Brand Aid
P+P: Should small businesses or organizations approach building brand awareness differently than medium or larger ones? Should startups or newer companies approach it differently than established companies that just want to give their brand awareness
a boost?
JD: Absolutely—the size of an organization matters. Small, medium and large companies and nonprofits will approach building brand awareness differently. A startup or organization at its inception may start with lower-cost strategies that are more highly targeted to their customers or donors. Social media is a great way to start, such as using Facebook to create a page and group in your location or that caters to your demographic. LinkedIn is also a great resource to identify people who may be interested in your type of business or organization, using groups and advanced searches.