Pastor Welcome Thamsanqa Mlungisi Dlalisa writes:
Last week we looked at strategies for building a strong brand. This week we look at ways to increase or grow brand awareness for your business. Brand awareness is the extent to which a brand is recognised by current and potential customers, and is correctly associated with a particular product or organisation. Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to recognise your product and your company. Usually expressed as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction. The aim of any entrepreneur is to create and grow his brand awareness in the marketplace.
The question is how do you achieve this awareness so that your brand occupies the minds of your clients? In this segment, we deal with strategies for growing brand awareness:
1. Continuous, sustained and targeted marketing campaigns
To create and grow your brand awareness, you need focus and clear targeting. You need to target your market, focus on that market segment and sell your brand to them. This target can be determined after studying the people who already show interest in your business. These include people who regularly visit your website, make inquiries or follow your online and social media announcements. You need to re-target individuals with preliminary brand awareness including those that have searched your product offerings. These people already show interest in your business.
2. Keep yourself and your business visible to all your clients and potential clients
The key here is to be consistent. You need to establish and maintain consistency in your messaging. You need to stay visible to your clients until your message and brand is fully internalized. The problem with most brands is inconsistency in their messaging.
3. Use the web and sponsor public events
The Internet and a website are the best platforms to create on-going awareness about your business. It puts your brand on a global platform and is relatively cheap and affordable these days. You also need to find events, and other good things that you can sponsor which will build goodwill. The more you stay in the public eye the better for your brand. This means you develop a strong public profile and strive to exhibit or showcase your business and all your products continually.
4. Optimise the use of promotional materials
Business cards, branded t-shirts, caps, pens, stationery and billboards should be used to reflect the brand of your company and to create awareness of your company. Churches are now rising to this realisation. Remember a business, must be visible to your clients. Branding will determine your business’ profitability.
In order to help entrepreneurs of Tembisa to implement what we are learning via these articles, I have set up the JOSEPH ACHIEVERS’ MENTORING (JAM) program. The program is based on Joseph in the Bible who rose to prominence despite his background. I am encouraging all Tembisan residents to join. This program is aimed at supporting all residents of Tembisa mainly targets young entrepreneurs, young professionals, university students and high school learners. It offers a range of support initiatives including career guidance, training and mentoring. Many have enrolled in the program and receive business management training and mentoring. I challenge you to enrol in order to propel your life or your business to new heights. To register on JAM, send an email to dlalisa.rhi@gmail.com or contact Pastor WTM Dlalisa on 083 395 1165.
