How to Improve Your Brand Awareness

 By: Jack Brown
When you are searching for some material for your article, do you ask for Google? When you want something to drink, do you ask for a cola? It seemed that the Google means searching engine and the cola a drink in the mind of crowds.

What happened? These brands have become so well-known, they’ve replaced the generic terms for similar products in our mind. In general, awareness describes people’s perception and cognitive reaction to a condition or event.

Brand awareness means the ability of a consumer to recognize and recall a brand in different situations, and there is a linkage between the brand and the product class, but the link does not have to be strong. Brand awareness is a process from where the brand is just known to a level when the consumers have put the brand on a higher rank; the brand has become the top of mind (Aaker, 1991).

Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand attitude can’t be formed, and intention to buy cannot occur unless brand awareness occurred.

Brand awareness is the level of consumer consciousness of a company. It measures a potential customer’s ability to not only recognize a brand image, but to also associate it with a certain company’s product or service. Brand awareness is best spread through both inbound and outbound marketing efforts. When competition in an industry is high, brand awareness can be one of a business’s greatest assets.

With the vast amount of products options, having a differentiated image and an audience that can distinguish a company’s brand from its competitors is crucial. It can mean the difference between success and failure for a company. Entire marketing campaigns can be constructed around promoting brand awareness. Spreading brand awareness is especially important in the early years of a company when they are trying to make a name for themselves.

When consumers are aware of the product a company offers, they will more likely go straight to that company if they need that product, instead of researching other places that they can acquire that product. Businesses with high brand awareness• are viewed as accepted by the market. Therefore, they are trusted more by consumers who are looking to purchase a new product.

Raising brand awareness is an ongoing job. Event swag was just mentioned; while free stuff, such as promotional non woven bags, pens, keychains, and coasters are nice, they don’t always make the most profound impact. Of course, people will more than happily accept them since they’re free, but it may not do the best job at promoting your brand.

Instead of the typical event swag, consider customized merchandise that is an event-exclusive and can’t be acquired elsewhere. Perhaps this can be something like a photo booth where guests can take funny selfies with the company logo in the background. The photo can then be imprinted on an item of the guest’s choosing.

This seems obvious enough, but it can’t be overstated. It’s all about visibility, and your logo should be visible both online and offline. For an event, plaster the logo on items like promotional items, banners, business cards, and on digital signage. You can also place a decal of your logo on company vehicles or even your own personal car.

The logo also needs to be present on the Web. Aside from your website, the logo should also be visible on all of your social media channels. If you frequently contribute to a discussion forum, each post should end with a signature containing the logo.

Promotional products can be just about anything, the possibilities are endless, and there are so many kinds• cheap promotional items• to fit your• companies’• budget. Some 58 percent of people who receive a promotional item keep and use it for an average time frame of about four years, making it well worth the initial investment as it will continue to have advertising power for a long time to come.
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