Advertising: Brand Awareness vs. Selling
These are unique times for the small and mid-size business community. Many stores have had to close because they are not listed as essential or are operating with reduced service offerings and hours. Should you continue advertising when your ability to sell is reduced or halted completely? The short answer to this question is Yes!
Advertising helps promote your business in two different ways. The first and most obvious is that it directly helps you sell your product and service the second is that it helps you build awareness for your brand. Although some small and mid-sized businesses may not be able to provide services, business owners should still be advertising to create brand awareness.
Would you trust someone whose name you didn’t know let alone do business with them? When you meet someone the first thing you do is exchange your names as an introduction. The same thing applies to introducing your brand to your customers. You want customers to not only buy your product but you also want them to know your brand. In a recent Nielsen study quoted by this Medium article around 60% of people are more inclined to purchase products from known brands than those that are unknown to them.
How can you build this awareness of your brand? It depends on your type of business. What channels do you already use? Where are your target market?
Are they are on social media? What social media channels do they use? Facebook? Twitter? Instagram? TikTok? Write a post letting people know that you are “open through these unique times” along with products and services you offer. love this post from one of our past clients Cliffside Village Books. Although they have had to close the store, they still make sure they are posting to keep their content up-to-date. This post in particular is great because of its humor, making the post memorable to the audiences.
Is your market more into print materials? Check out this print ad we created again for Muddy Paws in the Guild for the Guildwood News & Views. It is a simple ad just letting the community know that they are there for them. Not necessarily trying to sell their products, just letting the community know they are there.
Advertising for brand awareness is always important. It is an introduction to a string of conversations that your business will have with your target market. It is even more important to be doing now in these uncertain times. Investing in awareness of your brand now will provide you with a competitive advantage over those businesses that didn’t market themselves when this outbreak passes as you will have more name recognition and that will help boost your sales when you can get back to serving your customers.
About the Author - Jack C. Henry
A graduate of OCAD University’s Graphic Design program, Jack blends art with real-world business strategy. The result? Creative solutions that add value to your business. Jack has designed for a wide range of industries including restaurants, retail stores, health care, community organizations and charities. As well as helping companies develop their brand, he creates beautiful marketing materials and signage. More…
About OmniWorx Inc.
OmniWorx Inc. is a boutique design firm based in Scarborough in Toronto’s east end, with an office in Lakefield in the Kawarthas, providing graphic design, branding, marketing services to individuals, local small & mid-sized businesses and architectural firms. More...