Brand Awareness and Strategies

Talking about business, we will not be far from the topic of brand awareness. What’s that?

Brand awareness is a marketing strategy that describes the level of consumers’ ability to recognize a brand just by looking at something that is on the brand, such as an image, logo, or color.

To implement this strategy, a business can take advantage of social media or platforms that are popular with consumers, such as Facebook, Snapchat, or Instagram.

What is the Role?

For the continuity of a business, brand awareness has an important role because it can influence consumers to buy products or use the services of the business for the first time. Not only that, but this strategy can also make consumers make repeat purchases until they eventually become loyal customers.

Using brand awareness to measure the performance of a company’s brand which is improved and improved every year by investing. If there is a decline, the company must carry out various marketing strategies to return its brand awareness to its original level. This is an important key in the strategy development and marketing plan.

Brand awareness is divided into three levels, namely:

Brand recall or unaided recall: the ability of consumers to remember the name of a brand based on the product category. Consumers only need to glance at the product or hear the desired product category to be able to remember the brand.
Brand recognition or aided recall: the ability of consumers to recognize a product by looking at the product.
Top-of-mind awareness: a particular product or brand that comes to the minds of consumers first when they are thinking about a particular category or industry.

Strategy to Build Brand Awareness

To build company brand awareness, you can do the following strategies:

Social media. The use of social media by millions of people around the world makes it the right choice to create brand awareness. In advertising on social media, you must actively upload business-related content and regularly communicate with customers. The purpose of uploading this content is to gather as many consumers as possible which can later become opportunities for your business.
Conventional advertising. This strategy is to advertise hard-selling using conventional media, such as billboards, radio, television, and others. Advertising like this can reach a wide range of consumers, so it is often used by companies to build awareness of their brand.
Content marketing. The choice of this strategy can be a refresher for consumers who are tired of advertising. Content marketing has the main characteristic of having a value in the content presented by the brand. This value can be in the form of entertainment or information for consumers which will later attract potential consumers to use brand content based on their wishes.
Hold events. Holding an event such as a new product launch or promotion of a particular product can be a promotional medium to introduce your business brand.
Deliver merchandise. A keepsake is a form of thanking customers for the contribution they have made to your business. Of course, this can be the right strategy to build brand awareness.

Choose unique merchandise, because it will have a better impact on customers. Giving unique merchandise can also provoke them to download it on their social media accounts. As a result, your brand will also benefit from these uploads.

Collaborate with other businesses. You can partner with other businesses that target the same consumer persona but are not directly competing.

Brand Awareness Success Indicator

How do you know if a promotional campaign was successful? Three indicators can provide an overview of the success of building brand awareness, including the following:

Opinions from others. Opinions expressed by one person can influence other potential customers. If the opinion is bad, then the impression will be negative. However, if the customer is satisfied, then other potential customers can also be influenced to buy your product.
Website traffic. From the traffic on your online store website, you will see how many visitors are interested in your brand. The higher the traffic, it means that the strategy you are doing has been successful.
Engagement from social media. This can be seen from the number of followers, retweets, likes, and comments that have increased.

Brand awareness is the opening of selling your business products or services. If consumers know the brand, they will tend to buy the product. So, it is very important to build brand awareness of your business using an effective strategy.