29 Dec What Does Brand Awareness Really Mean?
It can be easy to define brand awareness as simply knowing that your brand exists. As long as a potential customer knows about your brand, it increases the chances of them converting or purchasing your products and services. While that may be true, understanding brand awareness a little more in depth can help to provide perspective to your brand. There is more than one way of achieving brand awareness depending on the digital marketing tool used, and there are also multiple kinds of brand awareness that your brand can work towards achieving. Here are the different kinds of brand awareness and some tips on improving your brand awareness.
Make a Great First Impression
The first step to achieving brand awareness always involves leaving a lasting impression of your brand on your target audience. A company is made up of so many things; its values, its employees, its vision, its products and services, and its history, etc. There’s so much to say about your company, but brands can only work within the time that their target audience gives them. People’s attention spans are short, so how does a brand capture the attention of its audience while informing them about the company within this limited capacity of time?
Creating brand recognition is a good way to start building brand awareness. This means that potential customers are able to distinguish between the brand and other brands within similar product or service categories. This is especially important when customers are deciding on which brand to choose from the shelf or online. They are faced with a variety of brands all competing for their attention.
If a product or service is a low-involvement one, then purchase is more likely to be dependent on how eye-catching, appealing, credible, and different your product is. Often, visual indicators can be used to convey these. For example, online ads for your brand should adopt a template with a standardised colour palette, brand elements, and fonts, to make your brand’s ads easily recognisable. Slogans and taglines will also help to set your brand’s voice and convey the kind of brand image for the company. If a company desires to present itself as a fun and friendly group, it could adopt a tone that is casual, warm, and approachable. Repeated use of these branding techniques will reinforce association of the elements with the brand and create brand recognition. The design and voice of your ads play an important role in it.
Besides ads, a good logo can convey a thousand words about the company and what it stands for. From the colours to the brand elements, a brand’s logo is symbolic of what the brand values. For example, Julie’s Biscuits had a logo revamp because the company wanted to highlight some of the values that the brand carried. On the logo, the brand’s mascot has a slight makeover that makes her look more modern, her head tilted upwards to represent hopefulness, playfulness, and courage in seeking adventure. These are brand values that the company wanted to embody and convey to stay relevant with the times.
Make Your Brand Memorable
Going a step further from brand recognition brings us to brand recall. When it comes to making your brand memorable, there are different ways of achieving them as well. Brand recall comes in two forms; cued and uncued brand recall. Cued brand recall requires a brand’s target audience to identify a brand when they are aided with visual cues, brand elements, and taglines, etc. Cued recall is otherwise a result of good brand recognition.
Uncued brand recall is a customer’s ability to identify and remember a brand without the aid of visual cues. Such brands have strong associations with their product or service categories and are easier to remember than other brands. If customers have brands in their top-of-mind recall, already existing in their consideration set, then they are more likely to purchase. Top-of-mind recall happens when certain brands come to mind first if a customer thinks about a product or service category. This is especially relevant for low-involvement products, where a purchase is highly dependent on the consideration set of the customer.
In bid to make your brand more memorable, consider an integrated digital marketing strategy. It is important to utilise the proper channels and digital marketing tools involved to spread brand awareness and aid in cued and uncued brand recall. Hence, you can consider the following digital marketing tools to increase your brand recall.
Consider the mediums that your target audience uses and start from there. The kind of content writing that you do for blogs, social media postings, electronic direct mailers are all reflective of your brand, so it’s necessary to ensure that your brand voice is consistent and content about your brand is informative. For social media, having consistent postings would help to boost awareness and remind people of the brand’s initiatives. A social media calendar would help in this case, keep postings regular and structured.
Influencer marketing is also another possible direction a company could take. If a particular influencer has values and a personality that is in line with the brand’s tonality and brand image, engaging with that influencer might reinforce positive associations with the brand. User-generated campaigns are also a fun way to engage with potential customers while spreading awareness of your brand. These can help to strengthen your existing ad campaigns, create stronger brand associations by exposing your target audience to different forms of marketing and increase the likelihood of your target consumers recalling your brand.
Brand awareness comes in different forms and requires different techniques to achieve different purposes. If you are a new company just starting out or a company that is revamping your branding, refining your brand logo and coming up with consistent templates for ads may be a good place to start. If you are looking to increase brand recall, consider an integrated digital marketing strategy to expand your reach. Work with our consultants today for a concrete marketing game plan, you can check out our services here.