Brand awareness is the general term used to describe how familiar consumers are with a brand or its products. It involves a consumer’s ability to recognize a brand name or logo and the distinctive qualities that set the brand apart from its competitors.
Building brand awareness is essential to stand out in the industry and retain loyal customers.
Here are a few reasons why:
When a consumer starts recognizing a brand, it means trust is formed. Once a consumer connects with your brand, they are more likely to purchase from your brand. Brand awareness gives you the personality to be sincere and tell a story.
Brand equity refers to the brand’s value. It is based on customer’s experiences and perceptions of the brand. Of course, a positive experience can result in increased brand value, and a bad perception can ruin your reputation in the market.
You can’t build brand awareness from a single advertisement. It’s a result of multiple simultaneous efforts that go beyond getting your customers to convert.
Here are a few ways that can help you establish brand awareness.
People, in general, like to hear a story that they can connect with emotionally. This is where the art of business storytelling comes in handy. Create a narrative that markets your brand alongside your products or services.
If you want to leave an impact on your audience’s mind, you need to define yourself as more than just a company that sells things. You need to establish what words describe your brand. In other words, define your values and vision.
Another effective way to raise awareness of your brand is by being active on social media. Post on social media frequently, interact with your audience, and share content that you like.
Without measuring your brand awareness, you can’t determine whether your marketing efforts are effective or not. Brand awareness can indeed be hard to measure, but you can review various metrics and activities that will help you evaluate where your brand stands.
Some of these metrics include:
