By Ashley Howard, MAEd
Brand awareness is a step in the buyer’s journey you can’t afford to skip—and having a strong brand awareness marketing strategy, unique to you, makes all the difference.
We hear it all the time:
“We need leads. We need to close business.”
And that is a reasonable ask…
Especially when budgets are tight and outcomes matter. But here’s the thing: if no one knows who you are, you’re skipping the most critical step in the customer journey.
And this matters for both B2B and B2C brands.
Before people choose you, they need to recognize you. That’s where brand awareness comes in. And no, it’s not fluff. It’s the foundation of long-term, sustainable growth.
Do You Actually Have Brand Awareness?
Here’s a quick test:
If you asked 100 strangers in your region,
“If you or someone you know needed [insert your service], what three companies immediately come to mind?”
Would your business make the list—consistently? If not, you’ve got work to do at the top of your funnel. Visibility must come before conversion.
Why Brand Awareness Matters
A strong brand visibility strategy builds:
- Recognition – Your name comes to mind when the need arises
- Credibility – People trust what they know and have seen and your reputation will precede you
- Staying power – When trends fade, recognized brands remain
It’s a long-term play, not a quick fix. But the brands that outlast their competitors are the ones who’ve invested in being known—long before being needed.
How to build awareness
Let’s talk strategy. Here are three development-driven ways to build awareness the right way:
Get in the Room
Grassroots visibility still works.
• Join your local chamber
• Show up for networking events
• Serve your community in ways that align with your values
Relationships matter. When people get to know you, they begin to trust what you represent.
Run Awareness Campaigns
Yes, you can—and should—put money behind visibility.
- Paid social and digital ads
- Radio spots or podcast sponsorships
- General messaging that introduces who you are and what you stand for
This isn’t about closing a sale on day one. It’s about planting seeds and showing up with consistency.
Use PR for Positioning
Public relations is more than press releases. It’s about thought leadership.
- Apply for speaking engagements
- Pitch guest articles or op-eds
- Position yourself as a resource in your industry
When you show up as a teacher, not just a seller, your audience starts listening—and remembering.
Let’s Be Honest…
Brand awareness doesn’t always produce immediate ROI—and that’s exactly why so many people ignore it. But skipping this step? It’ll cost you more in the long run.
Awareness isn’t optional. It’s essential. And when done right, it pays dividends in trust, growth, and staying power.
Ready to stop being the best-kept secret?
Let’s talk. We help organizations build visibility with purpose—so that when your audience is ready to act, you’re already the one they know.