Brand and SEO - Does Brand Awareness Affect Positioning?

Times when a company focused mainly on producing and selling a product are becoming a thing of the past. Today, the goal is to stand out among hundreds of similar products and build a unique brand. How can we define what a brand is?

The term "soul of the enterprise" fits best here. On one hand, a brand helps identify a specific company's product through its logo and distinct colors, while on the other hand, it carries emotions and a clear message about the values that guide the company.

Branding – How to Build Brand Awareness

In the process of establishing a company's position in the market, building brand awareness, or branding, plays an extremely important role. Building a brand aims to create a strong image of the business and gain customers' trust. 

Building a brand starts with defining the target group and potential audience. You should estimate their age, occupation, gender, place of residence, interests, and shopping habits. This ensures the company’s message is consistent and free of confusion. Next, you need to choose a company name and a matching logo. If the business aims to succeed internationally, it’s important that the name is easy to pronounce and evokes positive associations. A catchy slogan will also be necessary. It’s essential to identify the company’s core values and goals and ensure this message reaches everywhere – in articles, on the website, and is known by every employee. It’s also worthwhile to check what actions competitors are taking and try to find something that will set the company apart from the crowd.

Planning a Branding Strategy

We want to emphasize an undeniable fact – consistency is crucial for a company’s image. Brand awareness and its message must extend across all areas of operation. This includes uniform presentation templates and email signatures, employee dress code, phone etiquette in the office, and behavior during official meetings.

When planning a branding strategy, it’s important to rely on facts and information. Analyze what opinions consumers have about the brand, what they appreciate, and what still needs improvement. A good practice is to monitor any mentions of the company in the media and on social networks. Tactful responses to user criticism and prompt assistance demonstrate that the brand is customer-friendly and cares about their opinions.

Thinking outside the box is valuable. Smartphones accompany millions of people daily, and this should be leveraged. YouTube videos, podcasts, or a mobile app can help reach users who prefer watching and listening. This form of communication conveys emotions and the brand’s vision much better than text alone, and a touch of humor shows that the company also has a human side.

Does the Brand Matter for SEO?

It’s easy to guess that a positive reputation greatly facilitates SEO efforts. Thanks to a good reputation, internet users start seeking information about the company and its products on their own. Trust in the brand encourages users to share links to the company, creating natural link exchanges and generating more website traffic.

To increase brand recognition, it’s worthwhile to use SEO tools. One fundamental method is starting a company blog. This is a great way to introduce diverse thematic content to the site, allowing the use of more keywords leading to the website. The next step is setting up the company’s social media profile. Well-crafted content posted there is important both for Google’s algorithms and for potential customers. Additionally, the company can engage in direct dialogue with consumers to better understand their expectations and opinions about products.

Brand and SEO definitely cannot exist without each other. Both professional brand awareness building and effective marketing activities increase the company’s credibility and build customer trust. For a company to succeed, it must combine these elements. And what if you feel your brand is not developing? Don’t worry, you’ve come to the right place! Entrust your company to our interactive agency and watch remarkable changes unfold. We will analyze your brand's image compared to competitors, create a visual identity project, and optimize your website. Trust our experience and contact us today!