brand awareness

The Importance of Brand Awareness

Think back to the last time you went car shopping. When making your decision, you likely thought about things like the number of seats, the car’s fuel efficiency, its practicality, and even its aesthetic appeal. What prompted you while making your final decision? What stood out about your model over the others?

Maybe the brand itself had something to do with it, consciously or not. Your needs may have been addressed by many of the cars on the market, but most of us do not make purchases based just on their utility. Many of us shop for luxuries in order to treat ourselves, impress others, or elevate our social standing.

What Is Brand Awareness?

The extent to which a given demographic recognizes and associates a given brand with a product or category is known as “brand awareness.” In other words, you need to take measures to make your name known among the target audience. This often implies different communication channels, from social media to a recognizable online contact number.

Building recognition for a product or service is the first step in the sales process, and it lays the groundwork for drawing in new clients.

  • It’s a great way to maintain your company in the minds of your target market.
  • Brand awareness aids with corporate goals and objectives. It can grow your audience, website traffic, brand affinity, and leads.
  • Brand recognition promotes your products and services to a wider audience.

How to Get Started

Building a recognizable brand takes time, but it pays off when you connect with your target audience in a way that prioritizes their needs. Determine how to best get your product or service in front of potential customers and let them see how they stand to benefit from it.

Pay attention to the product

A solid product is the center of any effective brand awareness campaign. You should strive to meet the needs of your consumers without requiring too much of the customer’s time or energy. 

Pay attention to the branding characteristics

Placement is crucial. Effective positioning tactics are used by a variety of brands to raise their profile. A company can differentiate itself by positioning itself as either a premium product in a market saturated with mass-produced necessities or as a budget option in a market dominated by high-end alternatives.

Make it simple to distribute

Sometimes it’s best to rely on your current clientele to spread the word. Simply observe their behavior and respond to their needs. By having people who are already familiar with and trust your brand tell others about it, you can boost your product’s visibility in the market.

Limited edition freebies

The concept of “free” has a contagious effect. It is such an overwhelming motivator that individuals will try anything for free, regardless of whether they actually want it. But its effect is multiplied when combined with the principle of scarcity. Limited edition merch, anyone?

Associate with well-known names

A spiderman cameo in a Deadpool movie is bound to improve spiderman movie sales. Not that Peter Parker needs it, but you get the point. Join forces with well-known entities, whether they be businesses, individuals, or public figures with a sizable fan base.

Get on the social media bandwagon

If you don’t go to where your customers are, they won’t be able to get to know you. To get your brand’s message out there, make content that your audience wants to view and connect with and incentivize sharing on the platforms that they frequent.

Measuring the Reach

There are quantitative and qualitative approaches to gauging brand recognition. Growth can be determined by quantitative methods involving measurable data, while qualitative methods measure perceived value and can be used to gauge success.

Brand awareness quantification

Using these figures, you may get a better understanding of your brand’s visibility in the market. These measures can be used for quantitative analysis:

Dedicated traffic

People who enter your website’s URL into their browser manually are considered direct visitors.

Site traffic statistics

It’s merely a measure of how many people from the internet are visiting your site, but it can give you a good idea of how many people are interested in what you have to offer.


In social media, engagement can take many forms, including new followers, likes, retweets, comments, and so on. It is indicative of the reach and influence of your brand and its content.

Evaluations of Brand Quality

At this point, it becomes more difficult to assign a precise “score” to your brand recognition. However, you may still get an idea of who is familiar with your brand using these strategies.

Using Google for research and notifications

You can catch up on the current state of the online conversation surrounding your brand.

Listening in on society

Monitoring social media management tools for unprompted mentions and interactions is called “social listening.”

Conducting market research studies

You may learn a lot about your target market’s awareness and opinions about your brand through this method of gathering direct feedback from those who matter most to you: your customers and audience.

This metric will never be perfect, but keeping an eye on it will help you shape campaigns and maintain contact with your audience. 

Where Are You Going Wrong

If you’re already working towards building brand awareness but find yourself falling short, here is where you might be going wrong. 

An Idle Audience

At times, we run into difficulties keeping people’s interest. It’s possible that our viewers are observing us but are otherwise uninterested. Using interactive content is a simple and effective solution to this problem. Offer prizes, run contests, publish infographics and publish surveys and quizzes to engage your audience. 

Missing Your Target Market

The wrong people are being marketed to, and that’s a problem. Analytics provide insight into the demographics of a company’s audience. You need to rethink your branding and marketing strategy if this is not your intended demographic. Make sure your branding and marketing are in line with the preferences, concerns, and interests of that audience by conducting additional research.

Search Results with Poor Rankings

You should put in some time and effort to improve your SEO if your website isn’t appearing on the first page of search results. SEO rankings can be affected by a wide variety of criteria, including, but not limited to, keywords, titles, meta descriptions, image content, and more. These sections of your site are crucial if you want to attract a large number of visitors, and if they are not optimized for search engines, you will be letting them down. The good news is that this issue can be resolved with the aid of top-notch SEO software. In addition to SEOmator and SEOptimer, there are a number of other SEO auditing tools out there. Use them to your advantage to find out what is hindering your SEO swiftly and easily.


Brand awareness isn’t just about driving sales, fueling new business opportunities, and rediscovering audience insights that can transform your marketing operation, and this is especially true if you’re trying to promote new products or tap into new audiences.

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George Meszaros is the editor and co-founder of Success Harbor where entrepreneurs learn about building successful companies. Success Harbor is dedicated to document the entrepreneurial journey through interviews, original research, and unique content. George Meszaros is also co-founder of Webene, a web design and digital marketing agency.

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