In the latest episode of Espacios que hablan, Naima Farrouki, an expert in brand visibility strategies, shared her five key points for a brand to achieve greater impact and recognition in the market. Throughout the episode, Farrouki explained how combining different advertising approaches and communication channels is essential for a brand to stand out and stay in the consumers mind, especially in a sector as competitive as interior design and luxury.
1. Constancy in visibility: always being present
Naima Farrouki emphasises that constancy is fundamental for a brand to achieve effective visibility.
‘You are impacted by a lot of brands that are constantly impacting you, but the approach to them is very important.’ – Naima Farrouki
The importance of brands staying present in the customer’s life through continuous contact, whether through traditional or digital advertising, it is essential that the customer sees the brand repeatedly at different times and places, so that it stays in his mind. This strategy ensures that when it comes to choose a product, the brand is the first choice remembered.
2. The importance of tangible experience: getting to know the product close up
One of the most important strategies that Naima Farrouki highlights is the need for customers and design professionals to be able to physically interact with the product, and she believes it is essential for brands to provide opportunities for consumers to experience the product first-hand, whether at exclusive events, showrooms or exhibitions. This tangible approach creates a deeper connection, allowing the customer to better appreciate the details, quality and functionality of the product.
3. Branded content: telling an engaging story
Naima Farrouki underlines the power of branded content as a key tool to give visibility to the brand in a way that goes beyond simple advertising. According to Naima, it is important that the customer not only sees the product, but also understands its story, its value and its unique features.
‘Branded content is about telling the product, what it is about, the quality or the specifications of the product” -Naima Farrouki
This storytelling approach creates an emotional connection with the customer, which reinforces brand recognition and loyalty. By using platforms such as magazines, editorial articles and digital media, brands can show the soul behind their products and therefore attract a more discerning and knowledgeable audience.
4. Digital advertising: maximising visual impact
Farrouki stresses that, in the digital age, display advertising is crucial to capture the attention of consumers at multiple touch points.
‘The display part is to make an impact with brand or product image”- Naima Farrouki
Naima stresses that this strategy allows the brand to be displayed effectively in different spaces, such as social media, websites and banners. The use of attractive images and consistent visual messages is key to make the brand stand out in a crowded digital environment and to give consumers a memorable impression of the product.
5. Diversify channels: a multi-channel approach
Naima Farrouki insists on the importance of diversifying communication channels to maximise brand impact. It is not enough to focus on a single medium, but it is essential to have a presence on multiple platforms to ensure that the message reaches different audiences. From social media such as Instagram and Facebook, to magazines, physical storefronts and online campaigns, each channel provides an additional layer of visibility. Doing so ensures that the brand is seen in multiple contexts, increasing the likelihood that the customer will remember and consider it when they are ready to make a purchase.
Integrated strategies for greater visibility
According to Naima Farrouki, brand visibility is the result of an integrated strategy that combines consistency, tangible experience, narrative content, digital advertising and channel diversification. By maintaining constant contact with the consumer, offering sensorial experiences, telling an engaging story and being present on multiple platforms, brands can ensure that their message reaches their audience in an effective and memorable way.
This approach not only allows brands to stand out in a competitive marketplace, but also positions them as innovative leaders in their industry. For Farrouki, a brand’s success lies in its ability to stay in the consumer’s mind by always offering something new, relevant and exciting.
To go deeper into these ideas and listen to this conversation between Laura Huerta and Naima Farrouki, we invite you to watch the excerpt here.