首頁 / 文章 / 電子商務 / 提升品牌知名度的13種最簡單方法(及其重要性)


品牌知名度可以定義為一個品牌的辨識度——消費者將其與競爭對手區分開來的難易程度。 這是克羅ucial為了您的品牌提高品牌知名度,因為如果人們不知道是什麼讓您與眾不同,他們就不會輕易購買您的品牌而不是競爭對手的品牌。 但是,如果他們確實認識到是什麼讓你與眾不同,並因此而欣賞你,那麼你就在競爭中脫穎而出。

谷歌可以說是 品牌知名度之王. 它是如此知名的品牌,以至於我們將其用作動詞:當我們在網上搜索某些東西時,我們通常會說我們要去“Google it”。 

But don't get intimidated.但是不要被嚇倒。 Although becoming a household name is the brand awareness holy grail, you don't have to reach Google's level to increase your brand awareness.儘管成為家喻戶曉的名字是品牌知名度的聖杯,但您不必達到Google的水平即可提高品牌知名度。

In fact, people don't even have to remember your brand's name for you to reach a basic level of brand awareness.實際上,人們甚至不需要記住您的品牌名稱就可以達到基本的品牌知名度。 As long as they remember some factor that sets your brand apart, such as your packaging, your colors, your slogan, or part of your story, they possess awareness of your brand.只要他們記得一些使您的品牌與眾不同的因素,例如包裝,顏色,標語或故事的一部分,他們就對您的品牌有所了解。 They know what makes you stand out, and this gives them a reason to choose you.他們知道是什麼讓您脫穎而出,這使他們有理由選擇您。


任何品牌都可以實施許多簡單的品牌知名度策略。 91%的零售品牌使用2個或更多社交媒體渠道, 據統計。 Today, we'll cover the easiest ways to increase your brand awareness.今天,我們將介紹提高品牌知名度的最簡單方法。



口碑營銷 occurs at any time people positively share your brand with their friends, family, or peers.當人們與他們的朋友,家人或同伴積極分享您的品牌時,就會發生這種情況。 This sharing is vital to your brand's success.這種共享對您的品牌成功至關重要。 People trust the opinions and recommendations of their peers far more than they trust advertising and other messaging that comes straight from your brand.人們對同行的意見和建議的信任遠遠超過了對您品牌直接產生的廣告和其他消息的信任。 So, if someone hears about you from a friend, they're highly likely to remember you— and to eventually purchase your products or services.因此,如果有人從朋友那裡聽到您的消息,那麼他們很可能會記住您,並最終購買您的產品或服務。

Almost all of the other brand awareness strategies we'll cover depend on, or are easily augmented, by the powerhouse that is word-of-mouth.我們將介紹的幾乎所有其他品牌知名度策略都依賴於口碑傳播的強大力量,或者很容易被其增強。 So, encouraging other people to share your brand is the most impactful way to increase brand awareness.因此,鼓勵其他人分享您的品牌是提高品牌知名度最有效的方法。 


People are spending increasing amounts of time on social media, where they naturally share content with many peers at once.人們在社交媒體上花費的時間越來越多,他們自然會同時與許多同齡人共享內容。 So, creating branded posts that people can't help but share is a solid way to boost your brand awareness.因此,創建人們不禁共享的品牌帖子是提高您的品牌知名度的可靠方法。 The trick is to make your posts look and feel like content people naturally share, and not like ads.訣竅是使您的帖子看起來和感覺像人們自然共享的內容,而不像廣告。 

溫迪 is a powerhouse at creating iconic, shareable posts— their Tweets have gone viral several times over, causing awareness of their brand to skyrocket.是創建標誌性,可共享帖子的強大平台-他們的Tweet傳播了數次,從而使他們的品牌知名度飛漲。 Although you can't guarantee whether a post will go viral (the internet is very unpredictable), you can still easily take several cues from Wendy's to create branded posts worth sharing.儘管您不能保證帖子是否會風行一時(互聯網非常難以預測),但是您仍然可以輕鬆地從Wendy的網站中獲取一些線索來創建值得分享的品牌帖子。


