Many marketers and business executives don’t value brand awareness as much as they did a decade ago Some say it’s a thing of the past while others insist that it’s alive and well. For those who are in the former camp, I would urge them to think again. Investors put a lot of stock (excuse the pun!) in brand awareness.
In fact, it plays a significant role in determining whether or not they will support a product or company.
Brand awareness is no longer about yelling the loudest and longest. Now it’s really about breaking away from the clutter to make your brand impression count.
Rather than trying to convince non-believers that brand awareness really does increase ROI, the aim of this post is to carve out what the building blocks of brand awareness are in today’s multidimensional market environment.
Be different: In order to develop brand awareness you need to provide your consumer base with something to remember and want to talk about. Your brand needs be solid and stand out through its brand persona, premise and brand positioning. It’s not enough to just talk at people anymore, brands must engage and interact with their audience. This is becoming increasingly important for building solid brand awareness. In order to do that, your brand needs to establish a voice and tone.
October 18, 2013 in Marketing