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Capturing attention can be tough for a small brand. We’re all constantly scrolling on our phones, driving by billboards, or tuning out the ads in between our favorite shows. We’re exposed to so much marketing, we don’t even notice it half the time. That’s why building brand awareness is one of the most powerful ways small businesses can set themselves up for long-term success. But what is brand awareness? How do you break through the noise?
We sat down with Ximena Keirouz, Faire’s head of Brand Studio, to get her expert insights on the best ways to grow brand visibility. From crafting a brand identity to making the most of your budget, Ximena shared a savvy brand awareness strategy that can help small businesses increase recognition and foster trust with customers.
Brand awareness: Becoming recognizable and memorable
“Building brand awareness means making sure your potential customers know you exist,” says Ximena. “It’s as simple as that.”
To achieve this, she says, your brand must do two things. “First, cut through the noise with something compelling—whether through messaging, visuals, or a unique approach that grabs your ideal customer’s attention.”
Second, maintain consistency: Every time your audience sees your content, brand, and product, it should deliver a consistent message. “Consistency helps cement your identity in their minds, making you recognizable and memorable,” says Ximena. “That’s the essence of brand building.”
Let’s explore how you can do both—without overwhelming your budget.
How building brand awareness benefits your business
Beyond just recognizing a logo or tagline, brand awareness is about the feelings and perceptions people have about your products or services—and it’s vital for long-term trust, growth, and success.
Brand awareness helps you:
Stand out in a busy market
Small businesses need to work hard to carve out their unique space in today’s competitive landscape. By focusing on strategic marketing and crafting a consistent voice and visual identity, you can enhance your brand’s presence and make a lasting impression.
Build trust and loyalty
Consistent branding—through both visuals and messaging—reinforces reliability and encourages loyalty. “Your brand should reflect you, because we tend to buy from people we feel a connection to,” says Ximena. “It’s essential that your brand feels authentic to you and your story.”
Boost word-of-mouth growth
When you discover a really great brand, it feels good to share it, both on social media and in person. The more people are aware of your brand and feel connected to it, the more likely they are to become advocates, helping spread the word.
Make marketing more effective
Once customers are familiar with your brand, marketing becomes more efficient. Think about Nike or Apple: You know their ads when you see one. When people already recognize and trust your brand, they’re more likely to engage with your content and respond to campaigns. This reduces the need for costly and time-consuming marketing efforts to build recognition from scratch.
In short, brand awareness isn’t just about being seen: It’s about being remembered and trusted.
Brand identity starts with a story
To create brand awareness, you not only need a brand—you need a story. When starting out, many people mimic what other successful brands are doing, thinking that will bring them the same results. But success comes from the uniqueness of your offering. People want to know why your product exists. Why did you create it? What makes it different? The authenticity of your brand lies in that answer: It has to feel genuine, not manufactured.
“People are drawn to a good story. While we buy products because we love them, when faced with choices, we’re more likely to choose the story that resonates with us emotionally,” says Ximena. “By first understanding the story, we can make sure every visual element reflects the essence of the brand, making it feel real and meaningful to those who engage with it.”
She suggests asking yourself, Why are you making [your product]? What brought you to this point? That’s where your origin story begins, and it’s a crucial part of building your brand.
“Whether the story comes from your product’s history, the ingredients, the maker’s journey, or your neighborhood, it’s vital to find a narrative that connects it all,” says Ximena. “That story will influence everything from the colors you choose to the logo, the packaging, and even the name.”
For example, if you’re selling cookies made from your grandma’s recipe, the brand could reflect a cozy, homemade feeling. Or maybe you recall waiting for them to finish baking on her couch, which was a certain shade of blue. “A brand is made up of many things, but its identity elements are the most immediate signals to customers,” says Ximena. “These visual cues tell customers, ‘We have something in common, and you’ll likely enjoy what we offer.’ ”
When in doubt, create a mood board on Pinterest. “If I’m a designer trying to pin down your visual aesthetic, a mood board is a fantastic way to begin because it gives me insight into what’s in your head,” says Ximena. “It’s about understanding your style, your preferences, and whether the brand should reflect a bit of you as the creator.”
10 ways to build brand awareness on a budget
- Bring your brand to life
Even if you don’t have a logo, if your packaging is neon yellow—the only one like it on the market — that’s branding. Or let’s say your cookies are allergen-free, super healthy, and made with minimal ingredients: You’ll likely want a clean aesthetic.
