The Importance of Brand Awareness

Image result for brand awarenessBrand awareness is the most important aspect of marketing campaigns, at least initially. Introducing potential customers to a product or service in the right way matters, because just as it is with meeting people — with brand awareness — first impressions count. The extent to which a product is recognized lies with its brand awareness, which can make or break the brand’s profitability. In which ways is brand awareness important? What are the factors?


As soon as someone mentions one of the “big box” stores, comes first to mind? Chances are, it’s the logo: Target’s red circles; Best Buy’s black-and-yellow bold lettering; and Home Depot’s electric orange signage, are all examples of the indelible effect that logos have on brand awareness. The choices of shape, color, and font are all integral to crafting an image that not only affects people’s memories but also generates a positive association. Often, psychologists are consulted when marketers want to make a really powerful logo, as psychologists can advise as to which shapes and colors have a positive association with the the marketing angle that of an individual product or that of a company. A successful logo will convey what the potential consumers can get from your business.

When determining whether people prefer to shop online or offline, the differences often depended on a person’s affinity for online shopping. Those who prefer to shop at local stores cite liking that goods are immediately available and close by, and that there are no shipping costs, again touching on values such as price and convenience. Those who prefer to shop online cite liking the option to shop from home, at any time of the day, and the option to compare prices. One third of people surveyed said they believe local shops are more expensive than chain stores and online shopping.
Social Media Strategies
Targeted advertising on Twitter, Facebook, Pinterest, Instagram, and on other outlets can be used in a variety of ways. Not only can brand awareness be bought by buying ads, but also companies can interact with their existing market base, and through that base, they extend their reach. Let’s say that a company asks customers to take a photo of themselves with their product, which qualifies them for free merchandise. Many of that customer’s friends and family, who might not have heard of that product, now not only will learn about the product but also will have an automatically positive association with it, because someone they know enjoys it. Brand awareness built via social media is a great way to maintain existing customers while also entering into new markets, with people who might not have heard of the product in any other way.
Traditional Marketing Strategies

Targeted publications, such as industry-based magazines or radio ad jingle, focus the listener’s or viewer’s attention on aspects of the brand that make that brand memorable. In-store displays that prominently feature the brand’s logo combined with specialized pricing allow for tangible brand awareness, especially if the displays are placed near the endcaps or at the checkout to increase impulse sales. Getting the product within customers’ line of sight and enabling them to see the product for themselves, creates a relationship that promotes strong brand awareness.

The new media in 21st-century technology means that the marriage of visual and sound creates an expectation of a fully immersive brand awareness. The market is more competitive than ever before. Carefully crafted brand awareness thrusts a product or service forward, ahead of many other products.