As a recent study by the market research institute Splendid Research shows, it has long been common for most people to inform themselves extensively before purchasing on the Internet. If nearly identical products are always being compared and rated online, the chance of the customer choosing that oversupply for you is rather small – if that were not brand trust. Because that ensures that the loyal fans of your brand over and over again become customers. Brand awareness is the key to this confidence.
In the following, we will show you the measures you can use to increase your brand awareness.
What is Brand Awareness?
Brand Awareness (also brand awareness or brand awareness) is the value raised by market research, which reflects the brand awareness. Specifically, it is determined what percentage of the persons surveyed recognize a brand and to what extent the brand can be assigned to the relevant industry or product category.
Brand Awareness increases brand value
The brand equity (brand equity) is influenced by two factors: the customer experience and the public perception of the brand. If the verdict turns out to be in your favor, it increases the brand value. This, in turn, can have some pleasing effects:
- You can higher prices quoted
- Your stock price rises,
- They offer better growth opportunities and
- the increase in prestige ensures a more elevated social impact.
As you can see, high brand value is highly desirable. To achieve this, you should ensure a high level of brand awareness and focus on continuously sharing positive customer reviews.
After all, once your brand has made it into the customer’s consciousness and has established itself there, your products are quite involuntarily preferred to those of competitors, as a study proves: loyal customers sometimes switch dealers rather than a comparable product To buy competition.
How to promote brand awareness
With Brand Awareness, companies can win customers who come back again and again – as long as you remember them in a compassionate way to your brand.
Give your brand an identity
The basis for brand awareness is their identity, their external perception, their unique selling point, and their recognition value. Through continuous branding and a consistent brand image of visible (logo, design, messages) and invisible (values, image, benefits, emotions) components, you can maximize the presence and penetration of your brand and, sooner or later, increase brand awareness.
Some brands even gain such prominence that they become synonymous with their product category, irrespective of their manufacturer: Googling in daily parlance and not asking for permanent markers, all-purpose glues or beverage cartons, but Edding, Uhu and Tetra Pak.
Be present on social media
The reputation of a brand strongly depends on its presence on social networks, according to a study by Weber Shandwick and Forbes Insights. This phenomenon reflects the desire of customers for more authenticity and loyalty to their favorite brands.
Companies should present themselves on social media in a human and approachable way. This includes, for example, sharing posts that are not directly related to their products, or actively interacting with their fans and followers. If you follow this strategy, your brand will gain in humanity over time in the eyes of the users: If you are approachable, helpful and personable, the users can not help but like you.
What you should avoid on social media, if possible, is an advertising or sales tactic in the traditional sense: If the users have the impression that you want to turn them on the buddy mesh something, they will turn away annoyed from you.
Tell a gripping story
Use the power of storytelling to communicate to potential customers what your business is all about and why you do what you do. Because, as the famous author and business consultant Simon Sinek remarked:
"People do not buy what you do, but why you do it."
No matter what narrative frame you open up at the center of your story, the corporate values should stand. For example, you can tell an emotional story about what your company’s first steps looked like, or how they might respond to your founder’s vision. A story of values will enhance the perceived authenticity of your brand and be remembered by listeners – the perfect ingredients for high brand awareness.
Make your content divisible
You should make it easy for your target audience to share your content on their channels: preferably with just one click on the Share button. Because if you open the door to word of mouth, you may in all likelihood soon be looking forward to an increased interest in your brand.
Use complementary marketing measures
Depending on the target group and budget, there are several other marketing measures, both online and offline, that you can use to increase your brand awareness.
- Search Engine Advertising (Google Ads, Display Ads),
- Social Media Marketing (Facebook Ads, Instagram Ads),
- E-mail marketing (newsletter),
- Affiliate Marketing,
- Influencer Marketing,
- Referral marketing,
- Public Relations (press releases, sponsoring),
- Events and podcasts.
How Brand Awareness Can Be Measured
The bad news first: Brand Awareness can not be measured in the classical sense. However, if you take a closer look at some key performance indicators, you can draw relevant conclusions.
- View direct traffic to your website
Look at the direct traffic to your website to see how many people have landed directly and accurately on your website. Because many visitors have typed in your URL, this is proof that your marketing is doing great and your brand awareness is already high.
- Watch website traffic
Check how much traffic is being made to your site from the entire Internet. Again, this is an indicator of brand awareness, albeit a bit weaker than the direct hits.
- Check engagement on social media
Engagement can include a lot of follower numbers, likes, retweets, comments, and more. This value shows how many people have become aware of and interact with your brand – and how effective your content is. Information about the commitment can give you tools. For example, there is the software Sparktoro for Twitter.
- Stop Google Alerts
Google Alerts helps you find out how much online your brand is talking about. The service notifies you as soon as someone mentions your brand. What may not be a high priority for smaller companies becomes more relevant as a business grows, as the more significant your brand becomes, the more verbal attention you will get in the digital world. Therefore, you should tip the virtual ears.
- Social listening
Monitoring tools are used to listen to social network conversations in the social networks: mentions and involvement are recorded. Find out who mentions your brand in comments or uses your hashtags in posts. The more you are specified, the higher your brand awareness.
- Carry out brand awareness surveys
You can also determine your brand awareness through targeted market research. In some large-scale surveys, the participants are asked which brands spontaneously come up with specific industries or product categories. The decisive factor is not only whether they know a brand, but above all, how quickly the participants call a brand and whether they remember the brand with or without assistance.
Brand Awareness can be divided into three levels:
Top of Mind:
Brands that respondents name immediately.
Brands that come to the respondents after much thought.
Aided Recall or Recognition:
Brands that respondents remember when they are named.
What is also relevant for brand awareness is whether the brand can be correctly assigned, which characteristics the respondents associate with the brand and to what extent they agree with certain brand-relevant statements.
Brand Awareness provides information about brand awareness and, above all, has a significant impact on purchasing decisions online. There are a variety of ways to increase brand awareness, all of which aim to boost consumer confidence in the brand.