Many of the new marketing strategies that have emerged in recent years have focused on achieving public recognition by creating an emotional bond with customers. An example of this are the techniques aimed at increasing brand awareness , which we will explain in greater depth below.
If you are interested in the field of marketing and advertising, both the Degree in Advertising in Madrid from the European University and the program in the overseas chinese in uk data Canary Islands will prepare you to face the job challenges of this sector.
What is brand awareness?
In general terms, brand awareness analyses whether a brand is recognised by the majority of consumers or not . At a more specific level, awareness specialists also study the feeling, both positive and negative, that the brand inspires in the public.
Visibility is closely linked to competitiveness. In many cases, greater awareness, especially if it is positive, translates into greater appeal and interest from customers in the brand.
When evaluating awareness, we can find three levels of perception that a consumer has regarding a brand:
Top of mind : refers to the first brand that comes to a user's mind when a specific product category is mentioned.
Spontaneous knowledge: This would include those brands that appear in the mind spontaneously when mentioning a certain group of articles.
Suggested knowledge: Finally, there are those brands that the consumer can identify within a list with all those in the sector.
How to improve brand awareness
Once a market analysis is carried out, the target audience is studied and the current situation of a business is assessed, the most appropriate techniques can be selected to increase the awareness of your brand. Among these strategies, we can find:
Branding
Generating a good branding or brand image that is easy to remember and stands out from the rest is very important when it comes to increasing its notoriety. To achieve this, you must select a logo, a color palette and a general aesthetic that represents the values that the brand wants to show.
Advertising
Advertising is one of the most effective ways to increase brand awareness. However, it is essential to know your target audience and focus on the right advertising formats to reach their interest.
Content Marketing
Producing valuable, consumer-relevant content in the form of blog posts, podcasts, or engaging videos (which can use all sorts of techniques, such as stop motion ) can help improve brand perception.
Collaborations and events
When it comes to promoting itself, the company can organize collaborations and events with influencers or people who represent the brand, such as sports sponsorships , for example, to announce the release of new products or reinforce its corporate identity.
Presence on social networks
Social media is perhaps the most valuable tool for increasing brand awareness due to its wide reach among consumers . It provides companies with various techniques and tools that help them to enhance and ultimately analyze their brand awareness.
Strategies and tools to measure brand awareness
There are several indicators that can help us understand to what extent a brand has penetrated the minds of consumers. An analysis that includes the following data would give us a realistic view of the results obtained with our plan:
Social media interactions: Metrics such as the number of followers, comments and likes can give us an idea of the extent of a brand's popularity.
Direct traffic: If we receive many unique visitors and have a low bounce rate on our website, it is a sign that our recognition strategies are working.
Organic search engine positioning: the increase in the use of keywords related to our brand by users and better SEO positioning of our site in search engines is an excellent indicator that its popularity is increasing.
Mentions in digital media: if our brand is frequently mentioned in external digital media such as blogs, press and social networks, its awareness will be much more noticeable.
Surveys: This is one of the most traditional ways of studying brand awareness, but it is also one of the most effective. Today, it can also be conducted online.
When it comes to measuring the results that can be extracted from online strategies, tools such as Google Trends, Google Keyword Planner, Google Insights for Search or How Sociable help to gather very relevant information about the different search parameters, the relevance of certain keywords or the visibility of the brand on social networks.
If you are interested in the field of advertising and want to train to contribute to innovation in this world, the European University has a wide variety of marketing courses from which you can choose the one you like best.
