Have you ever heard people refer to themselves as “Apple people, ” “Nike individuals, ” or “Trader Joe’s” people?
This is what brand attention can do for a brand: 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.
Information will help you better understand brand awareness, establish it among your audience, and develop campaigns that allow it to continuously grow and morph with your business. Let’s dive in.
Brand awareness might seem like a vague concept, and in reality, it is. For those marketers plus business owners out there who love to gauge success with newly made numbers, brand awareness will likely ruffle your feathers.
extensive research and others’ opinions before making a purchase, brand trust is everything. Once a consumer bonds to your brand, they’re more likely to make repeat purchases with little to no forethought –– which then bridges the gap between trust plus loyalty.
Brand awareness establishes that brand trust. When you put a proverbial encounter to your brand name, consumers may trust easier. Brand awareness efforts give your brand name a personality and electric outlet to be sincere, receive suggestions, and tell a story. These are all ways that we, as humans, build trust with each other. The human/brand relationship isn’t any different.
Brand awareness creates association.
When you’ve had a paper cut, I bet you’ve put on a Band-Aid. When you had a pressing question, I’m sure you’ve Googled it. When you required to make a few copies, I’m guessing that you Xeroxed all of them. And when you’ve packed for the nice picnic, I’m ready to bet you grabbed a Coke to drink.
Am I correct? Most likely. But… discover how the some of the words above are capitalized. These are brand names, not nouns or verbs.
Speaking in brand-less terms, Band-Aid should be referred to as bandage, Google, as a search engine, plus Xerox as a copier. Yet it’s more fun to refer to the brand itself, even when we aren’t using their specific product.
That’s what brand awareness does. It acquaintances actions and products with particular brands, subconsciously motivating us to replace common words with branded terms. Plus before you know it, simple paper cuts or picnics are doing the marketing for us.
Brand awareness builds brand equity.
Brand name equity describes a brand’s value, which is determined by customer experiences with and overall perception of the brand. Good experiences and perception the same positive brand equity, as well as the same goes for negative thoughts.
Here are a few valuable things that originate from positive brand equity:
- Higher costs due to higher perceived value
- A higher stock price
- The opportunity to expand business through product or service line extensions
- Greater interpersonal impact due to brand name worth
How does a brand establish (and increase) brand equity? By building brand name awareness and consistently advertising positive experiences with the brand name. Brand awareness is the basis of brand equity.
Once a consumer is aware of a brand, they start to recognize it without having assistance, seek it in order to make a purchase, begin to prefer it over other similar manufacturers, and establish a loyalty not only spurs on various other purchases but also inspires recommendations to family and friends.
That, my friends, is why brand awareness is so important. It establishes trust with your customers, creates beneficial associations, and builds priceless brand equity that allows your own brand to become a household name and consumer staple.
you’ve got to be social. Post on social media about things unrelated to your item or services. Interact with your audience by asking queries, commenting on posts, or retweeting or sharing articles you like. Treat your social accounts as if you were an individual trying to make friends, not a business trying to make money.
Research shows that over 50% of brand reputation comes from online sociability. Being social leads to better awareness and simply being known .
Tell a narrative.
Storytelling is definitely an incredibly powerful marketing technique, whether you’re marketing products or promoting your brand. Why? Because it gives something real for your audience in order to latch onto.
Crafting a narrative around your brand humanizes it and gives this depth. And weaving this particular said narrative into your advertising inherently markets your brand name alongside your products or services.
Exactly what should your narrative be regarding? Anything, as long as it’s real. It can be the narrative of the founder, the tale showing how your business had its very first product idea, or the little-engine-that-could story of how your small business caused it to be in this big world.
People like hearing stories regarding each other. Authenticity is impactful, and it can lead to a big enhance in brand awareness.
Create sharing easy.
Whatever your industry, product offering, or even marketing strategies, make it easy for your audience to share your content. This could be blog posts, sponsored content, videos, social media posts, or item pages. It doesn’t matter what it is, provided that it’s shareable.
Word-of-mouth marketing is the most effective way to set up trust and familiarity amongst customers. If someone views that a friend or family member is recommending a product or service, they will take notice of that product . and brand. Is this a brandname worth exploring? Do they have other great products I could rely on? What are their social accounts like, and what perform they talk about?
If you make it easy to post about your things, consumers will raise brand name awareness for you by simply clicking on “Share”.
Brand consciousness is about impact.
It’s about interacting with your viewers in ways that don’t just ask for money, participation, or even loyalty.
Imagine if you fulfilled a new person who wanted to become your friend. If they asked for any of the above, you’d probably laugh and walk away, right? Not only is that a superficial approach to friendship, but it also leaves no lasting impact on you.
The same goes for establishing brand awareness among your viewers.
HubSpot plus Trello.
Offering a freemium option allows customers to obtain a taste of your brand and product before making a buy. It’s a try-before-you-buy possibility that can, technically, last permanently (as opposed to a free demo period that some companies choose).
It’s common to provide a freemium option with the condition that the brand’s watermark is going to be shown on any public-facing parts of the product or support. This makes freemium a win-win situation: The consumer gets the product for free, and the brand name gets free advertising whenever consumers use it.
TypeForm is another great example of this particular. TypeForm offers a freemium option of its survey software, yet customers must include a thank-you page that features the TypeForm logo and message.
Depending on your type of company and product offer, Freemium may be the best way to raise awareness of your brand among your own audience.
Create free content.
Nowadays, creating content is easier than ever … which is a positive thing because today’s consumers turn to the internet for any and all queries, concerns, and DIY tasks.
