10 Ways to Build Brand Awareness That Actually Work

If no one remembers your brand, does it even exist? Brand awareness is what makes people recognise your business, recall it when they need your service, and choose you over competitors.

But it takes more than a logo or catchy tagline—it is about creating a lasting impression and staying top of mind with the right audience. That requires a strategic, proactive approach.

Understanding Your Brand

Before you can make your brand recognizable, you need to define it clearly. This means knowing what you stand for and how you want to be perceived. Consider this your brand’s DNA.

Define Your Brand Identity: Your Brand’s Core

Your brand identity is the foundation of everything you do. Ask yourself these crucial questions:

• What are your values? What principles guide your decisions? (e.g., innovation, sustainability, customer service)
• What makes your product or service truly unique? What problem do you solve better than anyone else? (Your Unique Selling Proposition - USP)
• What’s your brand’s personality—playful, serious, sophisticated?

From your mission statement to your visual design and voice, consistency ensures people instantly recognize your brand wherever they encounter it.

Know Your Audience: Speaking the Right Language

Understanding your audience is just as important as defining your brand. Who are you really trying to reach? What matters to them? By analyzing their demographics, behaviors, and preferences, you can craft messages that truly resonate.

Brand awareness isn't about volume; it's about relevance—connecting with the right audience in a way that sticks.

Why Brand Awareness Matters: The ROI You Can’t Ignore

A strong brand presence brings real business advantages. Consider these eye-opening statistics:

• 46% of consumers are willing to pay more for brands they trust. (Source)
• Consistent branding can increase revenue by up to 33%.
• It takes 5-7 impressions for people to remember a brand.

Now, let’s take a closer look at why brand awareness should be a priority for your business.

Brand Awareness Gives You a Competitive Advantage

People naturally gravitate toward what they know and trust, making brand recognition a powerful tool in competitive markets.

Think about shopping on Amazon. If you search for "smartphone," you’ll see hundreds of options. But chances are, you’ll be drawn to Apple or Samsung over a less-known brand—even if those alternatives are cheaper. The same principle applies to your business. If customers recognize your brand among a sea of competitors, they’re far more likely to choose you.

Brand Awareness Builds Trust and Loyalty

Trust and loyalty go hand in hand with brand awareness. As mentioned earlier, consumers are willing to pay a premium for brands they trust, and that trust starts with familiarity.

A well-known brand stands out in a crowded marketplace, reassuring customers that they’re making the right choice. Nobody wants to take a gamble on an unfamiliar brand, especially when they’re spending money. When people associate your brand with reliability, they’re more likely to return—because why risk an unknown when they already trust you?

Brand Awareness Impacts Hiring and Talent Acquisition

Brand awareness doesn’t just influence customers—it affects potential employees too.

According to LinkedIn, companies with strong branding receive 50% more job applications than their competitors. That’s because 75% of job seekers research a company’s brand before applying. When your brand is well-known and respected, it becomes easier to attract top talent who want to be part of a reputable organization.

Brand Awareness Reflects Business Success

Every part of your business contributes to brand awareness—from your online presence to customer service. A growing brand presence is often a sign that things are working well.

Tracking brand awareness helps you gauge the effectiveness of your marketing efforts, customer experience, and overall brand strategy. If awareness is increasing, it means your brand is making an impact. If it’s not, the right brand-tracking tools can help identify areas for improvement.

Now that we’ve covered why brand awareness is essential, let’s explore the best strategies to build and strengthen it.

10 Strategies to Increase Brand Awareness

Building brand awareness requires a strategic, consistent approach. In this blog, we’ll explore 10 powerful strategies to boost brand awareness, complete with real-world examples to show how leading companies have successfully applied them.

1. Maintain Consistent Branding

Brand consistency isn’t just about using the same logo and colours; it’s about creating a unified experience across every touchpoint a customer has with your brand. This builds familiarity, trust, and ultimately, a strong recognizable brand.

When customers repeatedly see a brand presented in the same way across multiple channels, it creates a sense of recognition and credibility. It’s like recognizing a friend’s voice, even in a crowded room.

This uniformity should be reflected in every aspect of branding—logo, design, colour schemes, typography, and messaging. A cohesive visual and verbal identity helps customers instantly connect a product or service with a brand, reducing confusion and making it easier to recall. Consistency also extends to customer interactions, ensuring that the brand voice remains steady across advertisements, website content, social media posts, and customer support communications.

By maintaining these elements, businesses can create a seamless brand experience that fosters trust, strengthens brand loyalty, and ultimately drives long-term customer relationships.

