July 1, 2022
Almost every business wants to be successful in building a strong brand. But what exactly is brand awareness is, and how to achieve it? In this guide, we’ll answer these questions and more, discussing everything you need to know about how to build brand awareness. We’ll also share some of the best strategies for increasing brand awareness in today’s market, so read on!
What Is Brand Awareness?
Brand awareness is the extent to which consumers are familiar with a brand and its product or service. It’s often used as a metric to measure how well a company is performing in terms of marketing and advertising. As a result, most businesses try to increase brand awareness using various brand recognition tactics. There are three degrees of brand awareness:
- Awareness of your brand name
- Awareness of your product offering
- Awareness of your brand attributes (i.e. what distinguishes you from competitors)
Although the concept of brand awareness might seem vague, it doesn’t mean it has no value. Establishing recognition of a brand is critical for company success and overall marketing objectives, especially in the early phases of a business, and here’s why.
Why Is Brand Awareness Important?
No matter how good your product or service is or how much money you put into advertising, if you don’t know how to build brand awareness for your business, your company isn’t going to get very far. Your brand gives your consumers and clients a consistent experience based on your company name, logo, service, and branded content, establishing customer trust and putting you ahead of the competition.
There are three main reasons for the importance of brand awareness:
- It can help build customer loyalty. If customers are familiar with your brand, they’re more likely to continue doing business with you.
- Brand awareness can also lead to higher sales and profits. When customers are familiar with your brand, they’re more likely to purchase your product or service.
- Finally, if you increase brand awareness and loyalty, the odds are you’ll attract new customers. If potential customers become aware of your brand, they’re more likely to consider doing business with you.
|DID YOU KNOW: To create and maintain brand recognition, it’s critical to constantly reinforce and strengthen your brand in the thoughts of your target audience. This will create a successful marketing funnel, as the more people are familiar with something, the more they’ll gravitate towards it.|
How to Build Brand Awareness?
It’s vital to know your current degree of brand recognition in order to set your brand awareness goals—if you’re establishing a new brand or entering a new market, you’ll be starting from scratch. However, if your business has been operating for some time, you’ll already have some brand recognition. Regardless, in order to achieve your objectives, you’ll need a well-articulated brand awareness plan of action.
Strategies for Increasing Brand Awareness
A brand awareness scheme is a set of marketing techniques used to boost a company’s performance, attract new consumers, and improve brand recognition within its target market.
There are a number of different strategies businesses can use to increase brand awareness, and the following are some of them.
Create a Strong Brand
In order to achieve a high level of brand recognition, you must have a strong brand. Strong brands are memorable and possess their own personality and voice that appeals to their target audience. Your brand tone may be amusing, witty, passionate, joyful, intelligent, emotional, or whatever else you choose that’s consistent with your company’s message.
Use Influencer Marketing to Promote Your Brand
There are various influencers on all social media platforms who create content focused on a variety of interests and hobbies. Identifying industry influencers to promote your brand is one of the most important steps in how to build brand awareness on Instagram or other popular social media platforms. An influencer with similar values and interests to your company is likely to have a large audience that could be interested in your product or service.
Although recent influencer statistics raise the question of whether this marketing strategy is relevant, past practice has shown it’s particularly beneficial for businesses that target a younger audience, as the 18-29 age group is the most susceptible to online content creators’ influence.
Create Referral Programs
To promote your brand recognition through word-of-mouth marketing, you can turn your dedicated consumers into your greatest advocates through approaches like referral programs, which is yet another method on how to build brand awareness online. Not only it widens your reach and the number of people aware of your name, but it also increases their awareness from a source that creates customer trust: their own friends and family. It’s an easy and cost-effective method to promote your brand and generate income.
Pay-Per-Click (PPC) Advertising
PPC is a smart option for building recognition of a brand on Google, as SEO becomes more competitive every day. You may be listed at the top of Google for relevant searches with targeted keyword research. Even if people don’t click on your PPC ad, seeing your name at the top of the search results leaves an impression and boosts brand recognition.
