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itemType="https://schema.org/Person"><meta itemProp="url" content="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/159308894-David Vranicar.png"/><span itemProp="name">David Vranicar</span></span></span><span class="mx-4 w-1 h-1 bg-gray-90 rounded-full hidden md:block"></span><time dateTime="Sun Mar 20 2022 11:30:41 GMT+0000 (Coordinated Universal Time)">20 Mar, 2022</time></div><div><nav id="toc" class="mt-[20vh] pt-12 overflow-hidden w-full fixed bottom-0 left-0 bg-white transition-transform duration-300 ease-out z-50 toc lg:overflow-visible lg:transform-none lg:top-0 lg:max-w-md lg:bg-opacity-0 lg:max-h-screen lg:pointer-events-none translate-y-[calc(100%-48px)]" aria-label="Post contents"><button class="fixed top-0 w-full h-12 flex justify-between items-center text-blue-10 bg-gray-10 z-10 shadow toc-trigger lg:text-gray-70 lg:w-auto ease-in duration-300 transition-colors hover:text-blue-10 lg:bg-white lg:text-gray-70 lg:absolute lg:pointer-events-auto"><figure class="w-8 h-8 mx-6 flex justify-center items-center"><svg width="20" height="20" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg" class="fill-current"><path d="M3.349 8h1.474V.954h-1.47L1.534 2.22v1.328L3.26 2.346h.088V8zM.912 13.093H2.28c0-.689.45-1.172 1.167-1.172.689 0 1.09.459 1.09 1.035 0 .488-.191.81-1.07 1.665L.996 17.01V18h5.082v-1.186H2.982v-.088l1.465-1.397c1.172-1.113 1.533-1.68 1.533-2.505 0-1.186-.957-2.05-2.45-2.05-1.544 0-2.618.947-2.618 2.319z"></path><rect x="8" y="2" width="12" height="2" rx="1"></rect><rect x="8" y="8" width="12" height="2" rx="1"></rect><rect x="8" y="14" width="12" height="2" rx="1"></rect></svg></figure><div class="flex-1 text-left mr-6 text-label font-sans uppercase lg:text-size-xs">Post content</div><div class="w-8 h-8 mr-6 flex justify-center items-center hidden"><svg width="20" height="20" viewBox="0 0 20 20" fill="#04042D" xmlns="http://www.w3.org/2000/svg" class=""><path d="M10 8.586l4.293-4.293a1 1 0 111.414 1.414L11.414 10l4.293 4.293a1 1 0 01-1.414 1.414L10 11.414l-4.293 4.293a1 1 0 01-1.414-1.414L8.586 10 4.293 5.707a1 1 0 011.414-1.414L10 8.586z"></path></svg></div></button><div class="overflow-y-auto scrolling-touch shadow-md transition duration-300 ease-out bg-white toc-headlines max-h-[calc(100vh-35vh)] lg:pointer-events-auto lg:max-h-full lg:translate-x-[-100%]"><ol class="pb-6 list-none"></ol></div></nav><div class="fixed inset-0 m-0 bg-black bg-opacity-75 md:hidden z-40 toc-overlay hidden"></div></div><div class="my-12 md:px-24" id="article-content"><div class="single-post"><p class="p1"><span class="s1">Coca-Cola is history’s greatest example of brand awareness. Whether or not you even like the stuff, chances are you know exactly how Coca-Cola’s logo looks, how it’s glass bottle is shaped, and that it’s the <a href="https://www.coca-colacompany.com/stories/coke-lore-santa-claus"><span class="s2">preferred drink of Santa Claus</span></a>. </span><span class="s1">So it makes sense that marketers are <a href="https://www.apple.com"><span class="s2">encouraged to study</span></a> Coca-Cola, and to use that “<span class="s2">iconic, timeless logo</span>” as inspiration when creating their own designs. Their brand strategy has stood the test of time. </span></p> <p class="p1"><span class="s1">All that said, Coca-Cola might not be the best branding role model. For starters, the company has been around for 125 years. And it’s worth $190 billion. And according to LinkedIn, it has more than 63,000 employees.</span></p> <p class="p1"><span class="s1">Those are three things that you and your online store won’t have. At least not this quarter.</span></p> <p class="p1"><span class="s1">So let’s take a deep dive into <a href="/videos/brand-your-ecommerce-business-in-five-steps" target="_blank" rel="noopener noreferrer">how to brand</a>, ecommerce store style.</span></p> <ul> <li class="p1"><span class="s1">First, we’ll hit on a few key things to keep in mind as you build a brand strategy. </span></li> <li class="p1"><span class="s1">Next, we’ll look at how to make noise once you decide what branding means to your business.</span></li> <li class="p1"><span class="s1">Then we’ll wrap up by going over some actionable brand awareness tips that ecommerce stores like yours can take to increase brand advocacy.</span></li> </ul> <p class="p1"><span class="s1">The whole time, we’ll study examples of how businesses — businesses like yours, not business like like Coca-Cola — have made brand awareness come to life.</span></p> <div id="toc_container" class="toc_transparent have_bullets"> <p class="toc_title">Post Contents</p> <ul class="toc_list"> <li><a href="#What_is_Brand_Awareness">What is Brand Awareness?</a></li> <li><a href="#The_Difference_Between_Brand_Awareness_and_Brand_Identity">The Difference Between Brand Awareness and Brand Identity</a></li> <li><a href="#How_do_you_Measure_Brand_Awareness_and_Brand_Identity">How do you Measure Brand Awareness and Brand Identity?</a></li> <li> <a href="#6_Tips_for_Building_Strong_Brand_Awareness">6 Tips for Building Strong Brand Awareness</a><ul> <li><a href="#1_Identify_What_Makes_You_Different">1. Identify What Makes You Different</a></li> <li><a href="#2_Be_Consistent_with_Branding">2. Be Consistent with Branding</a></li> <li><a href="#3_Showcase_Positivity_in_Your_Brand_Strategy">3. Showcase Positivity in Your Brand Strategy</a></li> <li><a href="#4_Have_an_Our_Story_Page">4. Have an “Our Story” Page</a></li> <li><a href="#5_Use_Your_Name_Logo_and_URL_to_Strengthen_Brand_Identity">5. Use Your Name, Logo, and URL to Strengthen Brand Identity</a></li> <li><a href="#6_Know_Your_Audience">6. Know Your Audience</a></li> </ul> </li> <li><a href="#Conclusions">Conclusions </a></li> <li><a href="#Want_to_Learn_More">Want to Learn More?</a></li> </ul> </div> <h2 class="p1"><span id="What_is_Brand_Awareness"><span class="s1"><b>What is Brand Awareness?</b></span></span></h2> <p class="p2"><span class="s1">Brand awareness is the process by which businesses of all sizes cultivate recognition their products and services. Companies cultivate brand awareness through messaging, design, social media, ads, and more.</span></p> <p class="p3"><span class="s1">Brand awareness is a hot buzzword and has inspired countless books, including <i>Sticky Branding</i>, <i>Brand Thinking</i>, <i>The Brand Gap</i>, and <i>Archetypes in Branding</i>, among many others. And indeed executing successful branding and brand awareness strategies is complex enough to justify multiple books.</span></p> <p class="p3"><span class="s1">But if we’re talking narrowly about <em>What is brand awareness</em>, let’s not overthink it: </span><span class="s1">It’s awareness of a brand. That’s it. Knowing that a brand exists, and hopefully having some idea about what that brand does. </span></p> <p class="p3"><span class="s1">Now, that doesn’t mean brand awareness is easy. As far as buzzword-y definitions, though, there are trickier ones.</span></p> <h2 class="p4"><span id="The_Difference_Between_Brand_Awareness_and_Brand_Identity"><span class="s1"><b>The Difference Between Brand Awareness and Brand Identity</b></span></span></h2> <p class="p6"><span class="s1">Alright, so brand awareness is pretty simple – awareness of a brand. What, then, is brand identity?</span></p> <p class="p6"><span class="s1">Brand identity is what people think about when they think about a brand. So if brand awareness is making noise about a brand, then brand identity is the content of that noise.</span></p> <p class="p6"><span class="s1">A strong brand identity stirs up <a href="/blog/making-your-store-more-trustworthy">feelings and emotions</a> about a brand, leading to an <a href="/ecommerce-wiki/brand-equity">association between the brand and certain characteristics</a>. </span></p> <p class="p6"><span class="s1">Let’s look at a couple of examples.</span></p> <p class="p6"><span class="s1">This is an Apple ad from years ago. Now, clearly we can’t all have the marketing firepower of Apple! But there are some very basic brand identity lessons here. Stuff that we don’t need a gajillion-dollar marketing budget to implement. </span></p> <p class="p6"><span class="s1">Apple was trying to cultivate a brand identity that was <i>cool</i>. It’s no coincidence that “Mac Guy” on the right is younger, has longer hair, and is dressed casually, his hand comfortably resting inside his pockets. His older counterpart, meanwhile, is wearing a stuffy suit, is interrupting, and is generally all things not cool.</span></p> <p><iframe title="Mac Guy vs. PC Guy: Giving up on Vista" width="500" height="375" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen src="https://www.youtube.com/embed/sRtftv_FqEQ?feature=oembed&v=sRtftv_FqEQ"></iframe></p> <p class="p6"><span class="s1">Here’s another great marketing video from Scandinavian furniture maker Hem. Someone who sees this video will be exposed to the main elements of Hem’s identity – namely that it’s stylish, comfortable, and elegantly simple.