How to Build Brand Awareness (with 10+ Tips)

Learn what brand awareness is, its importance and ways to build effective brand awareness.

Umme Sutarwala
December 25, 2023
9 min read

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Table of Contents

What is brand awareness? 

Brand awareness is a measure of how well a product or service is known and recalled by customers in a target market. It’s essential in the context of all modern-day industries, influencing how people and businesses view and engage with a particular brand.  

One of the fundamental objectives of brand awareness is to significantly impact consumers who are deemed influential in a business context. Brand recognition comprises several essential elements that work together to influence how effectively a brand is recognized and remembered by customers. Together, these elements contribute to the overall perception of the brand.

Below are some of the key aspects of brand awareness.

  • Brand recognition: Consumers may recognize a brand when they see its logo, packaging or other visual attributes at this fundamental level of awareness. They might just be familiar with the brand name and outward aspects. 

  • Brand recall: Consumers must be able to easily recall the brand name when they come across a specific product category or situation for a brand to score well on the brand recall component.  

  • Brand logo: A powerful and memorable logo may greatly aid brand identification. 

  • Brand name: A cleverly designed brand name is simple to recall. It should be able to connect to the goods or services provided. 

  • Slogans or taglines: These are catchy expressions linked to a brand, and they should capture its core or value proposition. A memorable phrase could, very well, improve brand recognition. 

Why is brand awareness so important? 

In the realm of business and marketing, brand awareness is crucial for many convincing reasons. 

1. Credibility and trust 

The cornerstone of successful business exchanges is trust. An effective brand strategy that keeps your brand as the go-to in the consumer’s thoughts inspires confidence in your target audience and boosts credibility and trust. 

2. Enhanced market positioning 

Potential buyers can quickly evaluate your company among several options as your brand becomes more well-known and establishes favorable relationships. 

3. Lead generation and conversion 

A strong brand presence attracts leads, in addition to attention. And the conversion rates only go higher when potential customers engage more frequently with a brand that they’re familiar with. 

4. Customer advocacy and loyalty 

Customers are more inclined to support a brand when they are familiar with it and have a positive impression of it. Customers who aggressively recommend a business to others, in addition to making repeat purchases for themselves, are known as advocates. This word-of-mouth advertising is highly beneficial, since it may bring prospective customers and boost sales. 

12 tips to build brand awareness  

Brand awareness is a key component of expanding your company’s footprint. On that note, here are some vital steps for building brand awareness: 

1. Define your brand identity 

 Begin by describing your brand’s identity. This comprises the vision, core principles, USP and visual components, like your logo, color palette and typography. Effective brand awareness is built on a strong, recognizable brand identity. 

2. Understand your audience 

To understand your target audience better, conduct in-depth market research to learn about preferences, behaviors and pain points. This information may be used to modify your brand messaging to appeal to your consumers’ wants and goals, increasing the likelihood that it will grab their attention. 

3. Content marketing 

Produce informative and pertinent content that speaks directly to the interests of your audience through content marketing. This can include articles, blog entries, videos, infographics and other content. To demonstrate your credibility and establish trust, share the content on multiple websites, social media platforms and business-specific websites. 

4. Search engine optimization (SEO) 

To ensure your brand shows in the right search results, use SEO to make your website and content more visible to search engines. Potential consumers are more likely to find you organically as a result. 

5. Public relations (PR) 

Establish connections with bloggers, journalists and media sources that cover your business for PR. Press releases, media coverage and guest posts may all help your business become more well known and credible in the public’s eyes. 

6. Email marketing 

Create a subscriber list and regularly distribute informative emails or updates to your audience. Your brand may remain top of mind in the thoughts of your subscribers with the help of targeted and personalized email marketing

7. Branded visuals 

Use your brand’s visual components constantly across all platforms and marketing materials. This makes it easier for customers to link your company with a consistent and identifiable brand identity. 

8. Participate in events 

Attend business conferences, trade events and exhibits to network with colleagues and potential customers. These platforms allow you to present goods or services, and you can have direct conversations with your intended market while you’re at it. 

9. Online advertising 

Invest in internet advertising by using tools like Google Ads, social media advertisements and display networks. You can boost the visibility of your business and target certain demographics by using these channels. 

10. Community engagement 

Encourage conversation, organize webinars or plan seminars to create a community around your business. A genuine connection with your audience fosters loyalty and a feeling of community. 

11. Customer testimonials and reviews 

Encourage satisfied consumers to post favorable feedback and reviews on your website. Genuine criticism increases confidence in your brand and acts as social proof of its legitimacy. 

12. Influencer partnerships 

Work with thought leaders or influencers with a sizable fan base in your field. Their support and exposure can increase the awareness of your company. 

Read More: The Right Way to Find Influencers 

How do you measure brand awareness? 

