Brand Awareness: Importance, Strategies, and More
When you want to buy a mobile, do you just say “mobile” or ask for a specific brand like “Apple” or “Samsung”? Well! This is Brand Awareness.
Brand Awareness can embed itself into consumer lifestyles and purchase habits so that they do not have to think twice before becoming a customer, time, and time again.
Interested in learning more?
Keep on reading.
Brand Awareness and its Importance
Brand awareness is the representation of how familiar your target audience is with your brand and how well do they recognize it.
Moreover, if your brand has high brand awareness value, then people might refer to it as “trending”, “buzzworthy” or “popular”.
Establishing brand awareness is important in marketing and promoting the products or services you are offering.
Let’s learn more about them.
You might think of Brand Awareness as a vague concept.
The truth is that many marketers and business owners who want to gauge their success with neat and tidy numbers may ruffle their feathers with this concept.
However, just it is not a matrix, does not mean it carries no weight.
Brand Awareness is very crucial for the success of your business and overall marketing goals.
Not sure why? Keep on reading.
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Foster Trust with Brand Awareness
Today, different consumers rely on extensive research and other’s opinion are before making a purchase.
Thus, in simple words, we can say that “Brand Trust is everything”.
Once a consumer bonds to your brand, they are more likely to repeat the purchases with little to no thought, which then bridges that gap between trust and loyalty.
Moreover, brand awareness helps your brand to establish brand trust.
When you put a proverbial face to the name of your brand, consumers can trust easily.
These efforts give your brand a unique personality and outlet to be sincere, receive feedback, and tell a story.
These are the ways humans build trust, thus you can say that the relationship between humans and brand is not any different.
Create Association with Brand Awareness
When you get a cut, you will get a Band-Aid on it right away.
Or when you have a pressing question in mind, you Google right away. And while going to a restaurant, you would always order a Coke, Right?
Do you notice how some of the above brands capitalize? These are brands not just nouns or verbs.
Let’s speak in brand-less terms.
Brand-Aid refers to bandages, Google a search engine, while coke a soft drink.
What’s more interesting is is that these refer to the brand itself, even when you are not using the name of a specific product.
That’s what brand awareness does.
It associates actions and products with a specific brand, subconsciously encouraging you to replace common words with the names of brands.
And before you know it, simple cuts or picnics are doing the marketing for brands.
Building Brand Equity with Brand Awareness
With brand equity, you can describe the value of the brand, which you can determine by consumer experiences with the overall perception of the brand.
Moreover, positive experiences and perception equal brand equity, and the same are true for negative emotions.
The following are some valuable factors that have come with positive brand equity:
- higher prices due to higher perceived value
- a higher stock price
- the ability to expand business through product or service line extension
- greater social impact due to the brand name value
But how exactly can you establish and increase brand equity?
By building brand awareness and consistently promoting positive experiences with the brand.
Moreover, brand awareness is the foundation of brand equity. Once your target customers are aware of your brand, they begin to recognize it without any assistance.
They also seek it out to make a purchase, begin to prefer it over other similar brands, establish loyalty that only spurs on other purchases, and also inspire recommendations.
This is why brand awareness is not important.
It helps to establish trust with your customers, creates positive associations, and builds invaluable brand equity that allows your brand to become a household name and consumer staple.
Building Brand Awareness
In order to create a brand awareness strategy, you need to follow certain steps.
These will help to create a brand personality so that consumers can relate to your brand, create positive associations, and build valuable equity.
Keep on reading to learn more about it.
In order to build brand awareness you need to be a person, not a company, socialize, tell a narrative, and make sharing easy.
Brand Awareness among your target audience and the general public is not an overnight process.
Moreover, it will also not happen with the help of simple advertising or marketing campaigns.
Strong brand awareness will result from multiple simultaneous efforts that extend beyond trying to get paying customers.
If you are expecting a rise in awareness by running a few product advertisements on Facebook, then you won’t get any far.
Not only your customers will be focused on the product but the ad will also lack impact beyond a simple sale.
Here’s how you can establish a great brand awareness foundation and make a lasting impact on your audience.
1# Be a Person, Not a Company
When you make a new friend, what are things that you would like to know about them?
Most people like to learn about their hobbies, passions, likes, and dislikes.
Moreover, some people also pay attention to how they speak, what they like to talk about, and what stuff gets them excited.
These are the traits your brand needs to determine and promote itself.
To leave a lasting impact on your audience, you have to define yourself as more than a company that sells stuff.
How else can you do that? What works you can use in order to introduce your brand to a new friend?
These are the questions that can help you create a brand personality
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Introvert or extrovert, outgoing or quiet, all humans benefit from social contacts and spending more time with one another.
This is how they stay connected, learn more things, and socialize.
