Brand awareness is a commonly-used term, but what exactly is it? In this article, the team at Clear Channel Direct are going to explain what brand awareness means and how you can use it for the benefit of your business.
What is brand awareness?
Brand awareness is something of an abstract concept which is defined by Investopedia as “the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services”. So, it’s not just the idea of someone being aware of your brand’s existence; it’s them knowing what your brand is about. Establishing brand awareness for your business can be invaluable – it means that you’ll be the first port of call when a customer is in the market for something you sell, provide or create.
Some of the best examples of brand awareness in action are when the brand itself becomes a verb: ‘Googling’ something, ‘Hoovering’ up, or when you ‘Sellotape’ something to a wall. These are such commonly-used terms now that they’re just associated with an everyday action, but intrinsically linked to a brand – you know you’re at the forefront of your industry if your brand name replaces a ‘proper’ word.
How do I create brand awareness?
The million-dollar question, and one we’re going to answer here.
The first thing you need to do is show the customer why they need you. If you’re entering a market for a well-known product or service, then it’s a little easier; you need to show customers why you’re better than your competitors.
Establish the problem
However, if you’re creating an entirely new product, some people might not know why they need it, or if they even need it at all. That’s why you need to engineer some brand awareness; and that starts with making them see that there’s a need for your product in the first place. An impactful advertising campaign can drive home the message that said problem exists, and that those viewing your advert need to solve it.
Tell them the solution
Once the problem is known and the customer is aware that they need to solve it, it’s time for you to tell them why they should use a specific type of product for it. This doesn’t mean you need to start promoting your specific product, but the right type of product for solving the need.
Tell them why it’s you
The customer now knows what type of product they need, so it’s time to tell them that they need your product. So, you can start telling people why your specific product is the best on the market.
How do I sell my brand?
There are so many avenues to explore when it comes to boosting your brand, and Clear Channel are experts in helping you explore them. The best way to generate awareness of your brand is through savvy advertising, and we’re here to give you a rundown on things you can do to harness the power of promotion.
Catch the eye
If your advertisement is to make any impact at all, it needs to catch the eye of those who need to see it. This starts with location; choosing a high-traffic site for your advertisement will go a long way to ensuring people will see it. A digital screen or a poster will be glanced at, whatever’s on it, so if you can put a perfectly-designed, emotive, humourous or striking advert on that screen or poster, those glances will turn into attentive looks.
Most people know that you can advertise on social media and out-of-home (OOH) platforms, but combining the power of both mediums is something that is under-utilised by many companies. A study by Rapport showed that brands which allocated more than 15% of their advertising budget to OOH experienced a much greater uplift in social media engagement than brands who ignored OOH altogether. Highlight your social media presence on your OOH adverts – not only does this boost your Facebook, Twitter and Instagram numbers, but it can be a useful tool for tracking how your advert is doing.
Show your personality
How does your brand speak to customers? How are your competitors doing it? Try and find a way to speak to customers in a manner that will get their attention, hold their attention and best sell your services. By carving out a ‘voice’ for your brand, you can create a unique ‘personality’ that customers will associate with your name and what you do. Apple, for example, have a distinct house tone; short, punchy sentences that draw you in and sell their products brilliantly. It can require some work to establish what ‘voice’ works best for your brand, but once you do, you won’t look back.
‘Freemium’ is a common method used by companies who want to entice new customers to fully engage with their brand. A taster of what they can get if they part with their hard-earned cash to use your product or services. For example: a month of Spotify or Netflix to show you what’s on offer, before it’s cruelly taken away – it tells the customer that if they want to enjoy the full benefits of a service, then they’ll have to pay a subscription fee; but your freemium offering has already shown them that it’s worth their money.
For an effective, affordable route to an improvement in brand awareness, Clear Channel’s out-of-home advertising services can’t be ignored. With our huge, varied portfolio of displays, from traditional poster advertising to our towering Storm displays, we have an advertising canvas for every need. For more information, please contact us today.