Brand awareness is what determines the success of any business. It is this process that forms the image of the product or service being sold in the buyer’s head and stimulates the potential client to make a purchase. There are many excellent brand awareness examples and this article is dedicated to the topic of brand awareness and measuring this indicator, which will allow you to achieve high results in promoting your brand.
Why Brand Awareness Is So Important
The trust of the target audience is the fundamental factor that determines the buyer’s choice. People rarely choose a noname. Reviews from other customers, advice from friends and acquaintances – the more often a potential customer hears the name of a brand, the higher the likelihood of purchasing its products. Trust in the brand, in turn, forms consumer loyalty to the manufacturer.
What can high brand awareness give:
- high probability of earning the buyer’s trust;
- the ability to offer a higher price for your product due to the high value of the company’s brand;
- brand recognition provides wider coverage of the target audience due to the work of not only marketing tools but also through word of mouth.
Levels of Recognition
There are three conventional types of brand awareness:
- Recognition with a hint. A brand comes to mind after a familiar advertising audio clip or after seeing the company logo.
- Brand knowledge without prompting. The client has a clear association: a certain brand is this or that product.
- Constant knowledge. A single product or service is a brand that does not tolerate any other analogs. For example, if it’s a carbonated drink, then it’s Coca-Cola, if it’s casual wear, then it’s Zara. These are some of the best brand awareness examples.
The company will not be able to bring its brand to a new level of recognition without an effective multi-level promotion strategy.
How to Measure Brand Awareness
How well the target audience knows the company is a very important criterion that needs to be monitored constantly. Logo, packaging, and corporate identity are necessary components of success, but they are far from the only ones. The entire complex of advertising activities requires in-depth system analysis at all its stages to adjust and reconfigure, depending on intermediate indicators.
Important information for analysis can be found in reviews on the company’s website, as well as on social networks and other platforms used by the company. You can create a bonus system that is a great incentive for customers to provide feedback. It is necessary to timely monitor and correct all weak points in sales funnels.
Marketing strategies must work to a constant advantage, so it is important to track the intermediate results of advertising campaigns.
Important indicators of the quality of an advertising campaign that need to be constantly monitored are CTR, CAC, and LTV.
Don’t bypass social networks. Communicate with customers, answer all questions as quickly as possible, resolve emerging disputes and conflicts, and create interesting content.
How to Increase Brand Awareness
Like any other process, the path to increasing brand awareness begins with a marketing plan, which must correspond to the company’s strategy. The strategy should take into account both short-term goals towards increasing brand awareness and long-term goals.
When choosing ways to achieve your goals, you should always use several tools, without focusing on one thing. When planning a long-term task, do not forget about the current needs of the client. It is important to remember the impact of the goals and objectives you have planned for the near term on your long-term strategy.
Only constant growth of the customer base and attracting new audiences can increase brand awareness. This is what any marketing strategy should be based on.
You always need to take into account the characteristics and needs of the company’s target audience. It should be remembered that in modern conditions of fierce competition, many market players are fighting for consumer attention, and using a larger number of different tools helps to reach a larger audience.
Advertising
Perhaps the most effective tool that allows you to tell a large number of people about your product at once. A prerequisite is the creation of memorable creative content. Active competition for the buyer’s attention dictates strict rules: only truly bright and unusual creative content can arouse the interest of the average person, who has already been offered and shown a lot.
Public Relations (PR)
At its core, PR is a specific channel of communication with customers, involving direct communication. There are several PR communication techniques, let’s look at some of them:
- Information that forms a positive image of the brand and company, is provided in various publications.
- Providing information through media personalities, influencers, and bloggers. People are accustomed to trusting the opinions of famous people, and many popular brands actively collaborate with actors, famous athletes, and bloggers.
Partnership
A partnership is essentially a higher-level sponsorship. The company chooses a media personality, blogger, or showman who will represent the brand in every way available to him and talk about its merits.
It is very important here to determine whether the company’s values coincide with the values of the chosen celebrity. You also need to be sure that the target audience of the advertising campaign is among those who consider the partner’s opinion authoritative.
Thought Leadership
People tend to make decisions based on the recommendations of specialists in a particular field – this is called expert opinion. In every industry, there are always leading specialists whose names are well-known to the public. And when a buyer chooses a product from an expert, he is sure that he is choosing the best.
Tools for creating the image of an ideological leader:
- public events at which company experts speak;
- interviews and articles in the media, blogging, or community on social networks;
- organization of a round table in which representatives of other companies take part;
- briefings for representatives of television and radio companies;
- podcasts;
- demonstration videos about the product with the participation of a specialist.
Final Thoughts
Corporate identity is something without which no company can earn the trust of the buyer. This indicator allows you to stand out from your competitors. Making your brand unique and recognizable is very difficult, but without this, any business will sooner or later fail. There are many examples of brand awareness that you can look up to, including Zara, Lay’s, Apple, and others. We recommend contacting SmartyAds, which helps develop brand awareness using digital advertising technologies.