Wendy's知道它的聽眾喜歡幽默,機智的內容,並且喜歡男孩。 他們製作的每個職位都專注於娛樂。 一個典型的例子? 他們的“烤”,或乾躁和野蠻 回复推文 mentioning their own brand and/or their competitors, as well as to tweets from other brands.提及自己的品牌和/或競爭對手,以及其他品牌的推文。 Check out this example below:在下面查看此示例:


Now, consider your own audience.現在,考慮您自己的聽眾。 Do they want humorous, entertaining content, or more serious information?他們是否想要幽默,有趣的內容或更嚴肅的信息? Do they want to be educated, inspired, or something else?他們是否想受到教育,啟發或其他? Whatever they desire— and whatever they naturally share— should guide the type of social media posts you release.他們想要的東西以及他們自然分享的東西都應該指導您發布的社交媒體帖子的類型。 


Wendy在每個帖子中都注入了機智和品牌幽默-無論是烤肉,模因還是他們的 自己的角色扮演遊戲 借助大量內部引用,您將始終在其內容中找到該簽名音。

Find your own brand voice, whether it's snarky, serious, or somewhere in between, and stick to it with every post you make.找到您自己的品牌聲音,無論它是下流的,嚴肅的還是介於兩者之間的聲音,並在您發表的每條帖子中堅持下去。 This consistency is key to generating brand awareness because it gives people another piece of branding to remember you by.這種一致性是產生品牌知名度的關鍵,因為它為人們提供了另一個品牌來記住您。 


溫迪知道要專注於Twitter(其次, Instagram),因為這是他們的受眾最多的時間。 Trying to cultivate a presence on every social network is too time-consuming, and will usually result in wasted effort, as it will put your posts in front of people who試圖在每個社交網絡上建立存在感是非常耗時的,並且通常會導致工作浪費,因為這會將您的帖子擺在那些 candidates to buy your product.候選人購買您的產品。 Instead, concentrate on the platforms your audience frequents most.相反,請專注於觀眾最常使用的平台。 


Wendy's consistently tweets with an eye on the trends.溫迪(Wendy)始終在推特上關注趨勢。 In this recent tweet, they play off of actor Emma Watson's use of “self-partnered” as a more empowering alternative to “single.”在最近的這則推文中,他們模仿了演員艾瑪·​​沃特森(Emma Watson)使用“自我合作”作為“單身”的一種更有力量的選擇。 


As long as you don't try to piggyback off of a controversial topic, playing off of what's trending can help you increase your brand awareness.只要您不嘗試背負有爭議的話題,就可以根據流行趨勢來提高品牌知名度。 And even if your tone is more serious, you can still increase brand awareness by highlighting trends in your industry.即使您的語氣更加嚴肅,您仍然可以通過突出行業趨勢來提高品牌知名度。 


您的社交媒體策略不應只包括產品ucing 自己的優質內容。

鼓勵和利用用戶生成的內容——客戶在社交媒體上發布的關於你的品牌的帖子,以及客戶在日常生活中使用你的產品的圖片和視頻——與 crucial 以產生品牌知名度。

像所有口碑營銷一樣,用戶生成的內容功能強大,因為客戶的朋友和關注者信任客戶選擇共享的內容。 因此,當您的品牌出現在朋友的原始內容中時,人們更容易記住您的品牌。 通過以下策略鼓勵用戶生成內容:

  • Create a branded hashtag for customers to use when they post about your product.創建一個品牌標籤,供客戶在發布有關您的產品時使用。 For example, shoe brand Jack Rogers has created the hashtag #lovemyjacks, which it uses to mobilize fans.例如,鞋類品牌傑克·羅傑斯(Jack Rogers)創建了#lovemyjacks主題標籤,用於動員粉絲。
  • American Eagle的Aerie之所以這樣做,是其承諾展示Photoshop不變的真實身體的一部分。 Customers tag their Aerie looks with #aeriereal, and these looks are a regular part of the brand's own Instagram feed.客戶使用#aeriereal標記其Aerie外觀,這些外觀是該品牌自己的Instagram feed的常規組成部分。 
@lagrossequifaitdesvideos通過 @aerie在Instagram上
  • 發起競賽,人們必須提交品牌的用戶生成的內容才能進入,並為獲獎者提供誘人的獎品。
  • 創建一個品牌化的“挑戰”,讓人們完成特定的任務sso與您的品牌相關聯,使用特定的標籤,並標記您的帳戶。 (你也可以把它變成一場比賽,或者甚至為每個參與者進行慈善捐贈。)即使人們不參加挑戰,如果他們喜歡他們看到的東西,他們仍然會標記他們的朋友,從而產生更多的品牌對你的認識。



