The importance of building “Brand Awareness”

Products are made in the factory, but brands are created in the mind.

Branding pioneer Walter Landor

The last decade, Marketing has constantly changing, and it is having a direct impact in Business success by the customer awareness. That is why a company needs a standard message to get easier and faster on the mindful consumer. That is what brand means.

Your brand is a living, breathing thing, which means it’s constantly changing. It’s also very susceptible to external factors like news, trends, and current events. In a world where journalists, influencers, and social media users (just to mention a few) influence virtually every narrative, brand management is how you can take control of your business’s story. It is using your branding and brand assets to communicate value and build loyal relationships with your followers, fans, and customers.

Brand awareness is best spread through both inbound and outbound marketing efforts. When competition in an industry is high, brand awareness can be one of a business’s greatest assets.

Branding in the past

In the past, branding (the process of building your brand) referred to just putting a label on a product or company asset for the purpose of indicating that it belongs to you or your company.  There was generally only one brand positioning statement.  It included:

 -One target audience, defined in demographic and perhaps psychographic

 -One competitive frame

 -One or very few points of difference

 -One or very few end benefits

Today..

With the big data analytics there are an infinite number of brand positioning possibilities.  Each micro-target can vary at least one of the brand positioning elements for a different positioning, brand message, and vehicles to get the message out.  Prior to Internet marketing, social media, and the explosion of big data, brands could run one marketing campaign for years. 

By advertising on the major TV networks, ABC, CBS and NBC, brands could reach over 90% of their broadly defined target audiences in one fell swoop.

Evolution of brand awareness

The brand influence in marketing is even bigger now than 2 years ago. It called “Brand Marketing” that helps to link your identity, values, and personality with communications to your audience. It has evolved over the years as new ways of communicating developed, and companies found new ways to build their image both on and offline.

The ability to build value into your brand and communicate that value to customers through your marketing is essential to the long term success of your company. It is difficult, but no matter how intangible brand equity may seem, a strong brand reaps considerable business benefits from:

• Awareness: This often means emphasizing brand values over product attributes, and emotional connections over conversions. 
• Credibility: Tailored content is the start of a long term relationship. If you continually produce content that interests leads and customers, you can keep them coming back to your brand and build loyalty.
• Reputation: Customers are your best allies when it comes to strengthening a brand. In a connected world where perception determines your brand’s value, having customers on your side gets you the recommendations, reviews and social proof you need.
• Customer satisfaction:  Due to the rise of social media and the individual consumer’s voice, brands are no longer just defined by what advertisements say. Brands are what consumers discuss or perceive. Having a focus on the customer and putting them in the center of your company will help elevate your overall brand.

There are many ways you can go about boosting brand awareness amongst consumers, and making a brand mean something to consumers when they look at it is just as important as a sales pitch. Your marketing strategies may vary year-to-year, but a consistent brand message will help make your business top-of-mind when your target market is comparison shopping.

Whether you’re looking to promote new products or tap into new audiences, it’s crucial to know that brand awareness is not just about generating increased traffic and engagement; it has the power to drive sales, fuel new business opportunities, and unearth audience insights that can transform your marketing operation for the better.