What Unique Approaches to Building Brand Awareness Are Effective?


    What Unique Approaches to Building Brand Awareness Are Effective?

    Entrepreneurs are constantly finding innovative ways to elevate their brand's visibility, and we've gathered twenty-six unique strategies straight from the source. Featuring insights from CEOs and founders, our contributors range from those utilizing AI for personalized marketing to those engaging in reactive PR link-building. Dive into the creative approaches that have made a real impact on brand awareness for these leaders.

    • Utilize AI for Personalized Marketing
    • Organize Industry-Specific Summits
    • Create Educational Documentary Series
    • Curate Personalized Affiliate Partnerships
    • Focus on Meaningful Touchpoints
    • Collaborate With Local Fitness Influencers
    • Launch Complementary Open-Source Projects
    • Host a Tech Product Creation Marathon
    • Engage With Guerrilla Advertising
    • Create Immersive Pop-Up Experiences
    • Prioritize Educational Content
    • Master a Hybrid Marketing Strategy
    • Showcase Client Success Stories
    • Encourage User-Generated Content
    • Host Interactive Webinars and Q&A
    • Leverage Live Webinars for Engagement
    • Boost Brand With Daily Reels
    • Embody Brand Values in Marketing
    • Showcase Products in Virtual Events
    • Conduct Financial Workshops for Contractors
    • Sponsor Local Charities and Events
    • Adopt an 'Above and Beyond' Service Model
    • Connect Through Digital Storytelling
    • Start a Podcast for IT Insights
    • Collaborate With Niche Influencers
    • Engage in Reactive PR Link-Building

    Utilize AI for Personalized Marketing

    One unique marketing tactic that helped grow our brand awareness is using AI to better understand our customers. At our company, ProAI, we use advanced algorithms to analyze how people interact with our site and predict future behavior. This lets us create marketing campaigns that feel personal.

    By looking at patterns in how different groups use our service, AI helps us tailor each message to what folks want. Instead of generic pitches, we send content people will care about. It not only gets more attention but creates a real bond with our brand.

    For example, the AI notices one subgroup responds better to videos. So when we launch a new product, videos become the focus for that audience. Sure enough, we got way more positive reactions that time.

    But we don't stop there. AI is constantly refining what it learns from every campaign we run. So our strategies evolve as people's interests change. This adaptive approach guarantees our marketing efforts are optimized for the best results.

    Taking a customer-centric view has distinguished ProAI. Where other companies rely on outdated techniques, we connect with people individually. AI helps us understand audiences at a much deeper level. As a result, we’ve raised our profile and built strong customer loyalty—which traditional marketing alone can't match.

    Chase Hughes
    Chase HughesFounder, ProAI

    Organize Industry-Specific Summits

    At ZenMaid, one unique approach we took to build brand awareness was organizing the "Maid Summit," the first event of its kind in the residential maid service industry. Featuring over 40 industry experts, it was initially planned as a one-time event but has become a key part of our long-term lead generation strategy.

    The "Maid Summit" boosted our brand awareness and generated high-quality leads, attracting new customers long after the event ended. By directly engaging with our target market through this pioneering event, we significantly increased our brand visibility and maintained a steady flow of leads. This innovative event marketing strategy has been pure gold for our business.

    Amar Ghose
    Amar GhoseCEO, ZenMaid

    Create Educational Documentary Series

    One distinctive strategy we implemented was the creation of an educational documentary series that explores the evolution and impact of SEO and digital marketing on businesses globally. This series was distributed on traditional platforms like YouTube, as well as educational platforms used by universities and colleges.

    By positioning the series as a teaching tool, we extended our brand reach into academic institutions, sparking discussions and interest among the future generation of marketers and entrepreneurs. This approach built brand awareness and positioned Hennessey Digital as a thought leader in the industry.

    Jason Hennessey
    Jason HennesseyCEO, Hennessey Digital

    Curate Personalized Affiliate Partnerships

    One unique approach that has set us apart and driven significant success is our highly-curated and personalized affiliate marketing strategy. Rather than casting a wide net, we carefully vet and selectively partner with brands whose products, services, and values align seamlessly with the needs and interests of our millennial audience.

