The importance of Brand Awareness in your marketing plan

Brand awareness is an indicator that shows how much and how a brand is recognized by consumers. The objective of this metric within a marketing strategy is to get the public to associate a brand with the product category and genuinely identify it .

That is, they think about it first, which increases the chances of choosing it over other options.

Benefits of brand awareness

Build a bridge between credibility and loyalty

Brand awareness efforts provide a brand with personality and an opportunity to receive feedback. At the same time, it allows you to tell a story that generates an authentic connection. The latter is important, because then there is a greater chance that you will make subsequent purchases without much thought.

Associate actions and products with specific brands

With this, brand awareness motivates the public to use its name instead of the common words that name the products.

In short, it makes the brand represent the object. For example: instead of saying search engine or browser, you say “Google”. Or instead of a disposable tissue, you say “Kleenex.”

Build positive brand value

Brand equity refers to the consumer's experiences and perception of the brand . When these are positive, then we speak of authentic brand value. This translates into greater social impact due to brand name value, higher perceived value and higher market price.

Difference between brand awareness and digital marketing

Brand awareness seeks to gain a space forever in the minds of consumers. While digital marketing is created in order to achieve an action or conversion in the web environment.

Another difference is that each one addresses a different audience. The first goes towards people who are ready to buy. The second, reaches everyone, both those who are ready to buy and those who are potential buyers.

It is also important to mention that brand awareness is based on emotions and is long-term. Marketing, for its part, is based on persuasion and is short-term .

How to improve the brand awareness of your brand

  • Conduct a branding study to generate an attractive, representative and unique logo.
  • Seeks that the positioning is based on real advantages and that they fit the needs of the public, mainly, the target audience.
  •  Take care of SEO so that when users look for a solution for a need, your brand is the first one they find in online search engines.
  •  Don't forget to be present on social networks to maintain continuous interaction with the target audience and reinforce brand awareness.

How to create a brand awareness strategy?

  1. Make your brand a person, not a company.
  2. Incorporate this personality into your marketing strategies and campaigns.
  3. Try to connect with people , not just when you want to make a sale. Make your brand social: interact with the audience by talking about things that go beyond what is related to your product or service. Find what content your audience likes.
  4. Create a narrative around your brand, this way you will be able to humanize it and give it a sense of depth.
  5. Make sure the content you make is easy to share, no matter if it is videos, posts on social networks, sponsored content, etc.
  6. Offer a basic version of your service for free. In this way you allow your customers to have a sample of what your brand can offer them without making a purchase.
  7. Sponsor events so that your brand is exhibited to the largest number of people. This also allows you to put your brand in an event that matches their personality and interests and over time will attract consumers who share the same values ​​as your brand.

How can you measure brand awareness?

There are two types of measurement: quantitative and qualitative.

To measure quantitatively , it is necessary to pay attention to the direct traffic that you register every day, this will tell you how many people your marketing strategy is attracting to your website.

The second metric is your site traffic number, which indicates how many Internet users are reviewing your content and how much time your branded content consumes.

The third is engagement on social networks: a reflection of how many users are aware of your brand and interact with it, as well as how much impact your content has.

For the qualitative measurement of brand awareness, Google searches and Google Alerts are important, as they notify you of any news or mentions made by third parties.

Another tactic is to monitor your social networks on the organic mentions and engagement you generate to know who tags your brand, mentions it in comments or uses the hashtags you created in your campaigns in their publications.

Finally, brand awareness surveys. With them you get direct feedback from your clients and audience, you can know who knows your brand and what they think of it.

If you want to know more about this topic or require advice, at MHA you will find the solution , because our commitment is to guide you in the best way in this extremely competitive digital era.

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