In a competitive, commercial environment the logic is the more people who know about your business the more successful it will be.
So we make noise.
We make noise on TV, radio, emails, social media, everywhere we are and everywhere where there are people.
Look at me, look at me, buy from me, I am the best.
We prioritise making more people aware.
But if ‘awareness’ is your problem then asking how to get more of it is the wrong question to begin with.
The better place to start is by understanding why the right people don’t already know about your products and services.
The Brand Awareness Checklist
1. Did we make a product people want to buy and then talk about?
2. Why exactly will they want to buy it?
3. Who are our ideal customers?
4. What do they care about?
5. Where are they spending time online and offline?
6. What motivates them to buy products and services?
7. Where are they researching and shopping?
8. Are we where they are, providing the tangible and intangible value they want?
9. Are we communicating with them the way they want to be communicated to?
10. What Job is our solution doing for them?
You can only reap the rewards that come by getting beyond the last question on the checklist when you have successfully answered and addressed the first nine.
Noisemaking may gain you awareness, but it won’t gain you trust.
Trust is built in the quite, conscious listening and seeing your customers.
There is no shortcut to mattering.
Noisemaking is not a strategy.
PS: There is a difference between strategic noise, and noisemaking. Singing the loudest at a soccer game in support of your team is strategic noise, but doing the same in your home street is noisemaking.