Another possible answer to how to build a brand awareness campaign is getting involved with local partnerships. This is a particularly effective technique for local companies, but it can also work for other enterprises. You may partner with other local firms to conduct seminars or festivals, or donate to charity events and sponsor local sports teams.
Make Guest Appearances
Another clever approach to make good use of someone else’s audience is by making an appearance in their content, whether it’s webinars, podcasts, Instagram Q&As, blogs, or video content. Choosing the appropriate partners is a smart move, as it ensures your audience will be interested in what you have to offer, and this is a fantastic method to build brand awareness on social media.
Use Your Branding Everywhere
If you offer physical items, don’t overlook the opportunity to provide branded packaging—this little touch of individuality can make a big difference. Consider what kind of marketing campaigns your competitors are running, and how they’re using social media to promote their brand. It’s critical to use your branding at every step along the customer journey, including your email signatures and Thank You pages.
Focus on Offline Campaigns, Too
It’s also important to include offline marketing tactics in your plan. This part of your brand awareness campaign includes several types of advertising, such as billboards and posters, which are still successful in attracting new consumers and boosting brand recognition.
Remember that building a brand is all about consistency, which means putting in effort and taking actions like maintaining a social media presence and blogging. It’s pointless to have a lot of activity and then quit, as all your good work will be lost.
|DID YOU KNOW: Like many marketing techniques, brand awareness usually grows gradually and naturally over time. Exactly how long does it take to build brand awareness is determined by a variety of things, the most important ones being the strength and aggressiveness of your brand awareness scheme.|
|Brand awareness is the extent to which consumers are familiar with a brand and its product or service.|
|A brand awareness strategy is important because it creates customer loyalty, increases profit and sales, and attracts new customers.|
|Some of the strategies used to build brand awareness include: creating a strong brand, using influencer marketing, creating referral programs, improving SEO strategy, and more.|
|Measuring awareness success is possible by making use of quantitative and qualitative brand awareness metrics.|
How to Measure Brand Awareness?
Now that you know how to achieve your brand awareness goals, you’ll want to test how effective your new strategies are by measuring brand awareness. There are two types of brand awareness metrics: quantitative and qualitative.
Quantitative Brand Awareness Measuring
You can use these figures to paint a clear picture of your brand awareness:
Direct traffic coming from Google and other search engines
Website traffic data like the number of visitors, time on page, bounce, etc.
User engagement metrics, including likes, shares, comments on social media platforms, forums, etc.
Qualitative Brand Awareness Measuring
These measure the results of creating your brand awareness strategy by assessing who and how many people are aware of your brand. You can take these measures by:
- Setting up Google Alerts to track how much your company has been mentioned on the internet.
- Social media listening and monitoring, using social media tools
- Conducting brand awareness surveys to get feedback directly from your audience.
Building powerful brand awareness is a long process, but by following the brand awareness strategies mentioned above, you can build a loyal customer base that recognizes your brand among competitors. While it may take time and hard work, once you start noticing your target audience choosing your product/service over competitors, you’ll know building a brand awareness strategy was worth the effort.
The three ways to measure brand awareness are quantitative measures, qualitative measures, and surveys. While quantitative measures look at the number of people who are aware of your brand, qualitative measures look at how successful your brand awareness tactics are, and surveys get you direct feedback from your customers and audience
Brand awareness is how familiar your customers are with your brand. A prime example of this would be if when you mention or see a certain product, you think of a specific company. This is usually the result of that company’s brand awareness strategy and advertising campaign.
Brand awareness is made up of two parts: brand recall (also known as unaided recall or occasionally spontaneous recall) and brand recognition (also known as aided brand recall). These types of awareness work in very distinct ways, but both are very important in terms of marketing strategy.
Although the effectiveness of the methods used in the process of how to build brand awareness varies depending on the product or service offered and the target audience, the two that are considered the most important are advertising and social media marketing, after which come public relations and word-of-mouth marketing.