Why Is Brand Awareness Important?
A shoe? A phone? A soft drink? A pen? Regardless of what it is, when these items are mentioned, specific brand names come to mind. Successfully building your brand awareness is a long-term endeavour that comes with a long-term advantage of being the industry authority.
Brand awareness is crucial for your customers to remain familiar with your brand. You want as many people as possible to consider your product or service whenever they want to purchase something. If your customers forget or don’t even know your products’ existence, there is absolutely 0 chance that they will make a purchase from you. In other words, merely having a market presence greatly increases the chance of closing a sale.
“Brand awareness is the fuel that keeps new leads coming into your business so that ultimately, you can convert them into customers and hopefully brand ambassadors,” highlighted by Slisha Kankariya, co-founder of With Clarity. As your brand awareness strategies start to pick up and constantly generates a steady stream of potential leads, the chances of having brand ambassadors increases.
Sidetracking a little, brand ambassadors help protect your reputation, humanize your brand, provide positive word of mouth, and increase traffic to your website. Brand ambassadors are most commonly known as the “face” of the brand. Ideally a tastemaker in their respective industries. For example, The Rock for Under Armour and Justin Bieber for Calvin Klein.
Now back to the topic, brand awareness is the foundation for building strong customer relationships. That being said, brand awareness often sits on the same boat as brand reputation. Despite the saying that “no publicity is bad publicity”, if people know your brand for the wrong reasons, it may hurt your company as opposed to helping. This is why maintaining a positive brand image is always a priority.
Over and above that, when building brand awareness, the component of how you want your brand to be perceived has to be constantly incorporated in the strategies. Not only just the initial stages but at all stages of the purchasing cycle. Simply put, ensure that your efforts are consistent and coordinated throughout the entire journey and that it is appropriately targeted.
Building Brand Awareness
“Rome wasn’t built in a day.” So is brand awareness. It starts with a foundation. A marketing goal. Therefore, setting appropriate and realistic goals that can be measured is crucial for your blueprint. However, It’s important to stay focused and consistent with your strategy and not get caught up in the misconceptions of branding.
Not only that, having the right marketing tools is like bringing a gun to a knife fight. A catchy slogan, a striking logo, or even a radio jingle. These serve the purpose of being easily recognized, uniquely representative of your brand, and catchy enough so that your audiences don’t forget them.
Once you’ve got these tools properly setup, start marketing it across multiple channels. Choose the platforms that have tremendous reach and target your ads properly so that they can get to the right audience. Then, keep pumping content on a consistent basis as a promise to your audience that you can be reliable.
However, if your budget is tight, it does not necessarily mean that you have no chance of increasing brand awareness. There are also free tools such as social media, content marketing, referrals, Google AdWords, and SEO to market your brand. All while implementing the same strategies. But, don’t be shy when deciding to invest in other types of advertising to help build that awareness even more effectively.
Tracking Brand Awareness
Creating brand awareness is a challenge itself. But not just that, tracking its effectiveness can be a challenge as well. Being able to tell if people are becoming more aware of your brand can give you the answer of whether or not to double down or cut your losses on a certain project.
Measure your website traffic. If people are curious about your brand, they will Google it. At this point, ensure that your website is properly set up for this traffic so that your audience is not left hanging. If you’ve done that, now track your overall sales. Being successful with your brand building strategies does not directly mean a higher sales number. So with this example, it is clear that every step of the way has to be meticulously planned so that your clients have no excuse to leave your website.
Keeping track of these metrics will help you understand the strategies that you’re using at a deeper level. Furthermore, it will also tell you when to change your course or pivot from it. Ultimately, staying on track with building a highly consistent and compelling brand image that grows awareness organically.
Start now, don’t wait. Building your brand awareness will take longer than you expect. To add to your plate, you’re going to face pivot points where you’ll need to put in a lot of effort and face immense challenges. So, have a goal in mind and lay out our plan to get there because this plan will be the map that guides your company in the next few years. Good luck!
If you enjoyed this post, check out 4 Tips That Will Skyrocket Your Brand Awareness in the Digital Age.
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