Most businesses we talk to have the same frustration. They are spending money on marketing, putting out content, running ads here and there – and still nobody seems to know who they are. The product is good. The team is solid. But the brand just is not landing the way it should.

Low brand awareness is genuinely one of the quieter business killers out there because it is hard to point at. You cannot always trace a lost deal back to it. But it is there, slowing everything down in the background.

Here is what we have figured out at 6th Street Artist after working with brands across categories and budgets – throwing more money at the problem rarely fixes it. What fixes it is being smarter about where you show up and how. These ten things actually work.

1. Stop Targeting Everyone and Start Targeting Someone Specific

“Our audience is 18 to 35 year olds interested in lifestyle.” Every brand says something like this, and it means almost nothing in practice.

The brands that build real visibility are the ones that get uncomfortably specific. Not just age and city, but what this person worries about on a Sunday night, what content they save without sharing, and what kind of brand voice makes them trust a company. When you know that, your campaigns stop feeling generic. People start feeling like you are talking to them.

2. Work With the Right Influencers, Not the Biggest Ones

This is the one we keep coming back to. A creator with 35,000 followers who genuinely loves your category and has built real trust with their audience will almost always do more for your brand awareness than a celebrity post that gets forgotten by Tuesday.

At 6th Street Artist, we have seen this play out enough times to say it with confidence. Audience fit matters more than reach. An awareness campaign built around the right micro influencers, properly briefed and running consistently – that is what actually moves the needle.

3. Be Consistent Even When There Is Nothing to Announce

Brands disappear between launches. They post heavily for two weeks around a campaign and then go quiet. Then they wonder why nobody remembers them six months later.

Brand visibility does not work like a tap you turn on when you need it. It builds through showing up repeatedly in the right places. The brands that people can actually name in a category are almost always the ones that kept showing up even when they had nothing specific to sell.

4. Make Content That Is Actually Worth Something to the Reader

The awareness campaigns that get saved, shared, and talked about are almost never the ones that lead with a product. They lead with something useful. An answer to something people are actively searching for. A take on something the industry keeps getting wrong. Something that makes someone think – I am glad I read that.

When your content earns that reaction, people remember your brand as the one that helped them. That kind of memory is worth more than a thousand impressions.

5. Short Form Video Is Your Cheapest Reach Right Now

One good reel can put your brand in front of people who have never heard of you before. That is genuinely hard to replicate with any other format at the same cost.

But most brands treat short form video like a shrunken version of a TV ad and then wonder why nobody watches past the first second. The content that works on Reels and Shorts feels like it belongs there. Quick, specific, either funny or genuinely useful. Not produced to within an inch of its life.

6. One-Off Posts Do Not Build Anything

Paying a creator for a single post and labelling it an influencer campaign is akin to running a single ad and expecting people to remember your brand forever. It does not work that way.

What works is building actual partnerships with creators who show up for your brand more than once. Their audience starts connecting that creator with you. When they recommend something, it carries the weight of everything they have built with that audience. That is a very different thing from a sponsored post that disappears in the feed.

7. Regional Audiences Are Wide Open Right Now

Most brands are still running awareness campaigns in Hindi and English and ignoring the rest. Meanwhile, there are creators building enormous, deeply loyal audiences in Tamil, Telugu, Marathi, Kannada, Bengali, and more – and most of their categories are nowhere near saturated with brand partnerships.

If your competitors are not showing up there, that is not a warning sign. That is an opportunity.

8. Give People Something Worth Talking About

Word of mouth still works. It works better than most paid channels when you can actually generate it. The question is whether your brand is giving people something to say.

Sometimes it is a campaign that is genuinely creative. Sometimes it is a customer experience that catches people off guard in a good way. Sometimes it is content so specific and useful that people share it because they actually want their friends to see it. The brands that crack low brand awareness usually built something share-worthy, rather than hoping it would happen on its own.

9. Put Budget Behind What Is Already Working

Most brands boost content randomly. A little bit on this post, a little bit on that one, spread thin across everything. A much better approach is to find what is already performing without any paid push – the post that got saved more than usual, the reel that got shared, the content that sparked real comments – and then put money behind that.

You already know it resonates. You are just helping more of the right people find it. That is a completely different use of a budget than guessing.

10. Measure the Things That Actually Tell You Something

Reach and impressions are easy numbers to put in a report. They are also the ones that tell you the least about whether your brand awareness is actually growing.

The things worth tracking are whether people are searching for your brand name more than before. Whether direct traffic to your website is climbing. Whether the comments on your content are from people who feel like your actual audience. Whether people are tagging friends. Whether your brand comes up when someone asks for a recommendation in your category. Those signals are harder to measure, but they are the ones that tell you something real.

To Wrap This Up

Low brand awareness is not typically a budget problem. It is a focus problem. Brands that fix it are not necessarily the ones that outspend everyone else – they are the ones that show up in the right places consistently, with content and creator partnerships that actually fit their audience.

At 6th Street Artist, this is the work we do every day. If your brand is not getting the visibility it deserves and you want to figure out why and what to do about it, come talk to us.

Call us: +91 9136669815 Email: hello@6thstreetartist.com

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Manpreet Singh

Manpreet Singh Chadha was a visionary entrepreneur and co-founder of 6th Street Artist, a Mumbai-based influencer marketing agency. With a passion for empowering creators and brands, he played a pivotal role in shaping the agency’s mission to revolutionize influencer marketing in India. His legacy continues to inspire the industry.