Every company wants to achieve instant recognition and build a loyal customer base. Developing a brand strategy is a time-consuming process that may take years to accomplish. Think about the big names in the industry, who have established themselves over a long period, faced challenges, redefined themselves, and ultimately, succeeded in making a mark.
Don’t give up on your dreams too soon, though, as building a company that stands out from the crowd with unique brand attributes and characteristics is entirely possible. However, what you need to focus on is brand awareness, which refers to the degree of familiarity and recognition that customers have with your brand and their willingness to engage with it.
You may be wondering what brand awareness is, how it differs from brand recognition, and why it is essential for your company. It may seem like yet another aspect of branding to worry about, but it is crucial to the success of your business.
Before you hit the panic button and call your marketing team, read our new article to learn what is brand awareness, benefits of brand awareness, and how to leverage it to your advantage.
Understanding Brand Awareness: A Key Ingredient for Business Success
Brand awareness refers to the extent of customer recognition that a company and its products or services have. It encompasses not only visual elements such as logos and websites but also the overall impression and vibe that a company exudes. Brand recognition is a part of brand awareness, achieved by implementing specific practices to help customers easily identify a company from others.
The primary objective of brand awareness is to encourage customers to select a company’s product or service over similar options based on their familiarity with the brand. Having a high level of brand awareness can broaden a company’s customer base, leading to increased revenue. Essentially, brand awareness is an indicator of how well a target audience knows a brand, its values, product range, and willingness to engage with the company based on that knowledge.
While brand awareness can be difficult to measure, it is a valuable asset for building a business. It enables customers to make conscious decisions when selecting a product or service, rather than choosing blindly based on superficial factors such as packaging or branding. Building a brand with high awareness is a goal for many companies, as it increases the likelihood of being chosen over competitors.
If you want to establish brand awareness among your consumers, it’s essential to understand its different levels, the specific benefits it provides, and how to develop a brand that captivates.
Exploring the Hierarchy of Brand Awareness: A Comprehensive Guide
To effectively enhance your marketing campaign and boost your brand awareness, it is crucial to understand its different types or levels, how to measure them, and how to utilize each one based on your business requirements.
The first level of brand awareness is brand recall, where customers are capable of recalling your brand name from a list of similar products. This level indicates that your brand is already recognizable and distinguishable from other brands in the market.
Brand recognition is the second level, where customers can identify your brand from a selection of similar products. At this level, customers know about your brand and what sets it apart from others in the market.
Brand dominance is the most advanced level of brand awareness, where your brand is the first name that comes to mind when customers think of a particular product or service. While achieving eponym status like Coca-Cola or Kleenex is challenging, becoming one of the few brands that customers recall when making a purchase is already a significant accomplishment.
Top-of-mind awareness is similar to brand recall, but with a stronger emphasis on being the first brand that customers recall. This level shows that your brand has established a positive association with customers.
To measure brand awareness, conducting surveys such as unaided and aided recall tests can be useful. Additionally, various other tests like brand affinity, perception, and association, analyzing advertising efficiency, brand lift increase, positioning, and identity surveys can provide insights into your brand awareness.
Building brand awareness can provide numerous benefits, including increased customer loyalty, improved customer acquisition, better brand reputation, and ultimately, increased revenue. Therefore, it is crucial to develop a brand that captures customers’ attention and enthralls them to achieve significant brand awareness.
The Power of Brand Awareness: Why It Matters for Your Business
Implementing a brand awareness strategy without understanding its advantages can be counterproductive. Let’s explore the primary advantages of brand awareness.
#1 Expanding the Customer Base
When your customers recognize your brand and have a positive perception of your company, it’s much easier for them to make a decision. The more customers are aware of your brand, the more likely they are to choose your products or services when in doubt. Increased visibility to potential clients enables you to reach your target audience more efficiently with lower costs, and it increases the likelihood of repeat purchases.
#2 Strengthening Customer Loyalty
This point complements the previous one — if customers are familiar with your brand and consistently choose your products or services, they are more likely to continue doing so in the future, becoming loyal customers. Establishing a long-lasting and trusting relationship between the brand and its customers is a crucial factor for modern consumers. If you can cultivate such a relationship, your products will essentially “sell themselves” before they even hit the market.
#3 Advocating Specific Values
As consumers become increasingly conscious of their purchasing decisions, brands must adopt more informed and responsible practices. By communicating and promoting your business message in a way that resonates with customers, you can draw attention to issues that both you and your clientele care about or even influence the community’s perception of certain matters.
#4 Enhancing Marketing Campaigns
A high level of brand awareness can lead to an increase in the customer base and revenue, ultimately becoming a powerful sales tool. Although building brand awareness itself necessitates a robust business strategy, once the awareness level is sufficiently high, it can easily supplant some of the more cumbersome and time-consuming marketing efforts.
