The Blog on Branding

Think Outside the Box to Build Brand Awareness

I know you’re thinking to yourself, “Chris, I’m having a hell of a time getting my brand noticed!” Well maybe, imaginary person that I made up for this article, you’re going the more traditional path of marketing your product and brand, and that’s where you’re faltering. Sometimes, to raise brand awareness, you need to think outside the box.

So, now the question is, “What the heck does ‘outside the box’ entail?” …besides being a kid’s TV show? Basically, thinking outside the box when it comes to marketing your brand or product can be anything that will be seen by a lot of people and get their attention more than a traditional commercial or print ad would.

“‘Thinking outside the box’ is more than just a TV show!”

Think Inside the Blimp

The most obvious example of thinking outside the box when it comes to building brand awareness is the Goodyear Blimp at sports games. That thing is everywhere. It has nothing to do with the sporting event, it’s just a friggin’ blimp in the sky, floating around above the game. And it works.

It’s the Goodyear Blimp. Not – the blimp. The Goodyear Blimp. That’s building brand awareness.

It’s reaches its audience because it:

• Is simple
• Is creative
• Uses non-traditional thinking to reach an audience

Not to mention, the amount of people at the stadium regularly looking for the blimp, and the amount of times the TV cameras at the game give a shot of the blimp to all the viewers at home. It reaches an audience more so than a traditional ad would.

“It’s more than just a blimp—it’s the GOODYEAR blimp.”

Ask “Will It Blend?”

Another way to think outside the box is by creating a viral video. Blendtec’s videos on YouTube are awesome. They show a blender blending stuff. They aren’t going the traditional route though – they’re not blending fruit and vegetables and other food items. They’re blending crap like sneakers, credit cards, nails, crowbars…anything they can get their hands on. And that works. Those YouTube videos are being viewed by millions of people. Once again, it’s outside the box. Granted, it may seem like a traditional ad, but then again you don’t see the Juice Man trying to juice a cell phone.

“Think outside the box by creating a wacky viral video.”

Place Products

Product placement is a perfect way to raise brand awareness. Seriously, if Batman would’ve used a Bowflex to get into shape to defeat The Joker in “The Dark Knight”, I’m fairly sure I would’ve bought a Bowflex – because I want to be Batman…but that’s a whole other article completely.

Either way, product placement can get your product noticed by millions of people across the nation in a sometimes not-too-subtle way. But it works. Back in the day, everyone wanted Rayban sunglasses because Will Smith wore them in “Men in Black”. You didn’t care about Reese’s Pieces till E.T. ate them. And what about the TV show “Knight Rider” being one giant product placement for the Pontiac Trans Am? Same goes for the movie “The Wizard” being entirely about Nintendo. (Ohhh! That sound right there is your mind being BLOWN.)

The key to building brand awareness is to think outside the box. Make your audience see something unexpected from your brand. That kind of recognition really stands out to consumers and will in turn raise your brand awareness.

Chris Levkulich Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.