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What is Brand Awareness?
Brand awareness measures how much the target demographic recognizes and is acquainted with your brand. Brands with a high level of brand awareness are often referred to as “trending,” “buzzworthy,” or simply “famous.” Establishing brand identity is beneficial when selling and promoting a company and goods, especially in the early stages of a business. It shows the amount to which a product’s brand is known by consumers. Creating market recognition is an important factor in marketing a new product or revitalizing an existing one. Ideally, brand awareness should contain the characteristics that set the product apart from the competition. Brand awareness can seem to be a hazy term, and it is. Brand awareness would definitely ruffle the feathers of advertisers and big companies who like to measure progress in clean and tidy figures. But just because it isn’t a statistic that can be precisely calculated doesn’t mean it isn’t valuable.
Brand awareness is essential for corporate growth and overall marketing objectives. Simply put, brand awareness measures how memorable and familiar a brand is to its target audience. Brand awareness is a strong marketing tool that leads to customers developing an instinctive interest in a brand and its goods. Making a brand familiar and unforgettable is important to most marketing campaigns because it is a key driver of brand trust and, consequently, revenue generation.
Products and services with a high degree of brand awareness are more likely to attract revenue. When faced with competition, consumers are simply more likely to purchase a well-known brand than an unknown one. Take a look at the soft drink market. Many soft drinks are indistinguishable when removed from their packaging. Coca-Cola and Pepsi, two industry titans, focus on market recognition to make their products the ones people seek out. These firms have used promotional and advertising campaigns that have raised brand awareness among customers, which has directly translated into better profits over the years.
Why is Brand Awareness important?
Brand awareness is necessary because it is the first step in the marketing funnel which lays the groundwork for finally acquiring consumers. People’s ability to remember and identify the company is referred to as brand recognition. To begin, brand awareness keeps your brand at the forefront of your audience’s minds. Brand trust is everything in a world where buyers depend on extensive surveys and the reviews of others before making a decision. Once a buyer associates with your company, they are more likely to make repeat orders with little to little forethought bridging the trust-loyalty divide.
Brand awareness is vital to the growth of your business. You will sell better if customers are aware of your name, its image, and other advertisements. People are most likely to buy from a company they recognize or visit a website associated with a brand they recognize. In reality, brand awareness and brand affinity will triple click-through and conversion rates in online ads. It takes time to create brand awareness, but if you do, you will have their confidence, which will lead to improved revenue and loyalty from your consumers.
Since we live in technologically advanced age, brand awareness is particularly relevant for any company. This is due to the fact that people still have a kind of gadget on their side, whether it’s a smartphone, a tablet, or an actual laptop/desktop, allowing them to connect with others in a matter of seconds. This could lead to greater productivity or even against your business. It all boils down to how you use it and respond to these many technological advancements. Being proactive in brand building through social media would result in a better brand experience for current customers whilst converting prospective customers into loyal brand followers.
Competitive World
It has never been easier to build a brand than it is now. And this means that there are more brands to pick from than ever before. There is a lot of rivalry for breaking into the head of your future buyer for so many brands out there. However, gaining mindshare and top-of-mind placement is critical for your brand’s success. This is where strong distinction – the brand’s distinct uniqueness – falls into play. Focus from the outset on creating clear, reliable, ownable, and unforgettable brand assets to distinguish the brand from the competition. It may be the brand’s name, a specific colour, a catchy tagline, or appealing packaging.
A small amount of content distribution
With millions of products to choose from, a person can only consider a limited subset of available brands. Break into their consideration range not just by differentiating yourself, but also by ensuring your identity is clear – that people appreciate your brand’s place in their portfolio.
Consistency outperforms loyalty
With broad-reaching consistency. The accuracy of message and consistency of an always-on service to the masses – drive new consumers and tap into new households.
Check out this video on How to Create Brand Awareness
How to Increase Brand Awareness:
- Produce Shareable Content
- Offer Freemium
- Create Free Content
- Sponsor Events
- Give your brand a personality
- Make a Podcast
- Work with Social Media Influencers
- Do Facebook, Instagram Ads, and Google Ads
- Use SEO Tools
- Start a Referal Programme
- Take Part in Brand Partnerships
- Use Branded Packaging
- Improve Social Media Presence
- Demos, Free Samples, and Trials
- Email Tagline
- Email Marketing Blasting
- Polls and Surveys
Examples of Brand Awareness
1. Guest Blogging
Run sponsored blogs: They are essentially guest posts that you pay publications to publish in order to attract new markets. When you sponsor posts, it is easier to get released than when you blog for free. This is an effective method to raise awareness. Just write for well-known websites that would encourage you to have a brand mention. If the platform on which you wish to write does not encourage you to have a mention of your brand, you can search for another publication that would. Otherwise, you’ll be doing guest posts that have no effect on your brand’s awareness.
