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Trade shows might seem quaintly old-fashioned, but they can be a highly effective brand-building tactic in a down economy. Upsides include an audience that is prequalified to have interest in your business, and the opportunity for high-touch, face-to-face encounters. Cost, however, is a downside and must be taken into consideration when developing a brand building strategy. Here are five other tips for building brand awareness, both online and off:

1. Go old-school. Remember technology’s original black box, the telephone? “Mention your tagline every time you answer the phone,” advises Lisa Baer, president of Baer Design Group, which has offices in Chicago and Detroit. Align your on-hold music with your branding message. Include smart and witty ideas that support your brand, and update them regularly. “Not only is it effective, it’s free,” Baer emphasizes.
   
   
2. Build the right foundation. Develop a well-defined value proposition unique to your brand, and make sure it’s reflected in your marketing and communications, says Michelle Pujadas, founder and co-CEO of Zer0 to 5ive, a Philadelphia-based marketing agency.
   
   
3. Tap into the social media phenomenon. Phoenix-based marketing guru Jennifer Maggiore calls social media “the single most exciting thing going for branding and marketing in general.” Tools in place enable very accurate identification, targeting, and segmentation of audiences at a fraction of the cost of traditional media. One caveat: Each social media channel has its own etiquette. “Learn it and use it, or risk being flamed,” she warns.
   
   
4. Sponsor an event. From a small, intimate meeting to a grand soiree, an event can go a long way in raising brand awareness and generating buzz about you and your company. And with smart planning and budgeting, an event doesn’t have to break the bank, Maggiore promises.
   
   
5. Play the Trump card. If you are closely identified with your company’s brand, raise your own profile, suggests Maggiore. Give a speech, write an article, or participate in a panel discussion. You don’t have to be a tycoon to brand yourself.