The Importance of Brand Awareness
Brand 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.
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.