Branding 301: Building Brand Awareness

Branding 301: Building Brand Awareness

In previous installments of this series, we covered the importance of finding your why and narrowed down your target audience by identifying your ideal client. Now it’s time to make these ideal clients aware of all the great things you can do for them by building brand awareness.

Put simply, brand awareness is how the rest of the world perceives you. Ideally, that perception is positive. But the most important goal is to position your company and brand as the logical solution as soon as a need arises for your prospect.


Here are four ways to get your brand in front of customers at the right time:


Paid Social Ads

While personality is important, organic content can only reach your current followers – and not all of them will see it within a crowded news feed. This is why paid social ads are useful. They target your ads at potential clients in their social feeds and allow you to promote high-performing organic content to a wider audience.

Even if these ads don’t lead to an immediate conversion, they build familiarity and make users more likely to do business with you in the future.



Search engine optimization ensures that your company is one of the top results when a business owner is researching a question or problem. Determining the right words to use in your content will increase your relevancy in a search and establish your brand as a solution to their current and future problems.

Pay-per-click marketing takes this a step further by placing your website above the top search hits. These are the sites listed at the top of a Google search results page that say “ad” next to them. They are a great way for less established companies to rise above the larger ones and get their brand noticed.

Google AdSense is also a fantastic conversion tool. It places banner ads for your business in front of visitors who left your site before converting. This can help potential clients who were undecided about your brand to return and make a deal.


Local Partnerships

Diversifying your audience by partnering with established brands is another good way to build brand awareness. Finding the right partner takes careful selection. The best options are businesses you already have some sort of relationship with.

However, be sure that your relationship is a symbiotic one. You and the business you partner with should provide complementary services – i.e. they interact with the same type of client, but don’t provide the same exact services as you do.


Free Stuff

A simple way to promote your brand and its message is to hand out branded materials. The trick is not to hand out junk or anything else you don’t want your business to be associated with. Even if your handout isn’t directly related to your company’s products or services, having an item that is useful and unique will help prospects associate those same qualities with your business.

Marketopia has firsthand experience in using a variety of tools to build brand awareness. Together, we’ll make your business something to talk about. Contact us today to start building your brand.


5 Ways to Motivate Resellers to Push Your Products

5 Ways to Motivate Resellers to Push Your Products

For a business to grow and change, it has to start from the top.

To explain this concept, General George S. Patton said, “A piece of spaghetti or a military unit can only be led from the front end.” Translation: if you take a wet noodle and push the back-end forward, the rest will wiggle in all directions. Alternately, if you pull on the noodle from the front end, the rest will follow along.

When vendors want more productivity from their resellers, it’s up to the vendor to find the best ways to motivate its sales force. Below are five ways to motivate your resellers to push your product:


1. Product Training

How well do your resellers know your products and services? Knowledge is power, so the more resellers understand about the products, the more empowered they’ll be. You can schedule individual or group training sessions to get them up to speed on the details of your latest products. Once they have a better understanding of your products and services, the resellers will have more confidence heading into future sales meetings.


2. Develop Trust & Transparency

Trust is the bedrock of any relationship. If you and your resellers don’t trust each other, your resellers won’t be motivated to go above and beyond the minimum expectations. The best way to build trust is by being honest with your sellers and making them feel like they’re part of the decision-making process.

When meeting with resellers, be straightforward with them about what you expect and remind them that you believe in their abilities. Over time, let your resellers in on higher-level decisions. That way, the reseller can provide their input and feel invested in how things get done.

3. Create a Rewards & Recognition Program

Salespeople are naturally competitive, so use that trait to your advantage. By creating a rewards system, you’ll draw attention to top performers. Rewards are earned when the sales team meets collective goals, individuals hit specific goals or a combination of both.

Recognition can come in the form of bragging rights, such as a “top seller” trophy that sits on the winner’s desk for a month, or take the form of bonuses. These bonuses can be gift cards, money, a meal at a nice restaurant or tickets to an event. Find out which rewards inspire your resellers to stay motivated and clearly explain what they need to do to earn the rewards.


4. Show Appreciation

Salespeople — just like all people — want to be recognized for their hard work. It doesn’t always have to be a material reward; sometimes all it takes is an “attaboy” for their work. When telling a reseller “Thank you” and “Well done,” give specifics as to why they earned the compliment. It shows that you’re paying attention. Don’t only recognize the significant accomplishments — give praise to small wins as well.


5. Create a Strong Company Culture

Who doesn’t want to love what they do for a living? When vendors combine all the previous strategies, it creates a strong company culture that will help motivate the people representing your products and services. When resellers feel like they are trusted, recognized and growing professionally, everyone wins.

For more information on motivating your resellers and how Marketopia can help, contact us today.