To increase brand awareness you need to put in place a targeted strategy on several fronts so that your brand, product or service you offer is immediately recognizable and “fixed” in people’s minds.
One goes, therefore, to work on corporate image, product image, and communication techniques-perhaps including online advertising-so as to strengthen brand awareness and make it familiar.
So let’s figure out how to improve your brand awareness and how to measure its level of recognition!
What is brand awareness?
This term refers to the degree to which consumers are aware of a brand and their ability to immediately link a product, or service, to a particular brand.
The goal is:
- Stimulate people to associate a particular logo, color, or packaging with a particular company in a few moments (this requires an in-depth graphic design study)
- Become the first alternative to a product or service sought by a consumer
Increasing brand awareness: 5 tips to improve it
What are the most effective methods to put into practice to gain brand awareness? We recommend five of them.
1. Logo and corporate image study
In order to make people connect a product or service to your brand at first glance, you need to work on image, designing a graphic representation that best identifies the company. The logo-in its features and colors-must speak of what the brand stands for and does.
The choice of a logo must then be followed by the study of acorporate image in which original traits and colors are echoed in every phase of communication, both online and offline, from business cards to the website.
2. Web site optimization
The website is the business card of a company that offers products or services. As we have anticipated, nothing should be left to chance: the graphics and colors will echo the coordinated image established earlier, but the site itself must also be capable of communicating the brand’s values so as to stand out from competitors.
All this, however, becomes useless if the portal is not optimized on the SEO side, which thus ensures better ranking in the SERP of search engines.
3. Perfecting social presence
A next step to address to increase brand awareness is to analyze the target audience and focus a social communication strategy on the channels and platforms where your target audience is.
From TikTok to Instagram, the solutions can be different depending on the users you want to reach. The important thing is that the message to be communicated is always consistent, and easy to identify.
4. Advertising on Google Ads
To improve brand awareness you can also focus on advertising. Ideally, activate brand awareness marketing campaigns on Google Ads that will allow the brand to appear to users with certain interests or affinity to your product or service.
A proper approach requires study the target audience, understanding their preferences, the services and products they are looking for, the path to purchase, and differentiating the ads as much as possible. It will then serve a/b tests to find room for improvement and understand which audiences value the most.
Want to know if this tool is also suitable for smaller entities? Find out more by reading here:
Is Google Ads really useful for small businesses?
5. Remarketing
Remarketing also carries its weight in a brand awareness strategy. In this case, advertising does not target new audiences, but is aimed at users who have interacted with the site, social, or have already made purchases.
Where can you remarket? On Google and on major social networks including Facebook, Instagram, TikTok and Linkedin.
How do you measure your brand awareness
There are several ways to measure your brand awareness: ideally, you should start with brand awareness and then analyze the hard data with the right tools.
Brand awareness
To find out how users perceive your brand you can rely on two procedures.
- The first involves brand recognition and brand recall tests. In the first case, a group of people are involved who will be shown logos, slogans or other items to see if they easily connect the associated brand to the item shown.
In the second case, i.e., with brand recall, people are not given stimuli but have to independently indicate which brand they connect back to a specific product category. - The second method involves the Aaker pyramid, created by the U.S. economist of the same name. A system based on 4 levels of desirability of a brand that, from bottom to top, is divided into:
- Absence of knowledge: people know nothing about the brand
- Superficial knowledge: people recognize the brand only through a stimulus (logo, colors, claim, packaging)
- Strong knowledge: people know the brand and link it to a specific product category
- Top of mind: people immediately associate the brand name with the product or service. It is the first name they make, without thinking twice about it.
The analysis of the data
Once you have found out how the company ranks on the pyramid (or how it is perceived by the people who took the tests), you go on to further analysis using specific tools to analyze the data.
There are many analytical tools, but here we mention only a few such as Google Analytics which also allows you to check what the direct traffic to the site is. Google Search Console also allows you to monitor branded queries to find out if you are talking about the brand.
Other software, however, allows you to analyze a website’s backlinks, while insights from social media (such as Facebook or Instagram, for example) can give useful insights into people’s mentions and engagement.
Is measurement really important for increasing brand awareness?
Yes, knowing the exact degree to which people perceive the brand is the first step in building an effective strategy and understanding how to set up a proper marketing campaign to increase brand popularity.
A concept that cannot be confused with the brand reputation which, on the other hand, is based on the consideration that people have with respect to a company. With brand awareness, in fact, one works primarily on knowledge and notoriety.
Do you want to know more?
Contact us: we will propose a customized strategy to improve your company’s brand awareness!
