Brand recognition & awareness
Brand awareness is the level of awareness of your potential buyers about the company, product or service. Buyers are not experts, they tend to believe companies’ statements about their products. At the time of purchase, the consumer is guided by the fear of spending money on low-quality goods, miscalculation with a choice. People likely to buy something they are known with.
In this review, we will look at the levels of brand awareness, as well as ways to increase the awareness of potential buyers.
Brand awareness levels – user awareness
There are three basic levels of awareness of potential buyers about the brand: spontaneous knowledge, absolute knowledge, knowledge with a hint. In this case, it is reasonable to offer a fourth level of awareness – absolute ignorance.
Absolute ignorance
Users do not know anything about the company, product, service. Mentioning a brand does not cause any associations. The level of trust is critically low. The probability of purchase is small.
Knowledge with a hint
The user remembers the product only at its mention. Knowledge with a hint indicates that the brand is known to users, but their relationship does not add up. The level of trust is low. The probability of a brand losing to competitors is high, and the probability of buying is small.
Knowledge without prompting
The user will call the brand, if you name the product type, for example “chocolate” (cadbury), “search engine” (Google).
TOP OF MIND
The highest level of recognition. The brand becomes a household name. Many companies produce chocolate eggs with surprise toys inside, but they call them mostly Kinders, because Kinder Surprise is the undisputed niche leader.
Another example is Pampers diapers. Pampers is a brand name for diapers. But today, often any diapers called diapers.
Why increase brand awareness
There is no isolated channel for brand promotion. There will always be competition. Even if you manage to occupy the TOP-1 search engines, the site snippet in the search will be surrounded by advertising links, and under the TOP position of the TOP, the search engine will show 9 more equally relevant to the query and seductive user sites.
A high level of knowledge increases the competitive advantages of the site in issue. Users tend to choose from the issuance of the site that they know, so they save time and reduce the risk of acquiring low-quality goods.
Recommendations: To maximize brand awareness in the issue, use the brand logo as a favicon, or create a favicon with a brand symbol or in branded colors, if using the logo is not possible.
Use the name of the brand in the header of the promoted page. It is important that the brand name is mentioned in the snippet.
Learn how to create a quality snippet
Brand awareness also speaks about the effectiveness of promotion and promotion. If you invest money in promotion, and your target audience does not know anything about you, it means that something is going wrong. By increasing brand awareness, you are also promoting a company or product to the masses.
How to increase brand awareness
There are many methods of promoting the brand to the masses. Marketers claim that the choice of strategies to increase brand awareness must be based on the type of product or service.
We recommend not starting from the characteristics of the product or the goals of the brand / company, but from the target audience, its needs and habitats on the Internet.
What is the use, if shoes, according to the words and experience of marketers, are better promoted on Instagram, if the brand produces orthopedic shoes for the older generation who do not use this application.
To increase brand awareness, it is necessary to declare it where its target consumer lives.
Effective methods to increase brand awareness
We offer you 5 effective methods to increase brand awareness.
1. Content Off Site
Placement of quality materials of non-advertising nature, useful and relevant to the target audience. To do this, it is necessary to study the demand, identify the pain and problems of the target audience, and propose a solution in the published posts.
2. Brand presentation in social networks
Creating your own group is one of the main tasks when launching an online business, but to reach a larger target audience, you need to present the brand in partner groups (recommendation posts) and competing groups (commenting).
3. Contextual advertising
This method allows you to automate the process of brand promotion. Your posts, videos, graphics are posted on Google Display Network sites, if the subject matter of the site corresponds to the theme of the brand being promoted.
4. YouTube Channel
YouTube is recognized as the 4th search engine in the world. Its active audience is over 1 billion people. The site is translated into more than 76 languages of the world and adapted for mobile devices. YouTube is more popular than any cable television network in the United States.
Today you can not miss the target audience of your site, which constantly lives on YouTube. Creating a channel and uploading videos to the site is free, and modern applications allow you to create videos even without the presence of professional equipment and directorial skills.
Moreover, videos uploaded to YouTube can also be used for other social networks. An interesting, catchy movie becomes the object of viral spread. Even if the user is not your potential client, but he liked the video, he will definitely recommend it to his friends.
5. Brand promotion by the target audience
Recommendations work better than any advertising. The user is more likely to believe the feedback of the real buyer about the quality of the product than the commercial.
Many brands offer bloggers with a large number of subscribers their products for testing and creating reviews. The blogger shares his own experience of using a product or service, brand offer. This looks like a recommendation, and not as a direct advertising imposition.