Building Brand Awareness : Effective Strategies for Your Audience — Previously, we learned how to successfully build a global brand. However, the journey does not end there. When developing a brand, there are some next steps to take. As they said, “You don’t just plant a tree; you have to care for it so that it grows lush and healthy.”
We have briefly discussed how we are able to make our brand globally recognized. However, it has not been in a thorough manner. So, let’s delve deeper into how a brand can become a center of attention and achieve global popularity.
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Let’s start with brand awareness. Brand awareness is defined as an individual’s ability to recognize and remember a brand within a specific product category. Brand awareness is the primary dimension of brand equity (Keller, 2019, p. 22). Brand equity is a collection of brand assets and liabilities associated with a brand, name, or symbol that increase or decrease the value of a product or service to a company or client.
The effect of brand awareness usually begins when potential customers begin to look for brands that meet their needs, which is typically influenced by advertisements or word-of-mouth promotion. This will result in a significant increase in brand awareness.
Below are brand awareness levels happening to customers and potential customers.
Customers at the lowest level of the brand awareness pyramid are completely unaware of the brand’s existence. Of course, this is typical of new brands that have not received adequate promotion and introduction.
Potential customers and civilians at this level can confirm the existence of this brand after receiving clues about it. A brand recognition must include visual representations such as logos and names to establish and strengthen positive relationships between the brand and its audience.
In other words, a brand recognition determines whether audiences or customers are able to know the brand after getting some clues.
At this level, customers or audiences can recall a brand when it is mentioned. In his book ‘Strategic Brand Management’ (2010, p. 330), Kevin Lane Keller defines brand recall as customers’ ability to recall the memory of a brand based on its product category, purpose, or purchase and use.
This is the pinnacle of the brand awareness pyramid, where customers tend to mention the name of one brand when they see products in the same category, even if they are not from the same brand. At this point, all customers are intimately familiar with and attached to a brand. Similarly, we tend to refer to soft drinks as Coca-Cola, despite the fact that many other brands sell soft drinks.
After learning about various levels, it is time to figure out how to increase brand awareness. According to David Aaker in his book Managing Brand Equity (1991), brand awareness can be earned, maintained, and increased by following these methods:
An awareness campaign must have a reason for people to pay attention to and remember it. That is why a brand should strive to be memorable and draw people’s attention to it. There are numerous ways to accomplish this, but the simplest and most general approach is to distinguish your brand from competitors.
A slogan or jingle song can have a significant impact, particularly if the song is interesting, unique, and easy to listen to. That will be memorable, and people will share the song on their own initiative. It’s one of the reasons why this could be a good step toward raising awareness.
If a symbol can be created, developed into something attachable, and linked to a brand, it will play an important role in raising and maintaining awareness. Because a symbol or visual is more likely to stimulate a bond than writing or words.
Being a sponsor of a large and popular event will provide a significant boost. Because such events attract a large audience, sponsoring them is an easy way to increase brand awareness.
The final and most important way to increase brand awareness is through advertising. Of course, advertising your brand is the most sophisticated way to reach a large audience without having to negotiate with them. It is possible to accomplish this through television advertising, which will appear regardless of whether they like it or not. We can also do it using social media.
Brand awareness is only one step in the process of developing a brand; a brand’s primary goal is to sell. Strong brand awareness is important, but the ultimate goal is to increase sales and produce positive business results.
The point is that if you are successful in increasing brand awareness, consider yourself to have only completed the first step. To achieve your ultimate goal, you must take the following steps. The following steps are:
After you’ve succeeded in increasing brand awareness, concentrate on developing a marketing strategy that boosts conversion rates and sales. This is advantageous for us because we will not be lulled from a positive start. We must maintain brand awareness by implementing the appropriate marketing strategy.
When developing a brand, it is preferable to optimize the audience experience as early as possible. Make sure the audience experience is consistent, positive, and satisfying from the start. Customers’ feedback determines whether a brand is successful or unsuccessful. People in this high-tech era prefer to hear about a publicized audience experience. As a result, optimize your services for your customers.
We’re still talking about customers. Maintain positive relationships with them by ensuring that you interact with them properly. When we use social media platforms to promote a brand, we must respond to users’ comments, questions, and feedback.
Business development requires us to be prepared to face challenges from brand competitors in our field. As a result, we must ensure that our product stands out above the rest. Creating a partnership with influencers or endorsers is one way to accomplish this. Their audiences should be able to assist us in increasing and maintaining brand awareness.
Keep measuring and analyzing performance to see how your company grows. Open to implementing a new strategy to maintain stability by identifying current trends.
Last but not least, we must prioritize innovation and adaptation as our business strategies. Because the business environment and customer behavior are constantly changing, we must be adaptable and prepared to meet new challenges.
Brand awareness is an essential component of any successful business. We will have improved brand awareness among the audience by understanding fundamental concepts such as content marketing, collaboration with influencers, and social media optimization.
However, we must remember that this is just the beginning. We must also ensure that our next steps are executed correctly in order to achieve our primary goals of increasing conversion rates and sales. We will be successful if we do these things consistently and sustainably.
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