There are two ways to build awareness.

One is top down. It’s about putting your face (your logo) in as many places as possible. It’s about press releases, awards, events, ads. It takes money.

One is bottom up. It’s about engaging with a niche audience wherever they are. It’s about commenting, posting, liking, and sharing common experiences. It takes time.

It’s an important distinction, because the tactics and resources that refer to one strategy cannot be employed for the other.

It’s an important distinction, because most don’t understand it.