The concept of branding is one of the most important aspects of marketing; as it helps us distinguish one product from another. Branding is as good as the product itself; because it both answers the question what (your company is) and how (it solves whatever problem). In determining how to position your brand, you have first to understand your target audience, their needs, behavioral pattern and how to leverage this. In fact, the strength of your branding process determines what impact it has on the market. You wouldn’t want to leave such things to chance, would you? Click on this link to learn more on branding https://cerebremedia.com/blog/2018/03/16/branding-101-an-introduction/.
Have you ever wondered why some brands convert more than their rivals? The answer is simple. They have simply mastered the art of targeting their market on a subconscious level by sending subliminal messages to meet their emotional needs. Subliminal because you don’t want your audience conscious and suspicious of your tactics. Once your target audience begins to think of you first once certain need arise, you know you have registered your brand in the minds of your target audience and that ultimately results in conversion.
Apple phones are very expensive, yet they are sold in quick succession because they have been able to connect with their market on a subconscious level; positioned as a status symbol which answers their emotional needs and love for power and class.
THE CORE OF BRAND AWARENESS
Once your consumer can recognise or recall your brand, it means you can influence his behavioral pattern and that is exactly what brand awareness is all about. This comes in handy in evaluating consumer behavior, advertising management, brand management and strategy development.
A consumer can only recall a brand he is aware of, that is why this should not be taken for granted. Awareness does not mean the consumer is able to recall a specific brand name, but being able recall sufficient distinguishing features enough to purchase. This explains why some people prefer Coca-Cola to Pepsi or vice versa. People have been drinking Coca-Cola for about 129 years now, there must be something Coca-Cola are doing right.
TYPES OF BRAND AWARENESS
There are two unique types of brand awareness. They are Brand Recall and Brand Recognition.
Brand Recall is a process where a consumer draws out a brand name promptly when considering a particular product category. Categories are very important for consumer decisions.
For instance, If I were to be asked to state a luxury car brand I love, I would most likely say Rolls Royce before thinking of other luxury car brands.
Brand Recognition, on the other hand, is a process where consumers can easily differentiate a brand’s product from others when they come in contact with it. Brand recognition is either determined by consumer’s taste, packaging of the product, or the color associated with the product among others. If your product can be easily recognized by consumers, you are doing everything right.
This table shows the ranking of the top ten recognized brands:
KEY FACTORS TO CONSIDER IN IMPROVING BRAND-AWARENESS
Brand Awareness is the first consideration of a digital marketer when marketing a product. There is usually no shortcut to making a product a household name but the brand awareness campaign is the first step to that journey. However, you have to market the right way and execute brand awareness with precision. In launching a brand awareness campaign, certain defining certain factors must be put into consideration otherwise it might not be able to reach its target or establish dominance over rival products. Below are factors to consider:
1. YOUR PRODUCT
Defining what your product and what value it adds to the market helps you identify which marketing campaign to deploy; as contents used for marketing a local product cannot be used for the global market. Start by asking yourself, ‘why would I want to buy my product?’ Your answer determines how you draft your campaign.
2. YOUR TARGET MARKET
Customer behavior helps a brand awareness campaign too. For example, why is it that more people can afford to buy Coca-Cola and not a Rolex wristwatch? The answer is simple. Coca-Cola can be purchased by everyone; appeals to both genders; it is affordable and as such marketed as a household brand. Rolex, on the other hand, is a luxury brand. Its product can only be afforded by wealthy people and so, it will be marketed in channels and platforms that the wealthy can be found.
After defining your product and target market, you normally have to create a message that your campaign will be centered around. A telecommunications giant like MTN rides on the concept of ubiquity, ‘everywhere you go;’ such that when consumers need to decide what network provider they should use, they will probably want a network that will be everywhere they go. In the same vein, MTN rivals’ Glo is running a campaign with the message “The grandmasters of data”. This campaign has resulted in an increase in their customer base and also continued the competition with their rivals by maintaining its relevance.
4. TOP-OF-MIND AWARENESS
A concept in consumer behavior shows that consumers have about three brands in their mind when considering a product. And since consumers are likely to choose from three brands, your goal should be being one of these brands. Any brand that has a high level of top-of-mind awareness will enjoy conversion largely and will always be considered as the first purchase option but getting to this level requires a whole lot of work on your brand awareness strategy.
Do the right thing for your brand by starting a well-guided brand awareness marketing campaign today.