</span></p> <p><iframe title="Palo Sofa Assembly" src="https://player.vimeo.com/video/132544718?dnt=1&app_id=122963" width="500" height="281" frameborder="0" allow="autoplay; fullscreen" allowfullscreen></iframe></p> <p class="p6"><span class="s1">If you check out <a href="https://www.hem.com/pages/faq"><span class="s3">Hem’s FAQ page</span></a>, you’ll notice that they describe themselves just about exactly how you’d expect based on that video: </span></p> <p class="p6" style="padding-left: 30px;"><em><span class="s1">We create original designs together with our extensive network of designers and manufacturers, and by selling our products directly online, we make them affordable and accessible. We also innovate on assembly solutions to make things even easier for you.</span></em></p> <p class="p6"><span class="s1">Basically that video is the film version of their FAQ page. Incidentally, videos and <a href="/blog/ecommerce-about-page-templates">FAQ pages</a> are great ways to build a brand identity – more on that soon.</span></p> <h2 class="p4"><span id="How_do_you_Measure_Brand_Awareness_and_Brand_Identity"><span class="s1"><b>How do you Measure Brand Awareness and Brand Identity?</b></span></span></h2> <p class="p6"><span class="s1">Without comprehensive market research surveys – and ain’t nobody got time for comprehensive market research surveys – it can be tricky to measure the effectiveness of our brand awareness and brand identity activities. </span><span class="s4">After all, you can’t open up </span><a href="/blog/google-analytics-ecommerce-business"><span class="s5">Google Analytics</span></a><span class="s4"> and check a Brand Awareness report.</span></p> <p class="p2"><span class="s1">There are, however, perfectly measurable things you can look at to gauge how your branding activities are going. </span></p> <p class="p2"><span class="s1">Page views and impressions, for example, could be the direct result of a brand strategy, especially if those views and impressions are coming from channels being used for branding.</span></p> <p class="p2"><span class="s1">You can also use tools like Mention and TweetDeck to measure how much noise your brand is making on social. Google Alerts, meanwhile, lets you measure chatter about your brand on the web.</span></p> <p class="p2"><span class="s1">Not every page impression, social share, or blog mention can be attributed to brand awareness. But all of these numbers should move north as your branding efforts gain strength.</span></p> <p class="p6"><span class="s1">You can also pay especially close attention to <em>which</em> branding messages are moving the needle. If certain messages are resonating better than others, you can let that shape your marketing.</span></p> <p class="p6"><span class="s1">For instance, let’s say you want to be known as a fun business. But lo and behold, your <a href="/blog/the-beginners-guide-to-facebook-advertising">Facebook ads</a> about product quality are converting better than the fun ads. You could swim upstream and double down on the fun messaging – or you could lean into product quality as a selling point because, hey, it seems to work.</span></p> <p class="p2"><span class="s1">Another thing to keep in mind is that conversions – sales – can play a huge role in brand awareness and brand identity activities. For one thing, conversions – like traffic and mentions – will increase with a well-executed brand strategy. That’s great, of course. But a sale doesn’t mark the end point of your brand’s popularity. It’s more like the midpoint. Because a sale opens up new opportunities to further increase brand awareness.</span></p> <p class="p2"><span class="s1">A sale gives you a chance to send a <a href="/blog/marketing-automation">followup email</a> with discounts codes, or to inform the customer about your referral program, or get them to sign up for your newsletter. In short, a sale solidifies someone’s place inside your brand ecosystem. And the more people you can get firmly planted in that ecosystem, the better your chances to increase your brand awareness.</span></p> <p class="p2"><span class="s1">So brand awareness is measurable, and sales are important. Got it. But how do we <i>do</i> it? Here are some steps that even the non-Coca-Colas of the world can take.</span></p> <h2><span id="6_Tips_for_Building_Strong_Brand_Awareness">6 Tips for Building Strong Brand Awareness</span></h2> <h3 class="p1"><span id="1_Identify_What_Makes_You_Different"><span class="s1"><b>1. Identify What Makes You Different</b></span></span></h3> <p class="p1"><span class="s1">Brand awareness is awareness of something. What’s your something?</span></p> <p class="p1"><span class="s1">The first step of building a brand identity is identifying a trait (or traits) that sets you apart from your competition — <a href="/ecommerce-wiki/unique-selling-proposition-usp">your USP</a>. So study your competition. How do they define their brands? And just as importantly, how <i>don’t</i> they define their brands? Look for characteristics that you can call your own.</span></p> <p class="p1"><span class="s2"><a href="https://negativeunderwear.com/">Negative Underwear</a></span><span class="s1"> does a brilliant job of this. Just look at their “About” page, which says, “When we realized that most lingerie companies were run by men (not exactly experts in bras, right?), we decided things needed to change.”</span></p> <p class="p1"><span class="s1">So they identified an issue with the market — that women’s underwear was being dominated by men — and made the solution to that issue part of their brand. </span></p> <p class="p1"><span class="s1">Then they wove this USP into their brand strategy:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968068-negative-6.jpg" alt="brand identity" width="1024" height="445">“Unlike much of the lingerie world” is a pretty strong statement that this brand is different.</span></p> <p class="p1"><span class="s1">Negative Underwear incorporates the “We don’t believe you need decorations, embellishments or pushing up” message into other aspects of their brand awareness, as well. </span></p> <p class="p1"><span class="s1">Just look at their name: <i>Negative</i>. Negative suggests taking something away, that something has been removed. The design is also decidedly negative, with parts of letters missing:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968070-negative-5.jpg" alt="negative Logo - Clear Brand Strategy" width="676" height="246">This is a great example of a brand finding an issue with the market and turning their solution into a brand strategy.</span></p> <h3 class="p1"><span id="2_Be_Consistent_with_Branding"><span class="s1"><b>2. Be Consistent with Branding</b></span></span></h3> <p class="p1"><span class="s1">Chances to engage with potential customers are precious. If your brand strategy is different on different channels, people won’t be able to decode what your brand is all about.</span></p> <p class="p1"><span class="s1">Brand awareness requires consistent messaging. And crafting a consistent message requires keeping your channels harmonized. That means your website, sure, but also Instagram, Facebook, Twitter, email, and more. </span></p> <p class="p1"><span class="s1">For example, if you build an identity around how much fun your product is to use, then that lightheartedness should carry over to all channels. That way, your brand is optimized for both of these scenarios:</span></p> <ul> <li class="p1"> <span class="s1">Someone bumps into the messaging on one of your channels — <i>any</i> channel </span><span class="s3">–</span><span class="s1"> and sees that your brand is fun.</span> </li> <li class="p1"><span class="s1">Through a combination of strategy and luck, someone is exposed to your messaging on multiple channels. And because the brand messaging on those channels is synced, they combine to create a quasi <a href="https://moosend.com/blog/drip-campaign-examples/">drip campaign</a> that reenforces your brand.</span></li> </ul> <p class="p1"><span class="s1">The sunglasses store <a href="https://sundaysomewhere.com/"><span class="s2">Sunday Somewhere</span></a> does a beautiful job of keeping their brand messaging consistent across all channels. That message? Let’s have a good time.</span></p> <p class="p1"><span class="s1">To start with, the homepage greets you with the tagline “We could dance forever” overlaid on a festival — Ferris wheel and hot air balloon included. Where do I sign up?