How do you earn the trust and attention of your audience in a world that’s noisier than ever? Unless you’re a globally-recognized brand, that’s a question every business is trying to answer.

The truth is that creating greater awareness around your brand isn’t an easy task. Even if you created a campaign that goes viral, it will likely be forgotten a few weeks later in today’s 24-hour, social media-driven news cycle.

So, where do businesses go wrong when it comes to growing awareness around their brand? And, more importantly, what can you do to avoid these mistakes?

3 Brand Awareness Mistakes Businesses Make (and How to Avoid Them)

Despite the best intentions, here are three common reasons a business’ efforts to increase brand awareness falls flat:

  1. Forgetting to be human. People connect with people. That’s an important concept to remember when it comes to increasing brand awareness. If your content or advertising campaigns sound like they’re coming from a robot, people will ignore it. The goal is for your audience to recognize your business as a group of people they know, like, and trust.
  2. Trying to reach everyone. If you’re trying to reach everyone, you won’t end up reaching anyone. Understanding the specific audience you’re trying to reach is huge when marketing your business. If you fail to understand your unique audience, you will likely miss your target market altogether.
  3. Being too salesy. It’s important to remember that a lot of brand awareness work is done at the top of the sales funnel when people are just finding out about your company for the first time. It’s important to communicate your company’s value, but not over-promote yourself. Remember to put the needs of your customer first and show them how you’re committed to helping them solve their problems before you ask for their business.

Increasing brand awareness takes time, consistent effort, and constant commitment to providing value to your audience. By being human and focusing on helping people, we can avoid many of the common mistakes businesses make when trying to reach new customers.