What do the world’s biggest brands — like Coca-Cola, Apple or Nike — have in common? They are all easily recognised by just about anyone. This is the power of brand awareness at work!

Cultivating brand awareness could be your business’s most powerful marketing tool. This is because if consumers are conscious of your brand, they will be able recall it when they are ready to make a purchase. 

But let’s not get ahead of ourselves! First, let’s unpack this marketing strategy before we discuss its efficiency.

Without further ado, let’s get into it: 

What is awareness marketing? 

Defining awareness marketing is pretty straightforward; it is essentially tactics that are centred on growing your brand and getting it recognised by potential customers

Brand awareness refers to the consumer being able to easily recognise your logo or being able to recite your slogan off by heart. It could also be them recalling any memorable brand messaging that your brand has put out in the past. 

For example, with world renowned brands like McDonalds or Nike, almost anyone in the world would be able to see their ‘golden arches’ and tell you what brand it is. They probably could even recite their slogans off the top of their head. 

*Image courtesy of Vice

*Image courtesy of Campaign

But obviously these brands have been around for years and have solidified their place as leaders within their respective industries.

For those businesses that are not on Apple’s level of brand awareness, you need to work on creating a positive reputation — first and foremost — if you want to follow in their footsteps. Why? Because potential customers that have positive feelings towards your brand are more likely to trust it and want to connect with it.

Additionally, cultivating a strong brand image could also be beneficial. By showing that your business stands for something and holds solid values, you are able to earn some authenticity points with your consumer base.

Why is awareness marketing effective?

By focusing on reaching consumers when they are at the beginning of the sales funnel ( the awareness stage), you are able to make a lasting impression. Moreover, ensuring that potential consumers know your brand and have positive associations with it can help you make more sales.

This may sound like a bold claim, but it is true: When they are ready to make a purchase, consumers are more likely to do so from a brand that they know versus one that they don’t.

Additionally, a higher level of brand awareness among your target audience will result in higher click-through and conversion rates. They would be more persuaded to engage with content from a brand that they know and trust over one that they do not.

Trust is fundamentally why awareness marketing is so effective. Think about it — wouldn't you trust a friend that you’ve known for a while over a stranger? We think so.

Do you have any tips for building brand awareness? Let us know in the comments section below.

Eager for more? To get more insightful stories delivered straight to your inbox, sign up for our newsletter.

Want to know more about how to build trust with your audience? Be sure to check out our article, The importance of transparency in digital marketing.
*Image courtesy of Vecteezy