Brand awareness is a term that’s been floating around marketing departments and MBA classrooms for years. It’s considered fundamental to the promotion of a product, and companies like Coca-Cola and Nike spend boatloads of money on brand awareness each year. Recently, however, a new term has been taking its place at the table: brand presence. Is this simply an evolution of terminology, or are we talking about something new here? What is the difference between brand presence versus brand awareness?
What is Brand Awareness?
The most common brand awareness definition that’s trotted out goes something like this: the greater the likelihood that consumers are able to recognize your brand and associate it with your goods and services, the greater your brand awareness.
Having consumers immediately connect your brand with goods and services sounds pretty good, right? And it’s true, brand awareness is certainly an essential part of marketing and sales. But today’s digital marketing capabilities offer so much more. They’re an opportunity for your company to build brand presence.
What is Brand Presence?
Brand presence is establishing your brand in the lives of your consumers. A company with solid brand presence has their content and services built into the very fabric of their market vertical. When consumers are looking for information on a given subject or a product to serve a certain need, they go to companies with strong brand presence. It’s connecting a brand with goods and services that a consumer needs at the moment they need it.
Brand presence isn’t an entirely new concept, but it’s been made more accessible to companies of all sizes thanks to digital marketing and SEO.
Brand Presence versus Brand Awareness. Which One is Better?
Think about it: would you rather be the guy at the party who has presence, or the guy whose attendance is something others are merely aware of?
When you build brand presence, you’re doing the work of truly standing apart from your competition by gaining market share in a way that’s meaningful to your consumers.
Brand awareness is most often achieved through traditional outbound marketing like advertising and sponsorship. It relies on a consumer remembering a certain brand once they’re ready to buy a product. Brand presence, on the other hand, utilizes inbound marketing techniques that fit seamlessly in with the consumer’s needs and preferences. It allows the product purchase to occur at the end of the natural sales cycle, after a consumer has done research, considered their options and made a decision.
While both brand awareness and brand presence are necessary for growth in today’s market, what we specialize in here at Brand Presence Agency is, not surprisingly, helping companies establish and mature their brand presence. We believe that it’s brand presence that will ultimately and most effectively feed the sales cycle. Brand awareness is simply a step in the journey towards brand presence.
How To Build Brand Presence
Now that we know it’s better to understand how to build brand presence rather than how to increase brand awareness, let’s dive into the good stuff. Here are our top three tips for doing just that:
1. Invest in content marketing
Solid, relevant content that the consumer can trust is central to building brand presence. Write and distribute content that will help address the core problem(s) that your products or services can solve for your target audience. Don’t worry about giving away too much information—today’s consumers are savvy, and when they find good information online, it’s often the first step toward a later purchase. It’s better to establish authority with your content than to write blog posts and articles that read more like a sales pitch.
2. Use SEO Best Practices
Even the best content will do you no good if it can’t be found by your consumers. SEO ensures that your digital presence is effective by creating content that shows up high in search results and is encountered based on the appropriate keywords. At Brand Presence Agency, we’ve helped small companies and start-ups compete with the big dogs by beating them at the SEO game. And we’ve helped the big dogs too when it comes to elbowing out the competition.
3. Integrate Information With Design
Digital marketing allows your brand to communicate your marketing message through the design of your site. Images should use LSI keywords in their alt-tags, and the right website template can make the difference in stretching your marketing dollars. We also recommend integrating design with content in media like videos and infographics, which are highly prized by today’s consumers and search engine algorithms alike.
Brand presence takes more consistent effort to build, but it also allows for a long-term strategy rather than one-off marketing efforts. And since your company is for the long-term, we recommend that your brand create presence for the long-term too.
About Brand Presence Agency
Brand Presence Agency is a design, marketing, and advertising agency located in St. Paul, Minnesota. Serving clients of all sizes across the United States, we pride ourselves on both transparency and guaranteed customer satisfaction. We specialize in everything from logo or website design, to marketing automation management, brand presence, Google Adwords advertising, geofencing advertising, and mobile advertising. By making our clients happy, we know our clients will refer more great clients to join our family.