A lot of brands focusing on building awareness immediately after launch and this the right decision.
The problem is that often people looking at growing brand awareness from the wrong point of view and thus using not the most efficient strategies to do it.
What is brand awareness at all?
Imagine now you need to buy sneakers.
The first thing coming to my mind is Nike or Reebok.
This is called brand awareness.
Why do you need brand awareness?
You still can generate enough sales without it, right?
But when it comes to brand awareness the word of mouth do its job.
You’ll gain much more sales from the same marketing.
It means that it will increase your profit significantly.
So why do we need it?
Mainly for profit and growth.
What people usually doing to establish strong brand awareness?
Running the ads to make people notice the brand.
Brand introduction ads without a clear call to action
Different kind of “billboard ads”
Lead generation ad campaigns
Are they succeed with these approaches?
They might, but …
The downside of the usual brand awareness activities
In the previous post, I’ve described what people doing to build brand awareness.
And here are some downsides of these methods:
- Big investments — ads are expensive and brand awareness campaigns don’t bring you a lot of revenue.
- Implicit results — we are not able to measure the number of human minds who became aware of our brand and recall it next time when will need to buy something we’re offering.
- Unknown the quality of awareness — will people associate our brand with something exciting, or just another brand. They never tried our products before so we can’t judge it.
So what should we do to effectively build brand awareness?
The best way to build brand awareness is through continuously increasing sales
Aren’t people building brand awareness to increase sales?
They probably are.
But the best way to build brand awareness is through utilizing sales as a tool for it — not a result of it.
The result will come if we will focus on the process.
Check out more info about building brand awareness in my Youtube video here: