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Brand awareness: why a company needs to work on its image
Brand awareness is an important tool for promoting a business and its products, regardless of its stage of development. One of the factors of sales and popularity in general is the ability of consumers to identify a company by its logo, name and corporate identity. A properly designed brand makes it possible to stand out from the competition and to present products favorably.
Consumers are often guided not by a particular product or service, but by whether or not they know the brand. Awareness increases the trust of the target audience, the level of loyalty, and forms a positive image of the company in the minds of people.
But not always brand awareness gives a positive effect, sometimes it is the result of ill-conceived positioning of the company. An important role in this is played by types of brand awareness, there are several of them. The first variant is Top of mind, when a certain category of goods causes in consumers the association with a certain company. In this case, we can say that for buyers this brand is the leader in the market.
Spontaneous recognition, or Spontaneous recall – here, when mentioning a product category, consumers name several brands. The named companies are well known to the audience and in their minds they occupy leading positions in the market.
Brand recognition is what is known as “aided brand recall”. Consumers name a particular brand only after they are reminded of its existence, or they see the packaging or logo. This type of awareness is common in the segment with low-cost products or if the company is new to the market. Here customers are not tied to the goods of this particular brand, in the case of an increase in cost or a change in the range they can easily refuse to buy. In this case, it is necessary to study the level of awareness – how long it takes for the consumer to remember the brand. If the audience is quick to name the company, then we can talk about good positioning. Otherwise, awareness needs to be increased.
Increasing brand awareness allows you to build up the target audience and strengthen the company’s position in the market. An effective option is to use several tools or channels at the same time. Thus, it is possible to significantly increase the reach of the target audience. Popular method of promotion is marketing in social networks. Advertising through Influencers and people whose opinion is important in this segment shows good results. A striking example of such promotion is the attraction by brands of bloggers, actors or specialists in a particular field.
Brand awareness can also be increased through the introduction of various loyalty programs – promotions, discounts and others.