Brand awareness is the way consumers see your brand and if they’re even aware that you exist. It’s sometimes a rather elusive goal. However, if you keep your focus on simply increasing awareness, the steps to get there become much simpler and straightforward.
Eighty-nine percent of marketers focused on B2B state that brand awareness is more important than even sales or lead generation. When it comes to increasing brand awareness, a large part of the equation is the user experience (UX) each time a consumer comes in contact with your company. Here are some clear UX design strategies that will allow you to increase brand awareness and make your site’s offered experience the absolute best it can be.
1. Figure out Your Stakeholders
Who does your product or service matter to? These are your stakeholders. Primary stakeholders are the owners or those in charge of the company. Obviously, it matters to primary stakeholders what happens with brand awareness — or it should.
Secondary stakeholders are those who work for the company. They’re your first line of defense in building brand awareness and should care enough to share your product or service with family and friends. Then you have users or customers. They may or may not feel loyalty to your company, so you’re going to have to work on developing that aspect.
2. Build Trust With Reviews
Imagine that you’re a first-time visitor to your website. You wouldn’t know anything about the company or its reputation, and that doesn’t inspire confidence.
One way to begin building trust is to offer reviews from other customers. Allowing your customers to provide unfettered reviews shows that you stand behind what you do.
Rover is a site where people can hire dog walkers and house sitters for when they’re at work or on vacation. Because they’re entrusting the service with something precious to them, trust needs to be built. Note how they offer reviews for the different pet sitters along with detailed information about the job each does, any special training and so on.
3. Keep Things Interesting
When it comes to your customers’ experience, think of both online and offline strategies. Anything you can do to make the experience more interesting and help your brand stand out in the minds of consumers will help your impact grow. For a retail store, think about unique displays you can utilize to create the desired atmosphere.
4. Stay Simple
At the same time, if you want your users to have a seamless experience, keep your overall design and the functions of your site and store simple and to the point. The less clutter on your homepage, the more focused your user experience will be, and the stronger your overall brand message can become.
PayPal is a good example of how to keep things simple and to the point. If a person lands on the home page pictured above, they’ll find it clear that they should either hover over personal or business. For businesses, they can simply click on “Get Started” or choose a specific tab for more information.
5. Utilize UX Design Tools
Don’t be afraid to use UX design tools to ensure your design is the absolute best it can be. Improving your design workflow isn’t easy, and testing your site so that it runs smoothly for visitors is even more challenging. Fortunately, many free tools will allow you to make sure your site rises above those of your competitors.
6. Show Your Personality
No matter what your goals are as a brand, the people behind the business have a personality and things they’re passionate about. Take the time to show that personal side of your business. It will make the overall experience and the brand message that much stronger.
HumorCast is a fun weather app that shows off the personality of the designers. For example, one saying that pops up when it’s cold is “It’s colder than your ex’s heart.” Or, if it’s hot outside, the app might say: “Put on a life jacket. You’re about to drown in your own sweat.”
7. Check Your Site Speed
When it comes to load times, speed matters. Sixty-four percent of mobile users say they expect a website page to load in four seconds or less. Speed impacts your overall revenue, and a mere one-second improvement in speed adds an average of $7,000 in revenue every day.
If there’s only one thing you invest in this year, site speed should be the goal. Your server, how you deliver images and site optimization all have an impact on overall speed.
8. Narrow the Choices
Offering too many choices distracts the user. Instead, keep the options narrow so that you send visitors directly through a funnel to the place you’d like them to land. When in doubt, remove all but one choice from a page. You can always add selections back in later, but it’s better to start as simple as possible and then expand from there.
9. Be Transparent
Consumers care about whether or not you’re upfront about everything from business practices to return policies. Millennials, in particular, look for brands they can trust to be upfront with them. The millennial generation is well aware of how to dig up the information they want via technology. Out of online shoppers, 76 percent will go online to find the information they can’t find on a label.
If you try to hide issues, you’re likely to get caught. The best policy is to address mistakes and explain what you’re doing to fix any problems. Be open and honest, and you’ll attract millennials, who make up a huge buying demographic.
10. Engage Users
User engagement makes your brand memorable. Users are more likely to remember a brand that enticed them to view a video, take a poll or play a game than one that presented only boring information and nothing else. Take a step back from your website or storefront, and think about what the consumer sees the minute they interact with your brand. How can you ramp that up and make it more interactive?
Brand Awareness Takes Time
Users have to be exposed to your brand multiple times before they begin to associate you with your overall message. Making the UX of your site or store the best it can be encouraged by numerous interactions and increases the likelihood that your current customers will share information about your business via word-of-mouth. Come up with a branding strategy that puts the customer first, and you can’t go wrong.