In a sea of options, ensuring that your brand stands out from the rest is a must to remain competitive in the market. Investing in brand awareness can help you — a lot!
It is a very strategic Branding element for any organization, regardless of size or niche, which results from a real connection between brand and audience.
Here I will explain the importance of this concept and how it has become a central point in current Marketing strategies. Come with me!
What is Brand Awareness?
If there is one word that defines the game of Marketing, it is “awareness”. Brand awareness represents the extent to which consumers recognize and remember a brand.
This concept is important for several reasons, but perhaps the main one is how much it influences consumer choices.
When a brand is well established in the minds of its target audience, it naturally becomes a preferred option during the decision-making process in the customer journey.
This preference is not just momentary, as it shapes long-term purchasing habits. Because it is not just about being recognized, but about being remembered and prioritized among other alternatives!
In an environment of saturation with information and options, like the one we all experience today, standing out in the public’s mind is a huge challenge and, at the same time, the way to win over and retain customers.
Levels of Brand Awareness
There are different levels that reflect the depth of connection between the brand and its target audience.
Learn about these stages to understand how this presence evolves in the minds of potential customers:
Brand Recognition
At this early stage, consumers can identify the brand when they see it, even if their familiarity is still limited.
This is the starting point, where it begins to stand out among the many options available.
Recognizing the brand is an important clue, as it represents the basis for a deeper connection, preparing the ground for the next phases.
Brand Recall
Here, consumers not only recognize it visually, but are able to remember it when asked, even without being exposed to anything that refers to it.
This recollection goes beyond basic identification and indicates a more meaningful interaction and relationship that goes beyond the initial exposure.
Top of Mind
This moment represents the consolidation of the brand in the minds of consumers. When this happens, it is the first thing that comes to mind when they think of a specific product or service.
It’s a big moment in terms of recognition, indicating that the brand is not only remembered, but is successfully meeting consumer needs and preferences .
Brand Dominance
In the “final” stage — which must be continuously nurtured to avoid regression — the brand achieves market dominance and is more than just recognized and remembered, being strongly associated with a specific product or category, considered the absolute leader in that space.
The consumer chooses the brand and easily sees it as the reference and authority in the area of activity.
How to measure and evaluate Brand Awareness?
Although it is a challenging task due to the subjective nature of perception, several marketing strategies and metrics can provide insights into the level of public awareness about a brand.
Here are some practical ways to measure and evaluate brand awareness:
- Market research: tool to understand how consumers perceive your brand, through questionnaires, interviews and focus groups to capture opinions, feelings and associations related to it;
- Social media analysis: a fertile environment for measuring brand sentiment, monitoring engagement, mentions, shares and comments, providing a real-time view of audience interaction on digital platforms;
- Increase in unique visitors in website traffic: an indicator of interest and active search for your brand. Significant increases in the number of visitors are a positive sign for Branding results;
- Brand analytics tools: provide detailed metrics on your company’s visibility and image. Track online mentions, brand sentiment, and the reach of specific campaigns;
- Participation in events: these are opportunities to assess the brand’s impact. Observing public interaction, the reception of presentations and participation in promoted activities offers good insights;
- Benchmarking: provides a comparative perspective, allowing you to identify areas of strength and opportunities for improvement relative to your competitors;
- Satisfaction Surveys/NPS: The Net Promoter Score helps to understand how consumers perceive products or services and also the brand as a whole, as well as the inclination to recommend it, which is an essential element for brand growth.
Strategies to increase brand awareness
Now that you know the main characteristics and maturity levels in brand awareness, see which strategies can be applied to boost consumer recognition and preference for your brand:
Increase your online presence
Consider developing a content strategy that goes beyond promoting products or services, offering real value to your potential customers by informing, inspiring, and creating a deeper connection.
To do this, identify the online platforms that are most relevant to your target audience. It’s not about being present on all of them, but choosing the ones where they are most active!
Also use engagement strategies and mental triggers to promote interaction, using polls, questions and answers to engage your audience. Create meaningful dialogues and always be attentive to consumer reactions and feedback.
Collaborate and partner
Collaborating with other companies, participating in relevant events, and partnering with influencers are all great ways to expand your brand’s reach.
This can expand your audience and add value to your products or services, resulting in a stronger brand image.
Try getting involved in industry events or sponsoring activities that align with your brand values to get your brand in front of a relevant audience and reinforce your presence in your niche.
Focus on Customer Experience
From first contact to after-sales, every interaction must reflect your brand’s commitment to customer satisfaction.
To do this, invest in staff training, support systems, and transparent return policies to create a positive experience.
Also encourage your customers to share their experiences in public reviews to build trust, increase reach and influence future consumers.
Make creative campaigns
Creative campaigns have the potential to attract attention and remain in people’s memories, strengthening your Branding.
Who doesn’t know the “1001 uses” advert by the Bombril brand? For over 70 years, its authenticity, good storytelling and touch of humour have remained in the memories of several generations.
Another classic example is the “how much do you want to pay?” campaign from Casas Bahia. Believe it or not, this campaign only lasted a week. Despite the controversy, it is still remembered today!
Use this type of offer as inspiration, but always look for an authentic approach that is aligned with your brand identity.
Leave your mark on the public’s mind!
Throughout this content, you have seen how the fundamentals, levels and strategies work to increase your brand awareness. Brand awareness happens when your company manages to occupy a significant place in consumers’ minds!
This presence comes not only from frequent exposure, but also from building an authentic connection on an ongoing journey, where there is always more to learn and improve.
So don’t stop here! Request a free Digital Marketing diagnosis now, carried out by Enjoy Minder experts in a 100% personalized way for you.
