The keys to brand success are self-definition, transparency, authenticity and accountability.

Simon Mainwaring, Global Speaker, Thought Leader and Author

Brand visibility is more than just posting on digital platforms, “just to get the word out about your business.” It’s executing a marketing strategy to utilize digital marketing, incorporate a tangible experience, and encourage word-of-mouth marketing. Brand visibility is sharing a story about your company that will connect with the target audience and expose them to the product, good, or service that provides a solution to a problem.

81% of customers need to trust a brand before buying from them, while 86% of consumers believe that authenticity is important to support a brand. (Influencer Marketing Hub, 2024)

Digital marketing is utilizing different platforms and strategies to highlight a product, good, or service. From posting on social media to incorporating advertising, and collaborating with influencers and content creators to produce user-generated content (UGC), digital marketing is everywhere. However, finding the right marketing mix with digital platforms is key to enhancing brand visibility to target audiences.

While digital marketing is essential for enhancing brand visibility by utilizing various platforms, there should also be a tangible experience when sharing products, goods, and services. Regardless if the brand experience is mainly in-person or online, it should stimulate the senses — touch, smell, sight, taste, and hearing. When two or more of the senses are activated within a given brand experience, it creates a lasting impression and ultimately aids in client and customer acquisition and retention.

People want to share their experiences and aid in conversations with others. Therefore, provide a product, good, or service of great value to give people something positive to talk about. Word-of-Mouth Marketing is still the number one form of marketing. The goal for any brand and business should be to create something so good that people want to talk about it in everyday life — to their connections, networks, friends, and family.

Consumers want to know about the latest product, good, or service that can meet everyday life moments. Brand visibility is creating a marketing mix between digital marketing, incorporating tangible experiences, and encouraging word-of-mouth marketing for brand growth and development. Sustaining a business is consistently improving this marketing mix formula and discovering what connects with target audiences and its segmentations along the buyer’s journey.