What is Brand Awareness?
Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product or service. Building brand awareness is crucial, especially in the early stages of a business, in order to generate leads, stand out from your competitors, and drive sales. A higher level of brand awareness usually translates to higher sales.
Brand awareness also establishes brand trust. The more familiar people are with your brand, the more likely it is for them to naturally embed certain products and services into their lifestyles and purchase habits. When a business has a high level of brand awareness, consumers start associating actions and products to the brand. For example, when someone asks for a Kleenex, you automatically understand that they are asking for a tissue.
Building brand awareness on social media has become popular practice in recent years due to the increasing amount of time Internet users spend on social media sites. Businesses can expand brand awareness on social media by creating custom hashtags, posting regularly, and establishing an aesthetic on various channels. However, there are still traditional ways to build brand awareness, such as sponsoring public events and displaying ads in print media.
3 best practices for building brand awareness:
- Develop a distinct voice.Showing that you are not just another company that sells a product is important. Building a brand personality and being consistent in messaging is key when it comes to developing brand awareness.
- Tell your brand’s narrativeShare your brand story and interact with your audience by answering questions and responding to comments.
- Socialize with your online audience through an influencerBecause consumers value others’ opinions before buying a product, influencers are a great way to communicate your brand’s message to your target audience in an authentic way.
Here’s an example of generating brand awareness through influencer marketing.
The Bouqs Company is an online flower retailer that delivers cut-to-order flowers to customers nationwide. In order to increase their brand awareness, they wanted to tell their brand story by building relationships with influencers to create diverse, engaging content at scale. The influencers they worked with were able to create emotional content that organically resonated with their followers.
As a result, The Bouqs Company was able to create 8 million impressions and gain over 30,000 followers on Instagram, increasing their brand awareness.