</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-3.jpg" alt="Sunday - Brand Awareness Marketing" width="1024" height="358">You’ll also find people lounging in hammocks…</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-4-1.jpg" alt="Sunday's Brand Awareness Campaign" width="989" height="651">… and chilling poolside:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-5.jpg" alt="Sunday's Brand Awareness" width="1024" height="445">Alright, so this is what brand awareness is all about for Sunday Somewhere — at least on the website. But what about the other channels? Well, it’s more of the same.</span></p> <p class="p1"><span class="s1">On Instagram you’ll see more pools, someone who’s exploring (hence the map), and even a floating basketball court in Thailand. Um, yes please.</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-7.jpg" alt="Sunday Instagram Account" width="1024" height="780">The vibe is the same at Facebook: What says “Let’s chill… and maybe party, too” better than a waterside pina colada?</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968065-sunday-6.jpg" alt="Sunday Facebook Account" width="691" height="1024">Finally, if you sign up for Sunday Somewhere’s newsletter, you’re going to again be invited to daydream about sun, convertibles, and living life to the fullest:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968065-sunday-1.jpg" alt="Sunday Branded Emails" width="1024" height="648"></span></p> <p class="p1"><span class="s1">The result? No matter where someone runs into Sunday Somewhere, they’ll be greeted with the same message. And if Sunday Somewhere succeeds into reaching the same person multiple times, the consistency of their branding ensures that their message is getting amplified.</span></p> <h3 class="p1"><span id="3_Showcase_Positivity_in_Your_Brand_Strategy"><span class="s1"><b>3. Showcase Positivity in Your Brand Strategy</b></span></span></h3> <p class="p1"><span class="s1">Brand awareness means different things to different brands. For some, it hinges on being environmentally friendly. For others, brand awareness is daytime cocktails and majestic scenes by the water (see above).</span></p> <p class="p1"><span class="s1">One thing you won’t see with successful brand strategies? Negativity.</span></p> <p class="p1"><span class="s1">There is so much negativity in the world, especially online (have you ever been on Twitter?). The last thing consumers want is negativity while they’re shopping.</span></p> <p class="p1"><span class="s1">This doesn’t mean that your brand strategy needs to contain poems, inspirational quotes, and a bunch of heart-eye <a href="/blog/snapchat-emojis-mean">emojis</a>. What it does mean, though, is that your brand strategy shouldn’t bring people down. People want to feel good.</span></p> <p class="p1"><span class="s2"><a href="https://www.beardbrand.com/">Beardbrand</a></span><span class="s1"> does an awesome job of this. Beardbrand, as you might expect, offers products for beards. To clean them, cut them, and generally make them look their best. </span></p> <p class="p1"><span class="s1">As any guy will tell you, there are plenty of negative things to say about beards. They require daily maintenance. The tools for that maintenance are expensive. What looked good this morning might look shabby this evening. </span></p> <p class="p1"><span class="s1">But Beardbrand is masterful at taking something that could easily be considered annoying and giving it a half-glass-full spin.</span></p> <p class="p1"><span class="s1">Look at the newsletter sign up, for example. Newsletters, as we’ve discussed, can be super helpful so be sure to include them in your brand strategy. And not only does Beardbrand have easy-to-find newsletter signups scattered throughout its site, but the <a href="/blog/call-to-action">call to action</a> on that signup is absolutely positive: <em>Keep on growing!</em></span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968061-beard-1.jpg" alt="Beardbrand Branding strategy" width="1024" height="387">The product descriptions also lean positive. For example, the text about one of their brushes is written for “brush lovers”:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-2.jpg" alt="Beardbrand Community" width="824" height="306">Meanwhile, the Instagram account has that same simple, affirmative three-word description:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-3.jpg" alt="Beardbrand Instagram Brand" width="670" height="260">And the conclusion to the “Product Ethos” page is about as chipper as can be:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-4.jpg" alt="Beardbrand Branding Messaging" width="1024" height="362">Study the branding of your favorite brands, and you’ll see that the messaging is positive, or at the <i>very</i> least, it’s not negative.</span></p> <h3 class="p1"><span id="4_Have_an_Our_Story_Page"><span class="s1"><b>4. Have an “Our Story” Page</b></span></span></h3> <p class="p1"><span class="s1">The bios you write for your Instagram, Facebook, and Twitter accounts might be limited when it comes to brand awareness. There simply isn’t much space to let your brand strategy shine through.</span></p> <p class="p1"><span class="s1">If you want to further develop your brand strategy, consider executing an “Our Story” page. (You could also call this page “About,” “About Us,” or something along those lines.)</span></p> <p class="p1"><span class="s1">Lots of your brand awareness efforts will in one way or another lead to your website, and the About Us page is one of the focal points of your website. Or at least it should be.</span></p> <p class="p1"><span class="s1">Explain why your store is different, why people should feel good about shopping with you.</span></p> <p class="p1"><span class="s2"><a href="https://www.sugarfina.com/">Sugarfina</a></span><span class="s1">, an online and retail candy store, has an amazing About page. It has lots of really cool — actually, how about we just take a look.</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968058-candy-1.jpg" alt="Sugarfina Creative Brand Strategy" width="1024" height="533"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968058-candy-2.jpg" alt="Sugarfina Brand Story" width="1024" height="560"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968057-candy-3.jpg" alt="The Ultimate Brand Boutique - Sugarfina" width="1024" height="594"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-candy-4.jpg" alt="Artisan Candy Brand Awareness" width="1024" height="594">Sugarfina also deserves a shoutout for this popup layer, which appears for shoppers who are abroad. What says “Welcome to our friendly, fun candy shop!” better than a big greeting of <i>hey sugar</i>?</span></p> <h3 class="p1"><span id="5_Use_Your_Name_Logo_and_URL_to_Strengthen_Brand_Identity"><span class="s1"><b><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-candy-5.jpg" alt="Sugarfina Email Brand Strategy" width="844" height="630">5. Use Your Name, Logo, and URL to Strengthen Brand Identity</b></span></span></h3> <p class="p1"><span class="s1">Remember earlier when we talked about how your website, social media channels, and newsletter should all deliver the same message? Well, the same goes for your URL, logo, and the oh-so-important <a href="/tools/business-name-generator">business name</a>.</span></p> <p class="p1"><span class="s1">First things first: You don’t want a name that’s already an Instagram handle for someone else, or that has a URL that’s already taken. It’s hard to generate enough brand awareness that people seek out your brand. So when they do, we need to make sure they see your own content, not something from a Twitter handle that hasn’t posted in three years.</span></p> <p class="p1"><span class="s1">No doubt, your logo, business name, and URL are massive brand awareness opportunities.</span></p> <p class="p1"><span class="s1">The toy company <a href="https://www.goldieblox.com/"><span class="s2">GoldieBlox</span></a> could teach a course on this. For starters, the name: GoldieBlox. This is a charming twist on “Goldilocks,” the main character from the children’s story Goldilocks and the Three Bears. (For those not familiar, the lovable Goldilocks is a young girl.)</span></p> <p class="p1"><span class="s1">This already says something about the company: GoldieBlox — which of course owns goldieblox.com — specializes in toys designed to “inspire the next generation of female engineers.”</span></p> <p class="p1"><span class="s1"> Get it?<i> </i>The name of this company trying to inspiring female engineers combines one of the most famous girls ever with a word that makes people think about building.