For a growing brand, market visibility is supremely important. It’s important for several reasons, but primarily because it allows your audience to take a journey with you and interact with your brand, mission, and story. Identifying the best path toward brand visibility can be confusing and difficult to assess, especially considering the countless ways you can expose your brand to consumers.
To best understand how to make your brand visible, it is paramount to understand why visibility is important in the first place. There are three primary drivers of visibility — brand recognition, brand knowledge, and brand sustainability:
Brand recognition allows consumers to connect touchpoints to a company’s products or service offerings.
Brand knowledge allows consumers to recall the brand when a need for a related product or service comes up.
Brand sustainability — on the other hand — ensures that the brand will never fade from the consumer’s mind.
These concepts point to consumer behaviors that all contribute to how your audience interacts with your brand, and ultimately, how willing they might be to purchase your product or service.
So…What Is Brand Visibility?
In the most basic terms, brand visibility is the measure of how much exposure your brand has with your audience. Think of brand visibility as the ultimate signal that your brand and its offerings are trustworthy, ultimately encouraging consumers to engage with your brand. Naturally, visibility will help you to digest how effective your messaging is, to better understand your conversion funnel, and is a reflective measure of market optics and penetration.
Brand visibility, and overall brand awareness, are important factors to consider when you’re trying to reach your target audience. Finding those metrics, however, is certainly easier said than done.
Luckily, there are ways you can build and leverage brand visibility by using real-time insights.
Measuring Brand Visibility
Brand visibility can be measured in a number of ways. For example, you can use simple brand awareness metrics to gauge customer sentiments (i.e., social media interactions, website traffic, paid media metrics, etc.). These metrics are a great way to get baseline information on your audience, which can help you at the beginning of your brand strategy development. However, there are many other in-depth datasets that can provide superior, more accurate insights that will lead you to an elevated and robust strategy.
Customer sentiments are a great place to start when you’re trying to understand if, and what, consumers think of your brand. Two primary ways to get these insights are social listening and real-time market research.
Social listening monitors specific keywords, company mentions, and tags in order for businesses to better understand their target audience and to identify new angles that businesses can use to market to them.
Real-time market research is another way to uncover customer sentiments. Harris Brand Platform is a market analytics platform that helps companies to track brand awareness KPIs such as momentum, quality, familiarity, and more. This is all done in real-time so you can get the most accurate snapshot of what your audience’s sentiments are.
Harris Brand Platform also aggregates these datasets into easily digestible graphs that can show trends and overall change over time. This helps you to better understand the overarching visibility of your brand, whether its growing or declining, and allows you to uncover new ways you can leverage your consumer insights to make actionable marketing and brand-related decisions.
Creating Brand Visibility
The key to creating brand visibility is to be consistent with your messaging across all of your touchpoints and to engage with your audience.
When you’re aligning your touchpoints, it is important to set a consistent image so that consumers will have a clear picture of who you are and what your brand stands for. Additionally, it is important to establish a marketing mix that consistently reminds the consumer about your brand. To achieve a healthy marketing mix, many leading brands invest in SEO, paid targeting, content development for their websites, and continuous engagement on social media channels.
To get a pulse on which of these strategies are working (and which are not), the KPIs mentioned above need to be tracked closely. The Harris Brand Platform helps businesses track and interpret multiple customer touchpoints along the brand awareness spectrum to offer a full picture of your brand strategy. This allows you to allocate your time and marketing dollars more effectively while also giving you the opportunity to course-correct if something isn’t working.
Harris Brand Platform provides valuable and actionable insights right at your fingertips. The data acquired helps you to build and leverage your brand visibility and unlock your brand’s potential. Contact us today to learn more!