7 Tips on building Brand Awareness – Interview with Adam Robinson
By Maciej Nowak
Brand awareness isn’t built overnight – it’s earned through consistency, creativity, and connection. In this episode of Osom to Know, Adam Robinson, founder of Retention.com and an expert in growth marketing, shares his proven strategies for building authentic brand visibility in competitive markets. A former Wall Street professional turned SaaS entrepreneur, Adam has built a reputation for helping eCommerce brands grow retention and revenue through owned marketing. Known for his bold LinkedIn presence and unconventional content style, Adam breaks down what it really takes to get noticed, and remembered.
Adam offers seven actionable tips any brand can use to turn visibility into real trust.
1. Humanize Your Brand to Build Awareness
Adam starts by dismantling one of the biggest misconceptions in B2B marketing – that professionalism means being distant or generic. Authenticity, he argues, is what separates brands that blend in from those that break through.
“People don’t want another polished corporate post. They want to see who you are and why you care.”
Consistency builds recognition, but authenticity builds relatability. Adam reminds marketers that the goal isn’t to polish every sentence or make content flawless – the imperfections make it human. He encourages founders and marketers to share not just wins, but lessons, struggles, and stories that reveal their personality, showing that sincerity matters more than perfect wording or visuals.
Key Takeaway:
People follow people, not logos. Post with honesty, not perfection.
2. Earn Trust Through Value, Not Virality
Viral moments are exciting, but Adam reminds us they don’t build sustainable brands. Value-driven content, on the other hand, creates long-term awareness and loyalty. He points out that chasing quick visibility often distracts from building real relationships – consistent, valuable insight is what truly keeps audiences engaged over time.
“You don’t need a million views. You need the right thousand people to trust you.”
He focuses on teaching, not selling – whether it’s breaking down customer retention strategies or explaining marketing data in plain English. That’s how authority compounds over time.
Key Takeaway:
Go deep, not wide. Awareness that lasts is built on value, not volume.
3. Leverage LinkedIn as Your Brand Platform
LinkedIn is Adam’s main stage – and he treats it like a full-scale media operation. The key, he says, is to stop treating posts as isolated updates and start thinking like a publisher.
“LinkedIn is the new TV. You have to show up every day with something worth watching.”
He plans weekly content themes, repurposes video clips, and builds conversations in the comments. This rhythm creates predictability, and predictability creates trust. As Adam points out, these routines help him stay present in people’s feeds without overwhelming them with ads. Over time, that steady cadence makes his audience feel like they’re part of an ongoing conversation rather than a marketing campaign.
Key Takeaway:
Use LinkedIn as your daily stage – consistency beats cleverness every time.
4. Connect Authentically Through Video
Video is one of the most effective brand-building tools, but only when it’s authentic. Adam believes brands should use video to make people feel connected – not to pitch or posture.
“I film with my phone. I don’t need a studio. People relate to things that feel real.”
Short-form videos, founder updates, and casual Q&As work better than scripted ads. What matters is showing your face, your tone, and your energy. This is how Users decide whether they trust you.
Key Takeaway:
Show up on video as you are. Clarity and emotion beat production value.
5. Drive Engagement Through Real Conversations
Too many marketers treat social media like a megaphone. Adam insists it should feel more like a dialogue. Replying to comments, jumping into discussions, and giving genuine feedback is what creates brand advocates. He shares that some of his most valuable business relationships began in comment threads, simply through showing up and engaging honestly. Adam also points out that this kind of interaction not only builds loyalty but helps shape the brand’s tone – when audiences see founders and teams responding directly, they start associating the brand with authenticity and openness.
“You can’t automate relationships. If you want people to care, you have to care first.”
Every reply and message is a micro-moment of brand building. Engagement at scale doesn’t mean bots – it means being present.
Key Takeaway:
Engagement is branding. Conversations build credibility.
6. Empower Employees as Brand Ambassadors
According to Adam, a company’s strongest voice isn’t its brand account – it’s its people. When employees share their perspectives, stories, and experiences, awareness expands organically.
“If your team’s not talking about what you do, you’re missing your biggest marketing channel.”
He suggests empowering employees with clear messaging, visuals, and confidence to share their work online. Internal culture and external perception go hand in hand. When employees feel trusted to share their authentic perspective, it builds both morale and credibility. These shared stories make the brand’s voice richer, creating a sense of community that extends beyond the company itself.
Key Takeaway:
Your team is your brand. Empower them to amplify your message.
7. Build Brand Equity by Playing the Long Game
Finally, Adam emphasizes patience and persistence. Brand awareness takes time – months or even years of showing up before results compound.
“Everybody wants fast growth, but the brands that win are the ones that don’t quit.”
He explains that consistency turns content into reputation. The more value you create without asking for anything in return, the stronger your brand equity becomes. Over time, this steady effort reinforces brand awareness, helping audiences recognize and trust the brand’s message.
Key Takeaway:
Awareness grows with time, trust, and repetition, not hacks.
Full conversation with Adam Robinson
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