Imagine this: you go to a sports bar after work to have a beer with colleagues. You are in a crowded bar with a long line of taps and an extensive beer list. Hundred beers to choose from and you’ll recognize about half. A line forms at the bar and your employees are waiting. How do you choose
It’s not complicated: you choose a beer that you know you like. Why? Because you know the brand, ie have brand awareness.
What is brand awareness?
Brand awareness is Familiarity with a brand by name, how it differs from its competition, and what unique values it may have. According to PPC Protect’s Sam Carr, the average person will see an estimated 6,000 to 10,000 ads per day in 2021. Without measuring it, customers are consuming advertising at every turn, but there are only a limited number of brands for which they have full brand awareness.
According to a study by Penn State University, customers can know a brand in three ways: supported, spontaneous, or top-of-mind.
- Assisted Brand Awareness: A customer can choose your brand from a list
- Spontaneous Awareness: You can list your brand as one of several in your category
- Top-of-mind awareness: A customer first thinks about your brand without being asked
Brand Awareness vs. Brand Awareness vs. Brand Awareness
Brand awareness, like aided awareness, means that a customer recognizes your name and logo. The brand awareness strategy goes even further and aims to get customers to understand your product, your market fit and your brand voice. However, awareness lags behind the brand’s reputation, which also includes personal feelings towards the brand.
Why is brand awareness important?
Brand awareness is a crucial step on the way to becoming a customer. A prospect can only become a customer if they are reasonably aware of your brand. You can’t become a great customer until you’ve achieved full brand awareness. By raising awareness, your company creates trust, a competitive advantage and long-term value.
Brand awareness creates trust
Your customers trust those they know: their closest friends, family, and colleagues. Think of each interaction with your audience like building a friendship. When a customer is at a point of purchase for your product, they will consider you a trusted confidante.
Customers are loyal to well-known brands
Brand Awareness Marketing Links. Once you build that strong relationship with your customer, your brand will be less competitive. As your customers become more aware of your brand, the less likely they will want to develop an unfamiliar relationship with a competitor.
Brand awareness is a long-term strategy
A few years ago I bought a blue Honda Civic – a style I had never noticed on the street. As soon as I signed the car title, it was like a thousand blue Hondas had appeared overnight. I’ve seen one every time I’ve left the house.
This is the frequency illusion (Baader-Meinhof). As soon as someone sees something for the first time, they are aware of it every time they see it. In branding, this means that your customer only needs one touch to become brand aware. Once they get hooked, they’ll see your brand everywhere.
What is a brand voice?
Developing a brand voice is critical to brand awareness marketing. Wendy’s is known for being a unique example of a brand voice across all social media and corporate branding.
“The company’s Twitter personality is a natural extension of Wendy’s Wendy Thomas brand, founded in 1969. […] Wendy’s playful approach allows him to do his points in a personable way, like trolling McDonald’s on National Frozen Food Day with tweets poking fun at the use of frozen beef. “-” Behind Wendy’s Epic Social Strategy “, Fast Company (2)
As you honing your brand voice, think about how you would personalize the brand. Are you a tough executive or a cute grandmother? What about a cutting-edge expert or a sensitive teacher? Once your customers know who they are talking to, they develop meaningful associations and greater familiarity with your brand.
How does your brand voice build strong brand awareness?
Your brand voice should feel similar every time a customer interacts with you. When you achieve this consistency, you will meet the expectations customers have of you. This strengthens the trust and reliability of your brand.
Messy news means your customers need to put more effort into getting to know your brand. By being clear in each case, you will quickly build trust with your audience.
Reflection of the audience
Use a voice that your customers can identify with and trust. Using Wendy’s example, they have adapted their brand voice to that of their young target market. When customers can see themselves in your brand, fill in the gaps to become brand aware.
Brand awareness in the digital age
Brands have armed online reputation engines to raise awareness. Online discovery is the “digitization” of word-of-mouth marketing and it can take many forms. This could be a recommendation through LinkedIn or an Instagram influencer sharing a product. Online notes are a crucial way to build an awareness strategy in relevant target groups.
Good or bad, online reputation can be easy to play with. Businesses spend millions of dollars in advertising to appear popular and established with the right groups. Especially in emerging areas, companies attract customers with eye-catching advertising and competitive prices. With the simplicity of shopping online, changing brands can be easy and inexpensive.
However, brand awareness is a benefit when competitors outbid your advertising or undercut prices. Even with cost savings, customers cannot estimate the cost of so many strangers when switching to a new brand. This gives the company the benefit of a stronger brand awareness strategy.
If your business doesn’t have a six- or seven-digit ad budget, you can compete on brand awareness. Smaller businesses have the opportunity to raise audience awareness through digital marketing strategies that leverage the organic methods that customers use to learn more about products before they buy.
Use digital marketing to build your brand awareness strategy
According to Dan Alaimo from RetailDive, more than 87% of product research is done online. (6) To be competitive, balance your digital marketing presence across channels to control your brand’s messaging.
The content tells stories about your brand. The content relates to blogs, templates, product information, videos, customer stories, and more. With content, you create a narrative that reflects your company, your product and your values. Companies with strong brand awareness share their voice with their audience through content.
SEO or ranking in top positions in Google search
When doing research online, your target audience will trust Google (or another search engine) to show them the most valuable content. Increase your chances of being at the top of search results by optimizing your website with SEO best practices (search engine optimization) for digital marketing. A high rank has two advantages:
- Customers looking for relevant information will see your brand.
- You build trust by showing that Google considers your content extremely relevant and valuable.
Is Your Audience On Twitter? LinkedIn? Tick Tack? Regardless of the platform, these apps are there to improve connections between people. A presence on relevant social media shows an interest in connecting with your audience. Social networks also give friends and colleagues the opportunity to recommend your brand. By using these forms of digital marketing, you can increase brand awareness in the most trusted circles.
Increase brand awareness by seeking recommendations from thought leaders in your industry. You can reach new target groups and customers by using networks that have been established by taste makers. Often times this is a win, but thought leaders in many industries make serious recommendations.
Email is popular and used every day around the world. It is still the marketing program with the greatest reach. Email analytics also provide unprecedented insights into customer behavior. Because of this, email can be used as a learning and listening tool to better understand your brand awareness.
Paid ads and media placements
Consciousness is not based solely on organic authority. Google, Facebook and Paid Media ensure that brands’ ads are seen by their audience. With advertising, your brand can have greater reach and potential for brand awareness. Find the best opportunities for your industry and budget your advertising spend competitively. By aligning your content, SEO, and paid strategies, you strengthen your message and create consistency across brand values and channels.
Brand awareness is a journey
Improving brand awareness is an implicit or explicit goal of many marketing teams. We now know that brand awareness isn’t necessarily a goal, it’s a process. Brand awareness is expansive and includes customer interactions at all stages of the funnel. However, once you and your marketing team have a better understanding of what brand awareness is (and what isn’t), you can work on improving your mix of strategies and tools to achieve your brand awareness and, ultimately, your business goals.
- 10 Brand Stats You Must Know In 2021 [infographic], Oberlo, 2020.
- Behind Wendy’s Epic Social Strategy, Fast Company, 2019.
- Branding and Advertising Awareness: A Replication and Extension of a Well-Known Empirical Generalization, Penn State University, 2004.
- How many ads do we see a day in 2021 ?, PPC Protect, 2020.
- What the Baader Meinhof phenomenon is and why you might see it again … and again, Healthline, 2019.
- 87% of Shoppers Start Product Search Online Now, Retail Dive, 2018.