How To 10X Your Brand Awareness - #036

People can’t do business with you if they don’t know you exist
which is why a large part of your focus should be on increasing
brand awareness. Being consistent with your brand is absolutely
essential to the success of your overall branding strategy.


 


In this episode, Adam discusses how to properly use
differentiation, consistency, and authenticity to increase brand
awareness and set you up for rapid business growth.
   


 
Episode Discussions:

A common mistake made by new businesses when trying to be
unique

The consequences of not presenting a consistent brand message

A better understanding of authenticity discrepancy

Why it’s so important to keep consistent branding across all
properties

How authenticity discrepancy leads to irreversible damage

The effects of running an inconsistent advertising campaign

How to use consistency to dramatically increase brand
awareness



 
Why consistency is a good thing in business.

 


2:04
Consistent differentiation.

Need to be consistent in your business but not necessarily in
your industry.

Don't be like everyone else. Be consistent in being yourself.

Differentiation is a key marketing concept that focuses on
making sure you're unique within the marketplace.



"A mistake that many new businesses and startups make is focusing
on being unique or different at the expense of everything else."


Be unique in a way that matters to your target market.

Be consistently unique or consistently different across all
customer touch points.

Brand, image, logo, colors, message, tone, style, etc.



You're harming your brand when you present anything other
than a consistent brand message.



 


3:12
Authenticity Discrepancy

Not being true to yourself, brand, and business.


The opposite of consistency is a version of authenticity
discrepancy.

When the customer experiences a discrepancy between their
expectation and what they actually receive, the damage may be
irreversible.

Ensure anywhere your customer experiences your brand,
including your advertising and marketing, consistently delivers
the same message.

Positive effects will be compounded.

Customer expectations will be confirmed every time they
do business with you.





4:15


A common newbie mistake.


Running an inconsistent advertising campaign.


Rather than strategically planning out an effective ad
campaign, they use a series of different ads with inconsistent
images and messages.

Rather than building on previous recognition, each ad has to
reintroduce the business all over again.

Costly

Does little to build a recognizable brand.





4:48


How to 10x your brand awareness.


Branding consistency doesn't provide linear returns.

Provides exponential returns (compounded over time to deliver
better returns)

Every message and image builds and reinforces your brand so
it gets strong with every interaction the customer has.

Keep consistent branding across all properties

Websites, social media channels, emails (message, tone
and signature), voicemail message, business cards,
advertisements.





5:42


Consistency builds trust, likeability, massive recognition
and brand awareness.

When all 3 are combined, it's the perfect recipe for rapid
business growth.



5:56
Recap:

When you want to 10x your brand awareness on being
consistently different and unique:

Pay attention to authenticity discrepancy.

Ensure you're staying true to yourself.

Be different than everyone else but the same as yourself.



“You've gotta be different so you stand out from the crowd but
you have to stay consistent in whichever way you choose to be
different."


Carries your business a long way — Every future marketing
message will build on itself to provide exponential returns and
massive brand awareness.



Contact Adam: Adam@AdamErhart.com


 


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