Zig Ziglar once said “People don’t buy things for logical reasons, they buy for emotional reasons.” The implication of this is that if you want to get customers and keep them loyal, you have to make them know your product or service and get them to fall in love with it. Every brand in existence wants to become what is called a “proprietary eponym”. You may be wondering what on earth that is. When you say Coke instead of cola, or Band-aid instead of bandage, you’re using a proprietary eponym. Those brands have become so popular that they are used in place of the generic names for the products that are like them. Although your product might not attain this status, that doesn’t mean you can’t do a lot more to boost public awareness of your brand. It’s a popular saying that you need to get your ad in front of customers seven times before they pay attention to it. But as marketing practices continue to change – especially in the digital age – this old rule may no longer be relevant to your brand visibility.
Here are 4 ways to increase your brand visibility.
- Have a memorable logo: The main visual representative of your brand is your logo. Apart from being unique and hard to forget, the color scheme and font are also important to your brand visibility. We generally tend to associate some colors with certain things. Yellow conveys optimism, clarity and warmth, while blue projects trust, dependability and strength. Knowing what different emotions the colors you are choosing for your brand convey can help you create a logo that sends the right signals to your customers. Serif fonts denote trust and sans-serif fonts engender reliability and honesty. The shape of your logo can also play a part in the impressions your customers receive.
Finally, there’s design. Unless you have a highly skilled designer or illustrator on your team, you should consider hiring a professional to handle it. You could also use a service, like 99designs. Nowadays, design tools are getting better and easier to use so you can try out an online logo maker, even if just for the prototype.
- Website design: The look of your website will probably be an extension of your logo, bearing the colors of your brand. Place emphasis on a good user experience and functionality, because they are more crucial to user-retention than even SEO.
Statistics like 46% of people saying a website’s design is the number one criterion for discerning a company’s credibility and 90% of buying decisions being influenced by visual factors are enough to convince anyone of the importance of their website’s design. Cutting-edge, ultramodern designs should be avoided unless you are already a well-recognized brand, or if those designs somehow tie in with one of your strategies or campaigns. Simply taking the time and care to create a beautiful, unencumbered layout can do wonders for your brand visibility. A perfect example is the online publishing platform Medium. It proves that a website doesn’t need to be complicated to look good. And when it comes to content, the fewer the distractions, and the cleaner the design, the better. Again, hire professional help if you feel you need it.
- Use social media: Social media provides unlimited options for marketing your brand than have ever before been seen. Leverage social media platforms by creating valuable content for your target market and interacting with your community online. If you have an international presence, you could even consider having social media pages for each major city you have a followership in. Social media is a double-edged sword, however; while the myriad of choices gives you more opportunities to connect with your existing clients and draw in new business, it can also be difficult to prioritize your time and money when marketing across platforms.
- Create engaging content: It may seem obvious, but it’s worth mentioning because creating valuable content is possibly the most important thing you can do to increase your brand visibility and exposure on social media. In this context, ”value” can come in many forms. Your content could be funny, informative, controversial, or inspiring. Just make sure it adds some form of value to the people who see it, that way they will be more likely to share it with their friends giving you free advertising. In addition to word-of-mouth advertising, creating valuable content for your blog, Facebook page, or other social media outlets will reflect positively on your brand. Like a bottle of wine with a fancy label, creating valuable content shows that you’re invested in creating a high-quality product and will affect your brand visibility positively.