</span></p> <p class="p1"><span class="s1">The logo further reenforces this message:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-goldi.jpg" alt="GoldieBlox Logo" width="1024" height="282">The Twitter (<a href="https://twitter.com/goldieblox"><span class="s2">@goldieblox</span></a>), Instagram (<a href="https://www.instagram.com/goldieblox/?hl=en"><span class="s2">goldieblox</span></a>), and Facebook (<a href="https://www.facebook.com/GoldieBlox/"><span class="s2">@GoldieBlox</span></a>) accounts are all easy to find – they share the exact name of the company. And of course once you find them, the content you see matches the company ethos perfectly:</span></p> <p class="p1"><span class="s1"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968054-goldi-2.jpg" alt="GoldieBlox Facebook Account" width="1024" height="318"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968053-goldi-3.jpg" alt="brand awareness" width="1024" height="465">Shopify has some tools to get started with a name, including the <a href="https://www.shopify.com/tools/business-name-generator"><span class="s2">Business Name Generator</span></a> and <a href="https://www.shopify.com/tools/logo-maker"><span class="s2">Logo Generator</span></a>.</span></p> <h3 class="p1"><span id="6_Know_Your_Audience"><span class="s1"><b>6. Know Your Audience</b></span></span></h3> <p>This is super important as if you don’t <a href="/ecommerce-wiki/target-market">know who your audience is</a>, you cannot know how to build brand awareness that turns the right heads. Define your target audience before you create your brand so that you will attract the right people and not have a mismatch between your company and your customer.</p> <p>You can even take it a step further and talk to your customers during your rebrand. Invite your biggest customers into your office and ask them what they like about your logo, tagline, and other important identifiers of your brand. Make sure these things remain after the rebrand so that customers can still identify with your brand. These common characteristics will ensure that brand awareness will be seamlessly.</p> <p>Sometimes your audience likes the old you and doesn’t want a change. <a href="https://www.squarespace.com/">Take Squarespace’s rebrand</a> for example. Their logo didn’t change all that much even though their website and styleguide did after their rebrand. The illustration and text are almost the same, meaning that their audience is aware of their brand straightaway.</p> <p><a href="https://envato.com/learn/rebranding-and-logo-redesign/"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603898456-squarespace-before-after.jpg" alt="Squarespace rebrand via Envato" width="1024" height="768"></a></p> <p>Alternatively <a href="https://www.mastercard.us/en-us.html">Mastercard</a> identified that their audience knew their logo well enough to exclude the brand name from the logo during their rebrand. This was a bold move that was a make or break moment for the company, as it could have caused a drastic decline in leads for them if they were wrong. Fortunately Mastercard did their research and the company’s brand awareness grew during it’s rebrand.</p> <p><a href="https://envato.com/learn/rebranding-and-logo-redesign/"><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603898456-mastercard-before-after.jpg" alt="Mastercard Rebrand via Envato" width="1024" height="768"></a></p> <h2 class="p1"><span id="Conclusions"><span class="s1"><b>Conclusions </b></span></span></h2> <p class="p1"><span class="s1">There’s a reason people talk about “building” a brand instead of “making” a brand. A proper brand strategy takes time, patience, and lots of work to execute. But you’ll be able to generate brand awareness over time by following the tips that we’ve gone over. So remember:</span></p> <p class="p1"><span class="s1"><b>Identify what makes you different</b></span></p> <p class="p1"><span class="s1">You go head-to-head with your competition on price, search visibility, ad space, and so on. So if possible, don’t go head-to-head on brand awareness. Instead, find something that makes your business unique and make that the cornerstone of your brand strategy.</span></p> <p class="p1"><span class="s1"><b>Be consistent with branding across channels</b></span></p> <p class="p1"><span class="s1">It’s important to capitalize on every chance you have to raise your brand popularity. So make sure that no matter where you reach that audience — social, newsletter, website, etc. — your message is consistent. That way, each time they engage with you, it’ll reinforce what you’re all about. </span></p> <p class="p1"><span class="s1"><b>Be positive</b></span></p> <p class="p1"><span class="s1">There are so many reason that people might not buy from you. Don’t let negativity be one of them. Build positivity into your brand strategy to increase the chances that people feel good about you, your products, and your store.</span></p> <p class="p1"><span class="s1"><b>Have an “Our Story” page</b></span></p> <p class="p1"><span class="s1">The Our Story page is prime real estate for brand awareness. There is more space and more flexibility that those little slices of space that you have on social media. </span></p> <p class="p1"><span class="s1"><b>Use your logo, brand name, and URL to strengthen your brand identity</b></span></p> <p class="p1"><span class="s1">You can reinforce brand awareness every time someone mentions your brand, punches in your URL, or see your logo. These are all part of your brand, so take advantage!</span></p> <h2 class="p1"><span id="Want_to_Learn_More"><span class="s1"><b>Want to Learn More?</b></span></span></h2> <ul> <li><a href="/blog/21-year-old-built-beard-grooming-brand"><span style="font-weight: 400;">How This 21-Year-Old Grew His Beard Grooming Brand</span></a></li> <li class="p1"><a href="https://hatchful.shopify.com/">Logo Maker: Generate an amazing logo for your business</a></li> <li class="p1"><span class="s2"><a href="/blog/ecommerce-trends">10 Ecommerce Trends That You Need to Know [Infographic]</a></span></li> <li class="p1"><a href="/blog/personal-branding">10 Personal Branding Tips That Will Elevate Your Brand</a></li> </ul> </div></div></div></article><aside class="relative hidden xl:mb-12 xl:pt-12 xl:block"><a class="bg-gray-10 px-4 py-10 sticky block" aria-label="Start selling online now with <br /><em>Shopify</em>" 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By using our website, you agree to our ","privacyPolicy":"privacy policy.","reject":"Reject","accept":"Accept","legalLink":"https://www.shopify.com/legal"},"pages/blog/$article/content":{"htmlHead":{"favicon":"data:image/png;base64,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"},"relatedContent":{"title":"Related"},"contentCard":{"articleTitle":"Article ","byLabel":"by"},"breadcrumbs":[{"title":"Home","link":"/oberlo/"},{"title":"Blog","link":"/oberlo/blog"}]},"global":{}}},"pricing":{"annualDiscountPercentage":25,"basicAnnualPrice":"\u003cspan\u003e$29.00 USD\u003c/span\u003e","googleCountryOffer":"$500 USD","minimumMonthlyPrice":"$5","minimumMonthlyPriceCurrency":"USD","paidTrialAmount":"$1","paidTrialMonths":3,"posProPriceUsd":"$89","posRetailLocations":"1,000","promoAmount":{"amount":1,"currencyCode":"USD","currencySymbol":"$"},"signupTypes":["paid_trial_experience"],"trialLength":3,"usd":"USD"},"processedData":{"article":{"__typename":"Article","id":"gid://shopify/Article/559853240342","handle":"brand-awareness-tips","title":"Brand Awareness: 6 Tips for Creating a Powerful Brand Strategy","publishedAt":"2024-05-02T10:36:29Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0840/8370/3830/articles/1603898456-tips-to-build-brand-awareness-e1579972844568.png?v=1714646189","altText":"Tips to Build Brand Awareness"},"tags":["build-your-business","design-and-branding","key:blog","locale:en"],"contentHtml":"\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eCoca-Cola is history’s greatest example of brand awareness. Whether or not you even like the stuff, chances are you know exactly how Coca-Cola’s logo looks, how it’s glass bottle is shaped, and that it’s the \u003ca href=\"https://www.coca-colacompany.com/stories/coke-lore-santa-claus\"\u003e\u003cspan class=\"s2\"\u003epreferred drink of Santa Claus\u003c/span\u003e\u003c/a\u003e. \u003c/span\u003e\u003cspan class=\"s1\"\u003eSo it makes sense that marketers are \u003ca href=\"https://www.apple.com\"\u003e\u003cspan class=\"s2\"\u003eencouraged to study\u003c/span\u003e\u003c/a\u003e Coca-Cola, and to use that “\u003cspan class=\"s2\"\u003eiconic, timeless logo\u003c/span\u003e” as inspiration when creating their own designs. Their brand strategy has stood the test of time. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eAll that said, Coca-Cola might not be the best branding role model. For starters, the company has been around for 125 years. And it’s worth $190 billion. And according to LinkedIn, it has more than 63,000 employees.