Look down at the shirt you’re wearing right now. What brand is it? Think back—how did you first learn about the brand? Maybe you saw a catchy post on Instagram or overheard a friend raving about it over coffee.
Before any potential customer makes a purchase, they need to know you exist. But how does that happen?
Let’s dive into the process that takes place before you actually make a sale.
Here's What We'll Cover:
- The Marketing Funnel: It All Starts with Awareness
- Strategies To Grow Your Brand Awareness
- Bringing It All Together: Your Brand’s Next Steps
The Marketing Funnel: It All Starts with Awareness
Imagine scrolling through TikTok and pausing on a short clip where someone is unboxing a product with a lot of enthusiasm.
That brief moment of connection is the top of your marketing funnel. It’s called the awareness stage. At this point, a stranger just learned about a product, service, or brand that might be worth their time.
Have you seen how AirAsia’s quirky ads pop up on social media?
You might not be planning a flight that day, but these fun visuals plant a seed. Later, when you need to travel, that memory nudges you toward AirAsia, even if you don’t consciously recall the ad.
This is brand awareness in action: the ability of a brand to stick in the consumer’s mind even before a need arises.
When a potential customer sees an ad, they don’t immediately think of all the features of your product. Instead, they remember the vibe they feel. They remember the personality and the story you share through every touchpoint.
And that’s why getting noticed is the first (and perhaps most crucial) step.
Strategies To Grow Your Brand Awareness
Ready to put theory into action? Let’s get creative. Here are some examples to help you expand your brand’s reach.
1. Create a Mascot for Your Brand
People love characters. Think about the last time you remembered a brand because of its mascot.
What happens when you see Mamee Monster on a packet of noodles? You instantly recognize it, right? It probably reminds you of a fun, quirky companion from your childhood or college days.
Mamee-Double Decker turned a simple logo into an unforgettable personality. The result? It started sparking conversations at family gatherings and office lunches.
Wouldn’t you love to get this kind of reaction out of your brand?
The first thing you need to do is think of a mascot personality that matches your brand’s theme. Is your brand playful, bold, or sophisticated?
For a fashion brand like BatikKita, for instance, the mascot could be something that symbolizes creativity and heritage, just like its products.
Imagine a character that's as vibrant and colorful as traditional batik prints. Then, visualize it dancing through cultural festivals. Wouldn't that be both fun and symbolic for the audience? Not only that, but it would also build curiosity among people to learn more about BatikKita.
Once you have a mascot, it’s a good idea to use it in your social media posts as well. Add it to your packaging and put it up on in-store displays.
Imagine walking into a boutique and being greeted by a life-size cutout of its mascot. What if it’s even holding up a quirky comment written on a chalkboard? Wouldn’t you feel like you've entered a fun and lively boutique? You might even feel like straight off buying something from there.
To bring this to the next level, encourage your customers to take selfies with your mascot. Ask them to suggest new costume ideas for special holidays. This interaction deepens their connection with your brand.
A great example is Dome Cafe. This local coffee brand features a fun, engaging mascot that customers love snapping selfies with when they visit.
See how a mascot can spark curiosity and make your brand conversation-worthy?
Let Vase.ai help you refine your concepts and select a mascot that perfectly embodies your brand’s personality. With our research, you can validate multiple mascot ideas and choose the one that fits your brand the best.
By giving your brand a face or personality, you create an emotional hook that’s far more memorable than any static logo.
2. Ask Customers to Leave Reviews
The other day, I was scrolling through my Facebook feed and stumbled upon a review post made by SENHENG Malaysia.
This post isn’t just another status update. It’s like a mini-story. Showing one customer’s review helps other viewers connect emotionally with the brand. It acts like social proof, making the brand appear trustworthy and reliable.
Here’s another one:
This kind of authentic, user-generated content isn’t just marketing—it’s word-of-mouth at its best.
But how do you get your customers to leave in-depth and heartfelt reviews like these?
The simplest way could be to send them a generic “please leave a review” email. But in most cases, that doesn’t work.
Instead, you can create a template that thanks the customer by name and references their recent purchase.
For instance, “Hi Aina, we hope you enjoyed your Nasi Lemak experience at KopiKita! We’d love to hear your thoughts.”
This kind of email has a higher chance of getting a response.
Sometimes, a little nudge goes a long way. Consider offering a discount or loyalty points in exchange for an honest review.
Picture this: after their first visit to a restaurant, a customer receives a message saying, “Rate your experience and enjoy 10% off your next meal!”
If you're not sure where to start, why not leverage Vase.ai’s expertise? We can help you design the perfect approach to kickstart your customer review collection, ensuring you receive genuine feedback that truly represents your brand.
