What is Brand Awareness? How to Increase?
If you want to learn how to increase your brand awareness and positively affect your marketing efforts, consumer perception and income, you are in the right place.
Have you ever heard people call themselves "Apple people" and "Nike people"? This is what brand awareness can do for a brand. It is about placing itself in people's lifestyles and buying habits so that consumers don't have to think twice before becoming a customer.
This guide will help you better understand brand awareness, make your brand known among your target audience, and create campaigns that grow and evolve with your business. Let's start.
What is brand awareness?
Brand awareness represents how well your target audience is familiar with your brand and how well they know your brand. Brands with high brand awareness are often referred to as "trend", "fashion" or "popular" brands. Especially in the early stages of a business, it's important to build brand awareness when marketing and promoting your company and your products.
Brand awareness can seem like a vague concept, and it really is. For marketers and business owners who want to measure success in numbers, brand awareness will likely get on their nerves.
However, just because it cannot be measured exactly does not mean it is insignificant. Brand awareness is incredibly important to business success and overall marketing goals. Here is the reason.
1- Brand Awareness Increases Trust
In a world where consumers do extensive research and trust the opinions of others before making a simple purchase, brand trust is everything. Once a consumer is attached to your brand, they are more likely to buy products over and over without thinking, which bridges trust and loyalty.
Brand awareness establishes brand trust. When you put a famous face in your brand name, consumers can trust your brand more easily. Thanks to brand awareness studies, the personality and starting point you will bring to your brand ensure that your brand is sincere, receives feedback and can tell a story. This is how we trust each other as humans. The relationship between people and brands is no different.
2- Brand Awareness Creates Connotation
When you have an urgent question, you have Google it. When your nose ran, you asked someone, "Do you have a selpag?" You've got coke with you to prepare for a nice picnic.
Is not it? Probably so. But be careful with the words we use for the products above. These are brands, not nouns or verbs.
Speaking in unbranded terms, we should say tissue paper, not Selpak, search engine, not Google. However, it's more fun to refer to the brand itself, even if we don't use the brand's products.
This is what brand awareness does. It associates actions and products with specific brands, deliberately encouraging us to replace common words with brand names. So without your knowledge, a picnic or a runny nose gives you the necessary marketing for that brand.
3- Brand Awareness Creates Brand Value
Brand equity is determined by consumer experiences and overall brand perception. Positive experiences and positive perception create a positive brand value. The opposite also applies to adverse situations.
Advantages of positive brand equity include:
Prices go up with high brand value.
Stocks increase in value.
You can expand your business by expanding the range of products or services.
Because your brand name is valuable, you create more social impact.
How does a brand establish (and increase) brand equity? By creating brand awareness and developing positive experiences with the brand. Brand awareness is the basis of brand value.
When the consumer becomes a brand awareness, he / she starts to recognize the brand without any assistance, especially tries to shop from that brand, and prefers that brand instead of similar brands. In addition, with brand awareness, there is a loyalty situation that not only increases future purchases, but also recommends your brand to the consumer's family and friends.
That's why brand awareness is so important. Brand awareness builds a relationship of trust with your customers, creates positive associations, and reveals brand value that turns your brand into a basic consumer product.
How to Build Brand Awareness?
You cannot create your brand awareness among your target audience and the public overnight. At the same time, a simple advertising or marketing campaign will not be enough.
Strong brand awareness is the result of concurrent efforts that extend beyond constantly gaining paying customers.
If you intend to increase the awareness of your brand by posting a few product ads on Facebook, you cannot go a long way. Because in this type of advertisements, the consumer not only focuses on the product (not the brand), but also the ad does not have an effect beyond a simple sale.
Here are some ways to build a solid foundation of brand awareness and make a lasting impression with your audience:
Be a Person, Not a Company
When you meet a new friend, what do you like to discover about them? You want to learn about that person's hobbies, passions, likes and dislikes, and more. You also pay attention to how they talk, what they like to talk about, and what excites them.
These are the features that your brand should identify and promote about itself. To influence your target audience, you have to define your brand more than just a company that sells something. How else would you describe your brand? If you wanted to introduce your brand to a new friend, what words would you use?
Whether you are an introvert or an extrovert, all people are positively affected by social contacts and spending time with each other. We connect with each other, learn new things and get known by others.
The same goes for your brand. If you only expect to sell to connect with someone, you won't be seen as more than a company with one intention (the same goes for individuals).
