Your company needs Brand Awareness — here’s why
Do you know precisely how your customers see your company?
If you don’t, you better change that.
The experience your business offers to people unfolds in front of their eyes through your brand’s lens.
Being the first picture to pop up in a customer’s mind when they think about a product is a huge advantage in a competition. This is a reason why Digital Marketing is not all about showing products.
But is this really crucial for marketing strategies? And what does brand awareness even mean?
If you want the answers, keep on reading this article. Here’s what you will learn:
Check it out!
What is brand awareness?
Regardless of your core business, your potential customers always rely on research and other people’s opinions before a purchase — especially when it comes to unknown products.
The concept of brand awareness refers to what people have in mind about your company. In other words, how customers and leads recognize your business and what they think about it.
Moreover, it isn’t all about the name. Your message, your organizational culture, and even your logo are a part of what the business represents to your public.
Meaning, the greater your brand awareness is, the easier to sell your products or services.
The point is: how to create it?
We are talking about something that can either be spread throughout the pop culture or remain constrained to a small sector. It depends on who we are talking about, what their specific scenario is.
On the one hand, when we hear simple words like Coke, Nike, Google, and Apple, it’s not just a product that pops up on our minds. The whole experience was developed until it got established as a strong idea in our social imaginary.
On the other hand, those are exceptions, the greatest references to marketers all around the world.
To sum up, there is a difference between managing an already known, world-widely established brand and creating awareness. That is a big challenge for all marketers.
At the same time, that is also what they are aiming at. The 2020 B2B Research by Content Marketing Institute shows that 86% of B2B marketers claim brand awareness is their main goal.
So let’s take a look at the desired outcomes that justify those high numbers.
What are the benefits of brand awareness?
Why does my business need brand awareness?
First of all, because it is the foundation of marketing. Even before arguing that you are the best option for your customer, you have to let them know your company exists.
That said, the next step must be strengthening ties. When customers keep your brand in their minds, the opportunities multiply. As long as you foster trust, the soil will be continuously nourished — until trust becomes loyalty.
If customers tend to purchase from whom they already know, your business strategy must be to win this position. Thus, when the moment of decision arrives, your brand will be the remembered one.
No wonder brand awareness is often considered the first stage of the funnel. By creating it, you make way to your next moves, such as generating qualified leads.
Digital Marketing does that all the time. Brand awareness can be directly connected to social media interaction, for example. It increases the reach of your messages, capturing the users’ attention to what you say.
That is central for introducing new products, for example.
Income and ROI
Brand awareness does more than building your business reputation. Let’s think about what it does with your ROI.
Consider the two extremes on this road:
- square one, where there isn’t even brand recognition;
- the idealistic horizon, the place of those big corporations.
Despite the scale, what does it differ in the marketing ROI? Well, the more brand awareness you have, the easier to be heard. We are talking about having your message not only read but also internalized.
On the one hand, brand awareness allows Coke and Apple to acquire much more, doing less.
Marketing campaigns quickly trend on Twitter, and, soon enough, people are talking about the news with their friends and families.
On the other hand, a huge investmentmay result in a marketing action that goes unnoticed if the company has no brand awareness in the first place.
The takeaway here is simple: be within the customer’s field of vision to take advantage of your brand and to do more with the same budget. Otherwise, even small victories will be expensive.
How to create brand awareness?
The goals are now clear:
- differentiate your company from competitors;
- find and retain customers;
- increase the response to your marketing actions.
So it’s time to make your move. Check out how to create brand awareness — from scratch, if you need to!
The moment demands digital transformation. No matter what your core business is, being offline can quickly make your brand disappear — or, at least, it will look invisible.
Most people rely on friends and online research before making a purchase decision, so Digital Marketing has a central role in creating brand awareness.
Google My Business is essential, while your website must be a catchy showcase.
Remember that omnichannel has become a powerful trend, so your social media must be ready to hold a conversation with customers on different channels.
Invest in Content Marketing
Content Marketing is a powerful ally for any type of business. It makes it possible to increase your brand awareness and collect data.
The main goal is to engage your audience by offering them valuable content. If you have been on the internet for the last decade, you have certainly read an article that helped you solve a problem.
This strategy creates a unique experience, which comes along with an improvement in your reputation. It is attractive, creates an audience, and makes them loyal.
If successful, a Content Marketing strategy turns your brand into a reference on the subject. So scale up your marketing strategy by creating a blog, videos, infographics, etc.
This quiz offers both a good experience and a solution while increasing brand awareness and collecting some valuable data from the user.
Besides quizzes, you can employ other types of interactive content, such as infographics, ebooks, and even videos.
Since these pieces are highly engaging and shareable, they are very useful in strengthening your digital presence.
Be constant in your actions so that your brand remains actively present in the customers’ sight.
An editorial calendar may help, especially if your team manages a complex schedule.
Also, the regularity must occur in other spaces. Therefore, sponsor or participate in public events, create custom hashtags to extend their visibility, and maintain uniformity across your profiles.
Know your public
Understand who you are talking to before you spend your budget in campaigns.
You may offer a unique experience through Content Marketing, for example, but its effectiveness depends on what customers need and want.
To improve your chances, create a buyer persona — a semi-fictional character representing your customers, as well as their needs, behavior, purchasing power, consumption habits, and so on.
Create a referral program
Increase your outcomes with word-of-mouth marketing. That can be acquired through Content Marketing, but also with referral programs.
They provide you an extra speaker to your messages: the customers themselves. Most people mention good products, campaigns, and special events to friends and family.
So, by offering rewards, you multiply your marketing impact organically and take the opportunity to save some budget.
Offer freemium versions
When it comes to online solutions, physical contact with the product becomes abstract.
So how could we decide which solution best suits our demands? The answer is simple: a free demonstration.
We talked about trust, and this is how it unfolds in front of people: they want to test the product. Moreover, freemium has become an interesting way to show your public that you assure quality.
Notice that everything you do associates your brand with something else — a person, a story, an experience.
Put this to work in your favor by shaping your company’s memories will elicit in people’s minds.
As you can see, brand awareness has a central role in marketing actions. Take control of this concept to achieve better results, such as a good marketing ROI.
So what about going beyond the basics and developing a powerful strategy? Check out how to create a brand persona to differentiate your business!