Brand awareness comes as a first step in the funnel of the customer journey. Before your brand earns a reputation and starts growing, customers need to become aware of and know it exists. It is the beginning of customers’ familiarity and interest in what your brand has to offer.
Increasing brand awareness in today’s marketplace, with growing competition and brands fighting for customers’ attention – is not easy, but it indeed fosters customer loyalty. Customers who recognize and trust your brand are more likely to choose your products over competitors, even if they are slightly higher. Repeat customers are valuable for any business, contributing to long-term success and positive word-of-mouth.
Amazon offers many different ways to help increase your brand awareness. Once the brand is enrolled in the Amazon Brand Registry, you are getting various opportunities you can use as a way to present your brand to potential customers. This program helps you protect your intellectual property, manage your listings, and get access to A+ Content, the ability to create your Amazon Store, and Sponsored Brand ads to promote your brand.
If you need help with how or where to start building your brand awareness, check out our suggested steps below.
1. Define your brand identity and strategy.
Do you represent a new brand on the market or an existing one? Even if existing one, sometimes it is good to revisit the mere beginnings of your seller journey. Yes, on one side, those would be the colors you use, your logo, mission, vision, and tagline. But on the other hand, what emotion or intention are you selling? Are you a fitness brand wanting to revolutionize home fitness? Or a brand that sells planners and notebooks that take personal growth to another level. Or a skincare brand which is offering timeless beauty? Use emotions and intentions to create all visual and text elements of your brand.
2. Enroll your brand in the Amazon Brand Registry.
To unlock many features available on Amazon that help you build your brand awareness, you need to be part of the Amazon Brand Registry, on what we already wrote a few lines. This way, you are protecting your brand and getting access to creating a Brand Store, A+ Content on product detail pages, and Sponsored Brand campaigns to promote your brand and Store
3. Create compelling product listings and easy-to-navigate brand store.
Express your brand through the products you are selling. Find the perfect balance between your brand tone of voice and optimized listings. Optimized listings help you position yourself better on Amazon through their search algorithm A9.
Use images that catch the attention and showcase your product in use or lifestyle surroundings for listing images and in A+. It helps customers relate to the products. Another thing is to add videos to the listings to achieve an even better effect.
Observe your reviews and ratings on listings and answer customers’ questions about the products. Get the feedback from it to improve your business and customer services. This is as important a part of your listening as anything else; don’t skip it!
And finally, create an easy-to-navigate Brand Store. Once a customer becomes aware of your brand, this is the place to go for more information on your offering. Use it to showcase your products best. Once you have the Store set up, to increase brand awareness, start using Posts. They now have an option for video posts as well!
4. Amazon’s advertising strategies in favor of building your brand.
a. Sponsored Brand
Placement that first captures the attention of customer awareness on search page results comes from Sponsored Brand Campaigns and Sponsored Brand Video campaigns with the vCPM bid optimization model.
Use this campaign type to create custom ads by adding headlines and images (for product collection ads), just headlines (for store spotlight ads), or videos. Starting January 31st, all Sponsored Brand campaigns will require custom images.
b. Sponsored Display
Another way to capture attention and make customers aware of your products is by using Sponsored Display campaigns. They, too, can be customized by images and headlines. They offer a wide variety of ad placements and can be a great way to penetrate the category you are selling in or other relevant or complementary categories.
These campaigns don’t have great ROAS but are great ways to boost awareness and increase reach and impressions. Test our targeting of different categories.
c. Video campaigns
As mentioned above, Sponsored brand video campaigns are a great way to reach new customers and increase brand awareness. Campaigns with the vCPM bid optimization model are one of the ways, but Sponsored Display campaigns also offer a possibility for the creative to be a video.
Create compelling videos featuring only the best and high-level product details and information, and let your optimized listings speak for your brand.
5. DSP campaigns
Amazon DSP could play the most crucial role in Amazon advertising strategies for brand awareness. Targeting and reaching new audiences through DSP has an entirely different set of options.
You can target pre-built segments of audiences like in-market or lifestyle audiences or audiences based on interests or recent life events. You can further optimize your audience targeting by demographic attributes such as gender or age. At the same time, you can choose to exclude audiences that are already aware of your brand.
6. Bonus tip – knock on the door of STV households
Amazon Streaming TV offers full-screen, non-skippable video ads streamed over the internet through connected devices. STV campaigns are a great way to bring your brand to thousands of homes around the US, and DSP allows you to create detailed and specific audiences that would fit your brand.
Recently, Amazon introduced Sponsored TV as a similar option to Amazon DSP STV campaigns, which you can launch from Campaign Manager. Still, it doesn’t offer as detailed options to define your audiences and placements as DSP does.
In conclusion, brand awareness is of utmost importance to Amazon. By prioritizing brand awareness strategies, you can establish a strong presence on Amazon and maximize your chances of success in this highly competitive marketplace.
If you are still trying to figure out where to start or how to grow your business through brand awareness, contact us. We will gladly help you accelerate your growth and brand awareness: contact the BellaVix Team.
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