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Brand Strategy and the Customer Journey: Building Brand Awareness

by | Jul 14, 2020 | Brand Strategy

Learn how to utilize brand strategy and the ideal client during phase one of the customer journey – building brand awareness and attraction.

And as an added bonus, you can also pick up a Brand Strategy Workbook in the Brand Resource Library by clicking here!

During phase one of the customer journey (the awareness and attraction stage) the client is moving from not knowing that your brand exists to having an initial experience with your brand. It’s the first few interactions someone has with your business; they’ve entered your sphere of influence but haven’t moved in entirely (that’s phase two!).

Sidenote: want more information on the customer journey? Click here.

So how does brand strategy play into the awareness building and get someone aware of your brand?

As a reminder, your brand strategy is the plan for communicating your brand in a consistent and cohesive manner.

The first pillar of your brand strategy foundation – your ideal client – plays a major role in helping you build awareness and attraction. By understanding who you are serving, you’ll be able to identify:

  • What problems they are experiencing as it relates to your expertise
  • The number one problem that you can help them solve
  • How much awareness they have about the number one problem that you solve
  • What success looks like for them as it relates to the number one problem

Sidenote: want more information on finding your ideal client? Click here.


The Importance of Choosing an Ideal Client

If you aren’t certain about the type of person that you want to work with or you’re hesitant to niche down, more than likely you’ll find yourself struggling to move onto phase two of the customer journey.


The awareness phase is about getting someone into your sphere influence and if you’re unclear about who you are serving, you’re not giving that person a reason to stick around.

For example, if someone stumbles across your Instagram feed, will they be able to clearly identify what you do and who you do it for, without looking at your bio? What about if that person hops over to your website? Will they get even more clarity around the type of work you do and who you do it for?

When someone is just learning about you, your main goal is to pique their interest. By driving curiosity, you’re motivating them to learn a little more about you and your brand. Curiosity happens when you clearly share your message. And just to be clear: uncertainty and confusion do not drive curiosity.


Ideal Client + Awareness Building

Once you start to gain clarity around your ideal client, you can use that information to start building your awareness.

Because we happen to be in the midst of a global pandemic, the best place to start is digital:

  • Where does your ideal client spend their time online?
  • What social media channels are they the most active on?
  • Are they in any Facebook groups?
  • What (if any?) YouTube channels are they subscribed to?
  • Are they members of any virtual networking groups?
  • Where do they go online to learn about solving their problem?

If you’re just getting started and you have absolutely no idea what the answers are to any of these questions, that’s okay. Everyone starts from zero – the keyword being: start.

Circling back to the goal of phase one – building awareness and attraction to your brand. By understanding your ideal client’s problem, you can then utilize digital marketing to create awareness and attraction.

When you determine where they spend their time online, go be in that space. Show up and provide value. If it’s a Facebook group, start engaging with the community. If it’s a podcast, listen to the episode and think about pitching yourself to that one and other like-minded podcasts. If it’s a YouTube channel, provide value in the comments. If it’s a virtual networking group, consider joining and be involved with the community. If it’s Instagram, engage with the hashtags they’re using and comment on accounts they follow.

At the end of the day, the idea in phase one is to get out there and grow the awareness of your brand. Because you can’t serve people if they don’t know you exist and it’s not the client’s job to find you. It’s your job to put yourself out there and show up for the client when they need you.

Happy branding!

All my best,


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How to Create Brand Awareness with Brand Strategy | Witt and Company