Connecting with your existing and future customers is now more important than ever. Every day, consumers are swamped with information about products and services. Being able to capture their attention, build trust and be recognisable is essential to beating the competition and growing your business.
Brand Awareness forms the foundation for your marketing strategies; understanding how to measure and implement it could be your golden ticket to success.
What is brand awareness?
Brand Awareness is a marketing term which refers to how familiar existing and future customers are with your business and how well they recognise your brand. Having good Brand Awareness builds loyal customers.
You can break down Brand Awareness into two components:
- Brand Recognition: How easily consumers can identify your brand when they see it. Think logos, colours, and packaging.
- Brand Recall: Whether consumers can remember your brand without any prompts. For example, if someone is asked to name a coffee brand and yours comes to mind, that’s recall.
Understanding both gives you a clearer picture of your brands strength. Telling you how well you’re reaching current customers, and how effectively you’re positioning your brand for future growth.
Why does brand awareness matter more than ever?
Recent data from TikTok highlights just how powerful brand awareness can be. It shows that brands with high-awareness get up to 2.86x more conversions than those with low-awareness. It also showed that if a brand is known by 4 out of 10 customers, marketing works 43% harder than if it’s only known by 3 out of 10.
Today consumers have more access to information than ever before and therefore more choice than ever before. Data shows that customers are more likely to pay attention to products and brands they are familiar with. In fact, those who have consistent, recognisable branding can get up to 33% more revenue. To stand out, you need more than great products; marketing that prioritises brand awareness is what keeps your business, products or services in the front of consumers’ minds.
How to create a strong brand awareness strategy
On average it takes 5-7 impressions to influence Brand Awareness. The best way to reach the people you want as customers is by creating a strong Brand Awareness Strategy. Below, discover how to ensure your brand awareness strategy creates lasting recognition and trust with the people you want to reach.
1. Build trust by advertising in a trusted place
Did you know that 46% of consumers would pay more to purchase from brands they trust. Brand awareness is not about just being seen, it’s about being remembered.
When a brand appears in a place people already trust, they pay attention. It’s a powerful moment. Your business inherits credibility simply by being in an environment your audience believes in. And that’s what LOCALiQ does better than anyone else!
As part of Newsquest, one of the UK’s largest local media groups, we are a Publisher-Powered Digital Agency. Our local news environments are built for reading, local people come to us to slow down and spend time with meaningful, trusted content. When a business advertises through our network, the trust our audiences have in us transfers to them.
Promoting your brand message across our local news sites, means you’ll be is seen in a place where people already trust what they’re reading. This builds immediate familiarity and trust with the people who matter most, your future customers.
2. Ensure brand awareness is built into the foundations of your marketing strategy
Building campaigns that increase brand awareness doesn’t have to come at the expense of generating direct sales leads. Smart brand awareness forms the foundation to build your marketing strategies on.
When done well, brand awareness fits seamlessly into your broader marketing plan. Working together with Lead Generation to create recognition, trust, and credibility that makes every sales campaign more effective and ultimately drives long-term growth.
Better yet, when you combine brand awareness with lead generation, you create a powerful sales journey for your customers. This journey is often illustrated by a model called the Sales Funnel. It is a framework that maps out the steps customers take on their way to making a purchase from your business.
By integrating both strategies, you’re not just attracting attention, you’re guiding potential customers from initial awareness through to purchasing your products or services. It pays to focus on more than just the likes and shares your marketing receives, weaving in your brands values and unique qualities in a way that’s clear to your audience could skyrocket your campaigns. Making good campaigns, great campaigns.
3. Measure brand awareness using the viewable time metric
Although having good brand awareness is important for building trust and driving sales, it can be tricky to measure. This is where the ‘viewable time’ metric can help.
It is a measurement of the length of time an ad is actively seen by a viewer. Viewable time is slightly different to impressions, which only records the number of times an ad is shown to a person. The longer the viewable time, the more engaged and interested you can assume the viewer has been in your advert. And therefore they are more likely to have absorbed your messages and branding, giving you a stronger chance of being recalled when they are looking to purchase your products or services.
At LOCALiQ, our digital marketing campaigns appear in places where people are receptive. That means your ads don’t just get seen, they get remembered. We know this because we measure the ‘viewable time’ metric across all our advertiser campaigns.
How can LOCALiQ help with brand awareness?
We consider ourselves a leading digital marketing agency that specialises in brand awareness strategies. Whether you’re a sole trader, running a small business or working as part of a marketing team, we’re confident we can help.
Our team of experts can provide a range of digital marketing services to help businesses like yours increase visibility online and generate sales leads. With over 200 news brands across the UK, we can connect you with your local audience. Whether you’re looking to attract new customers or strengthen long-term recognition, our brand awareness solutions ensure your message is seen, remembered, and trusted.
Ready to take the next step?
Contact us today to discover how you can attract more customers through trusted local news partnerships as part of your marketing strategy. Don’t miss out on this opportunity to boost your brand awareness, build trust and grow your business.
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