Brand awareness campaign is not just informing people about a brand’s existence but goes way beyond that. Every day you encounter different brands that quietly affect a large section of your daily routine and you might have never thought about why you chose that brand in the first place. Take, for instance, the case of Bisleri, when launched in 1965 people scoffed at the idea of paying for packaged drinking water. However fast forward to last year, that brand generated INR 2300 crore in revenue. And today there is humongous competition in packaged drinking water.
Similarly, if you ever thought Bata is an Indian brand, then you are completely wrong it is Swiss. But that brand resonates so much with Indians that it seems much more Indian than Woodland which is an Indian Brand. This guide explores the concept of brand awareness, its importance, and effective strategies to cultivate it in 2024.
What is Brand Awareness?
As Indira Nooyi, former CEO of PepsiCo, stated. “Your brand is what other people say about you when you’re not in the room.”
Brand awareness is not what you think your brand is, but it is the extent to which consumers recognize and recall your brand. It is about crafting a presence that resonates with the audience and successful brand awareness campaigns make your brand a necessity among its consumers.
For example, Indians don’t use the word “toothpaste”, on the contrary, ‘Colgate ’ is a preferred verb. That is the power of brand awareness. The same is true for Nescafe, Johnson & Johnson, Lays, and more brands that are no longer just brands but have become an integral part of our daily routines.
You try to ensure that your brand has the right impression among the right audience so that it becomes the talk of the hour, it gets self-promoted because your audience will be promoting it because they trust your brand, they are familiar with your brand moreover they want to inform people how your brand has changed their life. That is all that brand awareness is about.
Why Brand Awareness is Important?
In the Nielsen Global Brand-Origin Survey, when people were asked what is the most prominent factor deriving their purchase? Nearly, 60% of global consumers preferred to buy from a brand they are familiar with rather than any new or cheaper product. This highlights the importance of brand awareness in driving consumer choice.
- Brand awareness gives you a competitive advantage as high awareness among consumers means that brands have a head start compared to the competition.
- A well-known brand also builds trust and authenticity easily. As much as a brand resonates with its audience it is easier for them to derive sales.
- 77% of consumer say they are comfortable in buying brands that share their social values.
- Even though product selling is a brand’s top priority, the main reason behind any brand’s success is customer loyalty and retention because it helps to keep the brand at the top of the customer’s mind. This ensures they return to the brand with more audience they believe resonates with it.
- Brand awareness promotes brand equity, which is determined by the experiences of consumers. Positive brand equity will lead to further sales solely through the positive reviews of the consumers, even if you are not spending any on advertising.
Key-point While Creating a Brand Awareness Campaign
Brand awareness is crucial for business success, allowing you to stand out from competitors and build strong customer relationships. To achieve this quickly, a well-defined strategy is essential and to make a successful strategy you must keep these key points in mind so that your brand awareness campaign is a success.
1. Develop a strong and distinctive tone of voice:
Today’s marketplace is full of brands providing a vast array of services. It is time to crank up the volume and make your brand the lead singer not some forgotten backup artist. Create electrifying content, visuals that pop like fireworks, and a voice that resonates with your target audience. Be natural and authentic.
2. Know your audience and reach them everywhere:
You just cannot take a megaphone and start blabbering about your brand to the world. Take center stage among the people that follow and understand your beliefs. Reach your audience on every social media, through every channel possible. Make your band and your followers will selflessly boost your brand and your ideology.
3. Define success:
Brand awareness strategies are only effective if the curator of those strategies is aware of what to expect and at what time. Before initializing any campaign ask yourself these simple questions:
- What do you want to achieve from the campaign?
- Does this campaign satisfy your long-term plans?
- Which strategies will be most beneficial for your campaign?
Once you have answers to all these questions then whatever uncertain circumstances are thrown at your path, you will be well equipped to tackle them. To track the success
4. Define KPI:
Success in brand awareness isn’t a single, definitive moment. It’s a continuous journey and you must have checkpoints to track the success. That’s where KPIs come in handy. KPIs are quantifiable metrics that help you track progress toward brand awareness goals. Choose the right KPIs depending on your specific goals and target audience.
5. Choose your tactics:
You need to locate where your audience and accordingly you need to generate marketing content for your brand. For example, if your audience watches too much YouTube then create videos for your brand or products, similarly if they are available on Instagram, then make effective posts to attract them. Also, don’t hesitate to take help from the established influencers on those channels. Collaborate with influencers who are masters in your niche and promote your brand like there is no tomorrow.
6. Track & optimize:
So you have implemented every step so far, but now what? Was your campaign successful? To answer these it’s time to measure ROI and brand awareness. Track whether your campaign is hitting the right target or successfully achieving your KPIs or not. If not, then what hurdles the campaign is facing? Check and take necessary action to tackle them, even if it means implementing a completely new strategy. Initially, it might feel like a hit-and-miss endeavor which will be exhausting. However, by continuously analyzing data, adapting strategies, and measuring progress, you will cultivate a brand awareness campaign that aligns with your targets and audience.
7. Retargeting:
Ever felt overwhelmed by the ads targeted to your recent searches? Even if you have no longer plans for the same product. This is called retargeting, do not let any lead go to waste, even a faulty clock tells the right time twice a day, similarly hitting your target audience at the right time will surely convert that cold lead into a hot one further leading to revenue.
8. Offline marketing isn’t dead yet:
While the digital revolution has transformed marketing, let’s not relegate offline channels to the bargain bin of history. Offline marketing isn’t about going back in time; it’s about leveraging the power of well-paced, strategic messaging to reach out to a whole different world of readers. Like billboard approach allows you to reach potential customers who might not be actively searching online but are receptive to visual messaging.
Frequently Asked Questions (FAQs) About Brand Awareness Campaign
Q1 – What is a Brand Awareness Campaign?
Ans – A brand awareness campaign ensures that your brand reaches your target audience effectively improving your overall recognizability.
Q2 – Why Do You Need A Brand Awareness Campaign?
Ans – Brand awareness campaigns help you stand out from the crowd. It improves customer loyalty, reducing your customer acquisition costs over time.
Q3 – How to Create an Effective Brand Awareness Campaign?
Ans – Make sure you have a clear set of your goals and the identity of your target audience. Only then introduce tailored campaigns for your audience making sure every lead is converted to sales over time.
Q4 – How To Track Your Brand Awareness Campaigns?
Ans – You can use Google Analytics or different metric tools offered by social media platforms to keep track of your campaigns.
Q5 – What is the difference between brand awareness and brand recognition?
Ans – Brand Awareness and Brand Recognition are two sides of the same coin. While brand recognition is all about visual identification, brand awareness goes deeper than that. Brand awareness encompasses the overall perception of your brand that consumers have.
Q6 – What are the Key Metrics to track Brand Awareness?
Ans – Here is a list of the keys that will help you track metrics k your Brand Awareness:
- Brand impressions,
- Quality score,
- Website traffic,
- Searches Volume
- Traffic or engagement rate of social media, and non-social reach.
Conclusion
It is safe to say that brand awareness is the cornerstone of a thriving business. It is not just about making your brand known to consumers; it’s about cultivating a deep and lasting connection that your target audience resonates with. Understanding the importance of brand awareness and implementing strategic campaigns aligned with your expectations will not only build trust, authenticity, and long-term success but also ensure that your brand makes a lasting impact. With the right mindset and approach, you can take your brands to new heights and censure a prominent place in the hearts and minds of your audience.