Cost-Effective Brand Awareness Marketing & Strategy

Five red hot air balloons floating in the sky with one floating higher than the others

There are a lot of factors that go into creating a successful brand for your business. You need creativity, time and hard work, but one resource you don’t need is a lot of money.

It might seem to many that you need to break the bank on a flashy advertising and marketing campaign to get the word out about your business. The truth is there are plenty of cost-effective ways to enhance your brand’s visibility in the marketplace.

Through a combination of tried-and-true brand strategies that have been in use for more than a century and new-media techniques that take advantage of our increasingly connected world, your business can gain a better toehold in the crowded marketing landscape.

Where many businesses slip up is believing that their brand is something with a very narrow definition. When these businesses think “brand,” they think about their signage, logos and color scheme.

Although those certainly are critical elements of a brand strategy, they only comprise one aspect of it. Successful marketers understand that a brand is the full experience they provide to their customers.

From the look of their signs to the atmosphere inside their stores to their presence on social media, each one of the elements that make up a brand impacts customers’ feelings about that brand.

Any one of those elements can be a powerful influencer over a consumer’s desire to engage with that brand, so they all need to work harmoniously to deliver the strongest and most positive impression.

For example, increasing brand awareness with an online marketing strategy means ensuring that your business maintains a consistent presence across all the social media platforms it uses. Additionally, those social media platforms should all engage in cross-promotion for maximum effectiveness.

You can make a splash without an expensive marketing campaign by creating content that’s useful to your potential customers and connecting it to your business’s brand.

In terms of offline marketing, traditional methods such as signage continue to be effective ways to get attention and pull in new customers.

Refreshing your business’ signage with a consistent brand identity or decorating a vehicle with your brand identity to drive around town could gain attention in ways that advertising on television or in print can’t — in a more cost-effective manner.

Inside your locations, creative signage use, such as floor decorations, can help customers get a better sense of your brand identity and reinforce a positive connection. Other low-cost strategies you can employ inside your store or office include creative product displays that catch the eye and communicate an important theme.

Finally, it cannot be overstated how important it is that your employees serve as ambassadors of your brand. Training them to deliver a consistent customer service experience and exemplify the values of your business may involve a little work.

However, the importance of creating a positive impression of your brand with customers is enormous. The accompanying guide details some cost-effective methods of increasing your brand’s profile and boosting its visibility in the marketplace.

Review them and remember that even though it takes a lot to build a successful brand, it doesn’t have to take a lot of money.

Author bio: Steve A. Parker is the Director of Communications at Raider Signage, a California based commercial signage company. They are committed to installing quality signs, including monument signs, LED digital signage, and custom signs.
Cost-Effective Ways to Increase Brand Awareness and Boost Visibility was created by Raider Signage business signs.