To increase awareness for your brand, you have to be social. Post things on social media that aren't related to your product or service. Engage with your audience by asking questions, commenting on posts, or retweeting or sharing content you like. Treat your social media accounts as if you are someone trying to make friends, not a job trying to make money.
More than half of brand reputation comes from online socialization. Being social increases brand awareness and recognition.
Tell a Story
Telling a story is a very powerful marketing tactic, whether you're marketing products or promoting your brand. So why? Because it gives your audience something real that they can grasp.
Crafting a story for your brand personifies your brand and adds depth to it. And if you combine this story with your marketing campaign, you are marketing your brand along with your products or services.
So what to tell? You can tell anything as long as it's true. You can tell the story of your founder, a story about how the first product idea came about, or the story of how your small business stepped into this big world.
People like to hear stories about each other. Originality is very effective and can lead to a huge increase in brand awareness.
Make Sharing Easy
Make it easy for your target audience to share your content, regardless of your industry, product offering, or marketing strategies. These can be blog posts, sponsored content, videos, social media posts, or product pages. As long as it is shareable, it doesn't matter what it is.
Word of mouth is the most effective way to gain trust and familiarity among customers. If someone sees a friend or family member recommending a product or service, they will consider that product and brand. Is this a brand worth exploring? Are there any other great products I can trust? What are their social accounts like and what do they talk about?
If you make it easy to share your content, consumers will increase brand awareness for you by simply clicking the "Share" button.
Brand awareness is about the impact you create.
It's about interacting with your target audience in ways that don't just expect money, engagement, or loyalty.
Imagine meeting a new person who wants to be your friend. If they want any of the above, you'll probably laugh and walk away, right? This isn't just a shallow approach, it doesn't leave a lasting impression on you.
The same is true for building brand awareness among your audience.
How Do You Increase Brand Awareness?
How would you like to increase your established brand awareness and build on a strong foundation? What can you do as a brand to campaign for awareness and increase your awareness continuously?
Here are a few campaign ideas to increase your brand awareness:
Offer 'Freemium' feature
Freemium is a business model that offers a basic product or line of products for free, charging a fee for premium or business-only products. It's a popular pricing strategy for software companies like Hubspot and Trello.
Offering the freemium option allows customers to recognize your brand and product before making a purchase. This is technically a pre-purchase trial that will last forever (as opposed to the free trial period selected by some companies).
It is common to offer the freemium option provided that the watermark of the brand is displayed in public parts of the product or service. Thus, a win-win situation arises: the consumer buys the product for free, and when the consumer uses the product, the brand also advertises for free.
Another good example of this is Typeform. TypeForm also offers a free option for survey software, but customers need to add a thank you page with the TypeForm logo and message to their questionnaire.
Depending on your business type and product offering, freemium may be the best way to increase your brand awareness among your audience.
Create free content
Today, content creation is easier than ever… This is a good thing because today's consumers are using the internet for all kinds of questions, concerns, and DIY projects.
Content is a fun way to increase your brand awareness because it is the easiest way to show your personality and share your views. These are the two main components that personalize and humanize your brand.
The content doesn't just have to be written. You can post videos, infographics, podcasts, and more. Of course, written content such as blogs and downloadable guides are arguably the easiest to produce. They're definitely not the only option though.
The content doesn't just need to be published on your website. It offers opportunities to share content as a guest on another page and sponsored content, reach new audiences and diversify the type of content you create.
If your brand is not creating content, you may be missing out on some key brand awareness opportunities. Content is a great way to promote your brand name to people while connecting with your target audience in an authentic way.
How many festivals, concerts, fairs and exhibitions have you attended? These types of events are usually not possible without the assistance of brand sponsorship. (Look for the tshir, backpack or cup holder that was given to you at the event you attended. See any brand names?)
Sponsored events are a sure-fire way to put your brand in front of hundreds, thousands, or millions of people who might be among your target audience. From posters to brochures and water bottles, your brand name will be everywhere if you sponsor an event.
Sponsoring an event also allows you to connect your brand to an event that suits your personality, interests, and passions, meaning that consumers associate your brand with that event and the event's aesthetics and character.
Think of Red Bull. Red Bull is an energy drink and would be no different from other energy drinks without brand awareness. Fortunately, Red Bull has taken its brand marketing to the extreme by sponsoring extreme sports events such as cliff diving and motocross. They also sponsor athletes. Now, we naturally associate Red Bull with being brave and adventurous… and we believe that if we drink Red Bull we can be too.
