Throughout our Brand Placement series, we’ve touched on several elements including the need for defining your Brand DNA, Target Audiences, Brand Messaging, and Communication Roadmap. Now it’s time to carefully turn your emphasis to merging all you’ve discovered during the setting process and get started the voyage of getting those you’re concentrating on, and that’s achieved by way of the advertising campaign.
There are many types of campaigns you’ll conduct throughout the lifetime of your brand, whether online or on the net, targeting prospective customers or current users of your products/services will require a multitude of campaigns. However, in this article, my main emphasis will be on the benefit for Brand Awareness Promotions.
If you’re a small business proprietor or even anyone who has a consistent aspect hustle beyond your 9-5, the concept of brand awareness might not be something you’ve given much thought, and I understand why. Life has a means of making things we have to be centered on for the development of our businesses an afterthought.
If you are busy creating your products or services, dealing with customer service issues, handling payroll, spending time with family, attempting to stay community with friends, and oh.. there’s that little thing called sleep, it’s understandable that thinking strategically on ways to increase your brand recognition might not exactly be at the top of your list! However, once you know the benefits associated with getting the brand ‘top of mind’ among your goal audiences, you might begin to rethink the amount of time brand understanding planning should receive.
So, What’s Brand Awareness?
Online dictionaries define brand awareness as “The extent to which individuals are acquainted with the distinctive attributes or image of a specific make of goods or services.”
While onboarding new customers I often ask the question, “If no person is aware of your business, are you truly running a business?” This, of course, is a rhetorical question, the answer is actually no, but I use this to mentally prime their pondering for understanding the importance and benefit for setting their brands in their specific niche or industry.
As a business head, you want to ensure consumers know about your product or service. Our current culture is one where people have a tendency to slim towards a product they know instead of one they do not know. Especially in highly competitive industries or niches, having positive brand consciousness can provide you a significant competitive edge.
For instance, while standing up in the soda aisle of any superstore like Walmart, are you much more likely to buy “Dr. Pepper” or “Dr. Thunder”? All things being similar (or nearly identical… in price and quality of preference), it’s likely you would choose the brand you’re more acquainted with.
Similarly, studies have shown that brand awareness plays a deciding role where brand a consumer will choose when confronted with buying within an unfamiliar category. For instance, when never doing this recently and needing to acquire expensive jewelry, are you more likely to buy from “Kay Jewelers” or the “ Stone Electric outlet” at your neighborhood mall? Probably you will choose Kay Jewelers because you’re aware of the brand and also have become conditioned via their promotions to think “Every kiss commences with Kay.”
Great things about Brand Understanding Campaigns
Creating the best and regular brand awareness plan can provide the next benefits inside your market:
Maintaining your brand top of head with your present & potential audiences
Increased referral marketing
Building your brand equity
Increased customer loyalty
What exactly are Brand Awareness Campaigns, and HOW WILL YOU Use Them?
There are many methods for you to increase awareness around your brand. Among the most frequent methods is by using social media, email marketing, Television set, radio, digital marketing, magazine ads, live situations, advertising on music loading services, etc.
Regardless of the method you choose to use when making your brand awareness campaign, consistency is a key ingredient to its success, and a trusted positioning strategy permits that. Having a thorough knowledge of the components of positioning gives you to plan the most appropriate aims, address your focus on with the right text messages and choose the proper communication channels. Allowing your identified positioning to format and guide your brand understanding strategy will make the almost all of your promotional work and help to achieve the goals place for your business.