    Our process involves conducting in-depth market research and analysis to identify the most relevant and compelling offerings for our community. We then approach these brands with tailored partnership proposals, outlining how our engaged audience of financially savvy millennials represents an ideal match for their marketing efforts.

    Once partnered, we work closely with the brands to develop co-branded content, promotional campaigns, and exclusive offers that resonate authentically with our audience. This level of personalization ensures our affiliate marketing efforts deliver genuine value rather than feeling like disruptive advertisements.

    Brian Meiggs
    Brian MeiggsFounder, My Millennial Guide

    Focus on Meaningful Touchpoints

    Focus only on the touchpoints that matter. This might be a bit easier in the SaaS industry, but in my experience, while marketing is a game of touchpoints, fewer but more meaningful touchpoints are often by far the most important when it comes to driving a purchasing decision.

    This means a few more powerful proof points on your site are more important to have than constant messaging designed to hook people in. Providing a comprehensive demo and putting just the biggest highlights on the landing page has proven rather effective in building a reputation as a small but powerful company.

    Kate Kandefer
    Kate KandeferCEO, SEOwind

    Collaborate With Local Fitness Influencers

    I built brand awareness by partnering with local fitness influencers for community events and social-media takeovers. This unique approach created authentic connections and significantly increased our local visibility and customer base.

    Nicolas Krauss
    Nicolas KraussFounder and CEO

    Launch Complementary Open-Source Projects

    One unconventional strategy we employed at our company was creating an open-source side project that complemented our main productivity tools. We developed a simple, yet powerful, browser extension that could integrate with Toggl Track but operated independently to serve a broader audience.

    This project demonstrated our commitment to transparency and community support while subtly introducing our brand to users who might not have been searching for a full-fledged productivity suite. It's a gentle way of building awareness and affinity within the tech community, which values open-source contributions highly.

    Alari Aho
    Alari AhoCEO and Founder, Toggl Inc

    Host a Tech Product Creation Marathon

    As CEO of a tech company, one unique strategy we used to increase brand awareness was to start a “Tech-a-Thon.” This was a 24-hour marathon where our team showcased the process of creating a tech product, live-streamed across our platforms. It was an open invitation to anyone interested in technology, from enthusiastic high school students to experienced developers.

    People loved the interactive experience; it made them feel a part of our tech journey. This transparency in our work process instilled trust and resulted in a strong surge in our brand recognition.

    Abid Salahi
    Abid SalahiCo-founder & CEO, FinlyWealth

    Engage With Guerrilla Advertising

    One way I broke out of the mold when building my brand was by using an unusual marketing technique called guerrilla advertising. We would hold surprise events in different places where people we wanted to attract tended to gather.

    These events allowed those who came to participate in them rather than just observing, making sure that they would be talked about and not forgotten—which meant a lot of social media activity and word-of-mouth referrals. The fact that our pop-ups were so unique caused them to become newsworthy items. This increased the exposure for our brands beyond any other marketing method we’ve tried.

    Khurram Mir
    Khurram MirFounder and Chief Marketing Officer, Kualitee

    Create Immersive Pop-Up Experiences

    We discovered that engaging directly with our community through interactive pop-up events was a game-changer. Instead of traditional advertising, we set up themed experiences in different cities, inviting people to immerse themselves in the essence of our brand. These events weren't just about showcasing products; they were about creating a memorable and shareable moment.

    Our approach was to blend local culture with our brand's values, resulting in a unique fusion that resonated deeply with attendees. We collaborated with local artists and vendors, which enriched the experience and fostered a sense of community and support for local businesses.

    The impact was immediate. People didn't just attend; in fact, they became storytellers, sharing their experiences online and bringing our brand into conversations naturally. This organic spread of brand awareness was powerful, as it came with personal endorsements from each participant, creating a ripple effect that significantly boosted our visibility.

    Phil McParlane
    Phil McParlaneFounder & CEO, 4DayWeekJobs

    Prioritize Educational Content

    Focus on thought leadership first instead of just brand awareness. Hybrid workforce management solutions were, at one time, quite the niche field with not too many big players. Few businesses had a great deal of understanding of how hybrid models could work and why they would benefit from them.

