- When you want a bubbly, confectionary drink…do you ask for a soda or a Coke?
- When you sneeze…do you ask for a tissue or a Kleenex?
- When you get a cut…do you use a Band-Aid or an adhesive protective pad?
There is one thing Kleenex, Coke and Band-aid got right…their brand awareness. Facial tissue doesn’t roll off the tongue as nicely as “Pass me a Kleenex,” and that fearless branding leads you to use the “brand” name over the product name.
What is Brand Awareness?
Brand awareness is a measure of how familiar people are with a brand, and it is often used as a benchmark for the success of marketing efforts. If your business has high brand awareness (think Coke, Band-aid, Kleenex), customers are more likely to interact with the brand over the competition. Brand awareness is the first step in building loyalty with customers and a critical step in defining who you are as a business.
What Are the Stages of Brand Awareness?
There are four main stages of brand awareness regarding a customer’s journey with your product.
- Unawareness: This is the stage where consumers are not aware of the brand and have never heard of it.
- Recognition: This is the stage where consumers have heard of the brand but don’t know much about it. They may have seen the brand name, logo or advertising but don’t clearly understand what the brand stands for.
- Preference: This is the stage where consumers have a basic understanding of the brand and its offerings. They may be considering purchasing the brand’s products or services in the future.
- Top of Mind/Loyalty: This is the stage where consumers strongly prefer the brand and consider it their first choice. They have a positive perception of the brand and are likely to become repeat customers.
A business aims to move consumers from one stage to the next, ultimately reaching the “top of mind” stage with a loyal customer base.
Why is Brand Awareness Important to a Customer?
Brand awareness is essential to a business because it can impact several vital areas, such as
- Customer loyalty: A strong brand awareness can lead to increased customer loyalty, as customers are more likely to trust and purchase from a brand they recognize and have a positive association with over time.
- Competitive advantage: A well-known brand can give a business a competitive advantage, as customers are more likely to choose that brand over others.
- Increased sales: Increased brand recognition and recall can lead to increased sales, as customers are more likely to purchase from a brand they are familiar with and trust.
- Improved customer perception: A strong brand can improve the overall perception of a business, as customers may associate positive qualities with a well-known brand.
- Higher brand value: A strong brand awareness can also increase the value of a
business, as it is often seen as a critical asset that can contribute to the business’s success over time.
How Can Brand Awareness Help a Business?
Brand awareness can help a business by attracting new customers through increased brand recognition and recall. A well-known brand can also differentiate a business from its competitors, making it easier for customers to choose that brand.
Understanding the brand awareness stages and targeting your strategies in a straightforward manner allows you to use advertising dollars on something that matters. At Big Red Dog Marketing, we understand the value of a strong marketing plan regarding brand awareness. With clients across the country, we focus on what your business needs and understand how to make your company competitive to deliver high-quality results. From Integrated Marketing to SEO, we tackle any marketing need to help drive quality traffic to your website, raise conversions that build results and solve those complex problems every business owner faces.
Want to learn more about our team and how we can help your business? Feel free to give us a call at 919-926-8727 or email us at hello@bigreddog.marketing.
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