Although at times it may seem impossible for small brands to compete with the bulletproof images of their larger competition, this in no way means that brand building should be forsaken – just like you would choose a known brand in your local supermarket, building your brand on their internet can help pave the way for brand recognition that lasts, which will get you much more traffic overall and lead you to build your audience organically much more quickly and easily than you thought possible.
In this article, we take a look at the brand-building to demonstrate why brand recognition can be one of the best investments you can make for your business.
Understanding consumer habits
If you currently have a business in Melbourne and SEO isn’t working for you, there’s probably a good reason for that – countless other brands are competing for the same keywords, and there’s a good chance that they appear are very similar to your business (at least from the outside).
Separating yourself from the pack and developing consumer confidence is the key to ensuring you don’t have to rely on SEO to succeed – a Nielsen study found that consumers are far more likely to buy new products from brands that are familiar, and it should be your top priority to make people familiar with you.
Much of this is due to trust – a customer knows from their prior experience with a brand whether they provide a good product or inferior one, and will base their future purchasing decisions on that. If you have a product that competes with a product they already know and trust and they have no idea who you are, why exactly would they take a gamble and buy your product?
How you can start driving brand awareness
If you’re stuck with how to build your brand but are confident enough to invest a little bit of money, it might be a good idea to consider ads on social media.
Organic traffic is simply not going to drive people to go to your website when its neighbors are well-established brands, so developing a presence on social media sites like Facebook and Instagram can quickly drive huge amounts of traffic to your website for much less money than it would take to organically grow your brand.
Although this is an effective way to get your business recognized, it’s also important to keep in mind that the positive effects won’t happen overnight – many other brands have had decades to develop their audience, and while it certainly won’t take you that long to build your own, it still does take a little bit of time and patience on your part before you see results. In the meantime, work on the content on your page so that it reflects what your intended audience wants – there’s no point in directing them there only to provide them with substandard content, after all.
Make your brand stand out from the pack
Although you might think it impossible for your brand to compete with those that are already very well-established, creating brand recognition doesn’t necessarily mean you have to compete with the giants. At the end of the day, it’s about standing out in your business niche and elevating yourself above other smaller competing brands which isn’t as difficult as you might think.