The same is true f brands. When you only attempt to connect with others to make a sale or get support, you will be unable to do anything that goes beyond business with a singular intention.
The same is true for a person.
However, to raise awareness of your brand, you need to be social.
Posts on social media about things that are unrelated to your product or services
You can interact with your audience by asking questions commenting on posts or retweeting or sharing content you like.
Treat your social accounts as if you are a person trying to make friends, not a business trying to make.
Research indicates that over 50% of brand reputation comes from online sociality.
Being social will lead to greater awareness and simply being known.
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3# Tell a Narrative
One of the most powerful tactics is storytelling, whether you are marketing products or promoting your brand.
Why? Because it gives something real for your audience to latch onto.
Moreover, crafting a narrative around your brand can help it to humanize it and give it depth.
And weaving this narrative into your marketing inherently markets your brand along with your products or services.
If you are wondering what should be the narrative about then it can be anything.
As long as the narrative is true will work for you.
It can be a narrative of your founder, a tale of how your business had its first product idea, or the little engine that could story o how your small business makes it in this big world.
Furthermore, people like hearing stories about one another. Authenticity is impactful and thus it can lead to a huge boost in brand awareness.
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4# Make Sharing Easy
Whatever your industry or niche, product offering, or marketing strategies, make it easy for your target audience to share your content.
It does not matter what it is, as long as it is sharable.
Moreover, word-of-mouth marketing is one of the most effective ways through which you can establish trust and familiarity among customers.
If someone uses a friend or family recommending a product or service, they will certainly notice that and even the brand.
Is the brand worth exploring? Do they have great products, and what their social accounts are like?
These all can help them make a purchase.
Therefore, if you make it easy to post about your stuff, consumers will raise brand awareness by simply clinking “Share”.
Furthermore, brand awareness is about interacting with your audience in ways that they do not ask for money, participation, or loyalty.
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Measuring Brand Awareness
If you are wondering how your brand awareness efforts are working, don’t worry.
We’ve got you covered.
Wait! If you are thinking that you cannot measure brand awareness, then yes my dear reader.
You are reading.
Yes! you cannot measure bend awareness, however, you can still review activities and metrics that will help to understand where your brand stands in terms of popularity and consumer awareness.
Keep on reading.
Quantitative Brand Awareness Measures
These numbers can help you see the overall picture of your brand awareness.
To do so, check out the following metrics:
Direct Traffic It is the result of people intentionally typing in your URL and visiting your website.
Your direct traffic number tells you how much your marketing is making people visit your website.
This is an important matric as many consumers are trying to discover brands through social media, advertisements, or by typing in keywords related to your brand or product.
When consumers go directly to your site, this means that they already know about your brand.
Site Traffic Number This number reflects the overall site traffic which will also tell how much of the general internet population is checking your content and spending time on your brand.
Moreover, it will not tell you where people are coming from, however, that does not matter as they are aware of your brand enough to check it out.
Social Engagement Engagement can refer to followers, likes, retweets, comments, and more.
Moreover, it is a reflection of how many people are aware of your brand and socialize with it, as well as how impactful your content is.
Qualitative Brand Awareness Measures
This step is where you measure brand awareness score, however, these tactics can help you gauge who and how many people are aware of your brand.
You can try:
Searching Google and setting up Google Alerts Google Alerts get you up to speed with how well your brand is doing online.
Moreover, it will alert you to any news or mentions by third parties, and as you grow, the internet real estate will even expand beyond your website.
Thus, make sure to keep an eye on that.
Social Listening Social listening is monitoring your social media management tools for organic mentions and engagement.
Who is tagging your brand, mentioning you in comments, or using hashtags in their posts?
These all can help you discover that.
And the more your audience discusses your brand on social media, the more they are aware of it.
Running Surveys This process involves getting direct feedback from your customers and the audience and is an incredibly powerful tool.
This will not only help you understand who knows your brand but also know what they think of it.
With both quantitative and qualitative metrics, you can understand brand awareness among your audience and the general public.
It might not give you a perfect number, however, keeping your pulse on these measures can influence campaigns, and stay connected to your audience.
Brand Awareness Strategies to Implement Today
Traditionally online marketers use the display of networks to build brand awareness, and you can generate thousands of impressions when you create enticing display ads. While there is no quick fix that can help you become a household name overnight, the following brand-building strategies can help you do so.
Keep on reading.
Users gladly spread the word of your product or service when they know that they will have an added benefit.
For instance, Dropbox is one of the great examples of referral programs.
They give existing users 500MB extra storage space for every friend they refer, and up to 16 GB.
Back when Dropbox was still new. this referral program helped them generate tons of word-of-mouth, delivering a large number of sign-ups and saving them countless advertising dollars.
