It is common knowledge that brand awareness amongst customers is one of the most important aspects of running a successful company. In this article, you will find useful tips and tricks to implement a successful strategy to build and measure brand awareness, and keep an eye on how you can react to your strategic outcomes.
What is brand awareness?
In simple terms, brand awareness describes how well your target group knows your brand. It can be focused on both the brand and its products or services. Quintessentially, it builds a sense of belonging and brand awareness among customers, thanks to which they become its ambassadors.
We can identify two main types of brand awareness
The first is aided brand awareness. This allows you to check and identify how well your brand is recognizable amongst your customers. By using a simple questionnaire on your website or social media, you can quickly learn how well your customers know the products or services you are offering, and how well you advertise to them.
The second one is unaided brand awareness. The main difference between this method and the previous one is that this answers more general questions not connected to certain brands. For example, “what is the first brand that comes to your mind when you think of luxury shoes?”
When deciding whether to use the aided or unaided method, you should run the unaided one first if you decide to go with two. Based on this, you can get to know your customers’ habits and perspectives from which you can draw inspiration.
By asking your target group about how well they know your brand, you can prepare or mend a successful brand awareness strategy, based on their style of living.
Why is brand awareness important?
It is no secret that people will buy from the brands they recognize and trust. Around 71% of people confirm that they are more willing to buy anything from the brand if they know it beforehand. Customers are going to research certain products or brands to decide where to make their purchase. That is why it is important to sow the seed in their consciousness about your brand.
What are other benefits of high brand awareness?
Connection with your customers
Bonding with your customers builds a relationship between you and your audience. This plays an important role when it comes to brand awareness. When there is a need to buy a product, your brand must appear in the minds of customers
As mentioned before, clients are more likely to buy from brands they know. The equation is simple: the deeper the connection with customers, the higher the sales
Growth of loyalty
A strong connection with the brand allows us to build up a community of customers with similar tastes and needs. That leads to increasing loyalty sentiment among clients
There is no doubt that, if your customers are affiliated with your brand, they will bring with them their family and friends. Therefore, your brand awareness is going to expand through word of mouth.
How to build brand awareness
Research is the key. To build brand awareness among customers, you must first analyze your current situation. You should have an existing database with a mailing list where you can check how many of your clients receive messages from you. There is also a possibility to check your presence on social media and monitor what is your social media reach. Statistics about website tracking are also an excellent source of information from which you can learn how many people are visiting your website and how they behave.
Based on this information, you can start planning your brand awareness strategy. But how can you do it?
Tell a story
Storytelling is a powerful approach when it comes to building awareness. It allows people to get to know what you are offering and helps them to connect. When you create a story, customers can see the brand’s approach to its brand and customers. It can be a simple story of how your brand was founded, present its values, or describe the spark that initiated the idea. This allows customers to get to know your brand, which creates connections.
Interaction with customers is crucial to rose awareness. Create a post about your production process, ask questions about your client’s habits, allow feedback, and join conversations in the comments. In simple words, interact with your audience.
Show affection to your customers, and learn about their hobbies and interests. Do the same from your side, show what drives the company, and tell stories about employees. This approach will influence the way people speak about the brand.
Word of mouth marketing is an effective way to build up understanding and trust among customers. If one of your customers recommends one of your posts, product, or even shares a photo, it is most likely to engage their friends and make them interested in your company.
With these four easy steps, you can start to build your brand awareness.
How to increase brand awareness
Now that you know the basics for creating your brand awareness, it is time to take a closer look at how to increase it. There is no doubt it is a challenge. It takes some time to prepare, but the advice below may help you out when facing this challenge:
- Create a short phrase that describes your company
- Create a mascot
- Provide free content such as e-books, blog posts, podcasts, etc.
- Sponsor events
All of these will allow you to continue building and expanding awareness.
It is crucial to build awareness among customers to expand the brand's reach. This, not only benefits your profits, but also allows you to take and strengthen your place in the market. With the above approach, you will also be able to create a community where your customers can feel appreciated. That will lead to higher interest in your goods and services. And with high quality of delivered services and products comes higher brand advocacy. That is why you should take a moment to think about what you can offer your target group and how to do it to build your brand awareness.
To learn more about brand awareness and how to build the most effective loyalty marketing strategy, request a demo with our Loyalty Experts! We will match you with an experiences Loyalty Consultant with experience in your unique market space and industry.