What is brand awareness, and how do I get it?
Brand awareness refers to the level of recognition and familiarity that customers will have with your brand. It represents a brand's name, logo, products, and overall identity that are known and recognised by potential customers. In essence, brand awareness reflects how well a brand is remembered and associated with its products or services in the minds of consumers.
There are two primary aspects of brand awareness
Brand Recognition: This refers to the ability of consumers to recognise a brand when they encounter it, such as seeing a logo, hearing a brand name, or coming across a specific product or packaging. Brand recognition is about triggering a sense of familiarity and often involves visual cues that people can quickly connect to a specific brand. You’ll always know Coca-Cola when you see them!
Brand Recall: Brand recall involves the ability of consumers to remember a brand when prompted with a product or service category. For instance, if someone is asked to name a brand of smartphones, their ability to recall and mention a specific brand demonstrates the level of brand awareness for that particular company.
Why is brand awareness important?
Brand awareness is a fundamental building block of your brand, showcasing its overall value and perception in the marketplace. Higher brand awareness can lead to many valuable benefits for your business:
Customer Trust: Well-known and recognised brands often provide a sense of trust and credibility among customers. People are more likely to choose products or services from brands they are familiar with.
Purchase Consideration: When consumers are aware of a brand, they are more likely to consider its products or services when making a purchase decision. Brand awareness can influence the set of options consumers have in mind.
Market Share: Brands with higher awareness tend to capture a larger share of the market. When consumers are more familiar with a brand, they are more likely to choose it over lesser-known alternatives.
Word-of-Mouth and Referrals: A widely recognised and respected brand is more likely to be recommended by existing customers to their friends, family, and colleagues.
Premium Pricing: Strong brand awareness can often justify premium pricing, as consumers may be willing to pay more for products or services from brands they trust and are familiar with.
Ok great, sounds amazing right? But how do you increase brand awareness?
To increase your brand awareness, you must have a showstopping brand identity to encompass your vision, values, and offering. You need to stand out from the competition and provide trust to your target audience. This is the foundation of your offering; when you have this, it’s time to showcase and get the word out there.
Once your brand is locked down, start humanising your business by creating valuable and engaging content that resonates with your target audience. This can include blog posts, articles, videos, infographics, and social media posts. Share insights, tips, and information that showcase your expertise and address the needs of your audience. Make sure all of these elements encompass your brand - consistently.
Building and maintaining brand awareness requires consistent and strategic marketing, advertising, public relations, and customer engagement efforts. Over time, as brand awareness increases, a brand becomes a more significant and influential player in its industry, contributing to its overall success and growth.
Ready to take your brand to the next level?
At KOB Design UK, we create memorable brand identities to help you build brand awareness and increase sales in your business! View our complete suite of services here.