101 Series: Brand Awareness and You
The Significance of Brand Awareness
Brand awareness is like the heartbeat of your marketing efforts. It lays the foundation for everything else you do, from social media campaigns to search engine optimization (SEO).
A brand is the public face of what your company does and why your company exists. In a flash of a moment it must be able to convey meaning, place, reason, and need to a customer. In a future post we will discuss the differences in brand awareness (aided and unaided and why these metrics are so important to businesses), but for now let’s keep it somewhat simple. Your brand is your identity. It is your promise to the world about who you are as a company, what you make, and what you stand for.
A quick thought experiment (and you can do this on your own any time!): think about a brand that you know well/love. Maybe it’s Nike, Apple, Burger King, etc. What are the immediate first things you think of when a favorite brand crosses your mind? Are they friendly? Helpful? Pushy? All the above?
A brand is made up many things. Think of it as a character in a play: you need to provide this character a motivation, a style, a voice/outlook, and more. You also need to know how your character interacts with other characters in the play. Brands operate the same way. When brand builders and creative marketers are trying to come up with a new brand (or revitalize an old brand), they have to think about their brand’s tone, voice, interaction and, most importantly, how it interacts with other brands in the world—competition.
Brands are critical. They are expensive, time-consuming, and hard to build, and very easy to loose with a misstep. A brand is even sometimes considered an “intangible asset” on a company balance sheet.
Now that we have a early handle on the importance of a brand, lets think about how companies use their brands to build trust, grow their business and remain top-of-mind:
Trust Building: In today’s world, consumers are cautious. They research extensively and rely on others’ opinions before making a purchase. Brand trust is everything. When consumers bond with your brand, they become repeat customers without much hesitation. Brand awareness establishes that trust by putting a face to your brand name.
Creating Association: Have you ever reached for a Band-Aid when you had a paper cut? Or Googled a question? These actions are examples of brand association. When your brand becomes synonymous with a product or service, it’s a powerful achievement. Brand awareness ensures that your brand is top-of-mind when consumers need a solution.
Loyalty Bridge: Trust leads to loyalty. Once consumers trust your brand, they’re more likely to stay loyal. Repeat purchases become second nature. Brand awareness bridges the gap between trust and loyalty, making your brand a go-to choice.
Storytelling Outlet: Brand awareness gives your brand a personality. It allows you to tell your story, receive feedback, and engage with your audience. Just as humans build trust through storytelling, brands can do the same. Whether it’s through social media, content, or advertising, brand awareness provides the canvas for your narrative.
Driving Traffic: A well-known brand attracts curious eyes. People visit your website, explore your offerings, and engage with your content. Brand awareness drives traffic, which is essential for conversions and growth.
How to Build Brand Awareness
Consistent Branding: Use the same logo, colors, and messaging across all channels. Consistency breeds recognition.
Content Marketing: Create valuable content that aligns with your brand’s values. Share it on your blog, social media, and other platforms.
Social Media Engagement: Interact with your audience. Respond to comments, ask questions, and foster a community.
Influencer Collaborations: Partner with influencers who resonate with your brand. Their endorsement can boost awareness.
Events and Sponsorships: Participate in industry events, sponsor local initiatives, and get your brand out there.
Measuring Brand Awareness
While brand awareness isn’t a neat numerical metric, its impact is tangible. Monitor website traffic, social media engagement, and brand mentions. Surveys and focus groups can also provide insights.
Remember, brand awareness isn’t an overnight success. It’s a gradual process that pays off in the long run. So, invest in building your brand’s presence, and watch it flourish! 🌟
