MasterClass used this billboard ad to build brand recall<\/strong>. We can see that the ad is not only focused on introducing the brand to potential new users, but it also highlights its slogan “Learn from the world’s best” to build cues that will allow people to recall the brand and link it to the online learning product category. <\/figcaption><\/figure>\n\n\n\nPro tips:<\/strong><\/p>\n\n\n\n\n- When building brand awareness, avoid jumping on shocking or sensationalist campaigns mainly designed to go viral. The main objective is to establish long-term brand equity and prioritize campaigns that facilitate brand recognition and encourage strong product category associations, which are essential for effective brand recall. <\/li>\n\n\n\n
- After achieving an adequate level of brand awareness, you can focus more on developing the brand image, which involves building specific perceptions in consumers’ minds.<\/li>\n<\/ul>\n\n\n\n
Brand awareness tactics<\/h3>\n\n\n\n
Some of the most effective communication strategies for building brand awareness today include:<\/p>\n\n\n\n
Tactic #1: Influencer partnerships<\/h4>\n\n\n\n
Collaborating with influencers is one of the most effective ways to reach new audiences nowadays. Influencers have gained the trust of their audiences. If your brand aligns with their universe, they can help you present it in a way that speaks to their communities of engaged followers. <\/p>\n\n\n\n
There are influencers in all types of industries. Some have large communities, while others have smaller ones. The latter ones can be more accessible and still be an excellent option for smaller brands.<\/p>\n\n\n\n
<\/ol>\n\n\n\nTactic #2: Digital marketing and content creation<\/h4>\n\n\n\n
Our digital world is a treasure trove of opportunities for brand awareness. There are numerous ways brands can enhance their online visibility. Some require a budget, and others can be achieved for free:<\/p>\n\n\n\n
\n- Digital advertising<\/strong> (Google, social media) to target specific demographics and interests, driving traffic and potential conversions.<\/li>\n\n\n\n
- Search Engine Optimization (SEO)<\/strong> to increase visibility on search engine results page (e.g., appearing as the first result on Google)<\/li>\n\n\n\n
- Generative Engine Optimization (GEO)<\/strong> to increase visibility in AI-driven search engines and generative answers<\/li>\n\n\n\n
- Social media posts & engagement<\/strong> to connect directly with your audience, attract new ones, and regularly communicate around your brand.<\/li>\n\n\n\n
- Content marketing<\/strong> encompasses publishing blog posts, podcasts, video content, social media content (as mentioned above), and even user-generated content. These diverse, high-quality contents aim to establish your brand as an industry authority and optimize for search engines (like Google, but also other social media platforms where users look for content, such as TikTok or YouTube).<\/li>\n\n\n\n
- Newsletters and e-mail marketing campaigns<\/strong> are a perfect way to deliver valuable information, build trust, and keep your brand top-of-mind with subscribers.<\/li>\n\n\n\n
- Google Maps Profile<\/strong> can enhance local visibility and make it easier for potential customers to find your business.<\/li>\n\n\n\n
- Online directory listings<\/strong> are a solution to improve discoverability by ensuring your brand is listed in relevant online directories.<\/li>\n\n\n\n
- Online community participation<\/strong> can increase brand awareness through active engagement in relevant online communities (think of Reddit, Quora, Discord, social media platforms, and private digital communities).<\/li>\n<\/ul>\n\n\n\n
<\/ol>\n\n\n\n<\/ol>\n\n\n\nTactic #3: Traditional Media and Advertising<\/h4>\n\n\n\n
Depending on your industry and financial means, leveraging traditional media channels can be a wonderful way to increase brand awareness and credibility, especially since many brands are focusing solely on digital media. Traditional media include:<\/p>\n\n\n\n
<\/ol>\n\n\n\n\n- Press releases<\/strong> to increase media coverage for your brand<\/li>\n\n\n\n
- Media interviews<\/strong> which offer opportunities to share your brand’s story<\/li>\n\n\n\n
- Print advertising<\/strong> to reach new audiences through newspapers and magazines<\/li>\n\n\n\n
- Radio spots<\/strong> to target new audiences via radio or podcast ads<\/li>\n\n\n\n
- TV commercials<\/strong> for capturing attention on a broad scale<\/li>\n\n\n\n
- Billboard advertising<\/strong> to create high visibility in strategic locations<\/li>\n\n\n\n
- Magazine features<\/strong>, enhancing visibility and associations via in-depth articles<\/li>\n<\/ul>\n\n\n\n
<\/ul>\n\n\n\nTactic #4: Partnerships<\/h4>\n\n\n\n
You don’t have to do everything alone. Sometimes, partnering with other organizations can help expand your brand’s reach and leverage complementary strengths. These can include influencer partnerships, of course, but also:<\/p>\n\n\n\n
\n- Co-branding initiatives<\/strong> which allow you to collaborate with another brand to create a joint product or service, combining strengths and audiences.<\/li>\n\n\n\n
- Brand collaborations<\/strong> involve partnering with complementary brands on content, events, or other initiatives to expand reach to new audiences.<\/li>\n\n\n\n
- Local partnerships<\/strong>, such as teaming up with businesses in your local area, enable you to cross-promote and leverage local brand awareness.<\/li>\n\n\n\n
- Affiliate programs<\/strong>. They consist of enabling other companies or individuals to promote and sell your products or services. In exchange, they earn a commission on each sale.<\/li>\n<\/ul>\n\n\n\n