To Convert More Customers: Focus On Brand Awareness!
Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image. But to also associate it with a certain company’s product or service.
Why is Brand Awareness Important in Marketing?
With the vast amount of products options, having a differentiated message and an audience that can distinguish a company’s brand from its competitors is crucial. It can mean the difference between success and failure for a company.
Entire marketing campaigns can be constructed around promoting awareness of a brand. Spreading brand awareness is especially important during a company’s first few years. Especially when they are trying to make a name for themselves.
Types Of Brand Awareness
The three types of brand awareness are:
- Brand Recognition: Brand recognition is when the customer can recognise the brand and differentiate it from other brands. When he comes into contact with it. This type of brand awareness doesn’t require the customer to recall the name. It just focuses on whether the customer can recognise it when it is presented at the point-of-sale. Or when he witnesses the visual packaging.
- Brand Recall: Brand recall is a spontaneous recall of the brand from memory when the customer is prompted by the product category. Most users can’t recall more than 3-5 brand names. It affected by both individual and brand factors like education level, usage. Or marketing strategies used by the company, etc. These brands form a part of the evoked set of the customer.
- Top-Of-Mind Awareness: Top-of-mind awareness is a set of 3 brands which the customer always purchases. This is the consideration set of the customer. Getting the brand into this consideration set is the ultimate goal of every marketer.
How To Build and Increase it?
Focus On The Product
A strong brand awareness strategy revolves around a strong product. Make sure you are fulfilling your customers’ needs without him putting much of an effort.
Focus on creating a value proposition that’s unique, attractive, and is something that forces the customer to share voluntarily.
Focus On The Positioning And Personality
Positioning matters. Different brands use smart positioning strategies to increase their awareness. They might position themselves as a premium product in a market full of daily-use products, or an economic product in the market full of premium products.
Provide Something For Free (Keep It Limited)
Free spreads like wildfire. It isn’t just an indicator of price. It’s a very powerful emotional trigger. That’s often so irresistible that it makes people try anything that you offer at no cost. No matter if they want it or not.
Partner With Famous Brands
A good way to establish brand awareness is to let other famous brands talk about you to their audience. Partner with established brands; by brands we mean companies, influencers, celebrities, etc. who have good followership.
Facebook used this strategy and partnered with many niche influencers to increase the awareness of its recently launched product – Facebook Watch.
Use Social Media
It’s hard for your target audience to get to know you unless you meet them where they are.Use social media and capitalize on the trends to establish an image among your target audience.
Behave like a person and not a robot, create posts which your users like to see and interact with, offer them rewards for sharing, and use social media to spread your brand message.