What is Brand Awareness?
According to the dictionary, brand awareness refers to “the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.”
Companies like Apple and Nike are one of the top leaders in brand awareness. They have established their brands in a way that everyone around the world recognizes and knows for certain what their products are just from their simple logo.
People pay hundreds, if not thousands, of products that have their logo on it. But how do they do it? Why is it so important?
Brand awareness is extremely important, especially in the early stages of your business. Awareness builds trust. Your brand is not only your logo and your colors, but your business and it’s personality and experience.
People bond with good experiences. You can make the most out of your clients’ experience by being genuine, providing an outlet where their voices/feedback can be heard, and by expressing your brand’s story.
Brand awareness connects those experiences with your company so that people can trust your service or product. For example, when people decide to buy another pair of Nike shoes, they know they can rely on them to be comfortable, durable and cool looking.
When your clients trust your brand they will keep coming back because they know they can rely on your products. This is how you establish customer loyalty.
Brand awareness also contributes to brand value. Once your customers establish positive experiences with your brand and therefore trust it, they perceive that the value of your brand is worth more to them and are willing to pay more for your products/services.
This is why consumers will pay thousands of dollars for a pair of Nike’s Jordan shoes over shoes like Vans sneakers that are cheaper. By maintaining a positive experience with your clients, you can increase your profits and gain more competitive advantage.
The bigger your brand awareness, the bigger your social impact can be. Companies like Google have tremendous social impact because people all around the world recognize them and trust that they will establish the latest trends, social issues, and other factors that affect daily life.
How to Do It
Building brand awareness revolves around establishing connections with people. Make sure that your company is genuine and personable towards customers. Don’t just focus on selling your products or services, sell your company culture and personality too. Get to know your customers and what they want and how they feel.
Be social. Don’t just post or email about your products. Share other things that are going on around the world or with your company. Create something different and helpful. Also be interactive on social media. Ask questions, post giveaways, re-post or comment on something you like. Treat your social accounts like your personal account to make it feel more sincere.
Make it easy for your clients to share your content. Create content that stretches to everyone so that people will want to share it. Word of mouth is the most effective way to establish your trust for your brand. As clients share their favorite brands to their friends and family, they are more likely to check out your brand. That’s when you can take over and establish your brand experience and win them over.
Maintain a quality over quantity mindset when it comes to exposure. You don’t need to max out your marketing budget with tons of commercials, social media ads or billboards. All you need is consistency and to maintain quality across all of your platforms. Also sponsoring and participating in events are great ways to bring your brand’s experience to others.
Maintain Brand Awareness
Help your company by increasing your brand awareness. Establish trust and credibility with your customers from their very first experience with you and your company. If your brand is relatable and personable, it will help you clients establish a positive bond with your company. Also. maintain a positive brand experience to increase perceived value to improve your profits.
Brand awareness is a crucial step for success for any company. This marketing principle should be maintained and prioritized by any successful marketing team.