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Brand Awareness: definition
(find out what Brand Awareness is and what it is for)

Brand Awareness is the notoriety of a brand or, in other words, indicates the degree to which people recognise a brand.
The higher this value, the greater the profitability of our brand.


Normally, this concept is spoken of in a very prominent and general, almost theoretical way; and by "theoretical" we do not mean that it has no real correspondence, but rather that it is a set of elements and, more specifically, all our efforts and all our work around a brand; therefore, it is very difficult to measure (or at least we mean that it is difficult to measure it with standard metrics as we normally do with other aspects of marketing); but this does not mean that it is not very important, because in the end it is directly reflected in the conversion rate of our shop.

How is this possible? Well, it is very simple to explain: when a person thinks of a product or product category, they will always tend to associate that same product or category with a brand (example: electric car → Tesla; energy drink → Red Bull). And if we manage to make that brand our own, it means that every time that person will think of that product or category, they will really think of us, and that projection will probably be reflected in our conversion rate and ultimately in our billing.


This is precisely why, although it is a topic that could be considered in its own right, we explain it within the Conversion Rate family of arguments.


In fact, everything we explain in conversion rate documents (web structure, brand image, social proof and other aspects) contributes to creating the perception of our brand that will position it better in front of people.

Instead, in this paper we will discuss Brand Awareness in general, to understand some important dynamics when thinking about marketing strategies.

 

The most important concept of all is that it is not so important to be the best as to be the first in a person's perception. In other words, even if we are not the best at something, but we manage to be perceived that way or position ourselves in their minds as the first, then we will have already won. This leaves us opportunities to do it well, because, for example, having the best product in a category is not easy and, many times, it is not even up to us. On the other hand, being perceived as the brand with the best product is something we can achieve through effort and work on our brand image.

 

The same goes for time: we do not need to be the first to do something, because if we enter the market last and position ourselves well, we will still have our customers.

Perception is everything in marketing and this must be understood. In this regard, it is crucial to be aware of the position you want to occupy in a person's mind. Our task is to create a perception that makes our brand associated with a unique word or feeling in people's minds. We want to be synonymous with quality, good... We want to be synonymous with style, great... We can be whatever we want to be (in terms of perception) but it is essential that it is a simple concept and that it is recognisable in everything we do and this is linked to our brand. If we want to be as artisanal as possible, we will have to demonstrate this through our logo, our website design, our packaging and our marketing emails. Everything has to be connected for the perception to be unique. We also talk about being unique because we have to differentiate ourselves whenever possible, because in most markets we will have a lot of competition and even more so in these times when the barriers to entry are very low. But we can find our own way to differentiate ourselves and we have to stick to this ingredient to be the number one alternative for everyone (remember there are people who do not want the number one brand but their number one alternative); this is also positioning ourselves well in the perception of others. Many times we forget that the market today is almost infinite. It is therefore not important that everyone perceives us as the ideal brand for a category, it is enough that a part of them perceives us as such. And it will be up to us to decide for which people we want to be the brand of choice. It is better to be something special for 1,000 people than to be something ordinary for 100,000 people. That is why you have to specialise and differentiate yourself; that way it will be easier for someone to perceive us as the best brand at something. We don't care (nor is it possible) for everyone to perceive us as better at everything. An example of this is Apple, which does not aim to reach everyone (even though everyone perceives it as the most famous or the first);

The differentiating element can also be anything that characterises us, even if it is negative. Let me explain myself better with an example: if we are small and we can only make 20 copies of a product (which is negative because there is little production), we can use this element to differentiate ourselves in the market and explain that we are obliged to sell these 20 copies at a higher price because we can only make 20 and then there will be no more (something positive, because it is a limited edition). As always, it is a question of how to make people see what we want them to see (in the case of the example, our selectivity).


If we look at all these aspects that make up Brand Awareness, we realise something seemingly obvious but crucial: for our brand perception to be positive and relevant, we need to know both our audience and our competitors. In other words, without constant analysis of the market and its trends, it will be impossible to achieve our goal.

 

Once these concepts have been clarified, we can go into more detail about some strategies to increase Brand Awareness:

Use a well-defined and consistent form of interaction that is easy to recognise.


The first thing is to have a unique, well-defined style with personality when it comes to communicating with our audience. It can be a style that is youthful and playful or serious and elegant; we can speak in the first person or in the third person; we can treat our interlocutor as You or Her; we can express few concepts and in a very direct way, or we can lengthen our paragraphs and be more subtle. There are many other possibilities and their combination gives us our unique style.


