Accelerate Business Growth and Valuation by Building Brand Awareness
Develop and deploy comprehensive, multi-touchpoint brand awareness strategies to become the trusted brand that buyers think of first.
Member Challenge
Brands that fail to invest in brand awareness are likely to face some, if not all these problems:
- Lack of brand visibility and recognition
- Inability to reach and engage with the buyers
- Difficulties generating and converting leads
- Low customer retention rate
- Inability to justify higher pricing
- Limited brand equity, business valuation, and sustainability
Our Advice
Critical Insight
Awareness brings visibility and traction to brands, which is essential in taking the market leadership position and becoming the trusted brand that buyers think of first.
Brand awareness also significantly contributes to increasing brand equity, market valuation, and business sustainability.
Impact and Result
Building brand awareness allows for the increase of:
- Brand visibility, perception, recognition, and reputation
- Interactions and engagement with the target audience
- Digital advertising performance and ROI
- Conversion rates and sales wins
- Revenue and profitability
- Market share & share of voice (SOV)
- Talents, partners, and investors attraction and retention
- Brand equity, business growth, and market valuation
Research & Tools
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1. Accelerate Business Growth and Valuation by Building Brand Awareness Storyboard - Learn how to establish the brand foundation, create assets and workflows, and deploy effective brand awareness strategies and tactics.
A two-step approach to building brand awareness, starting with defining the brand foundations and then implementing effective brand awareness strategies and tactics.
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Accelerate Business Growth and Valuation by Building Brand Awareness – Phases 1-2
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2. Define Brand's Personality and Message - Analyze your target market and develop key elements of your brand guidelines.
With this set of tools, you will be able to capture and analyze your target market, your buyers and their journeys, define your brand's values, personality, and voice, and develop all the key elements of your brand guidelines to enable people within your organization and external resources to build a consistent and recognizable image across all assets and platforms.
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Market Analysis Template
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Brand Recognition Survey and Interview Questionnaire and List Template
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External and Internal Factors Analysis Template
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Buyer Personas and Journey Presentation Template
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Brand Purpose, Mission, Vision, and Values Template
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Brand Value Proposition and Positioning Statement
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Brand Voice Guidelines Template
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Writing Style Guide Template
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Brand Messaging Template
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Writer Checklist
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3. Start Building Brand Awareness - Achieve strategic alignment.
These tools will allow you to achieve strategic alignment and readiness, create assets and workflows, deploy tactics, establish Key Performance Indicators (KPIs), and monitor and optimize your strategy on an ongoing basis.
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Brand Awareness Strategy and Tactics Template
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Asset Creation and Management List Template
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Campaign Workflows Template
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Brand Awareness Strategy Rollout Plan Template
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Survey Emails Best Practices Guidelines
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Onsite Workshop: Accelerate Business Growth and Valuation by Building Brand Awareness
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Do-It-Yourself Implementation
The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.
Project Accelerator Workshop
You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.
Module 1: Elicit Brand & Market Context
The Purpose
- Uncover the brand mission, vision statement, core values, value proposition, and positioning.
Key Benefits Achieved
- A clear value proposition and positioning are determined.
| Activities | Outputs |
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| 1.1 Identify all buyer personas and determine the top 3. |
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| 1.2 Gather market intelligence and relevant data. |
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| 1.3 Complete brand recognition survey (optional). |
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Module 2: Analyze Market & Internal Forces
The Purpose
- Gather market intelligence and analyze the market.
Key Benefits Achieved
- Target market is identified and documented.
| Activities | Outputs |
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| 2.1 Complete SWOT. |
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| 2.2 Complete PESTLE, Porter’s Five Forces. |
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| 2.3 Complete VRIO analysis and Internal Factors. |
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Module 3: Understand Target Buyers
The Purpose
- Develop and document the buyer’s persona and journey
Key Benefits Achieved
- Target audience is identified and documented.
| Activities | Outputs |
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| 3.1 Develop and document tier 1-3 buyer personas and journeys. |
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| 3.2 Review the brand purpose, mission, vision statement, core values (optional). |
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Module 4: Define the Brand
The Purpose
- Define the brand’s archetype and tone of voice, then craft a compelling brand message.
Key Benefits Achieved
- The brand personality, voice, and messaging are developed.
- All the key elements of the brand guidelines are in place and ready to use, along with the existing logo, typography, color palette, and imagery.
| Activities | Outputs |
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| 4.1 Develop value proposition and positioning. |
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| 4.2 Develop brand messaging. |
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| 4.3 Define the brand’s archetype and tone of voice. |
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Module 5: Develop Strategy & Rollout Plan
The Purpose
- Achieve strategy alignment and readiness.
- Create assets and workflows and deploy tactics.
- Establish key performance indicators (KPIs), monitor, and optimize on an ongoing basis
Key Benefits Achieved
- A comprehensive and actionable brand awareness strategy, with tactics, KPIs, and metrics, is set and ready to execute.
- A progressive and effective deployment plan with deliverables, timelines, workflows, and checklists is in place.
- Resources are assigned.
| Activities | Outputs |
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| 5.1 Develop brand awareness tactics. |
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| 5.2 Map out strategy deployment and campaign workflow. Identify missing or out-of-date assets needed. |
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| 5.3 Establish performance metrics and KPIs, RACI, and high-level timeline for rollout. |
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