    This meant that, first and foremost, I needed to focus on education rather than selling when it came to building brand awareness. This process has become a lot easier since the pandemic and the boom in the industry, but we still focus on informational blog posts, videos, and Q&A to educate our potential customers on why hybrid is the way to go. This approach has made us a trusted name in the industry, with recognition from G2, despite being a relatively small operation.

    Dragos Badea
    Dragos BadeaCEO, Yarooms

    Master a Hybrid Marketing Strategy

    One unique approach I have taken to build brand awareness is incorporating and mastering a hybrid strategy. My top-to-bottom go-tos include a foundation of helpful content piggybacked by SEO, PR, social media, and video. Combining these different elements results in a 360-degree version of branding that effectively reaches and engages my target audience.

    To start, I focus on creating helpful and informative content that addresses the pain points and challenges of my target market. This works to establish my brand as an authority in the industry and provides unique value to potential customers. Next, I optimize my content for search engines using proven SEO techniques. This ensures that my brand appears in relevant search results and increases its visibility online.

    After that, I leverage PR strategies to gain media coverage and generate buzz about my brand. Thanks to connections in securing press mentions and features in relevant publications, I am able to reach a wider audience and build credibility more easily. Social media platforms also play a crucial role in my branding approach. I engage with my audience through regular social media posts, sharing valuable and bite-sized content, and interacting with followers.

    Finally, I incorporate video into my branding strategy, as it is a highly engaging and shareable medium. Through informative and entertaining videos that showcase my brand's products or services, I am able to capture the attention of my target audience and leave a lasting impression.

    Michael Lazar
    Michael LazarCEO, Content Author

    Showcase Client Success Stories

    We implemented a content series featuring case studies and success stories in video format, distributed through YouTube, LinkedIn, and our website. Each video focused on a specific client's journey with our company, highlighting their challenges, our solutions, and the results achieved.

    These videos were crafted to tell a story, not just to advertise our services, and included interviews with clients and behind-the-scenes discussions on strategy. This approach helped humanize our brand and fostered a deeper connection with our audience, leading to increased engagement and stronger brand loyalty among viewers.

    Marc Bishop
    Marc BishopDirector, Wytlabs

    Encourage User-Generated Content

    I leverage user-generated content by encouraging customers to share their experiences with my brand, which has made my brand more trustworthy and well-known.

    If you don’t involve your customers in your brand story, you miss out on authentic content that can build trust and attract more people. Relying solely on your own content limits how many people you can reach.

    Many businesses stick to creating all their content internally and overlook the power of customer stories. This approach misses out on genuine endorsements that can be more influential than traditional advertising.

    Here's my strategy: I actively encourage my customers to share their stories, reviews, and photos featuring my services. This has created a wealth of authentic content that boosts my brand’s credibility and increases visibility.

    Feature user-generated content on your social media, website, and marketing materials. Offer incentives like discounts or special offers for those who share their content. Engage with these posts by liking, commenting, and sharing to show appreciation and encourage more contributions. By doing this, you’ll build a library of authentic, trust-building material that promotes your brand organically and reaches a wider audience.

    Nicholas Robb
    Nicholas RobbHead Honcho, Design Hero

    Host Interactive Webinars and Q&A

    One unique approach I’ve taken to build brand awareness is by hosting interactive webinars and live Q&A sessions focused on the latest trends in AI and digital marketing. These events provide valuable insights to our audience and establish us as thought leaders in the industry. By engaging directly with potential clients and partners, we create a community around our brand, leading to increased visibility and trust. This strategy has significantly boosted our brand awareness and attracted a dedicated following.

    Inge Von Aulock
    Inge Von AulockCEO, Top Apps

    Leverage Live Webinars for Engagement

    As an entrepreneur, one unique approach I've taken to build brand awareness that made a noticeable difference was leveraging interactive and educational content through live webinars and virtual events. This strategy not only engaged our target audience but also positioned our brand as a thought leader in our industry.

    We organized a series of live webinars on topics highly relevant to our niche, featuring industry experts, interactive Q&A sessions, and practical takeaways. By addressing real pain points and providing valuable insights, we were able to attract a diverse audience eager to learn and engage with our brand.