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThose are three things that you and your online store won’t have. At least not this quarter.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eSo let’s take a deep dive into \u003ca href=\"/videos/brand-your-ecommerce-business-in-five-steps\" target=\"_blank\" rel=\"noopener noreferrer\"\u003ehow to brand\u003c/a\u003e, ecommerce store style.\u003c/span\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eFirst, we’ll hit on a few key things to keep in mind as you build a brand strategy. \u003c/span\u003e\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eNext, we’ll look at how to make noise once you decide what branding means to your business.\u003c/span\u003e\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThen we’ll wrap up by going over some actionable brand awareness tips that ecommerce stores like yours can take to increase brand advocacy.\u003c/span\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe whole time, we’ll study examples of how businesses — businesses like yours, not business like like Coca-Cola — have made brand awareness come to life.\u003c/span\u003e\u003c/p\u003e\n\u003cdiv id=\"toc_container\" class=\"toc_transparent have_bullets\"\u003e\n\u003cp class=\"toc_title\"\u003ePost Contents\u003c/p\u003e\n\u003cul class=\"toc_list\"\u003e\n\u003cli\u003e\u003ca href=\"#What_is_Brand_Awareness\"\u003eWhat is Brand Awareness?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#The_Difference_Between_Brand_Awareness_and_Brand_Identity\"\u003eThe Difference Between Brand Awareness and Brand Identity\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#How_do_you_Measure_Brand_Awareness_and_Brand_Identity\"\u003eHow do you Measure Brand Awareness and Brand Identity?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\n\u003ca href=\"#6_Tips_for_Building_Strong_Brand_Awareness\"\u003e6 Tips for Building Strong Brand Awareness\u003c/a\u003e\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1_Identify_What_Makes_You_Different\"\u003e1. Identify What Makes You Different\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2_Be_Consistent_with_Branding\"\u003e2. Be Consistent with Branding\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3_Showcase_Positivity_in_Your_Brand_Strategy\"\u003e3. Showcase Positivity in Your Brand Strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4_Have_an_Our_Story_Page\"\u003e4. Have an “Our Story” Page\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5_Use_Your_Name_Logo_and_URL_to_Strengthen_Brand_Identity\"\u003e5. Use Your Name, Logo, and URL to Strengthen Brand Identity\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6_Know_Your_Audience\"\u003e6. Know Your Audience\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Conclusions\"\u003eConclusions \u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Want_to_Learn_More\"\u003eWant to Learn More?\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 class=\"p1\"\u003e\u003cspan id=\"What_is_Brand_Awareness\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eWhat is Brand Awareness?\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h2\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eBrand awareness is the process by which businesses of all sizes cultivate recognition their products and services. Companies cultivate brand awareness through messaging, design, social media, ads, and more.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p3\"\u003e\u003cspan class=\"s1\"\u003eBrand awareness is a hot buzzword and has inspired countless books, including \u003ci\u003eSticky Branding\u003c/i\u003e, \u003ci\u003eBrand Thinking\u003c/i\u003e, \u003ci\u003eThe Brand Gap\u003c/i\u003e, and \u003ci\u003eArchetypes in Branding\u003c/i\u003e, among many others. And indeed executing successful branding and brand awareness strategies is complex enough to justify multiple books.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p3\"\u003e\u003cspan class=\"s1\"\u003eBut if we’re talking narrowly about \u003cem\u003eWhat is brand awareness\u003c/em\u003e, let’s not overthink it: \u003c/span\u003e\u003cspan class=\"s1\"\u003eIt’s awareness of a brand. That’s it. Knowing that a brand exists, and hopefully having some idea about what that brand does. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p3\"\u003e\u003cspan class=\"s1\"\u003eNow, that doesn’t mean brand awareness is easy. As far as buzzword-y definitions, though, there are trickier ones.\u003c/span\u003e\u003c/p\u003e\n\u003ch2 class=\"p4\"\u003e\u003cspan id=\"The_Difference_Between_Brand_Awareness_and_Brand_Identity\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eThe Difference Between Brand Awareness and Brand Identity\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h2\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eAlright, so brand awareness is pretty simple – awareness of a brand. What, then, is brand identity?\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eBrand identity is what people think about when they think about a brand. So if brand awareness is making noise about a brand, then brand identity is the content of that noise.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eA strong brand identity stirs up \u003ca href=\"/blog/making-your-store-more-trustworthy\"\u003efeelings and emotions\u003c/a\u003e about a brand, leading to an \u003ca href=\"/ecommerce-wiki/brand-equity\"\u003eassociation between the brand and certain characteristics\u003c/a\u003e. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eLet’s look at a couple of examples.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eThis is an Apple ad from years ago. Now, clearly we can’t all have the marketing firepower of Apple! But there are some very basic brand identity lessons here. Stuff that we don’t need a gajillion-dollar marketing budget to implement. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eApple was trying to cultivate a brand identity that was \u003ci\u003ecool\u003c/i\u003e. It’s no coincidence that “Mac Guy” on the right is younger, has longer hair, and is dressed casually, his hand comfortably resting inside his pockets. His older counterpart, meanwhile, is wearing a stuffy suit, is interrupting, and is generally all things not cool.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003ciframe title=\"Mac Guy vs. PC Guy: Giving up on Vista\" width=\"500\" height=\"375\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen src=\"https://www.youtube.com/embed/sRtftv_FqEQ?feature=oembed\u0026amp;v=sRtftv_FqEQ\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eHere’s another great marketing video from Scandinavian furniture maker Hem. Someone who sees this video will be exposed to the main elements of Hem’s identity – namely that it’s stylish, comfortable, and elegantly simple.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003ciframe title=\"Palo Sofa Assembly\" src=\"https://player.vimeo.com/video/132544718?dnt=1\u0026amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen\u003e\u003c/iframe\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eIf you check out \u003ca href=\"https://www.hem.com/pages/faq\"\u003e\u003cspan class=\"s3\"\u003eHem’s FAQ page\u003c/span\u003e\u003c/a\u003e, you’ll notice that they describe themselves just about exactly how you’d expect based on that video: \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\" style=\"padding-left: 30px;\"\u003e\u003cem\u003e\u003cspan class=\"s1\"\u003eWe create original designs together with our extensive network of designers and manufacturers, and by selling our products directly online, we make them affordable and accessible. We also innovate on assembly solutions to make things even easier for you.\u003c/span\u003e\u003c/em\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eBasically that video is the film version of their FAQ page. Incidentally, videos and \u003ca href=\"/blog/ecommerce-about-page-templates\"\u003eFAQ pages\u003c/a\u003e are great ways to build a brand identity – more on that soon.\u003c/span\u003e\u003c/p\u003e\n\u003ch2 class=\"p4\"\u003e\u003cspan id=\"How_do_you_Measure_Brand_Awareness_and_Brand_Identity\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eHow do you Measure Brand Awareness and Brand Identity?\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h2\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eWithout comprehensive market research surveys – and ain’t nobody got time for comprehensive market research surveys – it can be tricky to measure the effectiveness of our brand awareness and brand identity activities. \u003c/span\u003e\u003cspan class=\"s4\"\u003eAfter all, you can’t open up \u003c/span\u003e\u003ca href=\"/blog/google-analytics-ecommerce-business\"\u003e\u003cspan class=\"s5\"\u003eGoogle Analytics\u003c/span\u003e\u003c/a\u003e\u003cspan class=\"s4\"\u003e and check a Brand Awareness report.