What is 'Brand Surface Area' and How Do You Increase It?
In the last few years, "brand surface area" has emerged as a crucial concept for businesses looking to maximise their reach and engagement (and therefore, sales). But what exactly is brand surface area, and how can you effectively increase it?
Understanding Brand Surface Area
A brand’s ‘surface area’ refers to the extent and variety of touchpoints through which a brand interacts with its audience.
These touchpoints can include everything from social media profiles and websites to physical locations, customer service interactions, and even word-of-mouth referrals.
The larger and more diverse your brand's surface area, the greater the opportunities for your target audience to encounter, recognise, and engage with your brand.
Imagine your brand as a physical object. The more surface area it has, the more chances there are for people to come into contact with it.
In digital terms, this means having a broad and diverse presence across various platforms and channels. It’s not just about being everywhere; it’s about being where your audience is and delivering a consistent, engaging experience at every touchpoint.
The psychology behind brand surface area is deeply rooted in concepts such as cognitive fluency and the availability heuristic.
Cognitive fluency suggests that people prefer things that are easy to think about and understand. When your brand appears consistently and coherently across multiple touchpoints, it becomes easier for your audience to recognise and remember it, reducing the mental effort required to engage with your brand.
The availability heuristic, on the other hand, is the tendency for people to rely on immediate examples that come to mind when evaluating a topic. By increasing your brand's surface area, you ensure that your brand is frequently encountered, making it more likely to be top-of-mind when consumers are making purchasing decisions.
Strategies to Increase Your Brand’s Surface Area
1. Expand Your Digital Presence:
Social Media: Establish a presence on multiple social media platforms that are relevant to your audience. Regularly post engaging content, interact with followers, and utilise platform-specific features such as Instagram Stories or LinkedIn Articles to maximise visibility.
Website Optimisation: Ensure your website is not only visually appealing but also optimised for search engines (SEO). High-quality content, intuitive navigation, and a mobile-friendly design are essential.
Email Marketing: Build and maintain a robust email list. Regular newsletters and personalised email campaigns can keep your audience engaged and informed.
2. Content Marketing:
Blogging: Maintain a blog with valuable and relevant content that addresses the needs and interests of your audience. This not only drives traffic to your site but also positions your brand as an industry authority.
Video Content: Leverage the power of video through YouTube, Instagram, or TikTok. Videos can capture attention and convey messages more effectively than text alone.
3. Collaborations and Partnerships:
Influencer Marketing: Partner with influencers whose audiences align with your target market. Their endorsement can introduce your brand to new followers and boost credibility.
Brand Partnerships: Collaborate with other brands that complement your offerings. Joint campaigns can expand your reach and introduce your brand to a wider audience.
4. Customer Experience:
Excellent Service: Provide exceptional customer service. Happy customers are more likely to become repeat buyers and advocates for your brand.
Community Engagement: Foster a sense of community around your brand. Engage with your audience through forums, social media groups, or live events.
By strategically increasing your brand surface area, you create more opportunities for meaningful interactions with your audience. This not only enhances brand visibility but also builds stronger connections, fosters loyalty, and ultimately drives growth.
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