    Here's why this approach worked so well:

    • Direct Engagement – Live webinars allowed us to interact with our audience in real time, addressing their questions and concerns directly. This built a strong sense of community and trust.
    • Value-Driven Content – By focusing on educational content rather than direct sales pitches, we provided genuine value to our audience. This helped establish our credibility and expertise in the field.
    • Broad Reach – Virtual events removed geographical barriers, enabling us to reach a global audience. Attendees from different regions contributed to a diverse and enriching experience.
    • Lead Generation – The registration process for these webinars doubled as a lead generation tool. We captured valuable contact information and gained insights into the interests and needs of our potential customers.
    • Content Repurposing – The recorded webinars were repurposed into various forms of content such as blog posts, social media snippets, and email newsletters. This extended the lifespan of the content and continued to drive engagement long after the live event.
    • Partnerships – Collaborating with industry experts and influencers for these webinars not only expanded our reach but also lent additional credibility to our brand.

    By consistently delivering high-quality, interactive, and informative content, we were able to significantly increase brand awareness and establish a loyal following. This approach differentiated us from competitors and created lasting relationships with our audience, ultimately driving growth and success for our business.

    Muffetta Krueger
    Muffetta KruegerEntrepreneur and CEO, Muffetta's Housekeeping, House Cleaning and Household Staffing Agency

    Boost Brand With Daily Reels

    We go all in on Reels. By consistently creating and sharing daily Reels, we boost customer awareness and ramp up engagement, helping me keep that personal touch with my clients. Through Reels, I give authentic glimpses into my brand, services, team, and values, connecting with my audience on a more engaging level.

    Diane Howard
    Diane HowardRN and Founder, Esthetic Finesse

    Embody Brand Values in Marketing

    When building brand awareness, aside from the core fundamentals of marketing, there are deeper aspects to be aware of. First, stay true to yourself—embody your values and brand. Staying in alignment with who you are makes brand awareness easy. You ARE the brand, no matter what you are offering.

    Second, don't be all things to everyone. It's actually okay to attract and repel. Know who your customers are and target them. A brand is diluted when we try to be “all things to everyone.” Finally, keep learning, growing, and developing to stay fresh and upskill yourself.

    Abigail Stason
    Abigail StasonFounder, Abigail Stason LLC

    Showcase Products in Virtual Events

    One unique strategy we implemented was hosting interactive virtual events. These events showcased our clients' products and engaged the audience through live demonstrations, Q&A sessions, and exclusive promotions.

    For one of our eco-friendly fashion clients, we organized a virtual fashion show that highlighted their sustainable clothing line. The event featured live streaming, interactive polls, and behind-the-scenes footage of their ethical manufacturing processes. Attendees could ask questions in real time and receive instant feedback, creating a dynamic and engaging experience.

    This approach significantly boosted brand awareness and engagement. The virtual fashion show attracted a large audience, with attendees sharing their experiences on social media, leading to a surge in brand mentions and website traffic. The client reported a 35% increase in online sales and a substantial growth in their social media following after the event.

    Kristian LongdenContent Marketing Executive, J&J Global Fulfilment

    Conduct Financial Workshops for Contractors

    Hosting interactive workshops for 1099 contractors was a game-changer for building brand awareness. These sessions provided valuable insights into financial management and showcased our expertise, fostering trust and engagement. By offering practical, hands-on advice, we positioned our brand as a go-to resource, significantly boosting our visibility and credibility within the niche community.

    Trevor Bailey
    Trevor BaileyCo-Founder, Taxfluence

    Sponsor Local Charities and Events

    One distinctive strategy I’ve employed to build brand awareness involves hosting community events and sponsoring local charities. Hosting community events allows me to showcase my expertise in the real estate market and connect with potential clients on a more personal level.

    By organizing informational seminars, home-buying workshops, and open-house events, I am able to educate people about the current state of the housing market, provide tips and advice on home buying and selling, and establish myself as a trusted authority in the industry.

