The Importance Of Brand Awareness
Wondering what brings a certain brand to mind when someone asks you about a particular product category?
The answer is:
You see, building a brand is one thing – but embedding your brand in the customers’ minds is an entirely different venture.
Developing that level of brand awareness will serve as the foundation for success in your other marketing efforts, as customers become aware of your brand over time.
That’s why today, we’d like to discuss the importance of awareness to your brand and see how it can help you build loyalty, popularity, and sales.
What Is Brand Awareness?
It can simply be defined as the extent to which a target audience is familiar with a brand, able to recognize its distinctive qualities, and subconsciously associates them with certain products or services.
In short, it describes how aware customers are of your brand.
It should be added that there are actually three distinct layers to brand awareness:
- Brand recall refers to the connection between a particular product category and a brand. Most people can recall three to five brands within a product category.
- Brand recognition refers to the customers being able to immediately distinguish a brand from the competition based on the packaging, color scheme, logo, or tagline.
- Brand dominance, or top-of-mind awareness, refers to the customer associating an entire product category with a particular brand, as the brand becomes synonymous with the product.
Want a real-life example at its absolute best?
Just look at Coca-Cola:
Considering that 94% of the world’s population instantly recognizes the red-and-white logo – and that “Coca-Cola” is reported to be the second-most understood term in the world, second only to “Okay” – it’s safe to say that this iconic brand is everywhere.
So, if you ever wondered why, whenever you’re offered a soft drink, Coca-Cola is one of the first things to come to mind; there’s your answer.
How’s that for an effective strategy?
Why Is Brand Awareness Important?
We can’t emphasize enough the value of building awareness to your brand.
While this is an oversimplified way to put it, consumers need to be aware that your brand exists before they can even consider making a purchase. And that makes it critical in a customer’s journey.
One-third of consumers admit that when they go shopping, they already have a particular brand in mind. And if it’s your brand they think about, you already have an advantage.
Article written by Dejan Kvrgic for DigitalAgencyNetwork.com.