Do you know the real value of your brand?
Why is brand awareness so important?
Why do 89% of marketers make brand awareness their number one goal?
But before we dive into all these questions, lets look at the definition of Brand Awareness?
Brand awareness is how familiar your audience is with your brand and whether or not they recognize it when they see it.
Think of these examples:
You refer to “Handy Andy” when talking about any kitchen cleaner.
Sunlight for dish washing liquid
Omo for washing powder
Blackcat for peanut butter
In this article we will explain the value of brand awareness and why it is important for your business.
Brand awareness leads to:
Trust– 71% of consumers need to recognize a brand name before they buy!
Conversions and sales– if you have a strong brand awareness people are more likely to click “ add to cart” or “schedule an appointment” button on your website.
Loyalty– Once a consumer knows (and loves) your brand, they’re more likely to keep coming back to you, time and time again.
Brand referrals– Especially in our digital era, word-of-mouth can be a powerful marketing tool. If a customer is aware of your company and has formed a positive opinion on it, they can become an unofficial brand ambassador who helps spread the word about it on social media.
Brand Value– Whether you use all organic products or make everything in-house, you’re offering a unique experience to your audience. When your audience has a positive brand experience, they start to see the value of your brand.
Now that you know why marketers focus on brand awareness, you may be wondering how you could improve your brand awareness.
How to increase brand awareness
Unique selling point– Many of us are so overexposed to advertising that we go into autopilot mode and don’t really take it in or even ignore advertising which is commonly called “banner blindness”. That’s why it’s so important that your business stands out against the crowd.
Consistency– As a consumer usually needs to engage with your brand a few times before you’re on their radar, consistency is important. You cannot publish on Facebook every now and then when you remember to publish something. Social Media pages that are not frequently updated might signal that a business is either closed or no not really care about its marketing.
Emotions– think of a memorable advertisement you… for many it would be one that stirred an emotion. ‘People may forget what you said, but they’ll never forget how you made them feel?’.
Be a Person, Not a Company– you’ve got to define yourself as more than a company that sells stuff.
Socialise– If you only attempt to connect with others when trying to make a sale or get support, you won’t be known as anything beyond a business with a singular intention.
To raise awareness of your brand, you’ve got to be social. Post on social media about things unrelated to your product or services. Interact with your audience by asking questions, commenting on posts, or re-tweeting or sharing content you like. Treat your social accounts as if you were a person trying to make friends, not a business trying to make money.
DID YOU KNOW???
Content marketing is one of the preferred methods for achieving brand awareness.
How to measure brand awareness
While brand awareness is one of the most important metrics in marketing, it’s also traditionally been one of the hardest to measure. Take, for example, ads in a train station. It would be challenging to gauge exactly how many people actually paid attention to or took action from these while walking past. When it comes to digital advertising, it becomes a little easier. For example, Facebook has an ad recall lift feature for advertisers, where they ask users whether they remember seeing the ad within the two days.
For example, qualitative data is “intangible,” meaning it cannot be expressed as numbers. You can use it to measure emotional connections with the brand, customer satisfaction, and brand recognition. When asking your customers to complete surveys, you are gathering qualitative data that is subjective to each individual customer.
On the other hand, quantitative data is the most important for measuring financial information related to brand awareness. For example, it includes profits, a brand’s net worth, number of shares of Facebook posts, etc. Remember to always conduct brand awareness campaigns that can provide quantitative data, because if you can’t measure it, you can’t improve it.
Quantitative Brand Awareness Measures
These numbers can help you paint the overall picture of your brand awareness. To measure quantitatively, check out these metrics:
- Direct traffic. Direct traffic is the result of people intentionally typing in your URL and visiting your website. Your direct traffic number will tell you how much your marketing is prompting people to visit your website. This is an important metric, as many consumers today discover brands through social media, advertisements, or by typing in keywords related to your brand or product. When consumers go directly to your site, it means they were aware of your brand beforehand.
- Site traffic numbers. This number just reflects overall site traffic, which will tell you how much of the general internet population is checking out your content and spending time with your brand. It won’t quite tell you where people came from, but that doesn’t matter, because they’re aware of your brand enough to check it out.
- Social engagement. Engagement can refer to followers, likes, retweets, comments, and more. It’s a reflection of how many people are aware of your brand and socialize with it, as well as how impactful your content is.
Make Google Analytics and Social Media Reporting your friend to truly understand how impactful your brand awareness is.
By combining insights provided by qualitative and quantitative data, you will be able to determine root causes of problems, identify opportunities for growth, and make adjustments to marketing strategy.
Brand awareness matters because consumers are likely to purchase from brands that they recognize and trust. People who are aware of your business, it secures your position in the industry.
Brand awareness is a powerful (albeit vague) concept that can have a major impact on your marketing efforts, consumer perception, and revenue. By using these tips you can generate the brand awareness that captures—and holds—your target audience’s attention for long beyond just that first impression. In doing so, you’ll build the trust they need to make their first purchase and solidify brand loyalty so they continue buying from you—and raving about your business—for years to come.
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