Brand awareness is essential to the success of your business. It refers to the extent to which potential customers can recognise or recall a brand when presented with its name, logo, or products. A high level of brand awareness means that a brand is well-known and easily identifiable among its target audience. Brand awareness is an important aspect of brand building and marketing, as it can influence consumer purchasing decisions and brand loyalty.
Video is an increasingly powerful tool when it comes to marketing businesses and building brand loyalty. It can showcase your brand personality, increase the reach of your brand and drive engagement.
What is brand awareness and what role can video play in helping you develop, grow and strengthen brand awareness among your target audience?
What are the key elements of brand awareness?
Brand awareness is a measure of how familiar your target audience is with your brand. It refers to the degree to which your target audience can recognise your brand and associate it with a particular product or service.
Some of the key elements of brand awareness include brand recognition, brand recall, and brand identity. Brand recognition is the ability of customers to recognise your brand when they see it. Brand recall is the ability of customers to remember your brand when they need it. Brand identity is the way your brand is presented to the world, including its logo, colour scheme, and tone of voice.
If you’re looking at how to increase brand awareness, then paying close attention to these elements is vital. Video can play a key role in communicating and supporting these elements of brand awareness.
How do you visualise brand awareness?
A large part of how people think about brands is visual. They will remember images, logos and colours that they identify with the brand, as well as how the product looks. These images will then trigger a range of emotions.
Increasing brand awareness is not only about ensuring that your brand is recognised and remembered, it’s also about ensuring that those associations are largely positive.
Visual elements will play a critical role in building a brand identity and then communicating it to the target audience. This can be achieved through elements such as logo design, colour schemes, typography, visual content, and packaging design. By using consistent visual elements across all branding materials, businesses can create a unique and memorable brand identity that resonates with their target audience and helps increase brand awareness over time.
Video can be an effective strategy to increase brand awareness visually by conveying a brand's visual identity and personality in a more engaging and memorable way.
How do I create brand awareness?
Without brand awareness, it’s difficult if not impossible to build a sustainable business. Building brand awareness takes careful thought and hard work, as well as time.
To build brand awareness you first need a strong brand identity. This involves creating a consistent visual and emotional representation of your business, including elements like logo design, colour schemes, typography, and messaging. By developing a strong and consistent brand identity, you can help your business stand out and create a memorable impression on your target audience.
You also need to understand your target audience and how you wish to communicate your brand identity to them. As with all aspects of marketing, audience demographics play a vital role in developing brand identity. Demographics refer to objective characteristics of your target audience, such as age, gender, income level, education, and location. This information can then help you identify the specific groups of people who are most likely to be interested in your products or services. Other factors that are useful to consider include attitudes, values, beliefs, interests, and lifestyle.
All of these factors will influence how brand awareness will be developed and spread throughout your target market. If you are intending on using video as part of growing brand awareness, then thinking about these key audience factors can be helpful in shaping the kind of content you create and how it’s distributed.
How to increase brand awareness
With a strong brand identity in place and a developed understanding of your target audience, there is a range of strategies you can use to increase brand awareness. These include:
Create Valuable Content
Creating valuable content, such as blog posts and video content can help increase brand awareness and attract new customers. With an in-depth understanding of your target audience, you can tailor your content to their interests, needs and concerns. By creating content that your audience is interested in and come to value, you expand brand awareness and deepen brand loyalty.
Social media is a central tool when it comes to increasing brand awareness. By creating engaging content, using targeted ads and building community you can reach a large audience of potential customers. Video can play a crucial role in growing your brand via social media.
Paid advertising such as Facebook and Google Ads, as well as traditional means such as radio, TV and print advertising, can all play a significant role in developing brand awareness. Your choice of paid advertising and how much you invest in it will depend on the demographics and habits of your target audience. Younger, more online, audiences may require less paid advertising to be reached than older audiences who may need a more targeted and traditional approach.
Promotions often play a significant role in helping brands build awareness. They can be a hook for new customers, create interest and help to build brand loyalty. From giveaways to special offers and events, all can help to create a buzz about your brand. Video can help communicate some of that excitement, giving people an incentive to try out your products and services.
SEO is an essential part of any brand awareness campaign. This involves optimising your website and other online content to ensure that it features highly in search results. By improving your search engine rankings, you can make it easier for potential customers to find your brand online.