Example: Coca-Cola - A Century of Consistency

Coca-Cola has maintained its signature red and white branding for over a century. Whether you see a billboard, a TV ad, or a social media post, the colors, fonts, and messaging remain consistent. This strong identity ensures instant recognition worldwide. But it’s not just the visuals; Coca-Cola’s messaging consistently evokes feelings of happiness, nostalgia, and togetherness.

(Analysis - The 'Why'): Coca-Cola's success isn't just about being red; it's about the emotional connection they've built over decades. They've managed to associate their brand with positive feelings and experiences, making it more than just a beverage.

How to Apply It

• Develop a Brand Style Guide: Document your logo usage, color palette, typography, voice, and tone. Make it accessible to everyone in your company. 
• Audit Your Existing Materials: Review your website, social media profiles, marketing materials, and customer communications to ensure they align with your brand style guide.
• Create Templates: Develop templates for social media posts, email newsletters, and presentations to ensure consistency in design and messaging.
• Train Your Team: Educate your employees on your brand guidelines and empower them to be brand ambassadors.

2. Invest in Content Marketing

High-quality content serves multiple purposes beyond just brand promotion. It educates your audience by providing valuable insights, practical tips, and industry expertise, positioning your brand as a trusted authority.

Engaging content entertains by capturing attention, sparking curiosity, and encouraging interaction through storytelling, humor, or compelling visuals. It also fosters a deeper connection with your audience by addressing their pain points and offering solutions in an authentic way.

When done right, content marketing builds trust and credibility, driving organic traffic and keeping your brand top-of-mind without resorting to overt sales tactics.

Example: MarketersMEDIA’s Blog Strategy

MarketersMEDIA has embraced inbound marketing by leveraging valuable blog content. By providing free, high-quality guides and how-to articles, MarketersMEDIA attracts potential customers to its website, boosting brand awareness and credibility.

But, what makes their blog content effective? They target specific pain points related to press release distribution, offer practical solutions, and provide valuable resources that readers can use immediately.

(Analysis - The 'Why'): The key is providing actionable information that solves a problem. It's not just about writing articles; it's about creating resources that your target audience genuinely finds helpful.

How to Apply It

• Identify Your Audience's Pain Points: What questions are they asking? What challenges are they facing? Use keyword research tools to uncover these insights.
• Create a Content Calendar: Plan your content in advance, focusing on topics that address those pain points. Vary your content formats (blog posts, videos, infographics, podcasts).
• Optimize Your Content for SEO: Use relevant keywords, create compelling meta descriptions, and build high-quality backlinks to improve your search engine rankings.
• Promote Your Content: Share your content on social media, email newsletters, and relevant online communities.
• Track Your Results: Monitor your website traffic, engagement metrics, and lead generation to measure the effectiveness of your content marketing efforts.

3. Leverage Social Media Channels

Social media is one of the fastest and most effective ways to build brand awareness, providing direct engagement, relationship-building, and community growth. With billions of users on platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok, it offers an unparalleled opportunity to reach potential customers. A strong presence keeps your brand visible and relevant, allowing businesses to share valuable content, respond to inquiries, and showcase their personality while handling customer service in real time.

The interactive nature of social media encourages instant feedback, meaningful conversations, and a more humanized brand experience. Social media algorithms prioritize engagement, meaning that the more your audience interacts with your content, the more visibility your brand gains. Consistently posting high-quality, shareable content—such as informative blog posts, entertaining videos, or eye-catching visuals—helps increase brand recognition and loyalty over time.

Example: Wendy’s Twitter Strategy

Wendy's is known for its witty and bold Twitter presence. The brand's humorous, sometimes savage, responses to customers and competitors have helped it gain a massive following and viral attention.

(Analysis - The 'Why'): Wendy's success on Twitter stems from its willingness to take risks and be authentic. They've created a distinct personality that resonates with their target audience, even if it occasionally ruffles some feathers. The key is knowing your audience and what kind of humor they appreciate. It also capitalizes on timely, relevant trends.

How to Apply It

• Identify Your Target Platforms: Where does your audience spend their time? Don't try to be everywhere at once. Focus on the platforms that are most relevant to your business.
• Develop a Social Media Strategy: Define your goals, target audience, content pillars, and posting schedule. Use a social media management tool to schedule posts in advance.
• Engage with Your Audience: Respond to comments and messages promptly, participate in relevant conversations, and run contests and giveaways to encourage interaction.
• Use Visual Content: Incorporate high-quality images, videos, and GIFs into your posts to capture attention and increase engagement.
• Track Your Analytics: Monitor your follower growth, engagement rate, website traffic, and lead generation to measure the effectiveness of your social media efforts.

