Brand awareness: understand what brand awareness is

Brand awareness is an English term that literally means “brand awareness”. It is a metric that exposes how much a brand like your e-commerce, for example, is present in the minds and hearts of consumers.

According to University of California Marketing Professor David A. Aaker, there are four levels of brand awareness ranking. Follow up next:

1. unaware (unconscious): when most consumers are unaware of the brand;
2. Recognition (recognition): most people recognize a brand when seen;
3. Recall (remembering): people remember the brand on a daily basis without even seeing it or seeing its products;
4. top of mind (all in the mind): the brand most remembered by most consumers.

Top of mind brands, that is, are at such a high level that consumers come to confuse the product with the brand. Instead of saying razor blade, for example, the audience says Gillette. Instead of steel wool it is called Bombril and so on.

Obviously, the more a brand is remembered, that is, the higher its percentage of brand awareness, the greater the demand for its products. Consequently, higher are the sales.

In addition, the most remembered brands generate more word-of-mouth advertising. They have greater validation from the public. Therefore, they have greater credibility in the market. Thus, they inspire more confidence for purchases.

In this way, retailers who try to increase the percentage of brand awareness of their e-commerce and physical stores do well. But how to do it? That's what you find out in the next topic. Keep reading!

FIRST STEP TO INCREASE BRAND AWARENESS

The first step in increasing your e-commerce brand awareness is measuring the current level. For that, you need to make use of some measuring tools. There are many of them and you should preferably use them all. Check out:

• brandformance: measurement of return on investment made in branding campaigns;
• Qualitative research: asking questions about the brand through questionnaires;
• Satisfaction survey: methods like the Net Promoter Score measure customer loyalty;
• Mentions: number of comments, likes, shares and mentions on social networks;
• Clipping: service for collecting information published about the brand in the press.

Right after measuring, you can work with each metric in particular. Or, if you prefer, you can create a formula capable of aggregating all these numbers into a percentage. Then create a Key Performance Indicator (KPI) with which to drive continuous improvement.

A KPI, in case you didn't know, is a goal to hit in a period. That way, if your brand awareness percentage was 50% in the current month, then you can create a KPI like this: “increase brand awareness to 53% in the next month”.

Remember to renew (increase) the goal monthly. In addition, list below the KPI the actions you will take to achieve the target in the proposed period. In the next topic I present some possible actions. Check out!

ACTIONS THAT CAN INCREASE BRAND AWARENESS

To increase your brand awareness percentage, invest in (click on the green links to read more in-depth content about each item):

• Branding Campaigns: Start by creating a good name for your online store. Develop an organizational culture. Have symbols, mascot, audio brand and other resources. create a brand manual. Do everything you can to have a strong brand.
• Branded Content Campaigns: Create engaging stories that convey your brand values ​​to the audience. But instead of working these stories out as "propaganda", make them look like an "attraction" or entertainment.
• product improvement: if you are a manufacturer, then improve your product continuously. If you are a reseller, then invest in the continuous improvement of the shopping experience in your online store. In this way, make the consumer realize that your credibility only increases.
• Marketing: Run campaigns with sponsored links and SEO content. Increase your presence on social networks. Partner with influencers and sponsor events, among other things. Keep your brand in evidence.
• referral programs: create a system where your current customers get discounts, cashback, free shipping or other benefits by referring other customers to your online store. That is, give a reward to anyone who promotes your brand.

Then start improving brand awareness. Increase your brand's presence in the minds and hearts of consumers. Improve credibility and make people remember your e-commerce all the time.

As soon as you can, click on " E-commerce Brand " and learn about 17 key points to build yours!