Creating awareness is the first step in the funnel. Depending on the type of change you want to make, there are many ways to do this.
You can use Social Media Marketing, Search Engine Optimization, and Paid Advertising. Be sure to follow the same creative direction as the funnel and to use the same tone of voice across all channels.
Create awareness messages that are focused on the needs of your customers. Apple has one of the most effective and consistent marketing campaigns in the world, and you can follow their lead.