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 of 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 for feedback. At the same time, it allows you to tell a story that creates an authentic connection. The latter is important because it makes it more likely that you will make subsequent purchases without much thought.

Associate actions and products with specific brands

With this, brand awareness or brand recognition 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 disposable tissue, you say “Kleenex.”

Build positive brand equity

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

Difference between brand awareness and digital marketing

Brand awareness seeks to gain a permanent place in the minds of consumers. Meanwhile, digital marketing is created with the aim of achieving an action or conversion in the web environment.

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

It is also important to mention that brand awareness is based on emotions and is long-term. Marketing, on the other hand, is based on persuasion and is short-term .

How to improve your brand's brand awareness

• Conduct a branding study to create an attractive, representative and unique logo.
• It seeks to ensure that positioning is based on real advantages that fit the needs of the public, primarily the target audience.
•  Take care of SEO so that when users search for a solution to a need, your brand is the first one they find in online search engines.
•  Don't forget to be present on social media to maintain continuous interaction with your 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 your audience by talking about things that go beyond what is related to your product or service. Find out what content your audience likes.
4. Create a narrative around your brand to humanize it and give it a sense of depth.
5. Make sure the content you create is easy to share, whether it's videos, social media posts, sponsored content, etc.
6. Offer a basic version of your service for free. This way, you allow your customers to get a taste of what your brand can offer them without making a purchase.
7. Sponsor events to get your brand in front of as many people as possible. This also allows you to put your brand on an event that matches their personality and interests and will eventually attract consumers who share the same values ​​as your brand.

How can brand awareness be measured?

There are two types of measurement: quantitative and qualitative.

To measure quantitatively , you need to pay attention to the direct traffic you register day by 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 checking out your content and how much time your brand's content is consuming.

The third is social media engagement: a reflection of how many users are aware of and interact with your brand, 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 media for organic mentions and the engagement you generate to find out who tags your brand, mentions it in comments, or uses the hashtags you created in your campaigns in their posts.

Lastly, there are brand awareness surveys. With these you get direct feedback from your customers and audience, you can find out who knows your brand and what they think about it.

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