Brand awareness is the foundation of any business. Without it, your business will slowly fade away. Brand awareness relates to how recognisable your brand is, or how familiar people are with your brand, services or products.
It has been reported that ⅓ of customers will already have a business in their head before they go shopping. This is going to be a brand that they are familiar with or one that they trust. Consumers are less likely to spend their money on a brand they don’t know.
By building better brand awareness, you can ensure that it is your business that consumers have in mind when they want to make a purchase.
To help you understand why brand awareness is important and how you can build it, here is some more information.
Brand awareness is vital to building trust with your target audience because it reveals to them what you have to offer, and helps you to influence their purchasing decisions. Humans are creatures of habit. There is a psychological phenomenon called the mere-exposure effect, or the familiarity principle, which demonstrates that people prefer things simply because they are more familiar with them, even if they are not the best on the market or the best value. This is a safety instinct, which can be utilised through building brand awareness. The more people are aware of your brand, the more likely they are to trust you and choose you over your competitors. In return, your business will be booming with new customers.
When you communicate your brand to the world, your message must be clear, concise and consistent. Take some time to develop your brand voice and messaging, and ensure it is used across every business initiative and communication that goes out into the market. Consumers need the same messaging, sounds, colours and any other features that make your brand unique, over and over again until it becomes familiar. They will then start to associate your brand with certain items, and you will be the one they come to when they are ready to make a purchase.
You might have a good message, but if it is not getting out into the world, it is going to be wasted time, money and effort. You need to invest in creating good marketing strategies that are going to put your branding in front of your customers’ eyes, so they can learn about who you are, and what value you can offer them. There’s no point in just using one method of marketing, or trying to spread yourself thin on all of them. Instead, you should learn about your ideal customers and where they like to spend most of their time when they are online. This will enable you to utilise the relevant platforms to build your brand awareness, as you will be putting your brand right in front of them. Make sure you have a website with a good web design so that every effort across the platforms directs customers to one place with all the information they need. This is where you take them from awareness, and turn them into customers.
Brand awareness is vital for any business that wants to be successful, and grow.