What Is Brand Awareness?
Brand awareness is everything to do with selling your business. It is that part of your business which you want to sell.
To sell, you need the public to know about your products or services. Brand awareness is all about creating recognition of your label in the minds of the public.
The greater the brand awareness, the more the public will be able to associate your logo, marque or label with you.
Why Is Brand Awareness Important?
Brand awareness is one of the most important aspects of marketing. Brand awareness is like an identity card. It differentiates your products and services from similar products available in the market.
Brand awareness builds credibility and authenticity and prevents forgery and fraud.
Brands are so powerful that they can make or break a business. Over the years, some brands have become so powerful that they have completely overshadowed the generic names.
For example, if you want to order a bottle of mineral water, wouldn’t you say “Get me a bisleri”? Well, here the term bisleri has come to mean “packaged mineral water”.
However, Bisleri International is an Indian brand of bottled mineral water formed in 1969 by Jayantilal Chauhan and Felice Bisleri.
The term has become so popular, that now it has come to mean packaged mineral water under any name.
This is the power of a brand
Since we now know that brands and brand awareness are an important aspect of any business, the question now comes to your mind- How to build brand?
Now that we are aware of the power of brand and brand awareness, the question that comes to your mind is how to build brand awareness?
This question does not have one fixed answer. The answer to this has been evolving over the years.
For example, years before the internet came into being, much brand awareness was created through, print and media advertisements.
However, with the advent of the internet, a new concept called social media marketing is born. Consequently, the birth of a new method of creating brand awareness.
Let’s look at the various methods of how to create brand awareness?
What tops the priority list today is marketing through digital channels. The internet has made everyone stay connected.
The economy is now a global market. Digital marketing is one of the best methods of how to raise brand awareness.
It aids in the promotion of your brand through online media and the internet. Digital marketing uses popular devices like mobiles, computers and laptops to disseminate information.
It is one of the most popular modes of brand awareness because of its affordability and far-reaching consequences.
There are various types of online brand awareness strategies
Social Media Marketing
Social media marketing is a popular method of creating brand awareness. Today social media is a great influencer.
Social media could include many platforms like Facebook, Youtube, LinkedIn, Whatsapp, Instagram, Twitter and TikTok among others.
Brand awareness can easily be created using these social media platforms. Creating a Facebook page of your business allows you to directly connect with customers.
Your direct and quick responses to customer queries promote good customer relations, thereby also building your brand along the way.
Updating and changing your social media posts daily catches public attention.
This type of marketing involves a third party. Usually, in this kind of marketing your brand or business teams up with a related party that has considerable market influence.
For example, Marriot group of hotels, for one of its promotional campaigns, teamed up with popular YouTuber Jeane Smith of Prank Vs Prank fame, to celebrate the hotels one million check-in through the Marriot mobile application.
Watch the video here.
The video became so popular that it garnered so many views and increased the Marriot Hotel brand awareness.
Promoting brand awareness through emails is another method of social media marketing. Many marketing professionals vouch for the efficacy of email marketing in brand awareness.
Email marketing serves more than one purpose:
- It creates brand awareness
- Customer loyalty
- One to one contact with customers
According to the Delhi School of Internet Marketing survey in 2013 and found some interesting facts about the benefits of email marketing. According to the survey
- 74% of consumers prefer to receive commercial communications via email
- 60% of marketers believe email marketing produces positive ROI. 66% of consumers have made a purchase online as a result of an email marketing message
- Email marketing has an ROI of 4,300%
- Email marketing as a channel was the third overall lead generation source for marketers in 2013, producing 13% of all leads.
- People who buy products marketed through email spend 138% more than people that do not receive email offers.
- 53% said they’re happy with the number of marketing emails they get.
You May Also Like Want to Improve Your Business?? Email Marketing Is The Way!!
Using Content marketing is an effective way of increasing brand awareness. Content marketing refers to creating an effective content that would highlight your business to the public.
Search Engine Optimisation Marketing
Search Engine Optimisation or SEO marketing is a way of getting yourself noticed. It is a method to increase quality traffic to your website.
Handing out Free Samples
One of the most attractive methods of how to build brand awareness is to host free trials, samples, demos and sales for your products and service.
It is a well-known fact that anything free is always appreciated. Building brand awareness by handing out free samples allows prospective customers to test the quality without having to pay for it.
Stalls and Exhibitions
Participating in your town’s local fairs and exhibition is a great way to raise awareness of your business. Stall rents at local fairs are usually reasonably priced. Renting out these stalls may be a good investment.
Member of Promotional Organisations
Your local district will have local promotional organisations that are established specially to promote free and fair-trade practices for trade and commerce in the region.
The Chamber of Commerce and Business Networking International are examples of such establishments. They protect the interest and promote the business of traders and commercial establishments of the area.
Becoming a member of these local bodies allows you to network with other traders in your region and thereby helps you to build your company’s brand awareness.
You May Also Like Google My Business Benefits for Your Business
Sponsoring an event is an effective method of how to raise brand awareness. You may have noticed, when you watch a sports event, there are a number of advertisements around the field area. These advertisements are sponsor ads.
Sponsoring an event informs the public of your business. On a more local scenario, sponsoring an intercollegiate event or a pulse polio drive in the neighbourhood, depending on your target audience, will contribute to brand awareness.
Apart from raising your brand awareness, you also contribute to the local community. This increases your credibility in society.
Contests and Prizes
Holding contests and prizes is another way of raising your brand awareness with the public. Announcing a series of contests with attractive prizes could garner more awareness of your brand.
The prizes need to be attractive so that customers feel encouraged to participate to win the prize. To increase awareness even further, the prizes could be related to your business.
For example, to increase brand awareness of your bakery outlet, you can have a pie-eating contest with freshly baked pies from your store. The prize can be a voucher from your bakery.
Increasing brand awareness does not involve the exclusive use of one method. One idea may work for you while others way not.
Depending on your target audience, creative ideas for promoting brand awareness can be adopted. Using various methods ensures a wider reach of your brand awareness.
The process of promoting your brand is basically a trial-and-error method. It takes a while before you find the right idea that works for your business.
Whatever the model you choose to adopt, make sure that you are creative in every sense. Customers finally need to be lured or charmed by the product or service you provide.
You May Also Like Reasons To Get Services From A Digital Marketing Agency