As and when you get glowing customer reviews, share them on your social channels. Let users see a screenshot of a 5-star review pinned on your Instagram Stories or featured on your website. It will send a signal to potential customers that your brand delivers consistently.
3. Use the Starbucks Strategy
Have you ever felt a rush of delight when a barista calls out your name or writes it on your cup? That personal touch transforms a routine coffee run into a memorable moment.
Customers love snapping selfies with their unique cups and then posting them on social media. This effectively turns them into ambassadors for the brand without any extra cost.
You can apply this strategy in any niche you’re operating in. You don’t need to call every customer by name (though if you can, that’s even better). Even a small handwritten note on a product can make a huge difference.
For instance, if you run a dessert brand like Sweet Aura, consider packaging a small note that says, “Enjoy your treat, [Name]! – Your Sweet Aura Team.”
When customers feel recognized, they’re more likely to snap a photo and share it. You can particularly use this tactic during special campaigns.
Last year, The Coffee Bean & Tea Leaf ran a campaign to gather stamps. Customers who were able to collect 10 stamps won a new elemental tumbler.
It’s all about creating moments that people want to talk about.
With Vase.ai, you can identify the most wanted merchandise that resonates with your audience and create campaigns with the best possible impact. Let us help you tailor your offerings so that every detail of your customer experience truly stands out.
This strategy isn’t just about customization. It’s about creating personal, shareable experiences that weave your brand into everyday life.
4. Find Partnership Opportunities
Think about the power of collaboration. When brands collaboratively organize a mini-event, they get an opportunity to reach a broader audience.
For instance, an eco-friendly boutique and an organic F&B brand can join forces to host a “Sustainable Living Challenge.” In the challenge, customers can share their eco-friendly tips, tagging both brands for a chance to win a combined prize pack.
Last year, multiple sustainable lifestyle vendors collaborated for a similar pop-up event held at Sunway College. It was called the ‘Fashion Fiasco Bazaar’. At the bazaar, all participating brands shared their commitment to sustainability.
This kind of partnership opportunity not only helps you split costs but also introduces each other’s loyal customers to a new lifestyle.
So, how would you go about this strategy? First, identify a non-competing brand that shares similar values or targets the same audience.
If you’re running a local snack brand, maybe partner with a local beverage brand that appeals to the same young, urban crowd.
If you're unsure which brand to approach, leverage Vase.ai to pinpoint the ideal partner that aligns perfectly with your brand’s mission and target market.
Next, instead of just doing joint social media posts, think bigger. Host an event, a live demonstration, or even an online challenge where both brands participate.
Share behind-the-scenes planning photos, teasers of the event, and post-event highlights. A short video showing the synergy between both brands can be a powerful tool in demonstrating the value of the partnership.
When two brands come together, their combined storytelling creates a richer narrative. And you’ll see - people will remember your name the next time they’re shopping or scrolling through their feeds.
5. Leverage on Content Creators
Content creators are like trusted friends who recommend your favorite local spots. A well-placed endorsement from the right influencer can turn a quiet brand into a trending topic overnight.
One great example is influencer Neelofar promoting her very own brand, Naelofar Hijab. On her Instagram, Neelofar shares posts and videos where she models her hijab collections. She also explains the design details and encourages her millions of followers to try the products.
But it’s not just about follower count. It’s about connection. If you’re a lifestyle brand, look for content creators who share your brand’s aesthetic and values. Their style should naturally complement your brand, making their endorsement feel authentic rather than forced.
Vase.ai can help you identify influencers or brand ambassadors that would be a perfect match for your brand and resonate with your audience.
Oftentimes, content that works best is one that tells a story. For example, an influencer could take their followers on a “day in the life” journey.
After the influencer’s initial post, you can also run a campaign inviting customers to share their own stories using a branded hashtag. When real people share real experiences with your product, it creates a ripple effect of authenticity that’s hard to ignore.
6. Run a Giveaway
Giveaways are a great way to spread brand awareness. Customers get excited when they’re given a chance to win products.
Not only do giveaways create buzz and spark interest, they also allow you to build an audience database.
For example, Marigold HL Milk ran a campaign offering consumers free cooler bags and tumblers when they purchased their milk packs. In the excitement of hoping to win more of these gifts, customers started buying extra milk packs during that month – growing Marigold’s revenue.
Another example would be Guardian Health & Beauty’s "free gifts all month long" campaign. This helped them drive increased engagement to their social channels. They not only rewarded loyal customers but also attracted new ones.
To make the most of it, design a giveaway that’s as engaging as it is rewarding. Ensure the prize resonates with your audience’s interests.
Once your giveaway is underway, encourage participants to spread the word and share their excitement online. This strategy not only boosts your brand awareness but also transforms your customers into enthusiastic brand ambassadors.
