How can I increase brand awareness for my product on a limited budget?

Start by narrowing your audience to a specific niche where your brand can be the undisputed leader. Instead of trying to reach everyone, focus on the 10% of the market that has the strongest need for what you offer. Use earned media — pitch guest articles to industry publications, get on relevant podcasts, and encourage user-generated content. In my experience, a well-crafted story about why your company exists resonates far more than a paid ad. I led a brand turnaround for an 80-year-old cereal brand with almost no budget for paid media, and we generated 340+ press mentions by focusing on a compelling narrative about mindful mornings.