Why Brand Awareness is Important

If no one knows who you are, how are you going to make conversions?! Brand awareness is the key to increasing your conversion rates. Luckily there are many ways of increasing your overall brand awareness to boost those conversions. If this sounds like a bit of you, keep reading! 

Brand awareness is defined by how familiar your target audience is with your brand and business. It is really important to make sure that your target audience has positive associations with your brand. There are three types of brand awareness; brand recall, brand recognition and brand dominance.  Brand awareness is so important as quite often when a consumer is going shopping for a product they generally already have an idea of what brand they want to buy and therefore your brand is at an advantage if you do have brand awareness in your market! By gaining brand awareness it also creates a sense of brand loyalty towards the brand itself. 

Brand Recall:

Brand recall is how likely people are to remember your brand, products or services with very little prompting. For example, when someone can recall your brand by asking a cue such as ‘what brand TV are you familiar with?’, you want consumers to say your brand as this means you have valuable brand equity and with brand equity comes increased market share! This signifies that your marketing campaigns are likely working as consumers do not even need to be prompted to think about your product. If you are wanting to increase your brand’s recall, a good way to gain this is by running ads to cold audiences. This could be in the form of social media or google ads! Both are effective, especially together! Get in touch with the team for advice around the most effective course of action to gain brand recall!   

Brand Recognition:

Brand Recognition is when a consumer can identify your products or services by viewing the brand’s products, logo, tag line, packaging or even your advertising campaigns! Brand recognition can even come from audio cues such as theme songs or songs used in ads. An example of brand recognition that we all know is the McDonalds M sign. We automatically know that it is McDonalds from just seeing the sign. McDonalds has cleverly used this sign all over the world, both physically in their stores and digitally in their marketing campaigns! If you are wanting to gain brand recognition, consistency is key! This means using consistent fonts, colours, graphics that suit your brand. If you need help creating consistent brand elements such as logo or website designs, get in touch as it is so important to develop strong brand recognition! 

Brand Dominance:

Brand dominance is when a consumer is asked to recall a product and they provide the name of a single brand. For example, if someone asked for a panadol this is brand dominance as instead of using the product name e.g a paracetamol, they are referring to the brand name!  Brand dominance is something that is earned over time, and needs to be worked on consistently! While it takes an extended period of time and major investment into your marketing campaigns, once you achieve it, it is so worth it!

Brand awareness is key to increasing conversion rates which makes it a really important area to make sure you are prioritising it in your marketing strategies. Luckily, there is a range of marketing techniques which can be utilised! Get in touch with us to make a marketing strategy specialised to your business to increase your brand awareness overall!