What Is Brand Awareness?
Brand awareness is a marketing term that describes the level of consumer recognition of a product by its name. Brand awareness represents how familiar your target audience is with your brand and how well they recognize it. Creating brand awareness is one of the most critical steps in promoting a new product or reestablishing an older brand. Establishing brand awareness is valuable when marketing and promoting your company and products, especially in the early stages. It is a connection with a company's target audience so that the company does not ask for anything in return from the client.
Why is brand awareness critical?
Brand awareness builds trust. Nowadays, consumers have the means to research and keep in mind other people's opinions before completing their purchase. Once a customer trusts the brand, its services, or products, it's more likely to return for further purchases or even refer your brand to friends and relatives.
Brand awareness establishes that brand trust. Brand awareness efforts give your brand a personality and outlet to be sincere, receive feedback, and tell a story. It is also a way to build brand equity to describe the brand's value. This can be determined by consumer experiences and overall perception of the brand. It is easy for humans to destroy a brand's reputation or promote it through their close circle. It's more likely to remember a brand that offered you a positive experience. In addition, brand awareness is about impact.
How to Build Brand Awareness?
• Be a person, not a company: A business should define its character – what does it do except sell products/services? For example, is it an eco-friendly company? Why?
• Socialize: Each brand should not only focus on sales but also on its social interactions with customers, audience, and the public in general. For example, people need to see on posts the company's ideas on new trends or business news, not only posts about its products and services. Treat a business' social accounts as if a business is a person trying to make friends, not a company trying to make money.
• Tell a narrative: Storytelling is a compelling marketing tactic, as long as it is the truth. For example, the story of the founder and their idea to start the business.
• Make sharing easy: Meaning let your audience reshare your posts. An excellent example could be bog articles about business news or something relevant to the business industry. Videos and social media posts are essential for easy to read and understand and have catchy content if you want your audience to reshare.
5 Brand Awareness Strategies:
• Guest blog on other niche websites: It can help increase brand awareness with minimal effort.
• Try co-marketing: Co-marketing can highlight your company's position and what it offers to the market.
• Advertise everywhere: Advertising is one of the most essential and valuable tools a marketer can promote the brand.
• Choose an image or symbol that represents you: usually, this can be found on your logo – it must define what you are doing. Make it easy to remember.
• Create a short, catchy slogan: You can create strong brand awareness – as long as your slogan is easy to remember.
How to Increase Brand Awareness:
• Offer freemium.
• Create free content.
• Sponsor events.
• Give your brand a personality.
• Produce a podcast.
Quantitative and qualitative metrics will help you understand your brand awareness among your audience and the public:
Quantitative brand awareness measures:
1. Direct Traffic: This is the result of people visiting your website intentionally. It is an essential metric since most new customers find your brand through social media, advertisements, or searching keywords related to your products/services
2. Site traffic numbers reflect the viewer's internet searches for the brand's content and general context.
3. Social engagement is the company's followers, likes, shares, and comments – everything that has to do with your company's impressions. It's how many people know the brand and socialize with it.
Qualitative brand awareness measures:
1. Searching Google and setting up Google Alerts helps get your business up to speed with how your brand is being talked about online.
2. Social listening: This metric monitor social media management tools for organic mentions and engagement through a broader audience.
3. Running brand awareness surveys: Surveys are always better to get direct feedback from your customers and audience. It helps to understand what the public thinks of your brand, and it also allows you to upgrade your services based on their needs.
Here are a few valuable things that come from positive brand equity:
• Higher prices due to higher perceived value.
• A higher stock prices.
• The ability to expand business through product or service line extensions.
• Greater social impact due to brand name value
To sum up brand awareness:
• Brand awareness refers to consumers' familiarity with a particular product or service.
• A brand awareness campaign seeks to familiarize the public with a new or revised product and differentiate it from the competition.
• Social media has become an essential new tool in brand awareness marketing.
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Decker, A. (2019). The Ultimate Guide to Brand Awareness. [online] Hubspot.com. Available at: https://blog.hubspot.com/marketing/brand-awareness.
Small Business - Chron.com. (n.d.). Difference Between Awareness & Branding. [online] Available at: https://smallbusiness.chron.com/difference-between-awareness-branding-23147.html
Voxco. (2021). Six Strategies to Boost your Company's Brand Awareness - Voxco. [online] Available at: https://www.voxco.com/blog/six-strategies-to-boost-your-companys-brand-awareness/.
blog.smarp.com. (n.d.). How to Measure Brand Awareness: 10 Strategies That Work. [online] Available at: https://blog.smarp.com/10-ways-to-measure-brand-awareness.
YEC (n.d.). Council Post: What Is The Difference Between Brand Awareness And Brand Recognition? [online] Forbes. Available at: https://www.forbes.com/sites/theyec/2021/12/28/what-is-the-difference-between-brand-awareness-and-brand-recognition/?sh=3cbf7b4b2e3d