When you cut your finger, you probably ask someone to hand you a Band-Aid. The same goes with Aspirin, Coke and Kleenex. Even though there are dozens of similar products out there, all these brands have gradually become so popular that they now represent the entire class of products. They stand for reliability, user-friendliness and, most importantly, quality.

However, you need to keep in mind that your brand reputation is not formed within your company. Instead, it represents your customers’ perceptions of your brand, based on their satisfaction. Therefore, in order to trigger positive customer experience and boost your brand awareness, you need to have a solid brand-building strategy.

  1. Referral Programs Encourage Loyalty

A referral program can be defined as a practice of getting your users make referrals to your business. Of course, people gladly spread the word about products or services when they know that they will get something in return. Most importantly, referral customers act like brand ambassadors and contribute to the improvement of conversion rates. To back this statement, a recent survey has pointed out that people are 4 times more likely to make a purchase when referred by a friend.

Dropbox is an example of how well-planned referral programs can boost conversion rates and make a strong brand. Namely, the company gives its users 500 MB of extra storage space for every referral. Even though there is a plethora of cloud storage providers, this lucrative opportunity helped Dropbox attract a great number of new users.

  1. Invest in Social Media Presence

Today, social networks have become an integral aspect of your brand’s identity. Apart from driving awareness and engaging your customers, they also develop brand-loyalty through conversions. However, being present on all social media channels equally is a waste of time. You should choose the ones that meet your business needs the best and invest a great deal of your energy and time in them. For example, a photographer should focus on Instagram and Pinterest the most, while B2B companies often do best on Twitter and LinkedIn. Also, to improve your social media marketing efforts, you need to know who your audience is and which social networks they use the most.

  1. Deliver Engaging Content

Ever since its emergence, content marketing has become the holy grail of every successful digital marketing campaign. By providing industry-relevant, easily memorable and quality content on your company’s blog, you will be recognized as a genuine expert in your niche and stand out from your competitors.

Apart from the traditional articles, you should also resort to some more interactive and engaging options, including infographics, videos and micro-content, such as quotes, quizzes, gifs and memes. Namely, the statistics show that infographics are liked and shared three times more than other any other type of content.

Another great way to deliver your content is guest posting. By sharing valuable, high-quality content on other blogs, you will get your name known in the industry and, most importantly, drive more traffic to your website.

  1. Personalize your Approach

When building a brand, you need to have a unique selling proposition, or a statement that shows how your brand is different from its competitors. It is especially important when it comes to selling to other businesses, since they constantly get numerous similar offers over the phone. Precisely because of this, you need to focus on creating a personalized and authentic approach, specifically tailored to a business you want to close. You should consider hiring sales experts that would help you create a strong b2b lead generation campaign and present your product in the best way possible.

  1. Implement an Influencer Marketing Strategy

Influencer marketing plays a fundamental role in building brand awareness. Namely, influencers offer credibility, boost reach and help you send your content to the right audience. However, you need to know that engaging influencers is not an easy task. According to some recent studies, 75% of brands find it difficult to identify the right influencers in their niche to partner with.

Precisely because of this, you need to build an influencer marketing strategy that will cover your every move in advance, from setting the goals of your strategy and building pool of influencers to creating an outreach and nurturing your future relationship and collaboration.


In this hectic small business community, it is obscurity that makes numerous businesses fail. In order to differentiate yourself from your competitors, you need to constantly work on improving your brand awareness. Otherwise, you won’t give your customers a chance to find out about you, engage with your product and potentially convert. Hopefully, with these effective brand awareness techniques, you will manage to build a recognizable brand and raise your business to a completely new level.


My name is Alex Williams, born and raised in beautiful Sydney. I am a journalism graduate, and a rookie blogger trying to find my luck. Blogs are the perfect opportunity for presenting yourself to wider audience, getting the chance to showcase my expertise and receiving recognition. I am a regular contributor at BizzMark Blog.


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