Have you ever heard yourself referred to as an “Apple person,” a “Nike person,” or a “Trader Joe’s person?”
This is what brand awareness can accomplish for a company: it can embed itself into customers’ lifestyles and purchasing habits such that they don’t have to think twice about becoming a client again and again.
This blog will assist you in better understanding brand awareness, establishing it among your target audience, and developing campaigns that will allow it to grow and alter in tandem with your company. Let’s get started.
What is brand awareness?
Brand awareness refers to how well your target audience recognises and is familiar with your brand. ‘Trending,’ ‘buzzworthy,’ or simply ‘popular’ are terms used to describe brands with high brand recognition. When it comes to marketing and promoting your company and products, such as assignment writing service, having a strong brand is crucial in the early phases.
Brand awareness may appear to be a hazy idea, and it is. However, brand awareness will undoubtedly ruffle your feathers if you’re a marketer or business owner who likes to measure success with nice and tidy metrics.
However, just because it isn’t a statistic that can be precisely calculated doesn’t mean it isn’t useful. For corporate success and overall marketing goals, brand recognition is critical. Below are the reasons.
Why is brand awareness important?
- Brand recognition generates trust
Brand trust is crucial in a world where consumers rely on thorough research and the views of others before making a purchase. Once customers have formed a link with your brand, they are more inclined to make repeat purchases with little to no thought – bridging the trust and loyalty gap.
Brand awareness is the foundation for brand trust. Consumers are more likely to believe you if you put a face to your brand name. Brand awareness campaigns provide your company with a face and a place to be genuine, collect feedback, and tell a storey. All of these are examples of how we, as humans, develop trust in one another. The human-brand relationship is no exception.
- Affiliation is formed when people are aware of a brand
I’m sure you’ve used a Band-Aid to treat a paper cut. I’m sure you’ve Googled something when you’ve had a pressing query. I’m presuming you Xeroxed a few copies when you needed to make a few. And I’m willing to bet you grabbed a Coke to sip while packing for a pleasant picnic.
Is this correct? Almost certainly. However, note how some of the terms in the preceding paragraph are capitalised. This is because these are neither nouns nor verbs but brands.
Band-Aid should be a bandage, Google as a search engine, and Xerox as a copier in brand-neutral terms. Even if we aren’t using their exact product, referring to the brand itself is more fun.
This is what brand awareness accomplishes. It subconsciously encourages us to substitute ordinary language with branded phrases by associating activities and things with specific brands. And before you know it, simple paper cuts or picnics are taking care of our marketing.
- Brand equity is built through brand awareness
Brand equity refers to a company’s worth, determined by the brand’s overall perception and consumer interactions with it. Pleasant brand equity comes from positive experiences and perceptions, and negative brand equity comes from negative perceptions.
Here are a few advantages of having positive brand equity:
- Increased prices because of a higher perceived value
- Increased stock price
- The ability to grow your firm by adding new products or service lines
- Greater societal impact because of brand recognition
How can a company build and maintain brand equity? By increasing brand awareness and continually promoting favourable brand experiences. Brand equity is built on the foundation of brand recognition.
Once a consumer is aware of a brand, they learn to recognise it without prompting, seek it out to make a purchase, prefer it over other comparable brands, and develop loyalty that motivates future purchases and inspires family and friend recommendations.
That is why brand recognition is so crucial. It produces important brand equity by establishing trust with customers, creating good connotations, and allowing your brand to become a household name and consumer staple.
What’s the difference between branding and marketing, and when should you use one over the other?
That is an excellent question. It’s critical to know the difference between branding and marketing to combine the two effectively. In essence, marketing is the process of increasing awareness of your brand and its products to increase sales, whereas branding is the process of expressing who your company is and what it stands for.
Consider marketing your arsenal for creating revenue and branding to be your entire strategy for reaching out to your target market. As branding is one of the most important components of your marketing plan, it will always take precedence. If you were KFC, your branding would be the “secret herbs and spices,” Your marketing would be everything you do to entice customers to eat your chicken, such as television and radio commercials, billboards, and social media ads. Therefore, it’s critical to determine who your company is as a brand before developing a marketing strategy, regardless of what industry you’re in or how big you want to get.
When is brand marketing the most effective?
The more thorough your brand marketing strategy is, the more likely you will succeed when putting it into action. In addition, as you’ll have rules to follow and past achievements to build on, investing in a great brand marketing strategy will make future marketing campaigns easier to execute.
When developing a brand marketing strategy, every company should consider the following three questions:
- First, who do you want to reach out to?
- What is the primary aim of your brand?
- Finally, what does success mean to your company?
Understanding the answers to these simple questions can help you set your goals, how you’ll communicate with your audience, and how you’ll measure your success.
Three of the most effective brand marketing tactics available
Apple, McDonald’s, and Nike are three well-known brands that practically everyone is familiar with. What led them to this point? Brand marketing that works!
- Apple’s marketing strategy for its brand
Apple’s marketing strategy is straightforward. Create a movement rather than just a brand. Apple’s marketing efforts aren’t only about selling their next phone or tablet; they’re also about selling a way of life. Apple’s brand marketing makes customers feel like they need Apple products to improve their lives, from their clean white packaging and provocative taglines to their event-like product debuts.
This brand marketing tactic has generated a fervent following. Apple realises the enduring power of their fan base and, as a result, never deviates from their comprehensive brand. Even when their marketing executions alter, their brand marketing strategy stays clear, modern, and original.
- Marketing strategy for Nike’s brand
Nike’s brand marketing strategy entails selling a story and a product. Nike uses every opportunity, from their website to product descriptions to social media, to tell a story about its products, beginnings, or ideas.
Adding a storytelling element to your brand or providing your customers with the backstory to your company’s tale gives it a human touch and could be a terrific marketing approach. Remember that your tale doesn’t have to be revolutionary. However, explaining your background and giving your customers something to relate to is significantly more powerful than selling a product.
- McDonald’s marketing strategy as a brand
According to several studies, McDonald’s is one of the most well-known brands in the world. As a result, it’s no wonder that brand consistency is a big part of their marketing strategy. From America to India to Australia, its golden arches are instantly recognizable, and consumers link their brand with happiness.
Thriving business relies on effective brand marketing
Remember that the more complete your brand marketing is, the easier it will be to build, launch, and grow your marketing efforts, whether you’re trying to start a movement like Apple, tell a story like Nike, or have strong brand awareness like McDonald.
Make learning how to establish a brand marketing strategy the first item on your to-do list if you’re starting or looking to renew and revive your brand.