To simply describe the importance of brand awareness, it is a measure of how many people within a particular target group know that a specific brand exists. A percentage of the population’s interest. A company that works hard to maintain its brand awareness competes with many similar products.
By having a memorable brand that stands out, the company can increase its chances of consumers purchasing their products when presented together with other brands.
Business and brand awareness
If you work as a marketer, sooner or later you will come across the concept of brand awareness. A powerful concept worth paying attention to. It clarifies whether people recognize or have heard of the brand. It is also a way of measuring whether advertising is effective.
What is brand awareness?
A simple expression of brand awareness is how familiar people are with the brand or product. If you recognize the name of the product or can point it out on a shelf, it is positive. If you, as a company, however, take over brands that people do not recognize or cannot name, it is less good.
Why is it important?
Brand awareness also indicates the health status of the brand. It is a common tool for measuring the effectiveness of advertising.
If a company invested big money in TV print campaigns to promote their brand of bottled water, One way to determine if this campaign has been effective is to send out a brand awareness survey. This is done after the campaign to find out if the public recognizes the brand. If they recognize the brand, the company has a strong indication of a strong campaign and that people recognize the brand because they paid attention to the advertising.
With brand awareness, you get to know whether people are familiar with the brand, but to evaluate what impression the brand makes, you can try to include specific parts in your survey.
Spontaneous and brand awareness
Measures how many people express awareness through a product or brand without help.
Helped brand awareness
Measures the number of people who recognize the brand or product after being reminded.
Both spontaneous and brand awareness can be measured through one and the same survey. A mixture of closed and open questions gives the desired result.
To be recognized
In order for people to recognize the brand on a list of other competing brands, it is important to get strong marketing from the beginning. A stronger indicator of the brand’s strength can be measured by spontaneous brand awareness. It is a hallmark of the brand being strong enough to make it far ahead in the minds of consumers.
How to Increase Your Brand Awareness
To increase brand awareness, it is important to be visible through marketing. Marketing can be both material and digital and increase the awareness of a business. In today’s modern society, it is easier than ever to market your brand.
Convincing press release – If you want to quickly raise the profile of a brand, a compelling press release is worth investing in. The press release can be used to present a new product / service the brand possesses or to provide information relating to the brand.
Videos – On social media, the use of video films has increased dramatically in a very short time. By either advertising on a larger channel or creating a video with their own brand, awareness can increase.
Search Ads – A paid search through ads can increase consumer awareness of the brand even if they receive no clicks. By advertising on search services such as Google and Bing, potential consumers see that the company exists and thus increase brand awareness.
Social media – A major source of increased marketing and exposure is social media. Most of the promotion on the platform can also be used free of charge but offer the same opportunity for marketing your brand.
Product Sheet – Product Sheet is a form of material marketing. A product sheet is usually sent home in the mailbox to potential consumers or distributed at trade fairs to give the public information about the product the brand receives.
Print marketing – Brand awareness can be achieved through print marketing. By promoting a brand on pens, business cards or umbrellas (just to name a few material examples), you can increase awareness of the brand.
Sign marketing – By publishing information about the brand or the brand’s products/services on signs, you give the public a chance to pay attention to the information. Increased marketing and more impressions contribute to, as stated earlier, stronger brand awareness.