Brand awareness is a powerful marketing tool that focuses on, believe it or not, raising awareness for a brand. Several statistics delve into the relatively new concept of brand awareness. Consider brand awareness as an umbrella term. It isn’t just about spreading awareness; it’s about how you spread that awareness. For example, when spreading awareness, 88% of shoppers believe a brand should be authentic, and colours, for instance, increase brand recognition by up to 80%.
Below, we’ll look at the concept in more detail and the best ways to achieve brand awareness.
The Concept Of Brand Awareness
Many marketing experts hail brand awareness to be the concept of the millennials – a generation that wants to connect with a brand rather than just shopping through one. Brand awareness as a definition – it’s the term used to describe how familiar consumers are with a brand. It’s the measure of how recognisable a brand is to the target audience. Take McDonald’s, for example. Everyone recognises the iconic McDonald’s M, with its yellow and red contrasting colours to stand out.
According to HubSpot, brand awareness fosters trust and loyalty, creates association and builds brand equity. The question is, how do you create brand awareness in a crowded market? More on that subject is below.
The Quickest Ways To Achieve Brand Awareness Goals
To build brand awareness, consumers have to know who you are. How do you make consumers know who you are? Marketing. But there are specific marketing tactics that target brand awareness and the connection with consumers more than others – like event marketing, for example. Not only does event marketing build brand awareness, 95% of marketers believe they help achieve business goals.
Hosting an event can be daunting, but with the help of specialist event marketing staff – like those provided by www.weareeventpeople.co.uk – events can be easy. They should be tailored towards the target audience and industry, which event staff can help you achieve. Focusing on interaction, entertainment, and diversity is essential. Diversity in the event world now means virtual and in-person events, which 89% of businesses are exploring. The pandemic launched companies into a virtual world, including events, and the trend is here to stay.
Other marketing techniques that target brand awareness effectively include:
- Social media
- Content Creation
- Loyalty programmes
What Consumers Want
What do consumers want from modern-day businesses? They want consistency, transparency, and authenticity, according to HubSpot. Consumers don’t just want a brand to spread awareness; they want to connect with the brand emotionally, something brand awareness can help achieve. Numerous studies have shown that humans are emotional shoppers – if a brand doesn’t connect with their emotions, they’re not the chosen brand. Bear this in mind when focusing on brand awareness and what your target audience is looking for.
Brand awareness is one of the many ways a business can find a voice in a crowded market. Brands should focus on it from the off, consider what the consumer wants, where they fit into the market, and how to build a loyal following through brand awareness.