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eThere are, however, perfectly measurable things you can look at to gauge how your branding activities are going. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003ePage views and impressions, for example, could be the direct result of a brand strategy, especially if those views and impressions are coming from channels being used for branding.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eYou can also use tools like Mention and TweetDeck to measure how much noise your brand is making on social. Google Alerts, meanwhile, lets you measure chatter about your brand on the web.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eNot every page impression, social share, or blog mention can be attributed to brand awareness. But all of these numbers should move north as your branding efforts gain strength.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eYou can also pay especially close attention to \u003cem\u003ewhich\u003c/em\u003e branding messages are moving the needle. If certain messages are resonating better than others, you can let that shape your marketing.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p6\"\u003e\u003cspan class=\"s1\"\u003eFor instance, let’s say you want to be known as a fun business. But lo and behold, your \u003ca href=\"/blog/the-beginners-guide-to-facebook-advertising\"\u003eFacebook ads\u003c/a\u003e about product quality are converting better than the fun ads. You could swim upstream and double down on the fun messaging – or you could lean into product quality as a selling point because, hey, it seems to work.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eAnother thing to keep in mind is that conversions – sales – can play a huge role in brand awareness and brand identity activities. For one thing, conversions – like traffic and mentions – will increase with a well-executed brand strategy. That’s great, of course. But a sale doesn’t mark the end point of your brand’s popularity. It’s more like the midpoint. Because a sale opens up new opportunities to further increase brand awareness.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eA sale gives you a chance to send a \u003ca href=\"/blog/marketing-automation\"\u003efollowup email\u003c/a\u003e with discounts codes, or to inform the customer about your referral program, or get them to sign up for your newsletter. In short, a sale solidifies someone’s place inside your brand ecosystem. And the more people you can get firmly planted in that ecosystem, the better your chances to increase your brand awareness.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p2\"\u003e\u003cspan class=\"s1\"\u003eSo brand awareness is measurable, and sales are important. Got it. But how do we \u003ci\u003edo\u003c/i\u003e it? Here are some steps that even the non-Coca-Colas of the world can take.\u003c/span\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"6_Tips_for_Building_Strong_Brand_Awareness\"\u003e6 Tips for Building Strong Brand Awareness\u003c/span\u003e\u003c/h2\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"1_Identify_What_Makes_You_Different\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e1. Identify What Makes You Different\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eBrand awareness is awareness of something. What’s your something?\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe first step of building a brand identity is identifying a trait (or traits) that sets you apart from your competition — \u003ca href=\"/ecommerce-wiki/unique-selling-proposition-usp\"\u003eyour USP\u003c/a\u003e. So study your competition. How do they define their brands? And just as importantly, how \u003ci\u003edon’t\u003c/i\u003e they define their brands? Look for characteristics that you can call your own.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s2\"\u003e\u003ca href=\"https://negativeunderwear.com/\"\u003eNegative Underwear\u003c/a\u003e\u003c/span\u003e\u003cspan class=\"s1\"\u003e does a brilliant job of this. Just look at their “About” page, which says, “When we realized that most lingerie companies were run by men (not exactly experts in bras, right?), we decided things needed to change.”\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eSo they identified an issue with the market — that women’s underwear was being dominated by men — and made the solution to that issue part of their brand. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThen they wove this USP into their brand strategy:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968068-negative-6.jpg\" alt=\"brand identity\" width=\"1024\" height=\"445\"\u003e“Unlike much of the lingerie world” is a pretty strong statement that this brand is different.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eNegative Underwear incorporates the “We don’t believe you need decorations, embellishments or pushing up” message into other aspects of their brand awareness, as well. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eJust look at their name: \u003ci\u003eNegative\u003c/i\u003e. Negative suggests taking something away, that something has been removed. The design is also decidedly negative, with parts of letters missing:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968070-negative-5.jpg\" alt=\"negative Logo - Clear Brand Strategy\" width=\"676\" height=\"246\"\u003eThis is a great example of a brand finding an issue with the market and turning their solution into a brand strategy.\u003c/span\u003e\u003c/p\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"2_Be_Consistent_with_Branding\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e2. Be Consistent with Branding\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eChances to engage with potential customers are precious. If your brand strategy is different on different channels, people won’t be able to decode what your brand is all about.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eBrand awareness requires consistent messaging. And crafting a consistent message requires keeping your channels harmonized. That means your website, sure, but also Instagram, Facebook, Twitter, email, and more. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eFor example, if you build an identity around how much fun your product is to use, then that lightheartedness should carry over to all channels. That way, your brand is optimized for both of these scenarios:\u003c/span\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli class=\"p1\"\u003e\n\u003cspan class=\"s1\"\u003eSomeone bumps into the messaging on one of your channels — \u003ci\u003eany\u003c/i\u003e channel \u003c/span\u003e\u003cspan class=\"s3\"\u003e–\u003c/span\u003e\u003cspan class=\"s1\"\u003e and sees that your brand is fun.\u003c/span\u003e\n\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThrough a combination of strategy and luck, someone is exposed to your messaging on multiple channels. And because the brand messaging on those channels is synced, they combine to create a quasi \u003ca href=\"https://moosend.com/blog/drip-campaign-examples/\"\u003edrip campaign\u003c/a\u003e that reenforces your brand.\u003c/span\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe sunglasses store \u003ca href=\"https://sundaysomewhere.com/\"\u003e\u003cspan class=\"s2\"\u003eSunday Somewhere\u003c/span\u003e\u003c/a\u003e does a beautiful job of keeping their brand messaging consistent across all channels. That message? Let’s have a good time.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eTo start with, the homepage greets you with the tagline “We could dance forever” overlaid on a festival — Ferris wheel and hot air balloon included. Where do I sign up?\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-3.jpg\" alt=\"Sunday - Brand Awareness Marketing\" width=\"1024\" height=\"358\"\u003eYou’ll also find people lounging in hammocks…\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-4-1.jpg\" alt=\"Sunday's Brand Awareness Campaign\" width=\"989\" height=\"651\"\u003e… and chilling poolside:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-5.jpg\" alt=\"Sunday's Brand Awareness\" width=\"1024\" height=\"445\"\u003eAlright, so this is what brand awareness is all about for Sunday Somewhere — at least on the website. But what about the other channels? Well, it’s more of the same.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eOn Instagram you’ll see more pools, someone who’s exploring (hence the map), and even a floating basketball court in Thailand. Um, yes please.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968066-sunday-7.jpg\" alt=\"Sunday Instagram Account\" width=\"1024\" height=\"780\"\u003eThe vibe is the same at Facebook: What says “Let’s chill… and maybe party, too” better than a waterside pina colada?