An Introduction To Brand Awareness

Brand Awareness is a term that I often hear when business owners want to expand their market share and become a name people believe in. But what is Brand Awareness and how can you measure it?

Brand Awareness is the extend to which a brand is recognised by potential customers and is correctly associated with a particular product. For example, the blue and white BMW logo is easily associated with the car manufacturer and the cars in which they produce…this is brand awareness.

Gaining Brand Awareness is not an easy task, especially in a competative or saturated market. In recent work with a double glazing firm who wanted to gain brand awareness, I offered them two options - Spend a lot of money through multiple media channels or offer a USP - a unique selling point. Double glazing is extremely competative and the market is full of companies offering lower grade products in an attempt to capture the un-educated customer.

Stand out from the crowd with a USP

The company decided to go with option two, promoting their USP. Due to my employment contract, I cannot highlight what their USP was but I can touch on the current marketing strategy they have adopted. In short, we are heavily promoting their USP which should provide spin-off trade to other parts of their business. If I know my local pet shop sells the best dog food at the cheapest price, I’ll probably return their for a dog bowl, mat, lead and so on…the pet shop promotes their USP (selling the best but cheapest dog food) and gains trade from the spin-off custom (me buying the mat, lead, bowl etc)

If you have a USP that people believe in, use it to your advantage - remain unique and one step ahead. As James Caan’s father said, “Observe the masses and do the opposite“. In competative markets, if everyone was the same then customers wouldn’t know who to choose and generally go for the cheapest.

Going back to cars, the difference between a Mercedes CLK and a Fiat Punto is the quality, the finishing and the performance. Potential customers have been educated that a Mercedes will out-live a Fiat, retain a higher resell value and is far more reliable to name a few points.

Take Brand Awareness one step further and you’ll notice Ferrari have defined their USP as being performance. Some Ferrari models don’t have in-built cd players or massage chairs…but they are faster than every other car except rival performance manufacturers. Ferrari have defined their USP and concentrated on it - they don’t try to gain multiple market shares or build multiple models to suit every driver, they stick to what they’re good at.

Gaining Brand Awareness can be achieved in many ways, it is up to you to explore (or employ someone to!) avenues to gain entry to a market, target consumers within that market and achieve a market share. Here are three handy tips to get you started…

1. Define your vision - Who are you? What do you offer that people will want? Why will people chose you? Where do you want to be in 1, 3 and 5 years. Write down your mission, values and targets.

2. Build a brand - Don’t rush in blind, take your time. You have to crawl before you can walk. Start off with word-of-mouth, followed by local advertising. Complete each transaction with perfection from start to finish. Slowly but surely expand as more work comes in. Don’t be afraid to go looking for it, get your name out into the business world but do it with caution. Be ready for the challenges ahead and ensure you are always prepared.

Ensure small details are given the same importance as large issues. For example, your business logo has to be attractive without being complicated, creative without being off-putting and something you won’t get bored with in a few years.

3. Listen to your customers - Pay attention to all feedback given, as ultimately, every customer is a marketing tool. Word-of-Mouth advertising is the most effective way of gaining business as there is an element of trust - Would you consider a recommendation by your neighbour after viewing the good work that has been completed in her house or would you ignore it and find the first tradesman you can find?

It is easier to retain an existing customer than it is to attract a new one, so ensure your customers are happy without giving them everything for nothing. You are running a business but show compassion towards the product or service you offer. Trust is a major factor in gaining new business and building a reputable brand…your customers are the best people to market your reputation but they need to trust you first.

Good luck!