We live in a society that values having a variety of options for everything from cosmetics to cars. In a world where most products have lots of competitors, staying relevant to consumers can be challenging. The key is making your brand stand out in a crowded environment. Measuring brand awareness can help your company learn what consumers think about its products. We’ll discuss why brand awareness matters, some of the best ways to generate brand awareness, and how to measure brand awareness.
Brand awareness is the degree to which people remember and recognize your product or service. It refers to digital platforms as well as in-person consumerism. Brand awareness is also about how popular your brand is and whether it has a good reputation. For a quick test of your organization’s brand awareness, have someone write down the top five products in a certain category. If your brand makes it onto the list, your brand awareness is likely strong.
People are more likely to buy a product when they’ve heard of the brand, and many people avoid items or services from companies with low brand awareness because they’re not sure about their quality. If your product is memorable to consumers, they’ll also be more likely to ask for it when it’s not available. For example, shoppers in a supermarket are often willing to pay a few cents more for a soda from a popular brand instead of a drink from a smaller company with less brand awareness. This is true even if they haven’t tried either drink.
More friends and family members may say they prefer the more well-known soda, and shoppers may have seen their favorite celebrity sipping it in the latest movie or TV show. If the supermarket doesn’t carry the soda most shoppers want, they can ask the manager to offer it and go to another grocery store. In this way, brand awareness can influence which products retailers offer to consumers. This expands the reach of your business and increases sales.
By finding out how much brand awareness your company has with consumers, you can determine whether your advertising works. You can change your strategy when needed to keep your business memorable and appealing to customers. Here are some other reasons why brand awareness matters:
People make many of their choices subconsciously. They usually don’t do meticulous research about a company before buying a product. Instead, they often choose between similar products by simply picking the one they heard about most recently. If a large number of people are exposed to your product, they’ll be more likely to become customers. That’s why many companies spend millions of dollars on advertising. An effective marketing campaign will encourage people to think of your product first.
Keeping your organization’s brand awareness high also encourages brand loyalty and repeat purchases. Good marketing reminds people of brands and encourages individuals to associate using their products with positive experiences. It keeps people from wanting to try less well-known products, and it can encourage them to stick with the products they know.
You can use branding to give your product or service a personality in the consumer’s mind. Think about how to create a unique brand image, and use storytelling to make your brand more approachable and human. Keeping your story and personality consistent across all platforms is important, but you can also use each channel to feature a distinct voice for your product. These tactics will boost your brand’s visibility and its emotional connection to customers.
Creating brand awareness can also teach consumers about your company’s history, values, and culture. It enables you to reach your business’s target audience by emphasizing the aspects of the organization and the product consumers value most. For example, letting people know that your business creates environmentally friendly products and gives to nonprofits encourages individuals who care about the environment to pick your brand over competitors with marketing campaigns of their own.
Brand awareness increases when businesses take an active role in promoting who they are and what they offer. You can create brand awareness for your company using the following strategies:
Content is the key to digital branding. Brands that regularly publish content have greater success in achieving brand awareness. They can stay in touch with customers and potential customers.
Use multiple platforms to reach as many people as possible with rich, shareable content. You can drive brand awareness with a variety of content types, including:
Another way to create brand awareness is through targeted search engine optimization, or SEO. SEO can increase the ranking of a brand’s website in search engines, making people more likely to see a link to the site and click on it when they search for a related subject.
You can use SEO by making sure that pages on your website contain keywords that potential customers might search for, posting content on blogs or social media pages with links to your site, and posting content that’s useful to customers. For example, a furniture store could create an article about how to decorate a home and the best furniture types to choose for different styles. Maximize the benefits of SEO by pairing it with a content strategy. Use keywords strategically to gain more organic traffic, and research the most popular keywords for your company’s industry and specialty.
