re not talking about full rebranding but evolving branding. Think of it as tweaks that are reactive to design trends, customer feedback, and marketplace and internal changes.
Once you’ve outlined your evolving branding, it’s time to promote it and create brand awareness. A great way to do that is through branded display. Select several locations to place custom-made partitions and dividers featuring your logo and ads. Use 3D signs for a ‘wow’ effect and deploy your most welcoming staff to represent your brand during your branded displays.
Listen to your customers’ needs
A key part of developing a successful evolving brand and adapting creativity is listening to your customers’ needs. Customers can tell you a lot about gaps in your business models that can be improved, as well as what they wish to see more of from you. This is done through an array of direct and indirect tools, including reviews, surveys, observation, customer service, social media, and most recently, data collection.
Data collection can give you an insight into your customers’ demographic and consumer behaviour. Tesco’s, for example, was the first to implement its Clubcard as a ‘reward’ card through which they monitored not only the identity of their customers but also their shopping preferences. Having an insight into what products customers have bought and from which store helped them utilise stock effectively.
While listening to your customers, making them feel heard will help to facilitate two-way communication. Why not print customers’ reviews from Trustpilot and social media on internal signs and place them around your store? You could create accent walls featuring most-liked products on Instagram or Facebook and use wayfinders to guide customers. This circles back to the omnichannel strategy that’s essential for your business.
Develop a brand voice
Developing your brand’s voice is as important as creating an evolving branding. In fact, the two go hand in hand. It’s the way you communicate with your audience and reveals a portrait of your business’ values and personality. It feeds into your online and offline content, marketing materials, and your in-store design.
Decide what you want your tone of voice to sound like based on your target audience and make it unique. Is it uplifting, friendly, ambitious, or unconventional?
Many people tend to think that your brand voice is only conveyed through your online presence, but it’s much more than that. It’s the way you communicate with your customers via phone, email, face-to-face, letters, and even invoices. It’s incredibly evident in your product packaging, product descriptions and labels, and business signage.
You should carefully consider the rules about business signage size, placement, and appropriate language. That’s applicable for both in-store and public spaces. After that, establish the purpose of your business signage. Internal signs are great for informing customers about your brand and offers, as well as promoting your brand slogan. External signs can attract new customers and raise brand awareness. Most importantly, you need to keep a consistent brand voice across all channels.
This year, you’re presented with an incredible opportunity to bring your business to the forefront, increase brand awareness, and attract new audiences. Make the most of it.
Sources
https://www2.deloitte.com/uk/en/insights/topics/innovation/unshackling-creativity-in-business.html
https://www.enginecreative.co.uk/portfolio/lacoste-lcst-augmented-reality-retail-campaign/
https://www.boomandpartners.co.uk/articles/why-is-understanding-customer-needs-important
