When a customer is ready to make a purchase, brand awareness is what keeps a brand on the top of  the customer’s mind. Increasing brand awareness can be challenging and for many marketers it is a very important goal. The term simply refers to how easily customers can recognize the products and services of a brand. It is different from brand recognition. Brand recognition is when a customer can recognize a brand, it is more about the visual identity of a brand. Brand awareness, on the other hand, is about the value proposition of a brand, its culture, the features and benefits of its products, among many others. Some marketers treat brand awareness as the first stage of the marketing funnel. Given below are tactics to build brand awareness.

Define your target audience

The target audience of a brand is made up of people who require the products and services of a brand. When a brand knows who its target audience are, it will be easy for it to interact and connect with them. There should be a list of criteria that can be used to create an audience profile. The list should contain factors such as age, income, relationship status, industry, location, gender, and others. For instance, if a brand knows that its target audience are people in their mid-twenties and from middle class families, then it can use the information to successfully pitch to its target audience.

Develop a noticeable tone of voice

The tone of voice of a brand helps to express its personality and set of values. The tone of voice of a brand should be aligned with its target audience and help it to stand out. This is as important as the visual identity of a brand. For instance, Uber’s voice is considerate and consistent. It is apparent that it puts its audience first. Anthropologie, for instance, in spite of being a clothing brand focuses on emotions and not fashion-specific terminology.

Utilize social media

To increase brand awareness, social media platforms have to be utilized. This helps a brand to get access to millions of potential customers. A brand should know where its audience is spending the majority of their time and choose those social media platforms to post engaging content. A brand can maintain many profiles but its efforts should be consistent and not haphazard in trying to be everywhere at once. Research should also be done on the ideal images to be used and the best times to post content. Importance should be given to details as it strengthens social media marketing strategies.

Collaborate with relevant businesses

A number of great products have been made because of collaborations and brands should collaborate as much as possible. Collaboration is a great opportunity to reach a different set of audience. The collaboration can be with influencers or by starting a podcast series with another brand. Collaborations help brands to support each other through opportunities. For instance, H&M collaborated with Versace to bring luxury to the masses.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.