Image via Flickr by U.S. Army Combat Capabilities Development Command
Brand awareness is largely a social media phenomenon. According to a survey by Weber Shandwick, a global public relations firm, and Forbes Insights, executives attribute 52% of their brands’ reputations to their social media presence. More than 90% of big global companies use at least one social media tool. To effectively use social media for branding, create an authentic voice for your brand that’s interesting and engaging and focus on the platforms your customers use most. Make your content enticing and easy to share.
Social media influencers are personalities people trust to review and recommend products. They try out makeup, drive popular cars, take vacations, go shopping, and more while filming videos, doing podcasts, or writing blog posts about their activities. Many people see influencers as peers, and they trust their recommendations more than traditional advertising. Using influencers is less costly than many other forms of marketing, and the unique content they create helps your SEO.
Forming relationships with companies that sell complementary products could help both organizations increase brand awareness. For example, a sporting goods store could let people know in its ads that it carries a particular brand of athletic equipment. The equipment maker could also let its customers know they can find the product at the sporting goods store. That way, both businesses increase their brand awareness without having to pay for additional ad space.
Although digital marketing has generated plenty of buzz in the business world, traditional marketing still has a big impact on brand awareness. Think about when you shop for food. The supermarket shelves are full of choices from a variety of brands. Packaging and static images such as logos can influence customer choices and increase brand awareness. Direct mail with special offers, coupons, or contests can attract customers and promote your brand to the public. You can also give free samples to potential customers or sponsor a sports team. Many brands have become synonymous with particular athletic events or music festivals.
For the best results, coordinate traditional campaigns with your online strategy. For example, a billboard or a print ad could encourage people to visit your company’s website.
By monitoring your brand, you can accurately gauge your company’s relevance in the industry and in the market as a whole. Here are some useful steps for measuring a variety of brand awareness metrics:
You can use software such as Google Analytics to measure brand awareness by tracking website traffic. You can also find out whether people typed your address into a browser, used a search engine, clicked on a browser bookmark, or clicked a link on another page. Monitoring this information over time can indicate changes in brand awareness.
For additional information, track the volume of searches for your company’s brand name, as well as any variations that people might use, with Google Adwords Keyword Planner and Google Trends. Be aware that the data could also include general searches if your business’s name has a common word such as “auto” or “garden.”
A variety of tools are available to monitor how often your business is mentioned on social media, the content of posts about your organization, and the number of followers or subscribers, likes, and shares you get. Organic, unpaid social media mentions from ordinary people are most effective.
These brand awareness KPIs, or key performance indicators, can let you know what people are saying and how successful your social media posts are. That way, you can make changes to your content creation strategy if you don’t get the results you’re looking for and focus on the topics and types of posts that people are most interested in.
A digital or print brand awareness survey can also let you know whether people have heard of your brand, how they heard about it (if applicable), and what they think about your company. A questionnaire to measure brand awareness can be aided or unaided. An aided brand visibility questionnaire asks which brands participants have heard of and then gives a list of popular businesses to choose from. An unaided awareness survey contains more open-ended questions. It often asks people to write down the brands they know instead of choosing from a list.
Some of the most important metrics when measuring brand awareness are the volume of online or social media mentions and their reach and the number of people who will see those mentions. Reach considers the number of followers that people who talk about your brand have. Someone with a million followers can increase brand awareness more than a similar comment from someone with 1,000 subscribers. Many businesses work with social media influencers because of their large reach.
You can also measure how many people engage with your business by looking at the number of comments people leave on your website or social media pages, the calls or emails you receive, and the number of sales. If people digest your content actively and respond to it instead of just scrolling past it, they’ll be more likely to remember your brand and choose it the next time they shop.
To track changes in brand awareness accurately, you should pay attention to your business’s baseline metrics. That way, you can monitor any changes and discover their causes. You should also look at your brand’s share of voice, or the proportion of conversations about your industry that mention your brand.
Keeping your company’s brand awareness high is an important part of marketing. With the right campaign, you can make your business well-known and keep people talking about your products. For help with brand awareness and interesting, unique content, contact CopyPress. We have extensive experience in a variety of industries, and our professionals can find creative ways to appeal to your customer base.
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