Consumer awareness—how a brand is perceived within its marketplace—is crucial to branding strategy. Building consumer awareness helps the brand be more valuable to its audience, which in turn, can help the brand dominate its marketplace.

Effective branding strategy is the foundation for increased consumer awareness. Branding strategy begins with articulating the unique selling proposition (USP). A unique selling proposition sets an organization apart from all the others in its marketplace. A USP can feature a product, service, business model, or business style.

Once the USP has been developed it needs to be supported. Reinforce the USP with relevant messaging, data, and testimonials. The more focused information presented to the audience, the better. Perform market research, interview current clients, articulate a positioning statement, and collect testimonials.

Spread the word. Institute a sales and marketing plan around the USP. Develop printed and online marketing material that will help the sales force, customer service representatives, and other employees consistently deliver the message of the brand.

Building consumer awareness is important to the success of every business. Properly communicating the promise of the brand will aid in raising brand awareness. Rise above the competition and dominate the marketplace by refining the brand and consistently communicating the USP to current and potential clients.

Articulating the message
A brand’s unique selling proposition is what makes it rise above it’s competition. It should be superlative, memorable, tangible, important, and timeless. A unique selling proposition is constructed to stand the test of time. Unless the organization’s core offering changes, the unique selling proposition stays the same and should be consistently conveyed across all communication.

Crafting an effective delivery
The delivery is where, when, why and to whom the brand puts its stake in the ground. Delivery depends on;

• Medium—Print, web, radio, and word of mouth are all mediums through which a message can be delivered. Communications written for the Web are very different from communications written for a radio spot, which are both very different from a formal business letter.
• Timing—Some communications are planned, others are spontaneous. Some are proactive while others are reactive, but whatever the circumstance—message must align with the brand.
• Reason—Reason for communication can be positive, negative, or neutral, but whether communicating to avert or alleviate a crisis, announce an increase in earnings, or inform about a new product, the message must reinforce the unique selling proposition.
• Audience—Audiences can include customers, potential customers, vendors, investors, and employees. The brand reaches out to each of these audiences for different reasons and through different mediums but each audience member must receive a consistent message.

A brand’s delivery will vary but the it must always effectively communicate the unique selling proposition. If the message changes with the delivery method, it will be diluted, the audience will be confused, and the brand will suffer.