Content is a fun way to raise awareness of your brand because it’s the simplest way to show personality and share views and positioning on issues — two major components that personify and humanize your brand.
Content doesn’t have to be in written form, either. You can also create videos, infographics, podcasts (which we’ll include below), and more. Sure, written content like blogs and downloadable guides are arguably the simplest, but they’re definitely not the only option.
Content doesn’t have to reside on just your website, either. Guest posting and subsidized content provide opportunities to get involved front of new audiences and diversify the type of content you create.
If your brand isn’t creating content, you might be missing out on some major brand recognition opportunities. Content provides an incredible way to authentically connect with your own audience while getting your brand name in front of people.
To learn more regarding content creation, check out our manual here.
How many festivals, concerts, fairs, plus exhibitions have you attended? These types of events are typically not possible without the help of brand sponsorships. (Take a look at a t-shirt, koozie, or string back pack you likely grabbed from your event. See any brand names? )
Sponsoring events is a surefire way to get your brand in front of hundreds, thousands, or millions of people that likely fall into your target audience. From ads to flyers to drinking water bottles, your brand name is going to be everywhere if you sponsor a meeting.
Sponsoring an event also enables you to pin your brand name with an event that matches your personality, interests, and passions, meaning consumers will then associate your brand with that occasion and its aesthetic and character.
Consider Red Bull. Reddish Bull is an energy drink, and without any brand understanding efforts, we’d simply consider it an energy drink. But , thankfully, Red Bull took their marketing to the extreme — literally — by sponsoring extreme sporting events like high cliff diving and motocross. They also sponsor athletes. Now, we all inherently associate Red Bull with daring and bold … and believe that, if we drink it, we can be the same.
Give your own brand a personality.
Dealing with your brand as a individual and defining your narrative are the first steps to providing your brand a personality. The next step would be infusing this particular personality into your marketing initiatives.
When you market your products and services with personality, you can’t help but boost your brand name awareness because your brand will certainly shine right through. Sure, your own consumers will take note from the pants or pasta you are marketing, but they’ll also experience your personality throughout your advertising.
This is a great strategy when mixing your traditional marketing campaigns with brand name awareness campaigns. They do not always have to be one in the same, but they definitely could be.
Consider Old Spice. (Did you just picture the person on the horse? I did. ) Their advertisements for their hygiene products are overflowing with personality and humor, and they still mention their products throughout. The advertisement not only makes an impact upon its viewers, but a mere mention of the “Old Spice man” also sends consumers back to YouTube to watch the industrial … and to the store to buy some deodorant.
Produce a podcasting.
More than one-third of Us citizens 12 and older listen to podcasts regularly. There’s certainly podcasts play an important part in our lives … and marketing efforts.
Podcasts was once a complicated process, only developed by those with a studio and fancy microphone. Now, it is easier than ever to create and to produce podcast, and doing so can perform wonders for your brand attention efforts.
Why? Due to the fact podcasts, like written or even visual content, provide a way to connect with your audience authentically. Instead of blatantly promoting your own product or service (which we’ve agreed isn’t the best way to go about improving brand awareness), podcasts provide you with the opportunity to educate, inform, amuse, or advise your market and build trust in that way.
Here are some examples of great pod-casts produced by brands you know plus love:
- #LIPSTORIES by Sephora
- Trailblazers by Dell
- The Growth Show by HubSpot
See how these brands have chosen podcast topics that relate to their particular 1) overall brand message and 2) products or services? Doing this helps them relate the particular podcast back to their brand and continue to raise awareness, too.
For more information on podcasts, check out our guide right here.
Building and growing brand name awareness is a never-ending procedure, just as maintaining a friendship or relationship never really finishes.
Boosting your brand awareness through campaigns offers you a chance to dabble in advertising and marketing opportunities you’d otherwise not really invest in — meaning new, powerful ways to connect with your audience.
Sparktoro can give you a specific score for the Twitter impact.
Qualitative Brand Consciousness Measures
This step is where your own brand awareness “score” gets a little murky. But these tactics can still help you gauge who seem to and how many people are aware of your brand. To measure qualitatively, try:
- Searching Google plus setting up Search engines Alerts . Doing this gets you up to date with how your brand name is being talked about online. It can alert you to any information or mentions by third-party press. As your brand increases, its internet real estate will certainly expand beyond your website, so keep an eye on that.
- Interpersonal listening. Social listening is monitoring social media management tools for natural mentions and engagement. Who is tagging your brand, mentioning it in comments, or even using your hashtag in their articles? These tools can help you discover that. As well as the more your audience is discussing your brand on social media, the more they’re aware of it.
- Running brand awareness studies. This process consists of getting direct feedback out of your customers and audience and can be incredibly helpful along with not only understanding who knows of your brand but also what they think about it. You can release surveys through SurveyMonkey or TypeForm and share them on social networking or directly with your customers. This guide will help you create and promote them.
These quantitative and qualitative metrics will help you understand your brand awareness among your audience and the general public. It’ll never be a perfect number, but keeping your pulse on this measure can help influence campaigns and stay connected to your audience. Regardless of how you gauge brand recognition for your company, avoid these types of common mistakes when measuring brand awareness.
Over to A person
Brand awareness is a effective (albeit vague) concept that can have a major impact on your marketing efforts, consumer belief, and revenue.
Follow these types of techniques for establishing and constructing awareness for your brand, plus you’ll find yourself with a loyal audience that recognizes your own brand among competitors, selects your products time and time again, and recommends their friends and family do the same.