4. Collaborate with Influencers and Industry Leaders

Influencer marketing allows brands to tap into established audiences and gain credibility by leveraging the trust and authority that influencers have built with their followers. Consumers often view influencers as more relatable and trustworthy than traditional advertisements, making them powerful brand advocates.

By partnering with influencers who align with their brand values, businesses can access highly engaged communities that are more likely to take action. This not only helps in expanding reach but also in building long-term customer relationships. Successful influencer collaborations can lead to increased brand loyalty, higher conversion rates, and enhanced brand perception in the market.

Example: Gymshark’s Influencer Partnerships

Gymshark, a fitness apparel brand, built its brand awareness by partnering with fitness influencers. Instead of traditional ads, it focused on social media collaborations, leading to rapid growth.

(Analysis - The 'Why'): Gymshark's success lies in its focus on authenticity and long-term relationships with influencers. They partner with fitness enthusiasts who genuinely use and love their products, creating a natural and credible endorsement. They don't just pay for a single post; they build relationships that last.

How to Apply It

• Define Your Goals: What do you want to achieve with influencer marketing? (e.g., increase brand awareness, drive traffic to your website, generate leads)
• Identify Relevant Influencers: Research influencers who align with your brand values and target audience. Look for influencers with high engagement rates and authentic followings.
• Reach Out and Build Relationships: Don't just send generic outreach emails. Personalize your message and explain why you think they would be a good fit for your brand.
• Collaborate on Content: Work with influencers to create engaging content that resonates with their audience. Give them creative freedom while ensuring that the content aligns with your brand messaging.
• Track Your Results: Use tracking links and promo codes to measure the effectiveness of your influencer campaigns. Monitor your website traffic, social media engagement, and lead generation.

5. Leverage Public Relations (PR)

Public Relations is about strategically managing your brand's reputation and building relationships with the media and other influencers. It's a powerful way to earn media coverage, build credibility, and increase brand awareness without relying solely on paid advertising. A key tool in any PR strategy is the press release.

Unlike advertising, which is paid for and controlled by the brand, PR relies on earned media, meaning that your brand's message is amplified by third-party sources who are seen as objective and trustworthy. When a reputable news outlet or industry publication features your brand, it can significantly boost your credibility and reach a wider audience.

Example: Dollar Shave Club: A Viral PR Success That Disrupted an Industry

Dollar Shave Club (DSC) was a small startup founded in 2011 by Michael Dubin and Mark Levine. Their business model was simple—offering high-quality razors through a subscription service at an affordable price. However, they faced a major challenge: competing against industry giants like Gillette and Schick, which dominated the market with massive advertising budgets.

Rather than trying to outspend the competition, DSC took a different route. Their viral launch video wasn't just a piece of marketing—it was a PR masterstroke. The video generated massive media coverage, not because they paid for it, but because it was funny, disruptive, and told a compelling story. It instantly established their brand identity and brought in a flood of new customers.

(Analysis - The 'Why'): The Dollar Shave Club example highlights the power of authenticity and disruption in PR. Their video resonated because it was genuine, humorous, and challenged the traditional shaving industry. They didn't try to be something they weren't. This authenticity, combined with a clear understanding of their target audience, is what made their PR efforts so successful. Their strategy of building publicity was focused on challenging the conventional system, and appealing to its audience with humour.

How to Apply It

• Identify Your Target Media Outlets: Determine which news outlets, blogs, industry publications, and podcasts are read or listened to by your target audience.
• Craft a Compelling and Newsworthy Story: What problem are you solving? What impact are you having? Focus on what makes you different and why people should care.
• Write a Professional Press Release: A well-written press release should be concise, informative, and engaging. It should clearly highlight your story and include all relevant information for journalists such as contact information, key data points, and quotes.
• Build Relationships with Journalists (Long-Term): While not always immediate, building relationships with key journalists in your industry can lead to increased media coverage over time. Attend industry events, engage with them on social media, and offer them valuable insights.
• Distribute to Press Release Newswires to Maximize Reach: Getting your press release in front of the right audience starts with effective distribution. (Services like MarketersMEDIA's newswire can be invaluable here.)
• Monitor Media Coverage & Track Results: Keep track of mentions of your brand in the media and analyze the results of your PR efforts. This includes tracking website traffic, social media engagement, and lead generation.

6. Engage in Community and Social Responsibility Initiatives

Supporting causes that align with your brand values enhances credibility and builds goodwill, as socially conscious consumers prefer brands that contribute to meaningful initiatives. Companies that advocate for sustainability by reducing their carbon footprint or using ethically sourced materials naturally attract environmentally aware customers. Likewise, supporting local communities or charitable organizations fosters a positive brand image and encourages deeper engagement.