考慮招募這些客戶擔任 品牌大使-您品牌的長期代表,他們會定期以自己的平台和真實的聲音對您進行宣傳。 They're motivated to spread the word about your brand because they're passionate about you and want to see you succeed, and because they think their audience would benefit from your products or services.他們之所以能夠傳播有關您的品牌的信息,是因為他們對您充滿熱情並希望看到您取得成功,並且因為他們認為聽眾將從您的產品或服務中受益。

You may have heard the term “brand ambassador” in connection with a brand's celebrity representative.您可能已經聽說過與品牌名人代表有關的“品牌大使”一詞。 However, ambassadors don't have to be celebrities or people with a large following, as long as they hold authority in your niche or among members of your target audience.但是,大使不必是名人或擁護者,只要他們在您的利基市場或目標受眾群體中擁有權威即可。 It's all about choosing representatives your audience trusts, who are comfortable with holding one-on-one conversations about your brand and its products.這完全是要選擇聽眾信任的代表,他們願意就您的品牌及其產品進行一對一的對話。


路易莎(@louisavons) 在芝加哥洛約拉大學(Loyola University)擔任Bumble Honey校園拓展經理。




  • 您可以像TOMS一樣為某些產品創建慈善搭配(每賣出一雙鞋,都會將一雙鞋捐贈給有需要的孩子)。
  • Or, you could create a social sharing campaign, where every post with a branded hashtag triggers a donation to a favorite charity.或者,您可以創建一個社交共享活動,在該活動中,每個帶有品牌標籤的帖子都會觸發對喜愛的慈善機構的捐款。 This will quickly raise awareness—of both your cause and your brand—with every share!每一次分享都會迅速提高您對事業和品牌的認識!
Disney's #shareyourears is one example of a charity hashtag campaign.迪士尼的#shareyourears是慈善標籤活動的一個例子。 For every post featuring Mickey ears and the hashtag that was shared in a given timeframe, Disney donated to the Make-A-Wish foundation.對於每一個具有米奇耳朵和在特定時間範圍內共享的主題標籤的帖子,迪士尼都會捐贈給“願望成真”基金會。 
  • 您的員工可以志願在社區活動或非營利組織中度過自己的時間,或者您的品牌可以開始自己的全公司志願服務日。
  •  Even better, if your products would directly benefit a community organization, why not donate them?更好的是,如果您的產品將直接使社區組織受益,為什麼不捐贈它們? For example, a bottled water company might donate water to a soccer tournament or band competition, or a home improvement store might donate supplies to Habitat for Humanity.例如,瓶裝水公司可能會為足球比賽或樂隊比賽捐贈水,或者一家家居用品商店可能會向“人居”捐贈物資。

Of course, any philanthropy should be conducted because you genuinely want to help a cause.當然,任何慈善活動都應該進行,因為您確實想幫助事業。 If giving back is just done for publicity, your audience will be able to tell, and this will backfire.如果只是為了宣傳而回饋,您的聽眾將能夠說出話,這將適得其反。


Sharing authentic stories about your brand makes it easier for people to remember you and share you with others.分享有關您品牌的真實故事可以使人們更容易記住您並與他人分享您的信息。 So, be sure to engage in thoughtful brand storytelling.因此,請務必進行深思熟慮的品牌故事講述。

Did you start your brand to meet a need that no one else meets?您是否建立了自己的品牌以滿足其他任何人都無法滿足的需求? Are your products built to solve a specific problem?您的產品是否旨在解決特定問題? Let the world know, because stories like this are highly shareable.讓世界知道,因為這樣的故事是高度共享的。 

但是,如果您不屬於這些類別之一,請不要擔心。 您的品牌仍然可以用您獨特的聲音和語調寫一個“簽名故事”。 這個真實而令人難忘的故事展示了您的品牌使命和價值觀,它們的產生方式和原因,以及您在品牌所做和所做的一切事情中如何致力於這些價值觀,包括與客戶的關係。

THE NORTH FACE 分享他們的簽名故事。 

Your customers' stories are a vital part of your own brand story, so consider sharing their experiences with you on your blog, on a “testimonials” page, or in video form.客戶故事是您自己品牌故事的重要組成部分,因此請考慮在您的博客,“推薦”頁面或以視頻形式與您分享他們的經驗。 This will be even more effective if you let your customers tell their own stories!如果您讓客戶講述自己的故事,這將更加有效!

