Building brand awareness is a trickier task than most people think. Or, more specifically — building brand awareness effectively is trickier than people think.

Every business is different, and so every brand strategy will be different too.

So how do you know what you should or shouldn’t be doing to effectively increase your brand awareness and grow your business? 

That’s an excellent question. And we’re here to give you the answer.

In this article, we’re going to take a look at what brand awareness is, the benefits of increasing your brand awareness, and our top strategies for doing so in 2021.

Let’s get to it.

First things first, what is brand awareness?

Put simply, brand awareness is how familiar people are with your brand.

If we say the word ‘Starbucks,’ what do you think of? Coffee? Baked goods? The green mermaid logo? Your local Starbucks just around the corner?

Just by saying the word ‘Starbucks’, you’re already familiar with the brand and the product — that’s brand awareness.

What are the benefits of brand awareness?

So let’s take a look at some of these benefits in more detail.

Create trust with your brand

Here’s a question for you — how many times have you bought from a company purely because you’re familiar with the brand? It’s happened to you at least once, right?

A recent survey found that 81% of consumers feel they need to trust a brand they’re buying from, and 51% of buyers would recommend a brand if they felt it was trustworthy.

Edelman's research shows that 51% of customers will advocate for brands they have trusted for a long time.

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So if your brand recall is increasing and you’re becoming a well-known and reputable brand, you’re far more likely to gain the trust of a prospective customer — and to be recommended by existing customers too.

Fulfill a need in the future

Strong brand awareness isn’t just about getting an instant, quick sale. It’s a long-term goal. You want people to be so familiar with your brand that they think of you when they need something. Not only when they’re actively looking.

Imagine you’re thinking about painting your bedroom. Before you even start to look, you’re already thinking about a brand you know that sells paint. Whether that’s Sherwin-Williams or Benjamin Moore, you’ll be thinking about a familiar brand.

So by increasing your brand awareness, you’re putting yourself on the radar for future purchasing decisions.

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Our top brand awareness strategies for 2021

Now we’ve taken a look at some of the benefits, it’s time to dig into our top brand awareness strategies for 2021.

And without further adieu, here they are.

#1. Create original content

Producing content is a great way to engage with potential customers and increase your company’s brand awareness — especially if the content is unique and informative.

And with 86% of B2B marketers saying that they used content marketing to increase their brand awareness in 2019, we expect the trend to continue throughout 2021.

Research from the Content Marketing Institute shows that content marketing can improve brand awareness

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Pretty much every business is producing content of some kind. Whether that’s blog articles, videos, eBooks, infographics — content is getting out there one way or another.

So how can you get your content to stand out from the crowd?

It’s a good question.

Our advice? Spend some time conducting original research to inform your content strategy.

94% of marketers agree that original research elevates a brand’s authority. So if you want your content to really improve your brand awareness, it’s definitely something that should be on your radar for 2021.

This is also the first stepping stone to thought leadership, which will do wonders for your brand image.

To keep your content heading in the right direction, you might want to think about creating a content plan. And to save you the time and hassle of creating your own content plan, monday.com has created a pre-made content planning template for you to use.

monday.com provides users with a content planning template

#2. Get innovative social media

We don’t have to tell you that every social media platform is a powerful tool when it comes to increasing brand awareness. It feels almost pointless to say ‘make sure you’re using social media’, so we won’t bother.

But what we will say is that you need to be innovative with your social media in 2021.

There’s a lot of content out there when it comes to social media. So, to cut through the noise and really position your brand front and center, you need to think of ways to capture attention.

And it doesn’t have to be excessive.

For example, something as simple as hosting a giveaway is a great way to reach a wider audience and increase your brand awareness in a short space of time.

In fact, research has shown that Instagram accounts that hold contests grow their following 70% faster in 3 months than those that don’t. And all by doing one social media post.

Tailwind's research shows that Instagram accounts who host giveaways grow 70% faster

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Or if a giveaway isn’t something you want to do, how about partnering with social media influencers to promote your product or service? Or perhaps taking part in a social media takeover with another popular account?

There are a lot of ways to get creative with your social media channel — you’ve just got to find what works for you.

And if you need a hand planning out your social media posts, take a look at monday.com’s social media calendar template.

monday.com's platform allows users to access their pre-made social media schedule

#3. Consider a strategic brand partnership

Partnering with another company not only allows you to reach a new audience, but it also associates your brand with another reliable company. Provided you partner with a company that has a good brand reputation. Obviously.

Take GoPro and Red Bull as an example. Both companies exist within the lifestyle space, targeting a similar audience of active, adventure seekers.

As their partnership began, Red Bull athletes used GoPros to film their extreme sports around the world. And as a result, Red Bull’s audience became familiar with the GoPro brand, and vice versa.

Strategic partnerships really are a win-win when it comes to brand visibility. So long as you partner with a suitable company, you’re sure to increase your brand exposure.

We know that working with an external partner can be tricky — especially when you’re using different internal platforms to try and collaborate. But with monday.com, you can easily work in the same space with external guests.

monday.com allows users to add guests to their account, allowing external participants to work together in the monday.com platform

#4. Think about your brand voice and the language you use

With the pandemic taking the world by storm in March 2020, businesses had no choice but to adapt their daily operations. For some marketing teams, this meant completely reworking their brand message and rethinking how they communicate with customers.

As a result, the use of language became extremely important in brand perception throughout 2020 — and we’re expecting this to continue in 2021.

A recent survey illustrated that 64% of marketers felt that COVID-19 made language more important in their effort to connect with customers. And 71% expect to focus more on language in their next marketing plan.

Phrasee's research into the use of brand language after COVID-19

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So it’s clear that the pandemic has had an impact on the way businesses are communicating with their customers — and the way companies adapted their brand identity. This is something you need to consider when planning your brand awareness strategy.

Make deliberate choices about the messaging you’re putting out there, and think carefully about your brand perception.

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Using monday.com to execute your brand awareness strategy

At this stage, you might be wondering how best to manage your brand awareness strategy — and how you can measure the results.

Well, monday.com could be exactly what you’re looking for.

As a work management software, monday.com allows businesses to work and collaborate as efficiently as possible.

With our intuitive and user-friendly interface, businesses can manage multiple projects at once, and easily keep on top of how tasks are progressing.

monday.com allows users to collaborate, integrate, and visualize their entire project in one place

Let’s take a look at some of the other reasons why monday.com is the perfect platform to execute, plan, and manage your brand awareness strategy:

  • Host everything in one place: If your entire team is working remotely and you’re trying to roll out a new brand awareness strategy, using monday.com allows you to keep your work in one central location. That includes your entire brand awareness strategy and any additional work on top of that. Result.

monday.com's platform allows users to host their entire workflow in one location

  • Collaborate internally and externally: Working with an external company as part of your brand awareness strategy? Well, you’re in luck. With monday.com, users can invite guests to join their projects. So even if your partner isn’t using monday.com, they can still access your project and collaborate within the platform.

  • Monitor your results: We know how important it is for you to track your results and keep on top of your progress. After all, what’s the point in running a brand awareness strategy if you’re not going to review its success? Well, monday.com allows users to easily see their results in one, central location.

monday.com allows users to create their own campaign tracking plan using their pre-made template

An effective brand awareness strategy builds loyalty

So there you have it. Our top brand awareness strategies for 2021, and how using monday.com can help streamline the entire process.

If you don’t want to wait any longer, why not check out our marketing strategy template? It’s a great place to start with your next brand awareness strategy.

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