What is brand awareness and how does it help you reach your business goals?
The success of a business depends also on how familiar your target audience is with your brand. Studies show that people feel more comfortable buying from brands they already know about. It is not even necessary that they had bought a product or a service of that brand. They might have heard or read something about it, and they feel determined to buy something from that company when the opportunity or need arises. This trust feeling is called brand awareness.
What is brand awareness?
The concept of brand awareness is focused on creating a brand image that fosters trust among consumers. In simple words, brand awareness happens when a customer is aware of your brand when they recognize it and prefer it over other similar brands.
Creating brand awareness within a business is essential. It will assure your clients’ loyalty, their future purchases, their positive reviews, and recommendations to their family and friends. Achieving brand awareness is the primary marketing goal of a business.
How brand awareness helps you reach your business goals?
With so many products and businesses on the market, it’s not easy to highlight yours. But with the right tactics to spread brand awareness, you can bring your business in front of your competitors. It will make a huge difference in your business.
Benefits of brand awareness:
- Increased sales
As we mentioned before, people usually buy from brands they recognize. If they know that your brand is trustworthy, they will feel safe buying from you instead of your competitors.
- Connection building
Most of your clients return to your brand because of the emotional bond. It makes them buy repeatedly from your company and recommend it to others.
- Customer loyalty growth and more website traffic
Brand awareness plays a vital role in nurturing loyalty among your customers, and it offers a certain level of security for a business, in general. Therefore, the target audience will choose your brand in the long term.
Read more : B2B technology PR: unleashing the power of strategic communications
How to achieve brand awareness?
Brand awareness is built in time with the right communications strategy. Below you can find a few recommendations about what it takes to impact your target audience in the most effective way:
- Act like a person, not like a company.
Building strong relationships with your customers is quite like building relationships with someone in real life. First, you have to earn the trust of your customers, and then it will be easier to try to convince them to buy from your company.
Get to know their needs and their hobbies, then determine what could engage them to purchase your services. This involves an elaborate analysis of their profiles and paying attention to their behavior. In this way, you will know what tone of voice to use while addressing them and what content to create in order to emphasize their interests.
- Consider storytelling to effectively engage with your customers.
This is considered a powerful marketing tactic because it can impact the audience in a way that will make your core message memorable. For sure, to write a good one, you have to focus on being authentic and meaningful.
- Create good content that convinces your audience to spread the word.
To achieve this, you have to convince your customers to believe in your brand or product, through valuable and meaningful content that is worth of sharing. So, make sure you will find the key message that could drive the actions you want for your brand.
It’s obvious that the level of brand awareness is directly tied to the way your audiences are familiar with your services and products, so that’s why you should focus on increasing and maintaining it.
Brand awareness can be measured by using some specific KPIs, such as brand impressions, website traffic, social media engagement, brand mentions, referral traffic, and so on. Together, we can find the right metrics to track, taking into consideration what is your immediate objective.