看看上面的 Zendesk的客戶評價 Zoom,分享他們為什麼喜歡視頻會議平台。


In this digital age, the “unboxing” experience is becoming even more prominent.在這個數字時代,“拆箱”體驗變得更加突出。 On social media (especially digital video platforms), people focus on all the aspects of discovering a product, starting with the packaging.在社交媒體(尤其是數字視頻平台)上,人們從包裝開始就專注於發現產品的所有方面。 This proves that, if your packaging is memorable, people are even more likely to remember your brand.這證明,如果您的包裝令人印象深刻,那麼人們更容易記住您的品牌。 So, consider placing your branding on shipping boxes, redesigning your packaging to stand out, or even creating an experience of opening your product.因此,請考慮將品牌放在運輸箱上,重新設計包裝以脫穎而出,甚至創造打開產品的體驗。 

病毒式LOL Surprise玩具系列已經掌握了這種經驗-打開玩具的“層”以發現裡面有什麼驚喜與所產生的玩具本身一樣重要,而這種獨特的“拆箱”才是使玩具如此受歡迎的原因。 

You don't have to go as far as the LOL ball, but carefully retooling your packaging is an easy way to boost brand awareness.您不必走得更遠,但仔細地重新包裝包裝是提高品牌知名度的簡便方法。 But what if you sell software, a service, or another product that has no real “package?”但是,如果您出售沒有真正“包裝”的軟件,服務或其他產品怎麼辦? Regardless of what you sell, there are plenty of other branding elements that you can focus on making memorable, such as your slogan, colors, and mission.無論銷售什麼產品,都有許多其他品牌元素可以使您留下深刻的印象,例如標語,顏色和使命。

如果您正在尋找用於品牌推廣的徽標, 這是您可以下載的免費徽標-無需註冊.


製作內容翔實的博客文章是一種對所有品牌都有效的策略,無論您出售什麼產品。 如果您在利基市場中撰寫滿足受眾需求的主題,這將增加您在潛在客戶眼中的權威。 一旦您幫助了人們,他們將很難忘記您,特別是如果他們可以從您的產品中受益。 他們可能會再次購買,因為他們信任您的內容。因此,找出人們在您的利基市場中提出的問題,並撰寫可回答這些問題的博客文章。


Don't limit your blogging to your own website.不要將博客限制在自己的網站上。 Submitting high-quality guest posts to other websites related to your niche, but that don't directly compete against your own website, is a solid way to place your brand in front of a new, relevant audience.向與您的利基相關的其他網站提交高質量的訪客帖子,但不會直接與您自己的網站競爭,這是一種將品牌展示在新的相關受眾面前的可靠方法。 Ideally, the site you're guest posting on will let you include an author bio with a link and one-sentence description of your brand.理想情況下,您在訪客網站上發布的網站將使您包括帶有鏈接和品牌單句描述的作者簡介。 If they don't, you can at least insert a few links to your own site's content, which will hopefully help boost your traffic.如果沒有,您至少可以插入一些指向您自己網站內容的鏈接,這有望幫助您增加訪問量。

另外,考慮在 LinkedIn or Medium。 These sites already have a large audience built up, and you'll always be able to include a short plug for your company at the end of these posts.這些網站已經吸引了大批讀者,您將始終可以在這些帖子的末尾為您的公司提供簡短的說明。 Tag your content so it will be grouped with other posts in your niche.標記您的內容,以便將其與您的利基中的其他帖子分組。


根據 麥克奈特·庫蘭德,人們只會記住他們所讀或聽到的內容的10%至20%,但他們只會記住所看到的內容的65%。 Clearly, if you're only creating blogs and other textual content, that isn't always sufficient to boost brand awareness.顯然,如果您僅創建博客和其他文本內容,那並不總是足以提高品牌知名度。 You'll increase your odds of being remembered if you create compelling visual content— infographics, as well as other branded images and videos.如果您創建引人注目的視覺內容(信息圖表)以及其他品牌的圖像和視頻,則會增加被記住的機率。 

