What is Brand Awareness [Definition, Metrics, and Strategy]

Dmytro Polishchuk
Dmytro Polishchuk
Content writer and blog editor at PromoRepublic
≈ 3 min read
Upd. on: 26 May 2022

Brand awareness represents how familiar your audience is with your brand and how well they recognize it and distinguish it from any other brand. If brand awareness is high, it means that the brand is trendy.

Working on brand awareness is crucial when marketing and promoting your company and products, especially in the early stages. It is incredibly important for business success and overall marketing goals. Brand awareness can embed itself into people’s lifestyles and purchase habits, so they don’t have to think twice before becoming customers.

Let’s dive a little bit deeper into this topic.

Why You Need to Work on Your Brand Awareness

  • Brand awareness increases trust

Brand awareness establishes brand trust. Nowadays, before making any purchase people want to know everything about service or product and that’s why they rely hardly on others opinion. But once a consumer sticks to your brand, they’re more likely to make repeat purchases with even less forethought, and that is where trust is everything.

  • Brand awareness creates an association

The more people use your products or services to solve their problems, the more your brand is associated with these solutions. Brand awareness associates actions and products with particular brands, subconsciously encouraging customers to replace common words with branded terms and doing the marketing for us.

  • Brand awareness affects brand equity

The overall perception of the brand consists of customer experience and described brand values. It forms positive brand equity and improves market prices, stock prices, social impact, and the ability to expand your business. By building brand awareness and consistently promoting positive experiences, you can increase brand equity and create a strong foundation for further growth.

How to Establish and Increase Brand Awareness

  • Work on your brand’s personality. Treat it like a person and infuse it into your marketing efforts. It will make your brand more humane and ​​simplify communication with people.
  • Use referral programs. Customers will gladly spread the word of your product or service when they know they’ll get some bonus.
  • Create infographics. It’sIt’s a bright and colorful way to display interesting marketing data and statistics that will get shared far and wide.
  • Use a freemium business model. Offer a basic product or product line for free, and charge only for any products deemed premium or enterprise-level.
  • Create free high-quality content. Content is an easy and fun way to raise awareness of your brand, and it’s also the easiest way to show personality, share opinions, and position on issues.
  • Sponsor events. It is a great way to get your brand in front of hundreds, thousands, or millions of people that likely fall into your target audience and even become customers.

How to Measure Brand Awareness

The thing is… That brand awareness can’t be measured by specific generally accepted measures. But, you can still review activities and metrics that will help you check where your brand stands in terms of popularity and consumer awareness. For example:

Quantitative measures:

  • Social engagement: followers, likes, retweets, comments, shares, views, and more. It will help you understand how many people are aware of your brand and how impactful and engaging your content is.
  • Site traffic. It will tell you how much of the general internet population is checking out your content and spending time on your brand.
  • Direct traffic. This metric will tell you how much your marketing is prompting people to visit your website.

Qualitatively measures:

  • Brand awareness surveys. Asking people directly and getting feedback from your customers can be incredibly helpful with understanding who knows of your brand and what they think of it.
  • Social listening. Checking out your organic mentions and engagement can also help to understand the level of brand awareness you have by knowing who’s tagging your brand, mentioning it in comments, or using your hashtag in their posts.
  • Google searching. This will help you to know if there is any news or mentions by the third-party press.
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