The second thing is to constantly convey our values in the content we create, so that people can recognise themselves in them (especially here what we explained above applies: it is not necessary that everyone recognises themselves in our values; it is enough that a few, but convinced, do).

Have a well-planned marketing strategy both online and offline.
It is a concept we constantly repeat throughout: multichannel and exploit every opportunity and every platform to enhance our image and perception. Let's not limit ourselves to paid advertisements, blogs and social networks. Let's also look for collaborations (even physical ones if our product allows it), newspapers, events, books and anything else we can think of, while being consistent with our brand and our tone of dialogue.


Create valuable content.
I know... it's such a trivial thing as that to do marketing you have to analyse data.... Well, it's true: we need to know where our target audience is and find a way to get our content to them. HOW? Look for the keywords we want to be recognised with, optimise them and make them easily reachable through the platforms we are interested in (each target audience prefers one platform over another). And always looking at what our competitors are doing, to differentiate ourselves as much as possible.

 

Use email marketing.
We have already explained this in detail in other documents, but here it is important to note that email marketing not only helps you to increase your turnover (which is definitely the main objective, especially in the short and medium term, because this is the way you will be able to move forward with your project) but also helps to create a clear brand image, because you will be able to talk directly to people who have already decided to listen to what you want to say. And if you use it well, it will be the most direct way for your brand to grow and be recognised.


Collaborate with the right influencers.
This point is very delicate and we have also dedicated a whole document to it, but it is definitely relevant especially on the level of Brand Awareness because if we find the right person to represent us and our values (which is not easy), then we will have a very valuable weapon in our hands.

 

Create a brand ambassador.
Our customers are the best form of publicity, because they can speak directly to our target audience, they can share their real experience and they can expand the value of our brand. If we make our customers do this in an almost structural way, by guiding them in their action, we can turn them into something special and make them our main channel for spreading our brand.

 

 

One of the strategies we have seen give the best results is one based on environmental awareness, i.e. the creation of a brand image that, as far as possible, not only respects the environment, but also seeks to actively act for its improvement and salvation. The concept of 'green', especially in the younger generations, is no longer only associated with the use of 'practices' with zero environmental impact, but also with concrete actions aimed at creating a better future for these new generations.

In practice, there are two strategies that can be used and that we have seen work with excellent results:

The first is to engage with your audience to plant a seed, a plant or a tree for every X orders placed (these can be cumulative or for each individual customer - example: for every 5 orders placed by the same customer, we plant a tree on their behalf) .

the second follows the same principle but from a different point of view and is to donate 1€ for every order or every 100€ invoiced (you can donate it to the organisation you consider most suitable, as long as it is of a social or environmental nature). For example, compared to Generation Z, 75% say they are more interested in the subject of intellectual or physical disability, so finding a good non-profit organisation for this purpose could be worthwhile.

Consider that we have seen customers spend up to 10% more thanks to these initiatives, so if you carefully consider the costs of this strategy and the increased billing, you will see how it will almost certainly pay off. In addition, you will improve your overall brand image not only among the younger generation (who are more sensitive to the topic), but also among your entire audience.
Finally, we leave you with a set of characteristics that a brand should have in order to be easily recognisable by its audience.

 

These are more things you should keep in mind in the first phase when you have not yet clearly decided what kind of brand you want to be and you have not been in the market for a long time; although, of course, it is not even necessary to know what they are to see if we can adjust the framing and try to improve one or two of these characteristics that we know have a great impact on people. Of course, these are features that can sometimes be incompatible with each other or even conflict, so it will depend a lot on what you want for your brand. Let's see what these characteristics are:

 

  • design: many times an effective and clean design can make you unique in front of your audience

  • rebellious and honest: highlight your values and in your fight against something you think is wrong, always speak directly about your opinions (it is true that you will reduce your target audience, but those who accompany you will be for life)

  • quality and status: these are elements that should never be missing, because people are looking to have products that will last and if you add to that an image that guarantees a certain advanced social status, well, you want that.

  • innovative: if your product allows it, emphasise how innovative your brand is

  • niche: this is a concept we always repeat to our clients: you don't need a large audience but rather a loyal and concentrated one, so better to focus on a sub-group of people and not on the crowd

  • energy: there are many who associate movement, dynamism and energy with real life; if you get into their heads with this concept and push it to the limit, you could have some very satisfying surprises.

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