Have you ever heard people say that they are “Apple people” instead of “Android people”? How about “Starbucks people” rather than “Dunkin people”? That is the essence of what brand awareness can do for a brand; they latch themselves onto people and become a part of their lifestyle. Powerful brands can influence purchasing decisions and build strong loyalties.
This guide will help you better understand brand awareness. We will be offering insights on how to establish brand awareness amongst your audience and how to use strategies to build campaigns that grow with your brand.
What is Brand Awareness?
Brand awareness is more than familiarity; it’s about creating a lasting impression and being memorable. Establishing brand awareness is crucial for marketing and promoting your company to be considered “popular for a long time”.
Why is Brand Awareness Important?
Fosters Trust
Brand awareness is like seeing a familiar face or visiting your favorite coffee shop – you know it, you trust it. Brand awareness creates trust by being consistent and recognizable. When a brand openly shares its values and delivers on its promises, it becomes a reliable choice. Ever remembered a brand just when you needed it? That’s the power of brand awareness – it makes the brand a go-to choice.
Creates Associations
When people consistently encounter your brand, whether through a catchy jingle, a memorable tagline or a logo, they start creating mental links. Think of it as building a hypothetical bridge between a brand and the qualities and/or feelings that come along with it. People see your logo, and a whole set of positive thoughts and feelings come flooding in.
Builds Brand Equity
Brand awareness is the foundation of brand equity. Brand equity is the value your brand carries in the mind of the consumer. When people not only know your brand, but also associate positive feelings with it, that’s building equity. As your brand becomes a familiar face and has a trusted presence, it gains value beyond just products or services.
How to Build Brand Awareness
Be a Person.
You must define yourself as more than just a company. Think of your brand as a person with values, , a personality and a story to tell. Sharing this through social media, content writing or customer interactions humanizes your brand. When you do this, you become more than just a business, but instead, a trusted friend.
Be Social.
Being social means actively participating, responding to comments and joining the conversations around you. Through liking, sharing and commenting on social media, your brand becomes an entity. This goes beyond just reaching out to people to close a sale. Being social leads to greater awareness and being known.
Make it Shareable.
The goal of creating content is so that it reaches your intended audience. If you make your content easy to be shared, consumers can make your brand awareness grow just by simply clicking “Share”. Learn about how and why you should be creating shareable content in our recent blog post.
Brand awareness isn’t just about creating a brand people are familiar with; it’s about creating an experience that leaves a lasting impression and creating associations that make your brand stand out and feel like a friend in a crowded place.
Brand awareness doesn’t happen overnight, nor does it come with a single advertisement or campaign. If you’re looking for help in building your brand awareness, reach out to us today! As an extension of your team, we can build your brand into one that stands out and is remembered.