7. Create Mini-Tools
While this strategy is normally used by online software companies, FMCG and CPG brands can also put a twist on it.
For example, Perodua built a simple but helpful loan calculator. Users stumble upon it online when searching for a car loan calculator.
Think about what’s useful for your customers. For example, if your brand sells healthy snacks, creating a free calorie-tracking tool may be a great way to create brand awareness.
Celcom has developed a data plan usage estimator that helps users optimize their mobile experience. It also subtly keeps the brand at the forefront of customers’ everyday decisions.
The key is to build a tool that indirectly ties back to your product.
The beauty of such mini-tools or quizzes is their ability to offer genuine value while subtly keeping your brand top-of-mind. When users interact with your tool, they’re not just getting a service—they’re building a connection with your brand.
8. Turn FAQs into Viral Content
Who knew that the humble FAQ could be transformed into a viral sensation? Sometimes, the quirks and confusion around your brand can become your most engaging storytelling tools.
Take a cue from the shoe brand ON, which turned a common mix-up—where prospects mistook its logo for “QC”—into an opportunity for creative content. By featuring playful personalities like Roger Federer and Sesame Street’s Elmo, they took a frequently asked question and spun it into a fun, shareable campaign.
This strategy demonstrates that a little humor and creativity can go a long way in addressing customer queries. Not only does it provide clarity, but it also humanizes your brand in a way that feels both relatable and memorable.
Next time you encounter a recurring question or misconception, consider giving it a creative twist that resonates with your audience.
9. Turn Bad Reviews Into A Wins
This idea is a little controversial, but a year ago helped Oatly grow their brand awareness.
Pizza Hut has been known to respond to negative feedback on Twitter with genuine concern. They turn critical reviews into conversations that highlight their commitment to customer service.
10. Share “Behind-The-Scenes”
People love seeing a glimpse into the real process behind a brand. Your customers will be naturally drawn to unfiltered stories. Show product failures, team debates, or how you source materials. The more raw and real, the better.
Here’s a behind-the-scenes video, or “day-in-the-life” of Racheal Kaur, an assistant manager who works in AirAsia’s finance department. The 6 minutes video of her life as told by CNA Insider isn’t only engaging. It indirectly creates awareness and promotes the air carrier brand, AirAsia.
Make transparency and authenticity the values your brand stands for. This can be your advantage to standing out in a world filled with AI-generated content and cover-ups.
Bringing It All Together: Your Brand’s Next Steps
At its core, building brand awareness is about creating memorable, authentic experiences that resonate with your audience. It’s not enough to simply state that you’re a great brand. You need to show it through every interaction, every campaign, and every customer touchpoint.
The Power of a Well-Told Story
Let’s circle back to our opening thought: the shirt on your back. The next time you pick up an item or see a brand in action, ask yourself: what was it that made you notice it? Was it a clever ad, a personalized moment at your favorite café, or maybe a recommendation from someone you trust? These moments are the building blocks of brand awareness.
In most Asian countries, the local flavor is an unbeatable asset. Make sure your brand has a story to tell—one that’s as diverse and vibrant as Malaysia itself.
Measuring Your Brand Awareness
Now you might be wondering, “Why should I measure something that seems so intangible?”
Picture a local food delivery service that noticed an unusual spike in new app downloads after a street food festival. Instead of simply assuming the festival worked its magic, the team dug into data. They kept count of their social mentions, app downloads, and customer surveys. What did they get? The data gave them an understanding of exactly how many new customers had heard about their brand, and why.
By measuring brand awareness, you can answer questions like:
- How many people recognize my logo or tagline?
- What conversations are happening about my brand online?
- How often do people mention my brand compared to competitors?
The data not only reveals which elements of your brand are resonating with your audience, but it also pinpoints exactly where improvements are needed.
For example, if you notice a surge in recognition or engagement around a particular message or visual, you can capitalize on that success by emphasizing it in future campaigns.
Conversely, if certain elements aren’t performing well, the insights tell you where to adjust your approach. This enables you to fine-tune your messaging, reallocate your budget more effectively, and ultimately boost both engagement and ROI.
But we understand. Measuring all these metrics coming from so many different platforms could be overwhelming. That’s where we come in.
Let Us Do the Research for You
At Vase.ai, we conduct qualitative research by conducting custom surveys and leveraging real-time data from our client’s customers. We can help you track how your brand is perceived across diverse demographics and compare your performance against competitors.
Our research will allow you to identify trends and adjust your strategy on the fly. This data-driven approach will ensure that every decision you make is backed by reliable consumer insights. This in turn will make it easier to strengthen your brand’s presence in the market.