\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968065-sunday-6.jpg\" alt=\"Sunday Facebook Account\" width=\"691\" height=\"1024\"\u003eFinally, if you sign up for Sunday Somewhere’s newsletter, you’re going to again be invited to daydream about sun, convertibles, and living life to the fullest:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968065-sunday-1.jpg\" alt=\"Sunday Branded Emails\" width=\"1024\" height=\"648\"\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe result? No matter where someone runs into Sunday Somewhere, they’ll be greeted with the same message. And if Sunday Somewhere succeeds into reaching the same person multiple times, the consistency of their branding ensures that their message is getting amplified.\u003c/span\u003e\u003c/p\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"3_Showcase_Positivity_in_Your_Brand_Strategy\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e3. Showcase Positivity in Your Brand Strategy\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eBrand awareness means different things to different brands. For some, it hinges on being environmentally friendly. For others, brand awareness is daytime cocktails and majestic scenes by the water (see above).\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eOne thing you won’t see with successful brand strategies? Negativity.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThere is so much negativity in the world, especially online (have you ever been on Twitter?). The last thing consumers want is negativity while they’re shopping.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThis doesn’t mean that your brand strategy needs to contain poems, inspirational quotes, and a bunch of heart-eye \u003ca href=\"/blog/snapchat-emojis-mean\"\u003eemojis\u003c/a\u003e. What it does mean, though, is that your brand strategy shouldn’t bring people down. People want to feel good.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s2\"\u003e\u003ca href=\"https://www.beardbrand.com/\"\u003eBeardbrand\u003c/a\u003e\u003c/span\u003e\u003cspan class=\"s1\"\u003e does an awesome job of this. Beardbrand, as you might expect, offers products for beards. To clean them, cut them, and generally make them look their best. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eAs any guy will tell you, there are plenty of negative things to say about beards. They require daily maintenance. The tools for that maintenance are expensive. What looked good this morning might look shabby this evening. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eBut Beardbrand is masterful at taking something that could easily be considered annoying and giving it a half-glass-full spin.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eLook at the newsletter sign up, for example. Newsletters, as we’ve discussed, can be super helpful so be sure to include them in your brand strategy. And not only does Beardbrand have easy-to-find newsletter signups scattered throughout its site, but the \u003ca href=\"/blog/call-to-action\"\u003ecall to action\u003c/a\u003e on that signup is absolutely positive: \u003cem\u003eKeep on growing!\u003c/em\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968061-beard-1.jpg\" alt=\"Beardbrand Branding strategy\" width=\"1024\" height=\"387\"\u003eThe product descriptions also lean positive. For example, the text about one of their brushes is written for “brush lovers”:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-2.jpg\" alt=\"Beardbrand Community\" width=\"824\" height=\"306\"\u003eMeanwhile, the Instagram account has that same simple, affirmative three-word description:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-3.jpg\" alt=\"Beardbrand Instagram Brand\" width=\"670\" height=\"260\"\u003eAnd the conclusion to the “Product Ethos” page is about as chipper as can be:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968060-beard-4.jpg\" alt=\"Beardbrand Branding Messaging\" width=\"1024\" height=\"362\"\u003eStudy the branding of your favorite brands, and you’ll see that the messaging is positive, or at the \u003ci\u003every\u003c/i\u003e least, it’s not negative.\u003c/span\u003e\u003c/p\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"4_Have_an_Our_Story_Page\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e4. Have an “Our Story” Page\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe bios you write for your Instagram, Facebook, and Twitter accounts might be limited when it comes to brand awareness. There simply isn’t much space to let your brand strategy shine through.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eIf you want to further develop your brand strategy, consider executing an “Our Story” page. (You could also call this page “About,” “About Us,” or something along those lines.)\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eLots of your brand awareness efforts will in one way or another lead to your website, and the About Us page is one of the focal points of your website. Or at least it should be.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eExplain why your store is different, why people should feel good about shopping with you.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s2\"\u003e\u003ca href=\"https://www.sugarfina.com/\"\u003eSugarfina\u003c/a\u003e\u003c/span\u003e\u003cspan class=\"s1\"\u003e, an online and retail candy store, has an amazing About page. It has lots of really cool — actually, how about we just take a look.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968058-candy-1.jpg\" alt=\"Sugarfina Creative Brand Strategy\" width=\"1024\" height=\"533\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968058-candy-2.jpg\" alt=\"Sugarfina Brand Story\" width=\"1024\" height=\"560\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968057-candy-3.jpg\" alt=\"The Ultimate Brand Boutique - Sugarfina\" width=\"1024\" height=\"594\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-candy-4.jpg\" alt=\"Artisan Candy Brand Awareness\" width=\"1024\" height=\"594\"\u003eSugarfina also deserves a shoutout for this popup layer, which appears for shoppers who are abroad. What says “Welcome to our friendly, fun candy shop!” better than a big greeting of \u003ci\u003ehey sugar\u003c/i\u003e?\u003c/span\u003e\u003c/p\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"5_Use_Your_Name_Logo_and_URL_to_Strengthen_Brand_Identity\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-candy-5.jpg\" alt=\"Sugarfina Email Brand Strategy\" width=\"844\" height=\"630\"\u003e5. Use Your Name, Logo, and URL to Strengthen Brand Identity\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eRemember earlier when we talked about how your website, social media channels, and newsletter should all deliver the same message? Well, the same goes for your URL, logo, and the oh-so-important \u003ca href=\"/tools/business-name-generator\"\u003ebusiness name\u003c/a\u003e.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eFirst things first: You don’t want a name that’s already an Instagram handle for someone else, or that has a URL that’s already taken. It’s hard to generate enough brand awareness that people seek out your brand. So when they do, we need to make sure they see your own content, not something from a Twitter handle that hasn’t posted in three years.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eNo doubt, your logo, business name, and URL are massive brand awareness opportunities.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe toy company \u003ca href=\"https://www.goldieblox.com/\"\u003e\u003cspan class=\"s2\"\u003eGoldieBlox\u003c/span\u003e\u003c/a\u003e could teach a course on this. For starters, the name: GoldieBlox. This is a charming twist on “Goldilocks,” the main character from the children’s story Goldilocks and the Three Bears. (For those not familiar, the lovable Goldilocks is a young girl.)\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThis already says something about the company: GoldieBlox — which of course owns goldieblox.com — specializes in toys designed to “inspire the next generation of female engineers.”\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e Get it?\u003ci\u003e \u003c/i\u003eThe name of this company trying to inspiring female engineers combines one of the most famous girls ever with a word that makes people think about building.