The Importance of Brand Awareness

By Asiphile Qulu · Dec 30, 2020
The importance of brand awareness picture

Brand awareness plays a very crucial role in consumer’s purchasing decision making.

Today I will be sharing with you the importance of brand awareness. After reading this article you will have a clear understanding about brand awareness and its benefits. But firstly let me welcome you to Growit MC family, here we share valuable content in order to help you grow your business or brand in so many different ways. If you are new here, we welcome you to the family, please kindly sign up to receive content like this straight to your mailbox.

In the last article we discussed about how inbound marketing can help you build a strong brand. Today we will be talking more about how important is brand awareness and the role it plays in increasing sales. Maybe you are wondering, what is brand awareness. Here below is a simple explanation of brand awareness.

What is brand awareness? 

Brand awareness is the ability of customers to recall or recognize a brand under different conditions or circumstances. Brand awareness plays a very crucial role in consumer’s purchasing decision making. Studies show that consumers purchase products that they recall or recognize. Here is an example, let’s assume you are approached by two sales representative from two different insurance companies to offer you a life cover policy. You do recognize one of these insurance companies and you know nothing about the other one. Would you prefer buying from the one you recognise or the one you do not even recognise? The answer will probably be considering buying from the one you recognise. Continue reading you will find out how and why.

People do not usually buy products from brands they do not recognise or know nothing about, that is why many businesses invest in digital marketing to promote their brands, services, or products in order for consumers to be familiar with, recall, and recognise them. A strong brand can be a key determiner of brand success because it can lead to sustainable competitive advantages and long-term value. Consumers normally purchase one of the top three brands in their minds. This is known as top-of-mind awareness.

  Top-of-mind awareness

Top-of- mind awareness is more often defined as the “most recalled” or “most remembered” brand names. A brand that enjoys the fruits of top-of-mind awareness is generally considered as a genuine purchase option. Top-of-mind awareness plays a huge role and benefits the brand when consumers need to make a quick choice between competing brands in the same category.

Businesses and brands use digital marketing to increase the probability of products, services, or brands to be more accepted by the market. When a brand becomes well established and attains its desired awareness levels, marketers may need to maintain brand awareness to ensure steady sales and stable market share. Marketers apply digital marketing techniques such as the inbound marketing - search engine optimization (SEO), search engine marketing (SEM), social media marketing (SMM), and content marketing to attract new customers and retain the existing ones. They normally achieve this through following the inbound marketing process/steps which are; to ‘attract, convert, close, and delight’. I discuss more about these steps in "The Power Of Digital Marketing" eBook.

Brand awareness is made up of two components. Namely, brand recall and brand recognition.

  Brand recall

Brand recall is also known as unaided recall. This type of brand awareness component is the ability of the customers to correctly generate a brand from memory without a delay when they come across a product category. When prompted by a product category, consumers can recall only a small set of brands, usually around 3 to 5 brand names. Research shows that the amount of brands that consumers can recall is affected by product factors such as brand usage factors, brand loyalty, and brand knowledge.

Brand recognition

 Brand recognition, also known as aided recall. This refers to the ability of the consumers to recognize or recall the brand, this does not necessarily mean that the consumers must identify or know the brand name. It means consumers can confirm that they know, have seen or heard of a given product or brand before. Aided recall plays an important role in brand growth and performance, and it can influence the purchasing decision making of consumers. It is evident that brand awareness is vital for business growth and performance. Therefore, businesses should not take its role for granted. But without good marketing strategies put in place, brand cannot reach its awareness desired levels. 

Marketing strategies such as the inbound marketing (SEO, SEM, SMM, and content marketing) can be applied in order to reach the desired brand awareness levels. Brand awareness alone is not enough and does not constitute or guarantee consumer purchase, thus, proper strategies to influence and convert consumers to buying customers should be put in place.

 Due to changes in the media landscape and consumer media habits, an increasing amount of consumer’s attention is devoted to digital communications, from computers to cell phones. Now businesses need to engage with consumers using digital platforms such as social media, websites, and blogs. Consumers can search for information in the internet using different range of devices. For example, if a consumer comes across a product that they are not familiar with, they can access the internet and search for information regarding that particular product. If the product is not visible online, consumer may not purchase the product because he/she cannot trust the product due to its lack of online presence. Businesses use the inbound marketing technique to create awareness and attract new customers.

With a strong brand, your business or product can be able to compete with its competitors. But to be able to do so, you may need a professional and highly skilled staff to carry out the work. Having experts like Growit MC in your corner can help and assist you in your efforts to enable your business or brand reach its full potential. 

If you would like to consume more content like this one, please feel free to get yourself a free copy of THE POWER OF DIGITAL MARKETING eBook. This eBook will help you understand and know how digital marketing works, and how it can help you in growing your brand.

Click HERE to get yourself a copy.

 

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