ER: Brand awareness is key no matter the size of company you are. It's like the old adage—it's not who you know, it's who knows you. Building your brand today helps your brand compete equally or better than the larger companies. I think small businesses are better suited to compete because of their size. They are more flat and, as such, turn on a dime and embrace strategies large companies don't have the guts to do. [...] You only have to be bold enough to recognize opportunities and embrace them.
The biggest boost in branding is developing a positioning strategy that absolutely resonates with customers making your brand the first choice—even if the price is higher. Some may scoff at this, but companies like Apple, Starbucks and luxury brands regularly sell higher priced commodities, even though there are cheaper choices.
P+P: What are some mistakes companies make when trying to increase brand awareness?
JD: One mistake [...] is creating a single, short-lived campaign. Often, effectiveness happens over time, and it's important to dedicate resources to allow enough time for the brand to be recognized through multiple experiences. On the flip side, a company or organization can also spend too much time and budget on a campaign that does not work. The best way to avoid both of these traps is to put in place a robust data analytics plan and define key performance indicators so that you can lay out how much time you think it will take to achieve your goals and know when it's time to shift gears.
Another costly mistake companies can make would be to run a brand awareness campaign before doing research on the brand and messaging. This can result in running a campaign that does not resonate with your audience or, even worse, launching a campaign that infringes on another brand's trademark or copyright protection.