Why is Brand Awareness Important?
Are you an Apple person? A Coke person? A Starbucks person?
Identifying a Brand
Identifying with a brand is what happens when you have a high brand awareness. You go beyond being a service or product, essentially embed yourself into people’s lifestyles, and purchase habits to the point that they do not even think twice before becoming a customer repeatedly.
Brand Awareness is how familiar your target audience is with your brand and how well they recognize it. In the early stages of business, it is especially important to establish and build your brand’s awareness as you market and promote your offerings.
Why is Brand Awareness Important?
In today’s world consumers often rely on research and other’s opinions before they make even the simplest of purchases. Brand Awareness fosters trust and people want to trust a product or service before they take a chance on it. Once consumers bond with your brand they are much more likely to repeat purchases with little forethought, which then leads you to loyalty.
Giving Your Brand a Face
When you create a recognizable face (not necessarily a literal ‘face’) to your brand name, it makes it easier for customers to trust. For people to trust your brand, it has to have a face/identity that they are able to recognize. You want to give your brand a personality and story so that you are able to stay consistent and ensure that you are giving the perception of your brand that you want people to have. It is important to build out the face of your brand with colors, fonts, logos, markings and ensure that it all ties in with the personality you want to be conveyed.
Brand Awareness Leads To Association
When you need to search for something on the internet what do you do? Did you answer “Google it?” Whether you are actually using Google, Bing, Yahoo, etc. many people associate the idea of doing a search as “Googling.” If you have a cut do, you get a “Band-Aid” or bandage? I’m willing to bet no matter what brand you buy, it’s probably referred to as “Band-Aid” when you looking for it. I’m guilty of calling any MP3 player an iPod, however, most times people know what I’m referring to and just answer. They don’t say, “I don’t have an iPod I have a XYZ.” These are all examples of Brand Association, which is gained through awareness.
This describes the value of a brand, which is determined by consumer experience and perception. It is how customers have decoded the brand message and what they say your brand is. When positive experiences are created with customers, it adds equity to the brand, therefore, leading to a higher perceived value, ability to expand, and greater impact. Building your brand’s ‘face’ and personality is a critical step so that brand equity can accrue. To get equity, people need to be able to identify with that thing.
As the equity is built in the brand and it increases the awareness of the brand, it then leads to brand loyalty. Meaning customers will come back to you for a purchase, tell their family and friends about it, and are more likely to try an additional product/service offering you have because of loyalty. On top of this, it has been shown that with brand loyalty clients are seven times more likely to forgive you if you make a mistake.
Brand Awareness is important because it establishes trust with your customers, creates positive associations and allows you to build brand equity enabling your brand to grow and expand.