“The most important thing is knowing how you want to show up,” says Ximena. “It makes you recognizable, unique, and a clear representation of what you stand for.”
Sometimes, all you need is a skilled graphic designer who can quickly create something clean and aligned with your vision. “This doesn’t have to be expensive,” she says. “You don’t need a big agency; a talented freelancer can work with you one-on-one to bring your brand to life.”
- Leverage social channels
To continue to build a strong brand identity, start a social media account where you share more about the process of creating the product, your values, and your story. “If you lead with a story, lead with an experience, a way of making your customers feel good by choosing you, you’re already winning from that perspective,” says Ximena.
Build social proof by showing what your products actually do and how they improve other peoples’ lives. Publish content regularly, stay compelling and consistent, and remember engagement is more powerful than reach.
“Social media is perfect for building presence,” says Ximena. “You can also consider putting a small budget behind ads—Instagram ads, for example, don’t always require a huge investment, but they can help you reach a broader audience.”
- Referrals
New research from Harvard Business Review shows referrals are even more valuable than previously thought. Analyzing data from over 41 million users of a cash-back app, they found that customers who joined through a referral not only made more purchases but also generated 30% to 57% more new customers through referrals than those who joined through other methods.
Start by offering your customers rewards for spreading the love. Think discounts, free products, or even cash back for every person they refer who makes a purchase. Keep it simple to share, like sending out referral links or easy templates they can post on social media or email. Shout about your program everywhere—on your website, in newsletters, or with flyers in-store. The more you remind people, the more likely they’ll join in.
- Don’t forget your number-one customer: Employees
When your employees genuinely believe in your brand and feel empowered to share it, they can become powerful advocates who help spread the word. Encouraging them to talk about your business in an authentic and consistent way—whether online or in person—can significantly increase brand awareness. Provide your team with key messaging, social media guidelines, and even branded content they can share.
- Tap into influencers
Collaborating with influencers is a great way to introduce your brand to new audiences and build credibility. By leveraging their existing trust and reach, you can get your product in front of potential customers who may not have discovered it otherwise.
Start by reaching out to 10 influencers in your niche and offer them your product or service for free in exchange for an honest testimonial, whether in writing or video. Typically, three to five will accept, appreciating the recognition and opportunity to share something valuable with their followers.
- Collaborate with other small businesses
You can also find businesses with similar customer bases and cross-promote each other. Offer them a deal if they promote your brand to their customers or employees. It’s a great way to establish a presence in your community without a huge cost.
“Often, the best way to grow is by introducing your product to local shops, getting them to try it, and letting them spread the word. This creates a network of people who believe in what you’re doing,” says Ximena. “Above all, delivering a great experience is key. If customers have a positive interaction with your brand, they’ll be more likely to share it with others, fueling organic growth.”
- Join online communities and forums
These spaces allow you to connect directly with potential customers, establish yourself as an expert in your field, and share your products or services in a natural, non-salesy way.
Find online communities where your target audience is active, such as niche Facebook groups, Reddit threads, or industry forums. Engage regularly by sharing tips, answering questions, and contributing to discussions. The goal is to offer value without being overly promotional. Over time, this builds credibility and trust, encouraging members to check out your brand. Subtly introduce your business by offering solutions but avoid spamming. Many groups allow links in profiles or certain posts, so use them wisely. This engagement boosts visibility, fosters relationships, and increases the chances of organic referrals.
- Throw and attend events
In-store events are a powerful way to attract local customers. By creating interactive, experiential moments, you can connect with your community and leave a lasting impression. A well-planned event draws people in and encourages both social media sharing and word-of-mouth buzz.
Similarly, you can participate in local markets, fairs, or community events to get your brand in front of potential customers. You don’t need a big booth: Sometimes, just being there with flyers or samples can make a difference.
- Optimize your website for SEO
A stunning website and great products won’t make an impact if people can’t find you. That’s where search engine optimization (SEO) comes in. By using relevant keywords, optimizing your site, and creating engaging content, you can improve your search rankings and make it easier for potential customers to discover your brand.
- Host webinars or live streams
Hosting live webinars or Q&A sessions on social media is a powerful way to connect with potential customers. By offering valuable insights and answering questions in real time, you position your brand as a trusted authority while creating meaningful engagement. These interactive sessions build credibility and expand your reach, helping more people discover and remember your brand.
Whether you’re just starting out or looking to refresh your brand’s presence, these strategies will give you the tools you need to build the kind of awareness that lasts.