Another way to create brand awareness on the web is to deliver ultra-valuable, stunning-looking content to share on other blogs.
Guest posting despite what some people might tell you is a very powerful tool to get your name known in the industry.
However, run-of-the-mill content will not help you.
You need to be guest posting high-quality content.
Create memorable valuable content and you will be introduced to new audiences and make a lasting impression.
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Infographics are a bright and colorful way to display interesting marketing ideas and stats.
With these content powerhouses, you can get shared far and wide, thus making a great tool for brand building and thought leadership.
Moreover, visuals speed up the rate at which your target market will process the information.
The human mind process visuals faster than readable content, thus, you can make great you of infographics to create effective brand awareness.
You can also increase your potential by publishing infographics that are:
- relevant to your audience
- visually appealing
- adhere to your brand guidelines
- convey complex information in a simple format
- tell a compelling story that is worth sharing
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Freemium with Credit
Any great online product allows users to choose from a free version, which also includes a watermark or credit line.
Or the option to upgrade to the paid version which allows users to remove the mark or replace it with their own logo.
While many users opt for free versions, they will also be promoting your brand to other users.
Some of those new users who see your product will go with the paid version.
Therefore, providing a freemium product means getting yourself in front of more eyes, building your brand, and bringing in paying customers.
Another great brand-building strategy is to use local partnerships that are crucial and important for locally-oriented businesses.
However, you can also apply it to other businesses as well.
Partners with other local businesses to hold join intro seminars or festivals.
Moreover, sponsoring local sports teams and donating to charity events can also help you do so.
Therefore, getting your brand to be plastered around festivals and events will do wonders for your brand.
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Everyone loves free stuff.
Put your brand name of koozies, pens, frisbees, and then give away your item at local festivals.
Moreover, studies indicate that people actually prefer getting more of something than receiving discounts.
Offering a freebie with a purchase without specifying what the gift is also helps to increase sales.
It is important to note that giving away all small freebees affects the purchase decisions.
Furthermore, with freebies, you can help develop a taste of your product thus leaving an impact on the minds of the consumers.
Once they have a taste for your brand, they will likely be obligated to buy more of your product.
Social Media Contests
Running a social media contest in which contestants submit a photo or a video, with other uses voting for their favorites is a great brand awareness strategy.
Contestants will share the link with their friends and family to get more votes, thus, buying more brand awareness as a result.
You might have seen a trend on Instagram where different brands ask their followers to like, share and comment to win gifts or surprises.
This is a great way to increase your following on social media campaigns and helps generate more leads.
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With the number of social networks constantly increasing trying to do active social media marketing is not a fool’s errand.
However, if your business is best suited to a particular network, make sure to put the majority of your energy into those few sites.
For instance, photo-heavy sites might focus on Instagram and Pinterest.
B2B companies often do great on Twitter, while small businesses in creative industries like Instagram.
It is important to understand where your target audience hangs and focus on the networks.
You will not want to totally abandon the other social sides, however, save your biggest efforts for what you know works best for you.
Running your own industry podcast where you interview industry experts is one of the great ways to build your brand while also developing relationships in your field.
Some industries like marketing, already have a huge amount of podcasts though it can often be tough to compete if you are a beginner.
However, in the case of niche industries, where there is not much on the airwaves, you can easily make yourself a household name.
Moreover, with the help of podcasts, you can cut the cost of huge marketing campaigns, thus making it a cost-efficient way to create brand awareness.
The content that is present in the podcast focuses directly on you, either verbally or through video.
That is a great way of getting information than reading it.
Furthermore, you can listen to podcasts while you are doing other things like working at home, or during your commute.
Some types of meetings can be eliminated in favor of podcasts, saving time and improving productivity.
SEO is becoming more competitive with every day, organic Google real-estate is shrinking.
PPC is one of the smart solutions for getting your brand more visibility on Google.
With targeted keyword research, you can be shown at the top of Google searches for relevant keywords.
Even when users do not end up clicking on your PPC ad, seeing you came at the top of the search result makes an impression.
This is incredibly helpful for building brand awareness.
Getting friends to great places is another easy way to boost brand awareness.
Find existing influencers in your industry whose business can potentially complement, rather than compete with you.
Moreover, you can also make use of influencer network partners to promote your brand while also building up valuable partnerships you can continue to make sure of in long term.
Learn more about Influencer Marketing here.
Brand awareness is an incredibly powerful tool, though a vague concept that can have a huge impact on your marketing efforts, consumer perception, and revenue.
Make sure to follow the above techniques for establishing and building awareness for your brand.
With these, you will find yourself loyal audiences that recognize your brand among competitors, choose your products or services time and again, and refer to their friends and family at the same time.