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe logo further reenforces this message:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968055-goldi.jpg\" alt=\"GoldieBlox Logo\" width=\"1024\" height=\"282\"\u003eThe Twitter (\u003ca href=\"https://twitter.com/goldieblox\"\u003e\u003cspan class=\"s2\"\u003e@goldieblox\u003c/span\u003e\u003c/a\u003e), Instagram (\u003ca href=\"https://www.instagram.com/goldieblox/?hl=en\"\u003e\u003cspan class=\"s2\"\u003egoldieblox\u003c/span\u003e\u003c/a\u003e), and Facebook (\u003ca href=\"https://www.facebook.com/GoldieBlox/\"\u003e\u003cspan class=\"s2\"\u003e@GoldieBlox\u003c/span\u003e\u003c/a\u003e) accounts are all easy to find – they share the exact name of the company. And of course once you find them, the content you see matches the company ethos perfectly:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968054-goldi-2.jpg\" alt=\"GoldieBlox Facebook Account\" width=\"1024\" height=\"318\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603968053-goldi-3.jpg\" alt=\"brand awareness\" width=\"1024\" height=\"465\"\u003eShopify has some tools to get started with a name, including the \u003ca href=\"https://www.shopify.com/tools/business-name-generator\"\u003e\u003cspan class=\"s2\"\u003eBusiness Name Generator\u003c/span\u003e\u003c/a\u003e and \u003ca href=\"https://www.shopify.com/tools/logo-maker\"\u003e\u003cspan class=\"s2\"\u003eLogo Generator\u003c/span\u003e\u003c/a\u003e.\u003c/span\u003e\u003c/p\u003e\n\u003ch3 class=\"p1\"\u003e\u003cspan id=\"6_Know_Your_Audience\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003e6. Know Your Audience\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003cp\u003eThis is super important as if you don’t \u003ca href=\"/ecommerce-wiki/target-market\"\u003eknow who your audience is\u003c/a\u003e, you cannot know how to build brand awareness that turns the right heads. Define your target audience before you create your brand so that you will attract the right people and not have a mismatch between your company and your customer.\u003c/p\u003e\n\u003cp\u003eYou can even take it a step further and talk to your customers during your rebrand. Invite your biggest customers into your office and ask them what they like about your logo, tagline, and other important identifiers of your brand. Make sure these things remain after the rebrand so that customers can still identify with your brand. These common characteristics will ensure that brand awareness will be seamlessly.\u003c/p\u003e\n\u003cp\u003eSometimes your audience likes the old you and doesn’t want a change. \u003ca href=\"https://www.squarespace.com/\"\u003eTake Squarespace’s rebrand\u003c/a\u003e for example. Their logo didn’t change all that much even though their website and styleguide did after their rebrand. The illustration and text are almost the same, meaning that their audience is aware of their brand straightaway.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://envato.com/learn/rebranding-and-logo-redesign/\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603898456-squarespace-before-after.jpg\" alt=\"Squarespace rebrand via Envato\" width=\"1024\" height=\"768\"\u003e\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003eAlternatively \u003ca href=\"https://www.mastercard.us/en-us.html\"\u003eMastercard\u003c/a\u003e identified that their audience knew their logo well enough to exclude the brand name from the logo during their rebrand. This was a bold move that was a make or break moment for the company, as it could have caused a drastic decline in leads for them if they were wrong. Fortunately Mastercard did their research and the company’s brand awareness grew during it’s rebrand.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://envato.com/learn/rebranding-and-logo-redesign/\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603898456-mastercard-before-after.jpg\" alt=\"Mastercard Rebrand via Envato\" width=\"1024\" height=\"768\"\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch2 class=\"p1\"\u003e\u003cspan id=\"Conclusions\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eConclusions \u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h2\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThere’s a reason people talk about “building” a brand instead of “making” a brand. A proper brand strategy takes time, patience, and lots of work to execute. But you’ll be able to generate brand awareness over time by following the tips that we’ve gone over. So remember:\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eIdentify what makes you different\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eYou go head-to-head with your competition on price, search visibility, ad space, and so on. So if possible, don’t go head-to-head on brand awareness. Instead, find something that makes your business unique and make that the cornerstone of your brand strategy.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eBe consistent with branding across channels\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eIt’s important to capitalize on every chance you have to raise your brand popularity. So make sure that no matter where you reach that audience — social, newsletter, website, etc. — your message is consistent. That way, each time they engage with you, it’ll reinforce what you’re all about. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eBe positive\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThere are so many reason that people might not buy from you. Don’t let negativity be one of them. Build positivity into your brand strategy to increase the chances that people feel good about you, your products, and your store.\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eHave an “Our Story” page\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eThe Our Story page is prime real estate for brand awareness. There is more space and more flexibility that those little slices of space that you have on social media. \u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eUse your logo, brand name, and URL to strengthen your brand identity\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp class=\"p1\"\u003e\u003cspan class=\"s1\"\u003eYou can reinforce brand awareness every time someone mentions your brand, punches in your URL, or see your logo. These are all part of your brand, so take advantage!\u003c/span\u003e\u003c/p\u003e\n\u003ch2 class=\"p1\"\u003e\u003cspan id=\"Want_to_Learn_More\"\u003e\u003cspan class=\"s1\"\u003e\u003cb\u003eWant to Learn More?\u003c/b\u003e\u003c/span\u003e\u003c/span\u003e\u003c/h2\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"/blog/21-year-old-built-beard-grooming-brand\"\u003e\u003cspan style=\"font-weight: 400;\"\u003eHow This 21-Year-Old Grew His Beard Grooming Brand\u003c/span\u003e\u003c/a\u003e\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003ca href=\"https://hatchful.shopify.com/\"\u003eLogo Maker: Generate an amazing logo for your business\u003c/a\u003e\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003cspan class=\"s2\"\u003e\u003ca href=\"/blog/ecommerce-trends\"\u003e10 Ecommerce Trends That You Need to Know [Infographic]\u003c/a\u003e\u003c/span\u003e\u003c/li\u003e\n\u003cli class=\"p1\"\u003e\u003ca href=\"/blog/personal-branding\"\u003e10 Personal Branding Tips That Will Elevate Your Brand\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n","excerpt":"Coca-Cola is history’s greatest example of brand awareness. Whether or not you even like the stuff, chances are you know exactly how Coca-Cola’s logo looks, how it’s glass bottle is shaped, and that it’s the preferred drink of Santa Claus. So it makes sense that marketers are encouraged to study Coca-Cola, …","seo":{"__typename":"SEO","title":"Brand Awareness: 6 Tips for Creating a Powerful Brand Strategy","description":"Brand awareness is a crucial part of a sustainable business. Check out our six brand strategy tips that will increase your brand identity."},"authorV2":{"__typename":"ArticleAuthor","name":"David Vranicar"},"metafields":[null,null,null,null,null,null,null,null,{"__typename":"Metafield","value":"false","key":"noindex","reference":null},{"__typename":"Metafield","value":"2020-01-23T09:30:25+01:00","key":"wpdatepublished","reference":null},null,{"__typename":"Metafield","value":"/blog/brand-awareness-tips","key":"canonicalpath","reference":null},{"__typename":"Metafield","value":"2022-03-20T12:30:41+01:00","key":"updatedat","reference":null},{"__typename":"Metafield","value":"2020-11-19T11:32:48+01:00","key":"createdat","reference":null},{"__typename":"Metafield","value":"2020-11-19T11:54:13+01:00","key":"publishedat","reference":null},{"__typename":"Metafield","value":"brand-awareness","key":"it_handle_link","reference":null},null,{"__typename":"Metafield","value":"brand-awareness","key":"de_handle_link","reference":null},{"__typename":"Metafield","value":"brand-awareness","key":"pt_handle_link","reference":null},null,null]},"topics":[{"handle":"business-ideas","title":"Business ideas","description":"Ready to start a business, but unsure what to do? 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