What is Brand Awareness and Why Does it Matter?

Whether you have a product or service to offer, it’s essential that you target the right audience when you advertise. You’ll also need to be packaging your goods the right way for your customers. A further key area of marketing relates to the subject of brand awareness. In this article, we’ll discuss what it is and why it matters, so you can increase brand awareness for your business.

What Is Brand Awareness?

This refers to how familiar customers are with your brand, and your goods and services. This will include what differentiates you from your other competitors in the marketplace. If something has high brand awareness, people will often associate certain characteristics with it – such as reliability, quality or value for money. Interestingly, this often applies whether or not people have used the products themselves.

Brand awareness contributes towards customer loyalty and brand advocacy, as people are more likely to recommend a brand that they trust. There are many different ways you can raise the profile of your brand, and here are some examples:

  • Using social media platforms such as Facebook, Twitter and LinkedIn.
  • Blogging
  • Email marketing campaigns
  • Online ads and TV commercials.
  • Partnering with other companies.
  • Getting involved locally through sponsorship.
  • Attending conferences

Why Does It Matter?

Brand awareness is one of the key factors that influence customers’ buying decisions. The higher your brand awareness, the more likely it is that potential buyers will consider your products or services when making their next purchase.

Brand awareness can help to boost sales in existing markets, as well as attract new ones. Since it costs five times more to acquire a new customer than to retain an old one, maintaining high brand awareness is essential for any business that’s looking to grow.

It Can Make Your Product Memorable

When customers are familiar with your brand, they are more likely to recall your product and its unique selling points (USPs).

Having a strong brand awareness campaign will make it easier for customers to remember your product and it may encourage them to come back again in the future. Many companies use brand recall to boost awareness, as it’s a measure of the proportion of consumers who can recollect your brand. If you go online there are specialist websites that discuss how to measure and increase brand recall by sonic branding, finding a voice, tracking traffic to your website and looking closely at referrals to your site.

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It Can Make Your Product Easily Recognizable

When it comes to brand awareness, packaging is one of the most important tools. It’s what catches people’s attention and makes something stand out on the shelf above its rivals. If it’s done well, packaging can create a connection with consumers and make them want to learn more about your product.

The packaging helps to create a customer’s first impressions of your brand, so you want to make sure that potential buyers can instantly recognize it as yours. The branding process includes such key elements as logos, colors, shapes, fonts, styles and words – and all these things should appear on the packaging to make it fully effective.

It Creates A Strong Identity

This identity can be extremely beneficial in terms of marketing and standing out in a saturated market. When people see or hear your name, they should immediately think of your company and what it represents. This type of recognition is crucial in order to build customer loyalty and encourage word-of-mouth marketing. By building a recognizable name and image for your business, you’ll be able to connect with customers on a deeper level and create more successful relationships with them.

One example of strong branding is Coca-Cola’s iconic red color scheme. That simple decision has helped the company build strong distinctiveness, visibility and reach all across the globe. If you Google logos, you’ll find an impressive list of household names that you can recognize at once, including Nike.

It Communicates Your Values

A brand is a representation of values that a company holds most dear. It communicates what the business stands for and what it wants to achieve, as well as its personality. These values are often shown through the visuals we discussed earlier (logos, fonts, colors (or color combinations), etc.). Visuals can speak louder than words when you want to communicate your values in an authentic way. Your branding can let people know who you are and why they should care about your company. In turn, they may be encouraged to buy from you to invest in what you’re doing.

Good branding helps companies connect with their target audience on an emotional level. As we’ve discussed, they do this by showing them how much they care about certain things or value particular experiences or ideals. If they resonate with potential customers’ values, there will be a common ground that can be mutually beneficial. When people know what your company stands for, they are more likely to do business with you. They also become more invested in your success and are more likely to recommend you to others. Brand awareness is one of the most effective ways to create a strong relationship with your customers, build trust and generate sales.

It Can Increase Website Traffic

When people are familiar with your brand, they are more likely to visit your website. This is especially true if you have a strong online presence. This can be partly achieved by applying Search Engine Optimization to your website. In order to take full advantage of this benefit, make sure that your website fully matches your branding and is easily recognizable. It should also be easy to use in terms of layout and navigation. You should ensure that your website contains high-quality content that is relevant to your target audience.

Creating a strong brand takes time and effort, but it’s worth it in the long run. You need to take the time to develop a clear strategy and stay true to your values. Then you can create a powerful brand that will become widely known, and that will help your business succeed.

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