Aligning with the right causes strengthens brand identity while building trust and loyalty among consumers. When brands demonstrate a genuine commitment to social responsibility, they become more relatable and trustworthy, reinforcing their reputation and fostering long-term customer relationships.

Example: Patagonia’s Environmental Activism

Patagonia, an outdoor apparel company, openly supports environmental causes. Its campaigns, such as "Don't Buy This Jacket," encourage sustainable purchasing habits, aligning with its eco-conscious audience.

(Analysis - The 'Why'): Patagonia's success stems from its genuine commitment to environmentalism. They're not just donating money; they're actively advocating for change and using their platform to raise awareness about important issues. They’ve shown their customers that they genuinely care.

How to Apply It

• Identify Causes That Align with Your Brand: What issues are you passionate about? What causes resonate with your target audience?
• Partner with Non-Profit Organizations: Support organizations that are working to address those issues. Donate money, volunteer your time, or offer in-kind donations.
• Run Corporate Social Responsibility (CSR) Initiatives: Implement sustainable practices within your own business and encourage your employees to get involved.
• Communicate Your Efforts Transparently: Share your social impact initiatives with your audience through your website, social media channels, and marketing materials.
• Measure Your Impact: Track your donations, volunteer hours, and other metrics to measure the impact of your social responsibility efforts.

7. Implement an Omnichannel Marketing Approach

A seamless customer experience across all touchpoints strengthens brand recognition by ensuring consistency in messaging, service quality, and visual identity. Whether customers interact through a website, social media, in-store visits, or customer support, maintaining a unified brand presence reinforces trust and makes the brand more memorable and reliable.

Companies that create a cohesive omnichannel experience not only retain customers more effectively but also enhance their reputation through word-of-mouth and repeat business. From the first interaction to post-purchase engagement, a connected experience across digital and physical channels improves familiarity, boosts customer satisfaction, and fosters long-term loyalty.

Example: Starbucks’ Rewards Program

Starbucks integrates its mobile app, website, and physical stores into one cohesive experience. Customers can order online, earn rewards, and receive personalized offers, ensuring a smooth journey across platforms.

(Analysis - The 'Why'): Starbucks' rewards program excels because it makes the customer experience seamless and rewarding. Customers can earn stars no matter how they purchase – in-store, through the app, or even ordering ahead. The personalized offers and rewards keep them engaged and coming back for more. It provides a unified experience and sense of value to the customer.

How to Apply It

• Map Your Customer Journey: Identify all the touchpoints where customers interact with your brand, from initial discovery to post-purchase support.
• Ensure Consistent Branding: Use the same logo, colors, fonts, and messaging across all channels. Create a brand style guide and ensure that everyone on your team adheres to it.
• Integrate Your Systems: Connect your website, CRM, email marketing platform, and social media accounts to create a unified customer view.
• Personalize Your Messaging: Tailor your messages to each customer based on their past interactions with your brand.
• Provide Seamless Customer Support: Offer consistent customer support across all channels, including phone, email, chat, and social media.

8. Sponsor Events and Industry Conferences

Sponsorships help brands gain visibility among relevant audiences by placing their name, logo, and messaging in front of a targeted demographic. Whether sponsoring a local event, a major conference, or an online summit, brands can build credibility and trust through association. Sponsorships also allow businesses to showcase their expertise, create networking opportunities, and reinforce their presence in the industry.

By aligning with events or causes that resonate with their values, brands can foster deeper connections with potential customers and enhance brand recall. Supporting major conferences, trade shows, or even local community events aligns your brand with key industry players and prospective customers, positioning your business as a leader in the space.

Example: Red Bull’s Extreme Sports Sponsorships

Red Bull sponsors extreme sports events like the Red Bull Air Race and Formula 1. This association strengthens its brand identity as an energy drink for adventurous, high-performance individuals.

(Analysis - The 'Why'): Red Bull's sponsorships are strategically aligned with its brand identity. By associating itself with extreme sports, they reinforce the image of energy, adventure, and high performance. The events they sponsor are visually exciting, generating significant media coverage and brand exposure.

How to Apply It

• Identify Relevant Events and Conferences: What events are attended by your target audience? What conferences are relevant to your industry?
• Set Clear Goals and Objectives: What do you want to achieve with your sponsorship? (e.g., increase brand awareness, generate leads, drive traffic to your website)
• Choose the Right Sponsorship Package: Select a sponsorship package that aligns with your goals and budget.
• Activate Your Sponsorship: Don't just slap your logo on a banner. Create engaging experiences and activations that will attract attention and leave a lasting impression.
• Track Your Results: Monitor your brand mentions, website traffic, lead generation, and social media engagement to measure the effectiveness of your sponsorship.