Give your brand a character
Taking your brand as a person and telling your story accordingly are the first steps to gain a character for your brand. The next step is to transfer this character to your marketing efforts.
When you market your products and services with your character, you will increase your brand awareness because your brand will truly shine with such a marketing campaign. Sure, your consumers will pay attention to the pants or pasta you market, but they'll also experience your character through advertising.
This is a great strategy for combining your traditional marketing campaigns with brand awareness campaigns. You don't always have to do both in the same campaign, but it is absolutely possible.
Take the Old Spice. Did you think of the man on the horse? Mine came. Old Spice's advertisements for hygiene products are full of character and humor, yet they mention their products throughout the ad. This ad not only impresses viewers, but mere mention of the "Old Spice Man" prompts consumers to go to YouTube to watch the ad and go to the store to buy deodorants.
Stream a Podcast
Last year, 6 million more people started listening to podcasts. Undoubtedly, podcast plays an important role in our lives and marketing efforts.
Podcasts used to be a complex process that was created only by those with a studio or professional microphone. Now, creating and publishing a podcast is easier than ever and doing so can work wonders for your brand awareness.
So why? Because, like written or visual content, podcasts are a way to connect with your audience in an intimate way. Instead of explicitly marketing your product or service (we said above that this is not the best way to increase brand awareness), using podcasts gives you the opportunity to educate, inform, entertain or advise your audience and build trust.
Building and increasing brand awareness is an endless process, just as maintaining a friendship or relationship is a never-ending process.
How to Measure Brand Awareness?
How do you find out if your brand awareness is working? How do you know if you need to change your direction, compete, or fix a crisis? Just like other marketing metrics, you measure awareness.
A minute. We said that the brand awareness cannot be measured!
Request! If you remember this, you are really reading the article. I appreciate it.
You are right - brand awareness cannot be measured in the traditional sense. However, you can take a look at the activities and metrics that will help you gauge where your brand stands in terms of popularity and consumer awareness.
Here are a few ways to measure your brand awareness and learn to orient yourself:
Quantitative Brand Awareness Measures
These numbers can help you paint the overall picture of your brand awareness. Check out these to measure it quantitatively:
Direct traffic: First of all, direct traffic is the result of people who knowingly typed your URL and visited your website. The direct traffic count will tell you how much your marketing strategy has encouraged people to visit your website. This is an important metric, as many consumers today discover brands through social media and ads, or by searching for keywords related to your brand or product. When consumers go directly to your site, it shows that consumers already know your brand.
Site Traffic Number: This number reflects the overall website traffic; This shows how much of the general internet population is browsing your content and spending time with your brand. This won't show you where people are coming from, but it doesn't matter because they know your brand enough to look at your website.
Social interaction: Interaction can express followers, likes, retweets, comments and more. It reflects how effective your content is, as well as how many people are aware of your brand and socialize with it. For example, sites like Sparktoro can give you a specific rating for your Twitter engagement.
Qualitative Brand Awareness Measures
This step is where your brand awareness 'score' gets a little blurry. However, these tactics can help you gauge who and how many people know your brand. To measure qualitatively, try this:
Searching on Google and setting up Google Alerts. By doing this, you can track how and how much your brand is spoken online. You will receive a notification if you are informed or mentioned in any way by third parties and the press. As your brand grows, internet property will go beyond your website, so be careful with that.
Social listening: Social listening is following social media interaction tools for organic expressions and interactions. Who is tagging your brand, mentioning it in the comments, or using your brand's hashtag in its label? These tools can help you discover this. If your audience is discussing your brand on social media, it means they are aware of your brand.
Conducting brand awareness surveys. This process involves getting direct feedback from your customers and viewers and can be useful in understanding not only who knows your brand but also what they think. You can post surveys using SurveyMonkey or TYPEFORM and share them on social media or directly with your customers.
These quantitative and qualitative metrics will help you understand your brand awareness among your audience and the general public. It will never be a perfect number, but by using these metrics, you can develop your campaigns accordingly and stay connected with your audience.
Brand awareness is a powerful (albeit ambiguous) concept that will have a huge impact on your marketing efforts, consumer perception, and income.
Apply these techniques to create and develop awareness for your brand; You will reach a loyal audience of consumers who know your brand among your competitors, constantly buy your products and recommend the same to their friends and family.