In running a business, making innovative products and having good quality is not enough. Business actors must also be able to market these products among consumers, compete with other products that have existed before and already have many customers. Because it’s useless for products that have good quality and are innovative but no one knows about these products.
So, that’s why it’s important for business people to build brand awareness of their brand or business. But, what is brand awareness? What are the benefits for a business? And how do you build brand awareness? Let’s look at the following reviews!
What is Brand Awareness?
Brand Awareness in language is defined as brand awareness. Brand Awareness itself can be understood as a measure of how familiar consumers are with a brand. For example, when they see a shoe with a tick logo, most people will recognize that the shoe is a product from Nike. Well, that is what is meant by brand awareness.
Brand awareness is a marketing strategy that is commonly used. Of course the main goal is to increase product sales. However, apart from that, brand awareness is also useful for increasing the value of a product or brand among consumers. Because most people tend to prefer using well-known brands that have proven quality rather than trying new brands.
Benefits of Building Brand Awareness
In addition, brand awareness is carried out because it has a number of benefits for businesses and brands. These benefits include, namely:
1. Growing customer trust
As we mentioned above, consumers generally trust well-known brands more than brands they have just heard of. And one of the benefits of building brand awareness is to make them familiar in people’s ears and in the heads. So that consumer confidence in the brand becomes higher.
2. Creating Brand association
When you think of mineral water products, what brand comes to mind for the first time? Is it Aqua or le minerals or other brands? Well, that’s what is called a brand association, which is when the consumer’s mind associates a product with a brand. Such as mineral water products associated with the Aqua brand or something else.
3. Building Brand Equity
Brand Equity or brand equity means the value that is owned by a brand compared to competing brands. This assessment arises from the experience of consumers using products with that brand or from consumer perceptions based on other things. Increasing brand equity is important, because it can affect customer ratings of other products using the same brand and of course the assessment of the brand itself. For example, Honda is known as a superior motorcycle manufacturer because it is fuel efficient. So, in the minds of consumers, all Honda products are definitely more fuel efficient than products from other brands. Even though in the current era, there are also many motorcycle products that are as economical as Honda products. However, because of Honda’s Brand Equity, it seems that brands are no better than Honda when it comes to fuel economy.
Building Brand Awareness
Building brand awareness is not just about how to advertise products intensely. But there are also other things that need attention.
1. Building Brand Personality
Brand personality or brand personality is a characteristic attached to a brand name. Brand personality is created to provide a difference with competing brands while at the same time making it easier for the brand to be accepted among consumers or customers.
There are 5 types of brand personality that are often used by brands out there, namely: exitement, sincerity, ruggedness, competence and shopistication.
2. Have a symbol or image that represents the brand
Having a symbol or image will make the brand more attached to consumers’ heads, especially for symbols or images that are unique, simple but attractive. For example, the Apple symbol is just a bitten apple, the Nike symbol is a tick, and so on.
3. Make a Slogan
Slogans also have the influence to make a brand more recognizable. For example, the simple yet ingrained slogan “Others are falling behind” lets almost everyone know that it belongs to Yamaha.
4. Conduct Socialization
Conducting socialization is an important step to build and increase brand awareness. Because it is impossible for a product to be known by many people without intense socialization. For example, the slogan “the others are falling behind” became known as the Yamaha slogan because its advertisements often appeared on television. Therefore, many people know.
In addition, socialization can also be done not only by advertising on social media or other advertising media. But you can also hold events to promote products and brands. For example, flash sales, live music and so on.
Brand Awareness Indicator
After knowing how to build and increase brand awareness, of course it is also important to find out whether the efforts made are successful or not? And to determine the level of brand awareness of a product, there are several indicators used.
1. Social Media Engagement
Nowadays, social media can be an indicator of popularity, not only personal but also a business or brand. Therefore, high social media engagement is an indicator that a brand has high brand awareness.
2. Brand association
Apart from engagement, when people associate a product with a brand, it indicates that the brand has high brand awareness, more than competing brands.
For this reason, brand association can also be used as an indicator of success in increasing brand awareness.
3. Increasing market share
The high brand awareness also gives an indication that the market share of a brand is quite dominating. Therefore, when market share has increased, it means that efforts to increase brand awareness have been successful.
