3 Disruptive Ways to Increase Brand Awareness

What does marketing even mean right now? In the age of the consumer, brands must constantly re-invent themselves if they’re to remain competitive. Today’s distraction-filled world means you must stand out if customers are to take notice of you.

Disruption is the new norm, and the pace of change is faster than ever. Companies must focus on the future and shake off the shackles of conventional marketing strategies. It’s time to rethink your brand awareness strategy and the rules you live by. To stand out, you must be disruptive. This requires you to move past the “tried and true” and take risks.

Here are 3 disruptive ways you can increase brand awareness.

Make a Splash and Get Noticed

Digital technologies have changed the way customers react to and interact with the brands they love. These disruptive strategies could be the ultimate way to gain their attention and earn their loyalty.

1. Take a Stand

Today’s consumers are belief-driven. The more value you can add to their lives, the more likely they are to remember your brand and recommend you. Developing a brand voice and standing for something will make your brand memorable. Disruptive brands do not shy away from courting controversy.

Essentially, a social good campaign is an indirect brand awareness strategy. By pairing your brand's promotion with a prominent social or political issue, you're bound to gain a loyal following of customers who espouse the same beliefs. Consumers expect brands to speak out against injustice and other social issues. But, it has to be authentic and true to your values as a brand.

Consumers demand meaningful action as opposed to empty solidarity. For instance, Nike has taken a stand on several social justice issues. The most famous being its 2018 ad campaign featuring NFL player Colin Kaepernick, where the brand voiced its support of the Black Lives Matter Movement.

2. Build a Stand-Out Brand Personality

Customers tend to have very strong personal reactions to brands. How people perceive your brand is extremely important – the emotional connection people have with your brand has a direct impact on your bottom line. According to the Harvard Business School, up to 95 percent of purchasing decisions are based on emotions rather than logic.

People tend to favor brands that appeal to who they are as people. Brands that present themselves in a personal, more human way fare much better than those that rely on rationality. Put simply, having a great product doesn't cut it; you need a great brand personality to match.

Determining the traits and “vibes” you want to be associated with is a great way to build a rapport with your target audience.

3. Have Fun with Your Social Media Presence

Social media is your mouthpiece to the world. Visibility is central to any marketing strategy, and social media is a fantastic tool for this. Having fun with your social media content can work wonders as a brand awareness strategy. People want to follow and engage with brands that bring them joy.

Brands that perform "fun" consistently are able to build a strong social media audience. For instance, it’s a good idea to get involved in trending topics or even start a humorous war with another brand in your niche. Sporting jokes and adopting a chatty light tone when appropriate can make your brand recognizable, fun, and likable.

Having fun with your brand can also help you build a brand personality. It’s a clever way of getting your audience to follow and engage with you. On social media, you have no restrictions – you can let the human characteristics of your brand shine through.

Breach Boundaries

To differentiate yourself, you must determine the existing rules on conventions of marketing and redefine them. Nowadays, the way to reach consumers is to be authentic and relatable. People connect with brands that are personable and human.