WRITTEN BY LOUISE SANSOM

Competition is fierce and it’s not easy to stand out in a crowded market. A strong brand can help – so much more than a bold logo or catchy tagline, your brand should instantly communicate your company’s values, personality, and reputation, connecting you with an audience.

But even the most exceptional brand will fall short if it isn’t being seen.

Getting out there and in front of the people who want to find it is crucial. Thankfully, there are things you can do to boost brand visibility, and we can tell you how.

Here are three tried-and-tested methods we use:

1. EXTRA! EXTRA! WORK WITH THE PRESS AND STAY CLOSE TO TRADITIONAL MEDIA

We all know how social media has taken off over the last decade, and that’s not going anywhere. But there’s nothing quite like flicking through a ‘proper’ magazine, and your future customers know it. Recommendations from within these pages can work wonders for your brand, so make building strong, authentic relationships with journalists and publishing houses part of your strategy.

Benefits include:

• That all-important exposure: media outlets have a massive reach, propelling your brand into the spotlight and boosting fame and recognition with potential new customers.
• Third-party validation: we’re all more likely to hit that “buy now” button when a product’s come recommended by a source we trust. Brands featured by mainstream media score instant credibility, not to mention desirability.
• Recognition for your expertise: being featured in respected media outlets helps to establish you as an expert in your industry, cementing your position as the go-to source for information, building trust and ultimately driving sales.

2. CONNECT WITH YOUR CUSTOMERS THROUGH THE POWER OF SOCIAL MEDIA

Social media is a power tool for enhancing brand awareness and connecting directly with your audience in real-time. With billions of users scrolling, swiping, and double-tapping at any given moment, these platforms provide an unrivalled opportunity to communicate with your existing, and target, customers.

Here’s how to leverage those ‘likes’ effectively:

• Know your audience: assess which platforms your customers use the most and then be an active voice on those platforms. Tailor your content and messaging to your users.
• Consistency is key: having a visual identity that ‘clicks’ across all social media platforms is not only more appealing to your audience, it also makes your brand more recognisable. Think about a logo, colours, and a tone of voice that’s uniquely yours.
• Get engaged: social media is all about conversation, so join in. Reply to comments and DMs in good time, and ask questions within your posts that spark conversation and keep people coming back for more. An engaged following are more likely to become loyal customers.
• Make content that counts: share posts, opinions and articles that will educate and entertain your audience, to show off your relevance and become the go-to guru in your industry.

3. REACH FOR THE (SOCIAL MEDIA) STARS WITH INFLUENCER MARKETING

Influencers, with their huge social media following, can instantly boost awareness of your brand within a highly targeted audience. Partnering with social media stars who already align with your brand values and target market will not only help you reach new customers, it can also enhance your credibility, as their loyal following will have trust in their recommendations.

Advantages of influencer marketing include:

• Credibility boost: an influencer’s endorsement can strengthen your brand’s credibility and legitimacy in the eyes of their followers.
• Rapid brand awareness: thanks to influencer’s huge reach and high engagement, your brand becomes instantly more visible, getting the attention it deserves and becoming more memorable.

Incorporating these strategies into your marketing plan will help to increase your brand’s visibility, boost customer awareness, and put you steps ahead of the competition.