2. Create Videos for Brand Awareness
Video use is increasing by the day; according to one Cisco report, marketing videos will account for an astounding 80 percent of all Internet traffic by 2019. As a result, it makes sense to see videos as a brand recognition strategy. Even on Social media, videos make a higher brand awareness engagement and video ads are proven to have the best results when Facebook ads is being done.
3. Partnerships with other brands
Participating in local partnerships is another excellent brand-building technique to increase awareness. This is tremendously important for local-oriented businesses but can be applied for other businesses as well. Enter intro conferences or events may be held in collaboration with other local companies. Donate to charitable events and sponsor youth sporting teams. Having your name plastered all over festivals and competitions would do wonders for your brand.
4. Social Media Ads and Marketing
With the number of social networks on the rise, attempting to engage in aggressive social media marketing across all of them is a fool’s errand. If your company is better suited to a specific network, don’t be afraid to focus your efforts on a few pages. Photo-heavy websites, for example, will concentrate on Instagram and Pinterest. B2B corporations always outperform on Twitter, while small businesses in creative industries (such as creative marketing) will outperform on Instagram. Determine where your target markets coexist and concentrate your efforts to increase awareness on those networks. Social network sharing is, of course, word-of-mouth advertisement. Make the brand’s content very easy to distribute while still making it appealing to everyone. Again, this can be any kind of material and does not have to be about the items and/or services you sell or provide.
How to Measure Brand Awareness?
Would you be able to tell if your brand awareness activities are effective? How do you decide whether you need to change course, outperform the market, or resolve a crisis? You calculate that in the same way as you would any other marketing statistic. You are correct that brand awareness cannot be assessed. However, you can also study events and metrics that can help you gauge the brand’s reputation and consumer perception.
Below are a few methods for measuring brand awareness strategy, determining where you can strengthen your initiatives:
1. Website Traffic:
Checking your traffic is perhaps the simplest way to see if your brand promotion activities are having an impact. When searching for a product or service, often people use Google to search for certain keywords. If, on the other hand, they are explicitly typing in your URL, this indicates that they are aware of your brand. As a result, your sacrifices are bearing fruit!
2. Social Media Engagement:
Another important metric for determining whether or not your brand-building plan is effective is the number of fans, shares, and views you have through the social media networks. This is obviously a bonus if people are sharing your stuff. The more action you see on your Facebook page or Instagram account, the more you realize how important brand recognition is.
3. Surveys:
What better way to find out if anything is working than to ask? That’s what there is to it. You might, for example, build email surveys and deliver them to your current subscription list. Getting direct updates from customers about how good you’re going to raise brand value can be invaluable in so many ways.
4. Search Volume Data:
Using apps like Google Keyword Planner and Google Trends, you can see how your brand name is being searched for. You should also watch these figures over time to see if there are any spikes. Which branding efforts were more effective than others? What caused the increase in your numbers?
5. Data from Blogs:
Aside from your website and its traffic, there is also traffic to your blog. A successful brand-building campaign would result in a rise in not only views but also blog subscribers. Furthermore, if people are leaving feedback on specific blogs, this works out pretty well for increasing the overall brand recognition. There are also blog transformations to consider. Do your posts have a call to action? Are people acting appropriately? This will reveal a lot of how good the brand is doing.
As previously said, creating brand value is all about playing the long game. Consistency, outreach, and frequent engagement with people are all essential elements of any effective branding campaign. Bear in mind to keep things personal as well. People can detect false and generic products from a long distance. Your brand should encapsulate the core of who you are. If you’ve grasped the context of a brand and its interactions, there’s one more thing to understand: marketing strategy is not the same as brand purpose.
We hope you get some inspiration from these successful brand awareness campaigns. Your buddies are hashtags, strategic complementary alliances, personalized guest writing, insightful podcasting, and native advertisement. Use these brand awareness marketing suggestions, and you’ll see an increase in the amount of publicity you’re receiving.
On that note, if you are in search of an agency that can deliver promised results, here we are!
Marketing Signal Lab has a wide variety of resources to help you raise your brand value to a higher degree. We can provide the ultimate support in assisting your company’s development, from SEO to web design to social media marketing. We can get your business noticed by using:
- Facebook ads
- Google AdWords
- Google My Business
- Remarketing and retargeting
- YouTube ads
Want to know how to increase brand awareness? Contact us at Marketing Signal Lab and we will gladly help you.