Infographics are awesome for communicating statistics and related bites of information;信息圖表非常棒,可以傳達統計信息和相關信息。 to find out just how useful and powerful they are, check out the infographic below from visual.ly.要了解它們的實用性和功能性,請查看visual.ly下方的信息圖。

You could also turn content from popular blog posts into short videos, so the content is easier to digest.您還可以將熱門博客文章中的內容轉換為短視頻,從而使內容更易於消化。 Like images, videos are easily shared, they'll help boost your brand awareness rapidly.就像圖像一樣,視頻也易於共享,它們將有助於快速提升您的品牌知名度。 


如果您的特定領域還沒有播客,那麼創建一個來回答問題並關注您所在行業的其他人是一個很好的品牌知名度策略。 但是,您的利基市場可能已經擠滿了 播客,特別是如果你賣某種 B2B多供應商軟件。 In that case, you should have your founder, CEO, or another prominent person within your company appear on others' related podcasts.在這種情況下,您應該讓您的創始人,首席執行官或公司中的其他知名人士出現在其他人的相關播客中。 Like with guest posts, this is a handy way to get your brand in front of a new, relevant audience.與來賓帖子一樣,這是一種在新的相關受眾面前展示品牌的便捷方法。


When customers Google a topic, they usually don't look beyond the first page of search results.當客戶使用Google搜索某個主題時,他們通常不會只停留在搜索結果的首頁上。 But if your brand ranks highly on this first page, over your competitors, your brand will look more authoritative— and people will naturally learn about your brand before the competition.但是,如果您的品牌在第一頁上的排名很高,超過了您的競爭對手,那麼您的品牌將更具權威性-人們自然會在競爭前了解您的品牌。

SEO 是建立品牌知名度的經濟選擇。 根據 59% 接受調查的營銷人員的說法 推薦岩石調查, SEO是建立品牌知名度的最經濟有效的方法之一。

So, make sure to optimize your website for keywords closely related to your brand, that your audience is searching for.因此,請確保針對您的受眾群體正在搜索的與您的品牌緊密相關的關鍵字優化您的網站。 Ideally, you'll optimize for three types of keywords: the general keywords that describe your product or service categories, the specific keywords that are more focused on your product type, and the specific keywords that pose questions related to your niche.理想情況下,您將針對三種類型的關鍵字進行優化:描述您的產品或服務類別的常規關鍵字,更專注於您的產品類型的特定關鍵字以及提出與利基相關的問題的特定關鍵字。

Also, research your competition on Google— the sites you're battling against for your spot on page one— so you'll know what you'll need to do to fight for the rankings you want.另外,請在Google上研究您的競爭-您正在與之競爭的網站位於第一頁上-您將知道您需要做什麼才能為想要的排名而戰。 You'll usually find that longer, more specific keywords have low competition, and draw in people who are more likely to purchase from you, even though they generally aren't searched for as often.通常,您會發現更長,更具體的關鍵字競爭激烈,並且吸引了更多可能從您那裡購買商品的人,即使他們通常不會被頻繁搜索。

閱讀 SEO新手指南


Who doesn't love getting something for nothing?誰不喜歡一無所獲? Giving away free swag with your brand name on them, or valuable coupons, can make a lasting impression.免費贈送贓物,上面印有您的品牌名稱或有價值的優惠券,可以給您留下深刻的印象。 So, find an event in your community, such as a sports game, concert, expo, conference, or community day, where you're likely to meet many people in your brand's desired audience.因此,在您的社區中找到一個活動,例如體育比賽,音樂會,博覽會,會議或社區日,您很可能會在這個品牌的目標受眾中結識很多人。 Reserve a space, and distribute the freebies!預留空間並分發免費贈品!

縫紉圖案公司Sallie Tomato分發了印有徽標的筆。

If you decide to give out swag, your best choices are items that people can wear or carry with them (think shirts, hats, water bottles, or tote bags).如果您決定分發贓物,則最好的選擇是人們可以隨身攜帶或隨身攜帶的物品(例如襯衫,帽子,水壺或手提袋)。 This will turn the people who use the swag into walking billboards, giving your brand awareness another boost!這會將使用贓物的人們變成步行廣告牌,從而進一步提高您的品牌知名度!