You may quantify or assess brand awareness by using a number of different techniques or strategies. Listed below are some of them:

Aided recall 

It’s one of the critical indicators of brand awareness. Respondents are asked to choose brands from a list that they are acquainted with or have heard of. This may be used to determine how familiar customers are with your brand. A brand’s level of assisted recall is shown by the percentage of responders who properly recognize the brand. 

Unaided recall 

Another critical statistic is unaided recall. This approach involves asking respondents to recollect brands from a specific category without guidance. This reveals information about the brands that have high brand awareness. This shows which brand leaves a lasting impression on the audience. 

Online presence 

Brand awareness is measured mainly by criteria like online presence and interaction. This involves monitoring statistics like website traffic, followers on social media and engagement rates.  

A brand with increased exposure will naturally draw more users to its website and see better levels of interaction on social media. Monitoring the number of keyword searches for the brand and its products also provides information on the level of interest and recognition it enjoys. 

Social listening tools 

Social listening tools are essential for analyzing sentiment and brand mentions on various digital platforms. Businesses may determine the amount and tone of conversation regarding their brand by looking at brand mentions and relevant keywords in online chats. Positive feelings and a large number of mentions are signs of a more popular brand. 

Key strategies to increase brand awareness 

You can't improve brand awareness overnight. You have to be ready to play the long game. Here are a few key strategies:

Double down on social media engagement 

To humanize your brand and build relationships, be more interactive with consumers, share thought-leadership content, participate in pertinent discussions and highlight your company culture. 

Deliver exceptional customer service 

When you can respond to consumer questions quickly, you ease customer worries and persuade customers to buy from you. This conveys the significance of providing excellent customer service. By offering exceptional customer service, you motivate your customers to promote your business proactively, raising brand awareness. 

Earn through word of mouth 

Not all businesses need a large budget or an award-winning tactic to increase brand awareness. With its friendly approach, word-of-mouth marketing may be a powerful tool. Word-of-mouth marketing is an organic method of information dissemination supported or fostered by organizations.  

Sponsor an online event 

Online events gained popularity during the pandemic. Organizations of all sizes attend virtual gatherings to learn about niche news, discuss forecasts and create a business network.  
 
As buyers trust recommendations from other businesses in specialized markets, online events help advertise your solution among the proper audience of potential consumers. They also help in boosting brand trust and loyalty. 

Examples of brands with good brand awareness 

There are several brands that have a good market presence. But the ones we've listed below are pioneers when it comes to raising brand awareness with innovative campaigns.

1. Apple 

An Apple promotion from its Get a Mac advertising campaign that features the actors John Hodgman and Justin Long

Source 

Apple is a great example of a company with exceptional brand recognition. Its iconic logo, sleek product design and creative marketing strategies have elevated it to global household status. The “Get a Mac” advertising campaign from Apple, which starred John Hodgman as the PC and Justin Long as the Mac, produced a memorable and relatable image that reaffirmed Apple’s reputation for being a friendly, innovative company. 

2. Coca-Cola  

A Coca-Cola promotion of its Holidays are Coming campaign

Source 

Coca-Cola is one of the most well-known brands in the world because of its long-standing presence, memorable advertising campaigns and emotional ties with customers. Coca-Cola’s holiday advertisements, such as the famous polar bear ads and the “Holidays are Coming“ campaign, evoke fond memories and a solid emotional connection. 

3. Nike 

A collage of Nike-sponsored sports celebrities that-s showcasing LeBron James, Cristiano Ronaldo and Michael Jordan

Source 

Known for its catchphrase “Just Do It” and links to sports, Nike has fostered high brand recognition through its consistent message, athlete endorsements and, not to forget, its unique logo. Nike has established its reputation as a pioneer in athletic performance and clothing through collaborations with renowned sportsmen like Michael Jordan, LeBron James and Cristiano Ronaldo. 

 4. Disney  

A pop-up Disney+ marketing event in New York, America

Source  

Disney has established itself as a name synonymous with family-friendly entertainment because of its wide array of holdings, which include films, TV series, theme parks, merchandise and, fairly recently, its online streaming platform.  

5. Red Bull

The official logo of the Red Bull Stratos high-altitude skydiving project

Source  

Red Bull has developed a distinctive and spirited brand image due to its edgy marketing campaigns and extreme sports and entertainment event sponsorships. The Red Bull Stratos space jump and other high-adrenaline activities have contributed to the brand's relationship with energy, excitement and pushing boundaries.   

How Sprinklr can help improve brand awareness 

The value of brand awareness cannot be overstated in a world where attention spans are short and competition is severe. But the expense of acquiring prospective customers could go down while your brand’s awareness rises. How? Well, in this endeavor, tools like Sprinklr Social stand as priceless allies. With this Sprinklr at your disposal, you can: 

With all this and more, you can simplify your communication across a wide range of channels to take your brand awareness to new heights. 

TRY SPRINKLR FOR FREE 

Frequently Asked Questions

You can use social media sites, like LinkedIn and Twitter, to interact with a broader range of important stakeholders, engage with relevant groups and offer industry insights to establish your brand as a thought leader. 

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