Brand awareness plays a big role in the purchase decision of consumers. In fact, it’s the first factor that influences them to purchase a product.
To give you an idea. Let’s say you are at a grocery store. Even though you only have a generic list of all the things that you need to buy, you already know which brands you are going to grab. There’s a reason why you always go for Heinz whenever you need baked beans, and it’s not because it’s the only company that sells it.
When consumers shop, they tend to look for brands that they are already familiar with before exploring other options. Why? Because they have a connection with those brands already, and they want something they can trust. You keep buying Heinz because you know it is good and breakfast will not be the same without it. And while there are probably cheaper or newer brands in the market, they do not elicit any emotions from you. This is where brand awareness comes in.
What is brand awareness?
Brand awareness is the first stage of the marketing funnel. It represents how familiar your target consumers are with your brand. lt goes beyond just recognising your brand logo. When you are trying to build brand awareness, you want your prospects to not just know your brand name, but also to recognise your mission and values.
Why is it important?
Brand awareness can define your overall business narrative since it has a huge impact on how people will perceive your brand.
In today’s market, because a lot of industries are getting more saturated, brand awareness can get your brand to stand out among your competitors. It also keeps your brand at the top of the mind of your target audiences. This can potentially increase your chances in getting more leads or conversions
On top of that, because it can help establish trust, consumers end up making repeat purchases that eventually lead to customer loyalty.
How do I build brand awareness?
Because you want to build an emotional connection between your brand and your target audience, you should be able to tell a story that will resonate with them.
You can start by creating an awareness of a need. For example, you are in the clothing industry. If it’s almost winter time, you can notify your prospects about the need to dress warm.
The next step is to provide a solution. Clearly, what they will is a jumper or a very cosy coat to keep out the winter chill.
Lastly, sell your brand as a solution. By displaying your collection of winter clothes, you are giving your target audience a hint of what they should be looking for.
While it can be tempting to deliver a sales pitch and jump into selling right away, the key to having loyal customers is by building trust first. Whether you want to introduce a new product in the market or revive an older brand, brand awareness is needed to bring your target audience’s attention to what you are selling and guide them through the buyer’s journey.