HOW BRAND AWARENESS AFFECT YOUR BUSINESS

Brand Awareness is a metric that measures how much and how well a brand is recognized by consumers. The objective is to make a brand gain notoriety, be well remembered by the public and make it different for the market.

Brand Awareness sounds like another one of those complicated marketing terms that only serve to make the lives of managers in other areas more difficult, doesn't it? The name sounds difficult, but understanding it is simple and its usefulness is even greater.

In the end, it is one of the most important metrics of marketing and, of course, of a business.

A high Brand Awareness is what makes many consumers say Kleenex instead of tissues or Gillette instead of razor blades.

It is also what makes people remember certain brands when they think of a feature or symbol.

For example, Harley Davidson is associated with luxury and high-end motorcycles; Microsoft is easily recognized by its logo even though it does not have its name displayed on the artwork.

So it's all about brand awareness. In this article we will discuss its concept, its importance, its relationship with digital marketing and the best practices to increase its brand awareness. Look!

Brand Awareness is a metric that measures how much and how well a brand is recognized by consumers.

Translated as brand awareness, this indicator serves to analyze how companies are associated with the products they market.

The objective of increasing Brand Awareness is to make a brand gain notoriety, be positively remembered by the public and become different before the market.

In the end, it doesn't help that a company is highly recognized, but its credibility is constantly tested in front of consumers, right?

Likewise, it is not interesting for a brand to have the confidence of its customers, but not to be famous among its target audience or not to have a differential that distinguishes it from the competition.

Brand Awareness is also closely related to branding. It is even one of the ways to measure the strength and results of a brand's management.

The bigger and better the awareness of a brand, the more it will be valued in the market and the less it will depend on other factors - such as price, convenience and technical characteristics - to convince consumers to buy its products.

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Why is that important?

A brand known in the market and strong with its public, adds very interesting advantages for the company.

If you are planning a marketing strategy to increase your brand awareness, find out in which ways your business can benefit:

Increase sales

When the consumer goes out in search of some product or service, he may have one, two or more marks on the reference head.

For the company that has its brand among the most remembered by the public, its sales results are usually better than the others that are not very well thought out.

Being an initial reference makes people more confident in the quality of that product. In addition, consumers tend to look for what those brands offer before even giving new options a chance.

Increase the brand's reach

Since one of the objectives of brand awareness is to make a brand better known, it is natural that its reach should also increase.

All the time companies have to expose their brand and make it constantly present in the life of their target audience.

For that, it is essential that there is an integrated effort of exposure in the online and offline media, depending on the case, of distribution in points of sale.

Take the case of Coca-Cola, for example. It is not only a reference in soft drinks because of the annual billionaire investment in advertising, but also because of its penetration in Points of Sale. The customer has contact with the brand in restaurants, bars, stadiums and many other types of establishments and events.

Improve other marketing campaigns

When you know how much and how a brand is noticed by the market, it becomes simpler to develop a marketing strategy, especially branding or advertising.

When a significant proportion of consumers have a positive memory of a brand, these perceptions can be used in a campaign to strengthen the links.

Conversely, when a brand is not yet well known, a strategy may be needed to increase its exposure and highlight its differentials.

For example, when a brand is not yet well known, a strategy may be needed to increase its exposure and highlight its differentials.