Brand awareness is a marketing term that determines how well your brand or service are recognised. It increases the likelihood of getting more conversions and market share, because when your target audience is familiar with your brand, they trust you and choose you over your competitors.
Brand Awareness in Times of High Competition
Building brand awareness in the health and wellness industry is becoming increasingly tough. The competition means it’s harder to stand out, because every health coach wants to be noticed and sell their services!
So, how do you stand out and get brand recognition in a sea of professionals doing the exact same thing? First we need to break it down, because there’re actually three levels of brand awareness:
- Brand recognition is when your customers are able to recognise your brand as having ‘seen it before’ when they come into contact with it. Whether it’s recognising the logo, colour combination of your branding, or even your tone and language on social media. They may not be able to name you at this level but this is the start of branding awareness.
- Brand recall is when your consumers remember your name (which is a pretty great feeling!). At this level, your audience can recognise you, remember your name and most of the time what your main offering is. So, when someone mentions needing a health coach, you’re who they will turn to.
- Top-of-mind awareness is the ultimate goal for your brand! When you reach this level, you will be among the top three brands that your customer loves (and purchases from regularly). On this level, you will be getting a loyal customer that is coming back for more of what you offer and most importantly recommending to friends!
The big shots in the health and wellness industry can easily get recognised by spending huge amounts of money on ad campaigns and paid promotions that ensures they’re seen everywhere, but don’t let that discourage you!
Organic brand awareness is a feasible route to take too! And while you won’t have to dedicate a budget when you take this path, be aware that it takes time and persistence to build.
How to Build Brand Awareness Organically in 4 steps
Brand awareness is all about knowing your market. Once you know the players and the audience, you’ll have a much easier time identifying who you need to be to help them.
#1 Know Your Audience AND Competitors
If you have no idea who your target audience is, you won’t know how to approach them and whether your messaging would resonate with them. You can’t please everyone out there, so find out who you want to focus on first by creating your ideal customer persona.
Also, take your time and research who else is targeting these personas – your competitors are your best bet in finding out what works well and, even more importantly, what seems to be missing. Just make sure you’re inspired rather than imitate.
#2 Pick Your Position in the Market
Now you have all the info you need to differentiate yourself and present your brand as the top choice.
Where you stand in comparison with other health coaches matters a lot!
If most coaches are focusing on offering only a general boot camp programme, following their example will just make you one of many. Instead, you can position yourself as a coach offering individually tailored programmes that will fit right into your client’s schedules and won’t disrupt their day from the ground up!
What you offer must be different from what others offer – find a unique and attractive value proposition.
Take me, for example! I offer branding and website design services, but I’ve narrowed down my offer to health and wellness coaches.
Why? Because of my unique background in the health and wellness industry, I know what design and branding approaches will work best specifically for health coaches.
How does it help? This makes me the preferred choice when health coaches look for somebody to build their brand and make a website that actually converts for them.
#3 Put a Face on Your Brand
Well, not your face exactly (but you can do that too!) – what I mean is that you must give your brand a personality, a unique identity that makes people want to interact with it.
This can drive your organic brand awareness through the roof as people connect your brand with positive personality traits, such as open-mindedness, warmth, approachability, and helpfulness. All things they’re looking for in a health coach I might add.
#4 Aim for Values and Emotions
Do this with storytelling – a compelling story can create deep connections with your customers!
Research by Harvard Business Review revealed that 64% of customers develop deep connections with brands based on shared values, while only 13% base their brand connections on the frequency of interaction.
So this shows that storytelling can connect you better with your audience and this is going to foster loyalty long-term.
Ways to Build Brand Recognition (Even If You’re A Newbie)
If you’re just starting out, brand awareness can seem like something that’s just impossible. How are you supposed to compete with someone who has been doing this for years?
The truth is it takes time. But you have to start somewhere.
The more your target audience sees your brand and your message, the more they will recognise you and start telling you apart from other brands.
What’s the best way to start getting noticed?
#1 Have a Blog!
Your blog will be the basis of building your brand awareness organically because it will offer insightful findings and actionable advice to your readers, which also help position you as an expert and authority.
Most of all, you’ll be creating contextual content on your blog. You’ll offer something tangible, not just sales pitches! People love reading blogs to learn something new and get more insight on topics that matter to them.
When they find content that resonates with them, they will want to share it, so make sure every post has social share buttons so readers can easily link all the fun tidbits they found in your post with their social circles. With each share, you’re spreading awareness about your brand!
#2 Create Different Content Formats
When it comes to content, mix it up! Blog posts like the one you’re reading just now are a great start, because they offer A TON of useful info, with links that lead to more in-depth takes on some things that were mentioned, and images that break up the monotony of the text.
But you know what the real winner of shareable content is? Infographics and graphics!
They allow your readers to quickly take in the most important information instead of having to scan for it through text.
What do you think will be shared more? A text checklist on how to accept a more positive mindset, or an eye-pleasing graphic about it with stunning visuals (that also includes your brand colours, logo, and messaging)?
#3 Become a Guest Blogger!
Don’t just publish articles on your website – find other websites your target audience likes to visit; most of them are accepting guests posts. Get in touch with them and share your take on a topic that’s relevant to their readers.
You’ll get more people who will read your article and get familiar with your brand. Use the same tone and voice you use on your site and other channels, and add your colours (and logo) to the graphics.
Most sites that accept guest posts won’t charge you anything. Just remember to put your headshot and bio below your article (or above it!) and a link back to your website to get traffic there too!
#4 Be Active on Social Media
Social media usage is still on the rise, with people using it not just to connect with their friends and family, but to get a more personal connection with brands too.
Just look at how many fans some of the biggest brands have on Facebook:
All of these fans want a direct, personal approach from the brands they like, so make sure you’re covering all the social media networks your target audience likes! Share posts from your blog, but curate content from others too.
Pro Tip: remember social networks are two-way streets, so like comments from your followers and fans, and answer their questions in a timely manner. Engage with them!
The Most Important Step: Be Consistent!
This, in my opinion, is the most important part of building brand recognition and awareness!
No matter if you’re blogging, being active on social media, or pumping out guests posts, you must be consistent across all the channels!
Posting sporadically, no matter whether on your blog or social media, won’t do much. Make sure you regularly post valuable and interesting content that your readers can easily share with their social circle.
Most of all, be consistent with your branding! This is how all the big brands have reached top-of-mind awareness status: customers immediately recall their colours, typography, messaging, and how they make them feel. They are familiar and never disappoint.
Therefore, make sure your messaging, tone of voice, your logo, and your colour palette are on every single channel you are using, and you’ll boost your brand awareness in no time!
Are you struggling with building your brand, or you want to freshen it up? Get in touch and let me help you reach top-of-mind brand awareness!