Building a brand is one thing, but capturing your target consumer is a whole other feat. From start-ups to big corporations, brand awareness will always be a factor crucial to a business’s success. So, why is brand awareness important?
Think about it: how will your business thrive if nobody knows about it?
What is Brand Awareness?
Brand Awareness is dependent on the consumer’s ability to recollect and recognize a brand and associate it with a particular product or service. It is a term used to describe how aware people are of your brand and what it has to offer.
There are three levels of brand awareness:
- Awareness of your name
- Awareness of your products/services
- Awareness of your brand characteristics (logo, messaging, etc.)
Importance of Brand Awareness
Brand awareness familiarizes the public with a product and differentiates it from competing brands. Businesses that maintain high levels of brand awareness are likely to generate more revenue because consumers are more likely to buy familiar brand names compared to unknown ones. 59% of customers prefer to buy from brands they already know about.
Brand awareness leads to trust, meaning the more recognition our brand has, the more successful your brand or business will be. It is the foundation of acquiring a customer audience and helping them understand and become comfortable with your products and services — increasing your brand equity.
Ways to Build Brand Awareness
Developing a strategic brand awareness campaign will help familiarize consumers with your brand and product offering. The main goal is to increase knowledge within the target audience but a good campaign will also communicate attributes that differentiate you from your competitors.
Here are some ways to increase brand awareness:
Give your brand a voice
Give your brand a personality and use it to identify with your target audience. Having a distinct tone and voice will help your advertisements stick in the mind of consumers. Be mindful of the words you use. A great example is a slogan, which can help make you easily recognizable or a smart combination of colors that are both memorable and eye-catching.
Take advantage of outdoor advertising
Out-of-home advertising, or OOH, is a great way to put your brand out there. Billboards are a traditional method of advertising, but there’s a reason they’ve been around for so long. They work! Billboards placed strategically in high-traffic areas will expose your brand to thousands of people each day. Unlike commercials or digital ads, they’re there 24 hours a day, exposing your brand to anyone who passes by.
There are many ways to use billboards to increase brand awareness. If enough people see your branding on billboards, the more they will be able to recognize and identify elements of your brand identity such as logo and color scheme. This is also known as brand recognition.
Billboards aren’t just giant static images anymore. We now see innovative billboard features such as QR codes that direct to landing pages. Additionally, smart and captivating messaging can garner social media hype, while smart billboards use both augmented reality (AR) and artificial intelligence (AI) to change and optimize the consumer experience. There’s no doubt you can maximize brand awareness by using billboards.
Ways to Measure Brand Awareness
Brand Tracking helps businesses measure awareness growth and performance against competitors. It is the ongoing measurement of how well your brand is doing.
Combining different reach/frequency data will help you better visualize how well your awareness campaign is performing, helping you make the best and most informed decision for your business.
This basic but useful form of measurement will provide you with the metrics needed to determine the trajectory of your campaign. A survey can be conducted through email, website, or telephone. Ask existing customers how they came to know about your brand to understand how people are hearing about you. You can also gain insight into how much people can recall your brand by randomly selecting survey participants and asking them if they are familiar with your brand.
Measure Website Traffic
Website traffic provides insightful data on brand awareness. Tools like Google Analytics can track how many people visited your website. To dive deeper into the detail, the application also allows you to view where your visits are coming from. With Google Analytics, you’ll be able to track whether your visitors are coming through organic search, direct visits (the number of people who type your URL into their address bar), social media, or through referral (links from other sites that direct visitors to your site). Keeping an eye on these trends will help you monitor changes in your brand awareness campaign.
Check Organic Social Growth
2.32 million Puerto Ricans use social media each day. A great way to measure your awareness is to monitor your social media following. How many new and organic followers did you get after the launch of your campaign? Are your posts gaining more likes and shares? Look into what people are saying about your brand online. What are consumers saying about your brand or product? Social media users tend to be more unsolicited, which means they are likely to be more honest compared to other data recording methods such as surveys.
Increase Brand Awareness with bMedia Group
bMedia Group is Puerto Rico’s leading marketing agency. We can help you take advantage of marketing opportunities to help further expose your brand.
Outdoor advertising is our specialty. Through our work, we aim to highlight what you offer while providing a memorable experience for the consumer. We currently have a real estate of over 500 high-exposure billboards on the island. We are confident in our ability to get your brand the recognition it needs for optimum growth and success.
Contact us today, our professionals will help you strategize, execute, and maximize your brand awareness on the island.