The Importance of Brand Awareness When Building a Business
Brand awareness is one of the most important things you need to consider in your business. This will ensure that customers are aware of you and choose you over your competitors. Brand awareness ensures that you are recommended to others and that customers remain loyal to you.
It is vital that any business, whether you are just getting started or you have been running your business for a while, know what brand awareness is and how to build it.
To help you on your journey, here are some of the most important things you need to know about building brand awareness.
Table of Contents
What is brand awareness?
Brand awareness can be defined by how familiar consumers are with your business (qualities, image, goods and services). Brand awareness can be measured by the recall ability of consumers.
Why is brand awareness important?
Brand awareness is vital because it will define the buying journey of your customers. To recognize you and choose you is important, but it will also help to build trust, preference and ultimately, conversions. You want your brand to continuously stand out from the crowd, so that when your target audience needs something that you offer, they think of you.
Brand awareness will form the foundation for your sales. The hard truth is: no one will buy from you if they don’t know that your business exists. Awareness should be the first thing that you strive for.
Key components of brand awareness:
Recognition
Recognition is the first and an important component of brand awareness. This is when customers can identify your brand, for example, by recognizing your logo and knowing who you are and what you do.
Recall
You want your target audience to be able to recall your business name and offerings without being prompted. For example, if they need something, or if a product category or industry is mentioned, they think of your business.
Familiarity
Your business should be known to your audience and have a connection with them. Your target audience should have a good level of knowledge about your business and your offerings.
Positive association
Not only can your target audience recognize you, recall you and are familiar with you, but the thoughts and associations they have in mind are all positive. They may feel they trust you and that you have a strong value proposition.
These are the key components of building brand awareness and what to measure when trying to build it.
How to build brand awareness
Consistency
Maintain a consistent brand voice with all your products, services, messaging, content and anything that you put out into the world.
Create content
Create high-quality, valuable content through videos, blogs and social media. This will attract their attention, tell them about what you do and build trusts with all the value that you can offer them.
Community
Building a community is vital. You can publicly and privately connect with your target audience with a secure, online dashboard that helps you to support your community and build their trust.
Brand awareness should be one of the biggest strategies that you pour your time and energy into, as it will pay off in all areas of your business.
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