Creating strong brand awareness online is the key for not only start-ups but also for companies with an established position on the market. Having a brand image that is recognisable to a potential customer and accurately portrays what you do, can help you to convert more leads. Allowing your content to grab the attention of potential customers is a necessary step if you want your business to thrive.
Putting your brand on the business ‘map’ can be hard work and time consuming. However, this type of marketing should be an essential part of your marketing strategy.
What is brand awareness?
Brand awareness is the level of recognition a brand has among its target audience. You will instantly be able to recognise many of the large brands that you see on a day-to-day basis, but let’s look at Nike as an example;
Over the years Nike have established a very strong brand awareness within their target audience. Their logo has progressed to simply just, the ‘Nike Tick’ – everyone knows and recognises the company by their infamous logo so we probably didn’t even need to tell you that it is Nike. The soul power in this logo is a huge asset for Nike and their marketing.
Brand awareness is one of the major assets your brand can build. It can increase the value of your product or service and gives you that competitive edge every business is striving for.
What are the benefits?
1. It builds trust
Customers rely on their family and friends’ recommendations. They research opinions, feedback and reviews about your product or service and base their buying decisions on their research. High levels of brand awareness can ensure your customers will come back to you, time and time again – it bonds consumers to your brand. Repeat business is another huge asset for your business and can put your business in front of competitors.
2. It helps you reach your target audience
Reaching the right people at the right time is the key to all business success. Brand awareness is an important factor not only in building up your brand identity, but also in increasing your consumer base. Brands with good brand awareness can spend less time and money on marketing and still make sales and continue to increase their audience.
3. Your business needs to adapt
It’s very likely that as the internet has become more popular and more and more people are looking to social media, you have had to reconsider how you reach your target audience. Regardless of your business sector, or what your business offers – the days of door knocking and cold calling are gone. Your consumer can find what they need very easily online and may base their decisions on customer reviews and your social media feed. Being recognisable, familiar and visible as a brand will allow your business to generate more new leads.
How to measure brand awareness
Ensuring you keep track of your marketing campaigns’ analytics is vital to understanding which were successful and which you need to steer away from due to its poor performance. A simple, spreadsheet, (or word document if you aren’t ‘excel ready!’) tracking your content views, reach, likes and shares of each post every month helps you to understand and carefully monitor which campaign your audience engage the best with.
If you want to gain a better relationship with new and existing customers so that they remember you for the right reasons, Youbee Media can help. We can work with you on your Marketing Strategy and ensure that you’re being authentic with you brand.
For social media management advice, work with Youbee Media or join one of Becky’s marketing workshops for expert consultancy support.
