Tips to create brand recognition
Many businesses are turning to online commerce and at the same time adapting to the new normal generated by the coronavirus pandemic, so publicizing their brands has become a very important factor. If you have already started to establish an online presence, you need to build a strong image of your brand both in digital media and in the physical world. For this reason, I present 5 tips for you to start this transformation as well prepared as possible:
- Give your brand a voice
Think about embodying your brand and giving it a unique voice, asking yourself questions such as the following: How does your brand achieve impact? Is it designed for luxury consumers or for a less demanding public? Give your communications voice a personality, based on your audience and make sure to use this tone across all platforms. At this stage the key is consistency.
- Position your products
Both Facebook and Instagram are platforms in which visual language predominates. That is why I recommend that you take advantage of these platforms to show your product in different angles, so that your audience knows your offer as much as possible. You can also communicate your brand message so that your customers begin to associate it with your products.
- Say it with words
Building your brand cannot depend entirely on the use of images. Add value propositions to the ads that present your offer, explaining to your consumers why they should use your products, what makes them unique and what is the benefit they get from using them. You can also include your brand copy or copy in your ad copy, to help your audience associate your offer with your message.
For example, the message that runs through the communications of the visa credit card is “Because life is now” or that of MasterCard is “There are certain things that money cannot buy, for everything else there is a Master Card”. These companies carry the central communication message to almost all their campaigns, so I recommend that you do the same with your business.
- Create your product packaging
Although not all business models are based on the exchange of a physical product, there are many ways to materialize your offer to reaffirm the feeling of ownership in your users. That is why when designing the packaging of your product, I recommend that you use it to elevate your brand, using unique elements that are associated with what your communications hope to convey.
In addition, creating distinctive or memorable packaging can help you improve the experience of your users and make that when the user unpacks the product, it is perceived as if it were a gift during the Christmas season. Adding custom touches can be an easy way to add value. For example, you can deliver a handwritten note or something that shows your user that you are interested in your customers.
- Invest strategically
Brand recognition can be a difficult goal to measure, however Facebook offers solutions that help you quantify the success of your efforts. Run a retargeting campaign to reach audiences that already know about your brand. Create campaigns aimed at people who have visited your website, app, store or Facebook page or who have bought any of your products or services. Doing these types of actions directed at audiences that are related in some way to your brand gives them another opportunity to consider purchasing your products.
Now it's your turn to test what works best for you. Start by creating posts on your social networks, running ads and doing retargeting campaigns. In this way you can increase the number of people who could purchase your offer in the future thanks to a better knowledge of your products.
