Brand awareness is one of the most important aspects of any marketing campaign, at least initially. First impressions count. Think about the first time you met someone new. Think about how you felt and what you thought at the time. Introducing potential customers to a product or service is very similar and you need to do it in the right way, because first impressions last.
Brand awareness can make or break a brand’s profitability. It plays a huge role when it comes to product recognition, and the extent to which a particular product gets recognised.
In which ways is brand awareness important? What are the factors?
As soon as someone mentions one of the “sportswear” brands, what comes to mind first? Chances are, it’s the logo: Nike’s iconic swoosh or Adidas’ three stripes or Puma’s puma. These are all examples of the undeniable effect that a logo has on brand awareness. The choices of shape, colour, and font are all integral to creating an image that not only affects people’s memories but also evokes positive feelings and associations. Often, psychologists are consulted when marketers want to make a really powerful logo, as psychologists can advise as to which shapes and colours have a positive association. They take into consideration the company’s objectives as well as products and services on offer. A successful logo will convey what the potential customers can expect from your business.
Targeted advertising on Facebook, Instagram, Twitter, Pinterest and other platforms can be used in many different ways. Not only can brand awareness be bought through paid advertising, but companies can interact with their existing market base, thereby extending their reach. For example, if a company offers free merchandise to customers that take a photo of themselves with their product and post it on social media. By posting the photo on social media, people that might not have heard of that product otherwise, now not only get to know about the product but also automatically have a positive association with it, because someone they know uses it. Brand awareness built via social media is a great way to maintain existing customers, while expanding your customer base by introducing products or services to people who you would otherwise not reach.
Targeted advertising through traditional media, such as industry-based magazines, TV or radio ads, focus the listener's or viewer’s attention on the specific aspects of a brand that make that particular brand memorable and hopefully, unforgettable. In-store displays that highlight a brand’s logo combined with a special offer, creates tangible brand awareness, especially if the displays are located at the end of an aisle or at the till-point to increase impulse sales. Getting the product within a customer’s line of sight, allows them to see the product for themselves, thereby creating a connection that promotes strong brand awareness.
The market is more competitive than ever before, in any given industry. A strong, visually impactful brand, coupled with effective and strategic brand awareness could be the difference between your business becoming a key-player in your industry or being the “average Joe” that hardly anybody knows. Make your first impression count.
by Debby Wall
12 September 2018