Still uncertain about brand awareness and business reputation? Contact us, and we’ll ensure that all of your questions on this subject are thoroughly addressed.
The Ultimate Guide to Building Brand Awareness
Brand awareness cannot be achieved haphazardly or impulsively; it requires the implementation of well-planned strategies and methods. Let’s examine the most critical steps for developing brand awareness.
Step #1: Engage Actively on Social Media
In today’s world, creating a strong brand without extending its reach on social media is nearly impossible. Overlooking a staggering 4.2 billion social media users worldwide can harm your business. How can you use social media effectively?
To avoid the common mistake of creating multiple accounts without achieving results, start with basic research: analyze your target audience’s behavior, habits, and preferences, align them with the platform that suits your business model, and proceed accordingly.
Facebook may be the largest social media platform globally, but it may not always be the best fit for your brand. Smaller, visually-driven companies might fare better on Instagram, Pinterest, or YouTube, while B2B companies should consider Twitter. Professional social media platforms like Dribbble, LinkedIn, or Meetup offer excellent networking opportunities.
Once you’ve chosen your platform, it’s time to use hashtags, share content, and spread the word about your brand! Utilize visual tools, high-quality images, social proof, testimonials, and don’t be afraid to experiment and have fun!
Step #2: Implement a Referral Program
Satisfied customers are often willing to recommend your company to their family and friends. Referral programs are not only useful for attracting new customers but also for increasing overall brand awareness.
Referral programs typically offer current customers incentives, discounts, or bonuses for referring friends through a code or link. Dropbox, for example, gained 4 million users in 15 months by offering extra storage space for referrals. Positive mentions will benefit your business in the long run, even if new customers don’t immediately become loyal.
Step #3: Collaborate With Influencers
To further enhance your brand awareness, engage with your audience through trusted influencers. Studies show that 61% of younger consumers (under 40) rely on digital influencers for decision-making.
Influencers, particularly micro-influencers, understand their audience and create content that resonates with them. Collaborate with influencers in your industry to develop original, artistic, and goal-oriented content that bolsters your marketing campaign.
Step #4: Offer Free Samples or Trials
People love free stuff, and offering samples or trials of your products can make a lasting impression. By providing free access to your products or services, you demonstrate your confidence in their quality and give potential customers a chance to evaluate them without risk.
With so many alternatives available, customers may be hesitant to pay for an unfamiliar product or service. Offering free samples, trial periods, or gifts can pique their interest and showcase your products’ quality.
Step #5: Establish Strategic Partnerships
Similar to collaborating with influencers, partnerships can significantly boost your brand’s awareness. For small, local-focused businesses, there are few better ways to become a prominent brand within the community.
Of course, this doesn’t mean that you should seize every opportunity to collaborate with anyone who offers. Partner with a well-known and trusted brand, as this level of trust and respect will be transferred to you through the association.
Consider sponsoring local sports teams or festivals, organizing joint events and seminars, or even co-creating a product that showcases the unique brand personalities of both companies. The key is to partner with businesses that complement yours, either by providing a product or service you don’t offer or by adding a fresh and innovative element.
Step #6: Develop a distinct brand personality
This step may require the most time and effort, as it is an ongoing process. However, building brand awareness without a strong and distinctive brand voice can be challenging.
The primary goal of creating a brand voice is to be memorable and easily recognizable. While your company may produce products or offer services, how does it stand out from the myriad of competitors? What defines your business?
As mentioned earlier, today’s consumers are more interested in a company’s overall character and story rather than just its products. It’s essential for them to know that you share their values and worldview, and that engaging with your brand is enjoyable and entertaining.
Take Old Spice, for example. What comes to mind immediately when you hear about it? Is it the outstanding quality of the products (even if they are) or the pleasure of using them (even if it is)? No, it’s the iconic guy on the horse and the red packaging that you think about. This example showcases how a well-established brand voice can propel your company forward: offering great products and being fun and charming? Sign me up for two!
On a Final Note
Brand awareness is an indispensable tool for increasing the popularity of your brand. Developing it requires significant resources and effort. In today’s dynamic business environment, where companies must adapt to constant changes and market fluctuations, the task of building brand awareness is never complete. It’s an ongoing process that demands constant attention.
Strong brand awareness can significantly impact your business by influencing marketing campaigns, attracting customers, fostering loyalty and trust, improving your standing in comparison to competitors, and boosting revenue, among other things. It draws people in and encourages them to stay.
While the concepts of brand presence and brand awareness may seem somewhat abstract, rest assured that when you become a well-established brand with millions of customers, you will recognize the crucial role these elements played in your success.
If you’re unsure about your brand awareness or how to develop it, don’t hesitate to contact us. Our team of designers is eager to share their expertise on the subject.