Businesses are always talking about "brand awareness", but what is it? Rather than giving you another overly-complicated definition, let's have a look at some popular brands... but look closely.
Isn't it funny how we still recognise the company brands even though the names have changed?
This is essentially what brand awareness is all about - being able to recognise one product from another. Brand awareness, then, is important because the stronger the brand, the more people are willing to invest their time or money in it. Ultimately, establishing a recognisable brand is the difference between small sales and big business.
But without knowing it, we - as consumers - build relationships with business or products on a day to day basis, and the ones above are simply the brands that we have known for years.
So with a century head start, how do new businesses compete with the likes of Walt Disney, Coca Cola and Sony? To put it simply, you don't.
Here are five tips on building your business' brand awareness:
- Remain creative. It's easy to let a powerful brand influence every decision, but it should always be the focal point and not the entire picture. It's healthy to remain creative, so never sacrifice it at the expense of a successful brand.
- Get feedback. It's the consumers who matter, so always listen to them. Establish as many ways of gathering feedback as possible, either through your website, direct mail or email correspondence. If they don't like something, change it.
- Your brand has to be eye catching, but a mish mash of colours isn't always the safest bet. Some of the best brands have little or no colour, so always bear in mind that it isn't always the brand that's important, but what you do with it.
- Your website shouldn't support your brand, but be your brand. In today's age, where more and more people are looking for services and products online, it's essential that your website is so much in tune with your brand's ethos that people won't be able to see the seams.
- Don't build a brand you believe in, build a brand that others will believe in. Although your personal tastes will have a lot to say at the early stages of building your brand, always remember that what your consumers think is always more important than what you think, no exceptions.