What do you do if your brand presence is weak and you need to build it up?

Here's a Brand Audit Checklist: 1) Logo and Visual Identity: Assess the relevance, recognisability, and consistency across all platforms. 2) Brand Messaging: Evaluate clarity, consistency, and alignment with brand values across all communication channels. 3) Website Analysis: Review user experience, content relevance, and alignment with brand identity. 4) Social Media Presence: Examine consistency of messaging, engagement levels, and visual branding across networks. 5) Competitor Comparison: Identify competitors' strengths and your opportunities to stand out. 6) Customer Feedback: Gather insights on brand perception and areas for improvement. 7) Market Position: Determine your brand's current standing in the market and gaps to fill.

For brand presence it’s not enough to have brand awareness, but also brand fame or to achieve mental availability. “Do you know me?” May be the right question at the start, but as the brand matures the right question would be “do you think of me when you have this problem?” Would result in top of mind recall when you position the brand with the right context. Context also matters. You don’t have to win every instance (where it’s crowded and where it doesn’t play to the brand’s strength). It’ll be more sustainable to win the right instances.

Your UVP isn't vague benefits without specifics, like "We offer the best quality." Avoid jargon-heavy descriptions; for example, "We leverage technology" without explaining benefits. Listing features alone, eg "Our software has 256-bit encryption," without saying how it ensures data safety, misses the mark. Imitating competitors or overpromising, like "Transform your life overnight," sets unrealistic expectations. Finally, neglecting your audience's wants or needs, by focusing solely on brand-defined importance rather than what truly matters to the customer, weakens your UVP. A strong UVP clearly articulates specific benefits, differentiates from competitors, and addresses customer needs directly.

Elevate your brand's presence by not only crafting engaging content but also actively participating in the digital community. Engage with your followers by commenting on their posts and sharing insights that reflect your brand's authenticity. Diversify your approach by incorporating a mix of media formats—videos, infographics, and live sessions—to cater to varied audience preferences. This strategy not only amplifies your visibility but fosters a genuine connection with your audience, encouraging a two-way dialogue that enriches your brand's narrative.

For enhancing brand awareness and building, focus on social media advertising, content marketing, and display ads. Social media ads allow precise targeting and rich media content that boosts visibility and engagement. Content marketing attracts and retains audiences by providing valuable information, establishing authority, and enhancing SEO for brand-related keywords. Display ads increase visibility across websites your target audience visits, reinforcing brand recognition. Unlike SEM, which targets immediate conversions, these methods cultivate long-term brand awareness, loyalty, and authority.