9. Encourage Customer Advocacy and Word-of-Mouth Marketing

Happy customers are the best brand ambassadors because they provide authentic and relatable endorsements that resonate with potential buyers. When real users share their positive experiences, it fosters trust and strengthens brand credibility. User-generated content (UGC), such as social media posts, reviews, photos, and videos, acts as social proof, showcasing real-world satisfaction with your products or services.

Encouraging customers to leave testimonials and share their stories not only amplifies your brand’s reach but also creates an engaged community. Brands can incentivize UGC through giveaways, loyalty programs, or by featuring customer content on official channels, making customers feel valued while driving organic brand awareness.

Example: Glossier’s Community-Driven Marketing

Glossier, a beauty brand, built its reputation by encouraging customers to share product experiences on social media. This word-of-mouth strategy fueled its rapid growth.

(Analysis - The 'Why'): Glossier's success lies in its focus on building a community around its brand. They encourage customers to share their experiences on social media, creating a sense of authenticity and relatability. They feature user-generated content on their official channels, making customers feel valued and driving organic brand awareness.

How to Apply It

• Offer Referral Programs: Reward customers for referring new business to your brand.
• Encourage User-Generated Content: Run contests and giveaways that encourage customers to share their experiences on social media.
• Feature Customer Testimonials: Showcase positive reviews and testimonials on your website and marketing materials.
• Create a Loyalty Program: Reward loyal customers with exclusive discounts, early access to new products, and other perks.
• Engage with Your Customers: Respond to comments and messages promptly, and show your appreciation for their support.

10. Track, Measure, and Adjust Strategies

For brand awareness strategies to be truly effective, they must be measurable and data-driven. Simply implementing campaigns without tracking their impact can lead to wasted efforts and missed opportunities. Here’s how to ensure your brand awareness efforts are backed by data and continuous improvement.

Example: Nike’s Data-Driven Marketing

Nike continuously analyzes customer insights to refine its campaigns. By tracking online engagement, brand mentions, and purchase behavior, it adapts its strategies for maximum impact.

(Analysis - The 'Why'): Nike understands that data is crucial for success. They track everything from website traffic to social media engagement to purchase behavior to understand what's working and what's not. They use this data to continuously refine their campaigns and improve their results.

How to Apply It

• Use Analytics Tools: Implement tools like Google Analytics, social media insights, and brand monitoring software to track your brand awareness efforts.
• Track Key Metrics: Monitor website traffic, social media engagement, brand mentions, sentiment analysis, and lead generation.
• Set Up Conversion Tracking: Track how many leads and sales are generated from your brand awareness campaigns.
• Analyze Your Data: Identify trends and patterns in your data to understand what's working and what's not.
• Adjust Your Strategies: Based on your data analysis, make adjustments to your strategies to improve your results.

Measuring Brand Awareness

Increasing brand awareness is one thing, but knowing if it's working is another. Tracking your progress helps you see what’s effective and what needs adjusting.

Metrics That Matter

Keep an eye on numbers like website traffic, social media engagement, and mentions of your brand online. Surveys can also give you insight into how well people recognize your brand and what they associate it with. Here are some specific KPIs to track:

• Website Traffic: Track overall traffic and traffic from specific sources (e.g., organic search, social media).
• Social Media Engagement: Monitor likes, shares, comments, and follower growth.
• Brand Mentions: Track mentions of your brand across the web, including social media, news articles, and blog posts.
• Sentiment Analysis: Analyze the sentiment of brand mentions to understand how people feel about your brand.
• Conversion Rates: Track how many leads and sales are generated from your brand awareness campaigns.

Using the Data

Data isn’t just for show—it’s your guide for tweaking strategies. If one method is driving more traffic or engagement, double down on it. If something isn’t working, shift gears. Staying flexible is part of the process. For example:

• If website traffic from organic search is increasing: Focus on creating more high-quality content that is optimized for SEO.
• If social media engagement is low: Experiment with different content formats, posting times, and engagement tactics.
• If brand mentions are negative: Address the issues that are causing the negative sentiment and work to improve your brand reputation.

The Bottom Line

Building brand awareness takes time and consistent effort. It’s about finding ways to connect with your audience and ensuring your brand is top of mind when they’re ready to make a decision. Start with a strong foundation, try different strategies, and keep an eye on your progress. Over time, your efforts will pay off, making your brand one people know and trust.

Ready to take your brand to the next level?

Schedule a free consultation with MarketersMEDIA to discuss your brand-building solutions!