Another important benefit of SEO is that it can help increase the long-term sustainability of your brand awareness efforts. Unlike other forms of advertising, such as paid search or social media ads, SEO can continue to drive traffic and increase brand awareness long after your initial investment. By regularly updating your website with high-quality content and optimising it for search engines, you can continue to reap the benefits of SEO for years to come.
Video can have a dramatic impact on the SEO performance of your website. Including video content on your website can increase engagement, boost traffic, provide additional content for optimisation and enhance user experience.
Video content encourages people to stay on your website longer, reducing the bounce rate and improving how your website is perceived. Video content is also highly shareable on social media platforms, which can help increase social signals and backlinks to your website.
Why is it important to increase brand awareness?
Increasing brand awareness creates the right conditions for success. It helps to ensure that your business is on firm footing and can grow and develop. In fact, building brand awareness is central to the long-term viability of most businesses. When people are aware of your brand and what it stands for, they are more likely to choose your products or services over those of your competitors. It encourages engagement and loyalty and can help you build trust and credibility with your target audience, making it easier to convert leads into customers.
Brand awareness helps your business stand out in a crowded marketplace, establishing a strong, loyal customer base that will support your business over the long term.
What content works best for building brand awareness?
When creating content to increase brand awareness, it's important to focus on creating high-quality, valuable content that resonates with your target audience, their interests, needs and preferences.
Most businesses will usually create a range of content suitable for different platforms as part of their brand awareness strategy. Educational content such as how-to guides and tutorials can help position your brand as an authority while providing value to your audience.
Social media content can be highly versatile and is an effective way to reach a large audience and increase brand awareness. By creating engaging content that reflects your brand's personality and values, you can attract new followers and build a community of loyal fans.
Video content is also an incredibly powerful tool for increasing brand awareness. Videos can be used to showcase your products or services, tell your brand's story, or educate your audience on topics related to your industry. Video content is highly engaging and shareable, making it a great way to attract new audiences to your brand.
When creating content to increase brand awareness, it's important to focus on quality and relevance. It's also important to ensure that your content is consistent with your brand identity and messaging. This creates and supports a cohesive brand image that your audience will recognise and associate with your business.
By creating a variety of high-quality, relevant content across multiple channels, you can build brand awareness, foster customer loyalty and place your business in pole position versus your competitors.
What is a brand awareness video?
A brand awareness video is a targeted piece of marketing material aimed at increasing the awareness and understanding of your brand among your target audience. They allow you to showcase your brand’s values, personality, products and services, as well as your unique selling proposition in a visually appealing and engaging way. The goal of a brand awareness video is to create a lasting impression on viewers and generate interest in the brand.
They can take a number of forms and will reflect the products you sell and the priorities of your customers. For instance, a company selling technical support to companies in heavy industry will create very different brand awareness video content compared to a company selling fast fashion to young people. It can include product demos, explainer videos, customer testimonials and brand stories. The content of a brand awareness video should reflect the brand's messaging and values and should always be tailored to the interests and needs of the target audience.
In a brand awareness video, the focus is on building brand recognition and establishing an emotional connection with viewers, rather than making a direct sales pitch. The goal is to create a positive association between the brand and the viewer and to spark their curiosity about your brand. With the right brand message and intelligent use of video production techniques, a brand awareness video can help a business stand out from the competition and attract new customers.
How do you make a brand awareness video?
Making an effective brand awareness video needs careful planning and consideration. Firstly, you should consider your objectives and what you hope to achieve, as well as the interests and expectations of the target audience.
In most cases, creating a successful brand awareness video will usually mean working with a professional video company. They can help you with all aspects of video production, from scriptwriting and storyboarding to shooting and editing. They can also provide guidance on the most effective distribution channels for your video to help increase brand awareness and reach your target audience.
Working with a professional video company can save you time and resources and can ultimately result in more effective video content.
How long should a brand awareness video be?
The ideal length of a brand awareness video depends on various factors, such as the type of video, the target audience, and the platform on which it will be shared. However, it's generally recommended to keep the video as short as possible while still effectively conveying the brand message. Keep in mind that the video should capture the viewer's attention within the first few seconds, so it's important to create a compelling opening that hooks the viewer and entices them to keep watching.
If you’re looking to create a compelling brand awareness video, then the experienced team at Eight Engines can help.
Our talented brand video production team makes the process simple while ensuring the maximum return on your investment.
Contact us today to find out more about how we can help.