Don't forget about giving “bite-sized,” free experiences with your product or service.不要忘記為您的產品或服務提供“一口大小”的免費體驗。 If the people who try it enjoy their experience, they're even more likely to remember you and come back to purchase, and they might also tell their friends.如果嘗試它的人喜歡他們的經歷,他們甚至會記住您並再次購買,並且還可能告訴他們的朋友。 Giving out trial-size versions of your products, or free samples, is a great choice, if your brand allows for it.如果您的品牌允許,提供產品的試用版或免費樣品是一個不錯的選擇。

But what if your product isn't physical?但是,如果您的產品不是物理的怎麼辦? You still have options.您仍然可以選擇。 If you sell a software or digital subscription, a demo or free trial is another solid “freebie” that you can give out.如果您出售軟件或數字訂閱,則演示或免費試用是您可以提供的另一個可靠的“免費贈品”。 And if you provide a recurring service, you could offer a free first service, or credits towards that service.而且,如果您提供定期服務,則可以提供免費的第一服務,或對該服務的積分。


We can't emphasize enough how important word-of-mouth is in generating brand awareness.我們不能過分強調口碑對提高品牌知名度的重要性。 But word-of-mouth can be tough to track and control.但是口碑很難跟踪和控制。 Don't worry, though— starting a referral program lets you easily promote and track word-of-mouth, putting the power back into the hands of your business.不過,請放心,啟動推介計劃使您可以輕鬆地宣傳和跟踪口碑,將力量重新掌握在您的企業手中。

Referral programs let you offer exciting rewards for existing customers who directly share your brand with their friends.推薦計劃可為直接與朋友分享您品牌的現有客戶提供激動人心的獎勵。 You can choose incentives that will best motivate your customers to share, such as free products, store credits, discounts, service upgrades, or branded swag.您可以選擇最能激發客戶分享的激勵措施,例如免費產品,商店信用,折扣,服務升級或品牌贓物。 

Also, referral programs make it easy for customers to share using the methods they prefer, in just a few clicks.此外,推薦計劃使客戶只需單擊幾下,便可以輕鬆地使用他們喜歡的方法進行共享。 And if you select a如果您選擇一個 推薦程序軟件,跟踪這些引薦很簡單。 

Lime Crime的推薦計劃為推薦其朋友的客戶提供20%的折扣券,並使客戶可以輕鬆地通過電子郵件,Facebook,Messenger或通過複製和粘貼推薦鏈接進行共享。

When their friends or family members personally refer them to your business, potential customers pay close attention, because they trust what their peers have to say.當他們的朋友或家人親自向他們推薦您的業務時,潛在客戶會密切注意,因為他們相信同行的意見。 As a result, these referred leads are more likely to become your customers, and more likely to因此,這些引薦的潛在客戶更有可能成為您的客戶,並且更有可能 保持忠誠 延長您的品牌。

閱讀 聯屬網絡營銷解釋



You can increase brand awareness in two basic ways— through direct actions your brand takes, and through others' word-of-mouth sharing.您可以通過兩種基本方式來提高品牌知名度:通過您的品牌採取直接行動,以及通過他人的口口相傳。 Make sure to combine both of these approaches, because people remember and trust the opinions of their peers.確保將這兩種方法結合起來,因為人們會記住並信任同行的觀點。

您認為上述哪種策略最適合在線發展業務? 開始應用它們,並提高您的品牌知名度。

傑西卡·胡恩 (Jessica Huhn) 撰寫的文章

Jessica Huhn is a marketing content writer at Referral Rock, where they believe that every business has the potential to increase their word-of-mouth marketing.傑西卡·胡恩(Jessica Huhn)是Referral Rock的營銷內容撰稿人,他們認為每家企業都有增加口碑營銷的潛力。 When Jessica is not writing, there is a good chance that she is singing, arranging songs, or sharing and enjoying content on social media.當傑西卡(Jessica)不寫作時,她很有可能在社交媒體上唱歌,編曲或分享和欣賞內容。 Connect with Jessica on與傑西卡建立聯繫 LinkedIn.


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