    Sponsoring local charities is another effective way to build brand awareness. By aligning my brand with a cause or organization that resonates with my values and target audience, I am able to showcase my commitment to giving back to the community. This helps to increase brand recognition and creates a positive image for my brand.

    Brandon Beatty
    Brandon BeattyFounder & CEO, Southern Hills Home Buyers

    Adopt an 'Above and Beyond' Service Model

    In the vehicle transport industry, the unique approach I adopted to enhance brand awareness for Nationwide United Auto Transport was pivoting towards an “Above and Beyond Customer Service” strategy. Rather than relying on traditional forms of marketing, we chose to let our customers be the vocal advocates for our brand.

    Every service we offer is carefully tailored to meet individual needs, ensuring optimal customer satisfaction. This strategy made a remarkable difference as satisfied customers shared their positive experiences through various mediums, catapulting our brand into the national spotlight. Even in an industry as niche as ours, customer satisfaction has proven to be the best marketing tool.

    Chris Estrada
    Chris EstradaCEO & Founder, Nationwide United Auto Transport

    Connect Through Digital Storytelling

    Leveraging the power of storytelling in digital marketing has significantly shifted the way our brand connects with audiences. By sharing authentic stories about real challenges and triumphs, especially how our digital solutions uniquely address small-business needs, we've fostered deeper engagement. This strategy has not only heightened our brand's visibility but also established strong emotional resonance, turning casual followers into loyal advocates.

    Daniel Lynch
    Daniel LynchPresident & Owner, Empathy First Media

    Start a Podcast for IT Insights

    I've taken a unique approach to building brand awareness by starting a podcast. This strategy helps connect with our audience authentically. We discuss IT support and cybersecurity topics, sharing insights and advice without directly promoting our services. This builds trust and educates our listeners.

    For example, our podcast episodes on emerging cybersecurity threats and IT best practices have resonated well with our audience. This has significantly increased our brand's reach and engagement, as listeners appreciate the valuable content we provide.

    To measure the impact, we track metrics such as listener growth, engagement rates, and feedback. The feedback we receive, which often includes appreciation for the valuable content we provide, helps us refine our content and ensure it aligns with our audience's interests.

    Konrad Martin
    Konrad MartinCEO, Tech Advisors

    Collaborate With Niche Influencers

    Influencer collaborations were an approach I used as an entrepreneur in establishing my brand. By contacting some influencers who were acquainted with the target group, more individuals could be reached and their trust gained.

    For example, in a beauty brand client campaign, we only selected and collaborated with micro-influencers who had highly engaged audiences that might be interested in beauty products. We provided them with products that they were to incorporate and promote on social media.

    The actual recommendations put forward by the influencers led to the building of credibility and brand awareness in the shortest time. It became an excellent approach that could help our client reach more consumers, better engage them, and generate more conversions.

    Kartik Ahuja
    Kartik AhujaDigital Marketer, kartikahuja.com

    Engage in Reactive PR Link-Building

    As an entrepreneur at the helm of Double Plus Marketing Agency, one unique approach that's made a significant impact on brand awareness is leveraging the power of reactive PR link-building. This isn't just about chasing backlinks; it's about being part of the conversation in real time. By responding quickly to trending topics and providing expert insights, we've positioned our agency as a thought leader—not just another voice in the crowd. This strategy has increased our visibility and built trust with our audience.

    Another distinctive strategy we've implemented is the creation of hyper-localized content that resonates with specific communities. Instead of broad, generic content, we focus on the nuances of local culture, events, and news. This approach has helped our clients become integral parts of their local online ecosystems, fostering a sense of community and loyalty that extends beyond the digital space. It's about making our clients' brands synonymous with local life, which in turn, elevates their presence and connects with customers on a more personal level.

    We've also embraced the philosophy of “teaching over selling.” By providing valuable, educational content that empowers our audience, we've built a reputation for being helpful rather than just promotional. Workshops, webinars, and free resources have been instrumental in this regard, creating a platform for engagement and establishing our brand as a reliable resource. This has expanded our reach and ingrained our brand in the minds of potential clients as the go-to source for marketing wisdom.

    Joshua Bartlett
    Joshua BartlettOwner, Double Plus Marketing